The {other} GDPR checklist no-one is talking about.

GDPR.

If I hear those four little letters one more time, I think I might actually go bury my head in a pillow and scream a few times. (You too? SO glad it’s not just me).

Firstly – if you have absolutely no idea what I’m talking about, let me give you the nutshell:

GDPR is a new privacy law that is being introduced by the EU. Its function, basically, is to protect the data gathered from people in the EU. For business owners, it means we now have to comply with that law when ‘processing’ people’s data (which can be something as simple as name and email address). If you collect data from someone who is in the EU, you are liable to comply with this new law…no matter where you live or operate from. 

This post isn’t intended to be a guide to GDPR (when it comes to that, I’m probably just as confused as the rest of us). If you want to find out more, I recommend reading this – or joining this.

I wrote this post to share my perspective on what this could mean for your business (and the perspective I am moving into this new GDPR reality we now find ourselves in). 

It goes without saying that everyone is entitled to their opinion, and not everyone is going to share my sentiment.

But…if you listen closely, the letters GDPR are closely followed by fear, worry, and insecurity. For many entrepreneurs, this whole thing is a headache that won’t go away.

And for good reason: in order to be fully compliant (and avoid ridiculous fines if audited and found to NOT be compliant), most entrepreneurs with an email list are being forced to invite their subscribers to opt-in again. If they don’t click that button? That’s it. Deleted from the database. Connection, over.

Not only does it affect the people to are already IN your community, it affects the people who will find you in the future.

Under the new GDPR law, you CANNOT require that someone checks the box to give ‘informed, explicit consent’ to go onto your list…in order for them to get your opt-in freebie.

In other words? You still have to deliver your freebie EVEN if they don’t check that box.

Essentially meaning – they can get your work for free, without joining your list (which – for most people – completely negates the whole point of having an opt-in freebie in the first place). Whilst you ARE allowed to use a freebie as an incentive, under the new law – you can’t ‘penalise’ someone who doesn’t want to go on your list by not sending them the freebie.

I would say ‘most’ entrepreneurs have an opt-in freebie because it is a lead magnet. It exchanges someone’s information for some free content. It is – whichever way you want to dress it up – a form of bribery (in the most benign sense).

As I pressed ‘send’ on my own GDPR re-consent campaign, I’m not gonna lie: I felt butterflies. I temporarily stepped into a place of fear.

What happens if I wake up tomorrow, and have lost thousands of contacts?

What does this mean for my Primary Test? People will be able to take the Test, download their Primary Archetype Guide…and then walk away? I don’t get the chance to develop a relationship with them?

What impact will this have on my business…and my income?

But then…I remembered.

I remembered that it never WAS about the ‘list’ for me.

I created my Primary Test as a way of introducing people to my work. I created it asking the question ‘What could I give that would be immensely valuable – even if their journey with me stopped right there?’.

Which is why GDPR has been so interesting. I’ll be honest – I’ve been feeling anxious about losing contacts. The engine of my business IS my community.

I know that some folks sign up for the guide, and continue receiving my emails for a few months before they decide to take their journey to the next level. It’s not always an instant progression.

GDPR law is essentially eliminating the time I get to communicate with someone, and help them get to know me through my emails.

What’s a girl to do?

Although I have been feeling a little unnerved, ultimately, here’s where my heart lies on this one. If you’ve been worrying about how this new law will impact your business, I encourage you to try this empowering perspective:

1) As I have always said – it is ALL about quality over quantity. If you look at this as a numbers game, that’s all it will ever be. For soulful solopreneurs, this just does NOT work.

2) I remember when I had a list of 500 people. I made MORE MONEY with that smaller list of people who truly wanted to be there than I’ve made with a list of 17,500.

3) Energy is everything. I truly believe your list has a unique energy of its own. If its filled with people who were bribed to be there – what’s the point?

4) If someone grabs your freebie and walks away – it truly wasn’t meant to be right at this moment. And that’s ok. The match has to be a good one, otherwise its not worth it.

5) A community costs a LOT. For 17,500 contacts, I pay around $450 a month. That’s a LOT of money. It also brings with it a lot of pressure to make sure once you have the numbers, you have to be able to keep affording them. I really despise that, because it tarnishes the joy of creating for me.

6) Ultimately, this is an AMAZING opportunity to re-evaluate your opt-in, and ask yourself – is this my BEST work? It’s an opportunity to raise the standard and quality – because now, you have to make an impression if they want to stay in your community. Don’t give them a reason to digest your freebie, and walk away. Give them a reason to STAY.

You won’t have to look very far to find compliance checklists for GDPR. They are AWESOME (especially Lisa’s webinar, which is so thorough and explained in beautiful, plain English).

But I’d like to give you an additional checklist with action steps that will ensure GDPR is a catalyst for beautiful growth in your business.

The (Other) GDPR Checklist 

• Is the intention behind your opt-in one of service, or one of gain? Check your INTENTION.
• Is your opt-in truly VALUABLE? Not just a ‘lead magnet’ – but something that has the capacity to change someone’s life…for the better? Check your VALUE.
• Is your opt-in of the best possible quality? If you’re not sure how to answer this question – ask yourself this. Would YOU be impressed if it landed in your inbox? Check your QUALITY.
• Is your opt-in the first step of the journey your customer will have with you? Is there a logical progression? Check your JOURNEY.
• Is your opt-in so valuable that someone would actually look you back up again to subscribe to your newsletter, even though they didn’t have to to get the opt-in? Have you contributed something so awesome and helpful that it’s worth their time to connect with you? Check your CONTRIBUTION.

No matter how you’re choosing to deal with GDPR (or not, for that matter) – this is an AMAZING opportunity for us all to up our game when it comes to providing value.

Email marketing has become so invasive recently – GDPR is an invitation to not only make sure you are transparent in how you’ll deal with people’s information, but also to make sure what you’re putting out there is worth staying for.

What are your thoughts on this? I’d love to hear them in the comments below!

C xo

Ps. Is your opt-in letting you down? Not sure what to even create? My Aligned Playbook could be the perfect thing to help you get some clarity and confidence in the way you grow your community.

An interactive Playbook, it will help you get clear on why – and how – you’re going to create your opt-in, expand your community, and connect with those you’d love to serve…with no gimmicks, no bribery.