Top 10 Ways to Get your Potential Clients to Respond to Your Email
Judy Cullins c. 2006
To most of you, email is the way to stay visible with your clients. It's convenient, free, and gets your word out easily to your targeted market. Busy people love this short, fast way to communicate.Results are what count. While you may not like the spam email brings, it's part of doing business on the internet.
The benefits far outweigh the negatives, even if you are a bit reluctant about email. It's easy, fast, inexpensive, friendly and personal to name a few. The best benefit--it aids your marketing efforts to reach more of your targeted audience than any traditional way can. If you are new to email think about taking an internet marketing teleclass or work with this kind of coach.
It's easy when you take one bite at a time.
Up until now, perhaps you've been sending the wrong email message and aren't getting action. Or, you're thinking this isn't a formal, traditional, and integrous way to get visibility. Think again.
For reluctant marketers, introverts, and seasoned, savvy businesses, check out these 10 keys to a successful email promotion campaign so you can leverage what you know now to take advantage of the number one way to market today-email.
1. Get your target market to opt-in to your ezine or other messages. This is a no spam way for people who want your information. They are pulled by free and will sign up for a special report or free ezine. Make sure your web site has a place for these. You can also email individuals with a message and offer. Every few months I email my customer email list and give them a report or make a offer.
2. Think promotion campaign. While marketing is the long term plan, promotion means continuous connecting. You need to send ongoing messages. Enough to help your audience to remember you when they need your service. They may not buy now, but when they are ready, they will remember your messages and that you are a good choice. Many clients don't buy now, mainly for financial reasons. They want what you have, but need to create the money for it. The biggest mistake coaches, speakers, and consultants make is to only send out occasional messages.
3. Think target market. You don't want to send the same broadcast email to one group who came to you for different reasons. Create many categories of people's email addresses who connect with you. Like me, create an email address folder. Within it, keep one for customers, ezine subscribers, potential clients (from questions by phone or email), teleclass participants, and seminars.
4. Write special beginnings within the email to each email group. Dear subscribers, I wanted you to have this complimentary special report to help you reduce your marketing time to only 6-8 hours a week. Make sure you include opt-out information at the bottom of each promotional email.. Then copy and paste your article or report inside the email. Send these out inbetween your monthly ezine--usually one or two per month. You don't want to deluge your audience, but you do want them to remember you.
5. Make your subject line benefit driven and specific. When I see a general subject line like "Seminars from xxx" I just delete it. The purpose of your subject line is to get people to open it. The heading "Seminars" doesn't connect with me on what I may need or want. Not just any seminar. Where's the benefit? This is one of the top challenges businesses have--the language of benefits.
Another challenge includes words that may be blocked from people's spam checker. Ask them to include you in their address book to avoid this. Half of our messages either don't make it to the receiver or aren't opened. It may be worth your time to check your email against a spam checker.
6. Get personal and keep it friendly. You can develop relationships with people in your lists. For example, write a short form letter making a free offer, but personalize it by mentioning the person's individual challenge. I ask about their book title and and how they are doing on their project. Then, I copy and paste the main message into 10 separate emails at a time. My assistant takes the specific information from their hard folder and incorporates it. At the end of the note, I make a free offer. One successful campaign included giving away 10 minutes of phone coaching time on one particular day. My gift to participants at Christmas time. From fifteen of these quick phone sessions, three bought books they needed, two took a teleclass, and two people signed up as clients.
7. Make all of your messages educational and don't blatantly sell in them. It's OK to make an offer at the end of the freebie, but strive to give out what others who can become your client or customer what they want--free information. People wanting your content will love articles you submit to web sites like www.ezines.com or www.businesshighlights.com. Your free article's signature file posted will get your readers to your site where your sales messages and other content are. After consistent article submitting, my name is listed on over 100,000 other web sites and I get over 5000 visitors a day to my site.
8. Make you signature file or box ( web bio) compel action from its readers. Ho hum. Your name, your titles, your address. No one cares about your titles. They want to know what you can do for them. Include a benefit driven concept statement. Something like, She helps you manifest your relationship dream. He works with small businesses who want to attract and keep new clients.
Remember to always include a free offer in your signature file. Without it, you won't get many to visit your web site to see the rest of your offers. Your email readers may need to see messages from you 5-7 times before they will act, so be patient and run your business for the long haul success.
Remember, the purpose of your emails is to pre-sell, not to sell. You want to attract your audience to your web site or call your toll-free number. You want your person reading the message to click to the offer at your web site, the sales letter you've crafted for each and every service or product you offer.
9. Make only one offer per email. It's like multi-tasking. We think when we're doing two or more things at once, we progress. Actually, we can only do one thing at a time well. Guess the men know what they are talking about. When people get email they want the message short and easy to understand. Focus on one point and make it easy to "buy."
10. Design a three tier promotion campaign.
Space out these emails every two or three weeks.
First, send out a free offer of your service. You'll get loads of responses with this one. Note the people who responded and keep their emails in a file to keep sending other messages to.
Second, send out a free report that links to your service. Remember to keep your conversation going. End your letter with something like, "If you have any questions or want more information, just email me at xxx or check out my site at xxx that includes a special link to what you want them to see.
Third, send out your soft service sales letter. It's kind of a conversation where you pose their questions and answer them.
Many business owners do not have a sales letter for their service. Remember, your mission and bio are useful, but not as important as what you can give your clients. Coaches, professionals, and other small business people. need to say more about their benefits. Yes, it's a sales letter, but with a blueprint to follow, you can insert your personality, your insights that product sales letter don't. I call this powerhouse soft sales email a meaningful conversation. You can use it via the phone, but also by email and on your web site. When you give your potential clients enough information to make an intelligent decision, they will contact you. If you are not certain how to set this soft sales letter up, connect with a professional writing coach who practices this technique often.
While this may be a lot to think about, just take action on one or so of these email promotion tips to make sure you have all the clients you need and all the income you want to take that needed vacation, buy a wonderful car, or invest for your retirement.
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Book and Internet Marketing Coach, Judy Cullins, can help you build credibility and clients, sell a lot of books, and make maximum profits. Author of 11 books including Write your eBook or Other Short Book Fast and The Fast and Cheap Way to Explode Targeted Web Traffic" Get her free eBook"20 High Octane Book Writing and Marketing Tips" and two free monthly ezines at http://www.bookcoaching.com