Here’s how you can increase your sales numbers and attract a better quality client
Email marketing has transformed the way we can grow businesses. From the costly (yet still highly effective) direct mail world with the postage and printing costs… to the new age of instant delivery and little out-of-pocket costs for a mailing.
Email can bring life to your marketing mix and give your prospects and customers an insiders peak into your personality and business endeavors.
That said, email marketing is not a guaranteed moola maker.
In fact, more of them go wrong than right (despite what nonsense many of the ‘gurus’ are feeding you this week).
It doesn’t take much to sit at your computer like I am doing now, and put together a letter to your clients, much like I am to you right now.
What it DOES take is some grey matter to go into your campaign and some formulas that help ensure your odds are improved.
1) Write to ONE person… not hundreds or thousands. Know who your perfect client is. Know them like your best friend. Know what they would say if they were the one writing their life story in a journal.
What would they tell you?
What are their challenges?
What are their frustrations?
What keeps them awake at night tossing and turning?
If you don’t know this – you can’t write effective emails to them. They will come across as bland, stale, and without a personal connection. BUT, when you DO know who they are (intimately) your email will strike a chord with them unlike any others they receive. (fyi: I actually got to know my one client so well that I ended up marrying her :o) 11 years now… twin 9 years daughters to add to the mix. You could say I know her very well 🙂
2) Leverage your personality. One of your greatest assets, yet highly unlikely being used to its potential. Here are a few key things you can use in your copy that may help.
The key to this is to let loose. This is a unique way of getting inside your head and finding real life ways to position you and your business in the buyers mind. Don’t worry about if it is too much or too little… just dump your thoughts on paper.
Sometimes the most unusual of things about you can be the big breakthroughs we are looking for in the marketing and positioning of you.
Have fun… share freely.
* Pet Peeves
* Physical Characteristics (Uniqueness)
* Core Beliefs
* What Are You Pathological About?
* Significant Childhood Events
* Life Events You Remember Most
* Adventures You Will Never Forget
* Incompetence At?
* Anything You Are A Legend Of?
If you invest a few hours on this, and write down the points you think of as they come to you, that docuement will help you write promotions, articles, blog posts and campaigns for years to come.
A definite worthwhile investment.
3) Always try and include something in your promotions that gives an insight, a tip, or something helpful. Even in your promotions, include a PS or a side bar that is helpful. It helps them justify the time they invest in your materials.
4) What makes you unique in your field? Everyone talks about a USP – but, as you’ve probably seen, they are not that simple to create. Ask anyone what the best USPs are, and you will always hear Dominos Pizza, Fedex, etc. Always the same. Why? Because they aren’t that easy to do. Especially in today’s market with soooo many competitors out there – all doing the same thing you are. But there must be something, just one thing, that makes you unique. Right? Find it – then mention it in every email that goes out. Use it on your websites. On your blog. On your invoices. Everywhere you can – spread the word about the one thing that makes you unique. It doesn’t have to be rocket science – Microsoft doesn’t have one – Coke doesn’t have one – even Apple doesn’t have one. So monster success stories didn’t always get that way with an official USP – they just found one or two things they were good at and made that the focus of their marketing.
5) Call to action. Obvious… but not used. Every email you send should have a call to action. That does not mean you sell something every time you email… that is a dangerous path to take. The call to action could be to visit your blog, or reply back with comments, or to fill out a survey (the unsung hero of getting to know your customers). Just ask them to do something.
You should aim for 4 times as much content as promotions.
So one out of every 4 – 5 emails you send can be a promotion.
6) Have more fun with graphics. I am as guilty as charged here – but have been testing different approaches with some retail clients of mine. I found some interesting conversion improves with some very untraditional graphics.
Something I recommend you try.
Think about how people ‘traditionally’ think about your business, product or industry. What is the opposite of that? What graphic could be used to show the 2 opposites? Test it – you may be pleasantly surprised with the results.
7) Always remember Murphy’s Law in your email marketing. If something can go wrong, chances are it will. Pay very close attention to (speaking from my own mess ups): Deadlines are correct, contact details are correct, dates or holidays are the right one (like my mixup on when Canada day is this week – whoops!), etc.
Plan for a contingency.
Think through your email from the point of view of a brand new prospect to your email list. How would they see it? What would they like about it? Dislike aoutb it? Is it worthy of being passed on?
Do your best to factor these 7 rules into your marketing.
More to come.
Have a great week.
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