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?
Well done Alex.
You are helping to be part of a movement that is cleaning up the pure hyperbole of the Internet marketing industry.
The reality is that there are a host of people who will ride the hammering emails into the ground – while people with a long term business plan will make changes.
Thanks!
Rick Butts
The ‘emmotional and ethical’ barometer …
Kudos for putting THAT one at the top of your list, Alex.
Having an ethical compass that keeps you pointing true – that alone makes SUCH a difference in the success of a follow-up email series, and for that matter the long-term success of one’s business.
I would also add that what works well for me is for every ONE sales/commissioned link I put in an email, I add TWO links to something applicable, useful, and FREE!
But Rick hit the nail on the head regarding the ‘Fly by Nights’ (promoting the “latest hot setup’ ) VERSUS those who manage a REAL business planned and built to LAST. Those running a REAL business take every step to create and maintain a reputation of honesty, caring, and authority in their field.
GREAT post, Alex. Now, if only all the folks that NEED to read it, will.
Dan
Hi Alex,
This might be controversial, but any Marketer whose only contact with the customer is to promote the next ‘me too’ product deserves to have their list not only reduced but confiscated. Years ago I came across this saying “I don’t care how much you know until I know how much you care.”
Of course I am not saying The “Gurus” you spoke with over the weekend necessarily fall within the category of those whose lists I’d confiscate. It is however, crucially important that Marketers remember that they are writing to ‘people,’ as opposed to ‘a list.’
Most people do not like to be ‘sold,’ they prefer to ‘buy.’ People like to buy ‘tools,’ or
‘solutions.’ Let’s imagine that one day the idea enters my head that this Canadian Dude called Alex Goad, really cares about people (as I know he does) so I decide to fly all the way from the UK to Montréal to attend one of Alex’s workshops. While there in Montréal I rent a car but gets lost in the city. I am starting to worry because I only have a few minutes before the first workshop session starts. I am absolutely starving as I drive frantically to get to the workshop on time. Suddenly, two blocks away from the workshop venue I see some golden arches; I breathe a sigh of relief as I park illegally in front of the McDonalds restaurant, rush indoors, and place my order while constantly glancing back toward the car to see if the police have noticed my illegally parked car. I grab my order, dash to the car and thank the gods that I chose an auto-shift car because now I can have my lunch while driving the two blocks to the workshop.
The question here is simply this, Why did I dash into McDonalds? Was it because I loved the shape of their arches or because I like their food?
Perhaps I totally dislike McDonalds food, but at that point in time I had a need, a challenge, a problem. McDonalds provided a solution to the need I had. If another restaurateur should meet me on the steps of the workshop venue and try to sell me some of the best food to be found in Montréal I would not be interested because I am no longer hungry. If that restaurateur insist on bombarding me with information about the food I will think that he is only interested in himself and the sale rather than in me.
Now imagine that at the entrance to the room where the workshop is convening a hotelier approaches me and gives me a whopping great discount on the room rate for the duration of the workshop, well we could possible be in business since I had forgotten to book a hotel prior to leaving London.
People buy solutions to their problems. Alex is spot on when in point #3 he highlights the need for relevance. I believe that as ethical Marketers our first job is to get to know our customers and then show them that we care about them and their situation.
Why do I listen to Alex, Craig and Brian? Because I get the feeling that I can trust them to provide the solution to my challenges at a reasonable price
Errol Blackburn
http://www.ActiveCash.co.uk
http://www.WealthMentor.biz
Alex,
You’ve addressed a trap that most every newbie slips into, the minute he starts building a list.
As with all marketers, they are fully aware of maxim, “The money’s in the list”… yet, they throw money away by mercilessly pounding promo after promo to their list.
And it’s the most sure-fire to get unsubs, as well as lower the general response and CTR of mailouts.
The experienced, savvy marketer does not treat his list that way; to begin with, he would never have grown a list, had he not nurtured it with tips, advice, loss-leaders, and a genuine effort to build a rapport with his subscribers.
Sadly, you see the same thing in everyday life, where it’s akin to one person doing all the talking, and not taking care to worry about the other side of sound wave.
People will in fact shut you out… sure, they’ll hear you, but not listen. Your subs will receive your message, but not pay attention to it.
