I’m talking to you, gurus and wannabe gurus of the Internet Marketing world.
You’ve worked really hard to build that list and your success with it will have a big influence on your next product launch. Yet you write bad promo email after bad promo email and watch your list shrink every time you hit send.
When alarmists like Rick Butts tell people to unsubscribe from internet marketing lists that don’t deliver, you quake in your pants cause that means YOU. And you’re getting scared because it’s about to hit the point of no return and you don’t know what to do.
Here’s how to sell to your list so you cultivate prospects into raving fans and repeat buyers:
1) Write your own emails:
Think you can copy paste the pre-written JV email and get away with it? Wrong. It’s a mortal offence any one committing should be quick to repent for.
We’ll investigate the other reasons you need to do this in a moment, but let’s consider for just one second how it looks when you send the template email.
It says one of two things and suggests a mix of both: first off, you don’t care enough about the product to have reviewed it yourself and you are promoting it just for the money or to return a favour. Secondly, it says you don’t give a crap about the people reading it. They are numbers on your list. Numbers that fall quickly.
2) Have a Freaking Emotional / Ethical Barometer:
Yes there are hoards of newbies out there to who you can sell anything. That doesn’t mean you should. Not all offers are created equal and not all gurus are created equal.
Some will not deliver and others will massacre the customers you send them with daily promos for junk. And you recommended them. Trust: minus 1.
3) Be Relevant, or at least try:
Ok so a new product came out, you like it and you want to promote. How does it fit into the CORE message you yourself have sold them on earlier?
Yes, this is marketing and you can stretch things, but it’s good to stay in the same ballpark or at the very least give that impression.
Want to make sales AND have your prospects thank you for it? You’ve already taught them something when they bought from you originally. Show them how to get the most mileage out of it and propose products and services that fit in with that mission.
That way you look like you practice what you preach and you still believe in your stuff…
4) Deliver SOMETHING beyond an Affiliate Link:
Ideally you will NOT write promo after promo to your list, but we all know that can happen… If you just can’t do it any other way for now, then add value to each promo by delivering something else with it.
Most of the time, this takes the form of a story that uncovers a relevant business lesson. Or it describes in some detail how something can be achieved. Therefore the promotion is not the end all be all, the actual object of the promotion is the accelerator they buy if they want to do it faster, better, etc…
But thanks to you, they can now do it anyways. Whether they buy today or not, they got something out of the interaction.
5) Don’t be a Doormat, nor a Bore
People are looking for guidance and reassurance. They like to get this from people they trust.
They already WANT to trust you since they got on your list, but if you get all wishy-washy, they’ll listen to someone else that really believes what they’re saying.
You want a polarized audience, not a sleepy one. If you can get half the people to love you and the other half to hate your guts, you’ve done a much better job than if NOBODY cares…
Having good copy skills will also make your emails more interesting, and therefore readable so please, go…
6) Read some Halbert
I make it no secret I’ve gained nearly all my copywriting jiujutsu from the Gary Halbert Letter. Yesterday, I went back for a refresher and found this great piece…
Let me say it without mincing words: copywriting is the marketer’s prime value. If you fall short here, you will NEVER get to the top. Never.
If you don’t know copy, your emails don’t get opened, don’t get read, don’t capture attention, don’t create desire, and don’t generate action.
Oh, and since they don’t do any of those things, they are useless. Not just to you, but worse even, to your prospects, who will soon give their limited attention span to someone who knows how to keep it and get something out of it, for the sake of both parties involved.
7) Find Something Wrong with it
Think about it. No product is perfect. We all know that. If you promote flawless product after flawless product, it’s your credibility taking a hit every time.
I’m sure if you actually reviewed it, you found some parts you liked less and some parts you liked more. Don’t be afraid to make the product and proposition feel REAL by admitting it’s imperfect.
Imperfections also create the perfect opportunity to…
Add Value to the Proposition:
Here I’m talking two main issues. The first way you add value is by helping the prospect make the right decision for themselves.
You give them the information they need to situate if and where the proposition meshes with their current situation. Whether they buy or not, they can thank you for helping them make the right decision.
The other way to add value is the classic bonus.
Often this will target the flaw you exposed earlier. For example, did you feel bogged down reading the 200 page book? Offer up a mindmap that counters the flaw.
Have something more to say on the subject than the author did? Can you offer more depth on one specific tactic, can you hold hands, provide a short cut?
The answer should nearly always be yes.
Sure you can get away with “shock and awe†bonuses, aka $2749 worth of PLR ebooks you paid $1 on Ebay for Master Resell Rights to, but that gets old real fast and the backlash is just around the corner…
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I’m sure I’m missing some but just these 8 brief points, once applied, will get your emails opened and read for a long time to come as you become they guy or gal that provides a dose of personality, real world logic, buyer protection and education as well as added value.
If you’re reading this, you’re either a marketer with a list or a prospect on those lists. Share your experience below. Did I miss any big ones?
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