One need only subscribe to a few good lists, managed by some ethical exponents of the IM game – such as Patric Chan, or Rich Schefren, to name but the first two who come to mind – to see how everything you mentioned should be operated.
-Josh
Hey Guys,
Thanks for your comments
@Rick: I don’t agree with everything you say, but you got me blogging again so thanks
@Dan : Thanks. I love internet marketing and the ethical barometer thing is the dark stain on the industry.
New, smaller players that really have something to say are effectively fueling the clean up.
People will only stop listening to the fakers when market quality draws the line so clearly it can’t be ignored any longer.
@Errol: I agree, relevancy is where it’s at, because it’s all about the WIIFM and many marketers forget to broadcast on that channel.
Thanks for the vote of confidence and the great analogy.
Downside: now I want a Big Mac
Josh: Can I get you to guest post here? You have tons to say. C’mon, say yes…
Hi Alex,
If you are marketing to beginners gradually they are moving up the food chain and may no longer be as enthralled with receiving your email as they once were. It is not that they think any the less of you. It is simply that eventually they have to stop flying around from one thing to another and settle down and make something work. There are only so many hours in the day and at the beginning they have no staff or no money.
I find that I ignore a lot of emails that I used to read and settle for working with the products and systems that I think have a good chance of succeeding with. Also find that I am keener on products recommended from within one tight knit circle.
Another point is the titles on emails. Someone sends me one with “support” in the title. I immediately bin it because I associate the word ‘support’ with working in a corporate environment, system down and waiting for support to sort it out.
Keep up the good work.
Niamh
Alex, I think the 80-20 rule is the key. Give your list some REAL education 80% of the time and they will buy the other 20%. Also, to you so called gurus- please stop telling us how great you are, e.g. Mike Filsame,. It’s a real turn off to listen to someone brag about themselves. I delete these instantly.
Hey Niamh,
Agreed. We all outgrow lists, and that’s a good thing.
I like to think that I help people “graduate” from mine rather than unsubscribe in disgust…
Also, consider that I’m not writing this from the perspective of the poor abused customer, but rather the poor confused marketer that’s making these mistakes without really knowing it.
Great post Alex,
This is exactly what I needed to read.
Everytime I’m in a problem you are the one I ask, and I always get a prompt and great response from you that solves the problem.
Your list is the one to be subscribed on, and to pay attention to.
With your help and by following your methods I’ve seen a REALLY BIG increase in my Internet business in just a few weeks.
So to any one reading this, pay attention to Alex, he always have something new and useful to share with us.
Thanks,
Jacobo
Hey Captain,
I like that. I think it can even work within a single promo email:
80% information and 20% selling message.
As for bragging, it appears some people really like that. They like to see ferrari’s, big houses and hear about accomplishment…
Some find it motivating. I’m not a big fan, but it works for some…
Hey Jacobo,
Thanks, I like to hear that, but I also have to admit I’m coming up short.
Trying hard to apply all this myself, but it can be challenging and I can’t claim to be where I want to be, though I’ll keep pushing till I get there…
I spent a day or so unsubscribing from “gurus” lists, and I still get their mail. There are 2 major turn-offs in the emails. 1. They are all the same, and 2. They don’t provide any help to the people the guru is supposed to be teaching. (“Guru” originally means “teacher,” not glamorized rip-off artist.)
I don’t have any suggestions for the gurus – I want them to stop what they are doing, and think about running a real business that brings benefit to customers and has a unique selling proposition. When they are able to run a business that does not require their list to sell to their lists, then they may earn the “guru” title, and I might pay attention. Meanwhile, Alex is one of the few who walks the walk. He had one product, sold to a list, and keeps his list updated so that they succeed with his product. He has kept selling more stuff to the list to a minimum. And he writes a clear-cut, to the point email.
I agree with everything you said because I have experienced all of this as a prospect on countless number of marketer’s list…only few I’ve found that provide extreme value including yours…
I think us newbies need training in every aspect of copywriting & email marketing…
just enough that lays the foundations & teaches the fundamentals…
you are amongst the few marketers that I respect for & I plan to learn from you as well
Cheers
Well gentlemen you seem to have said it all.
Like Jerry, I, too, spent a day unsubscribing to various list but still the mail pours in.
All that you have written is correct but you all overlook a couple of things:
First, so many emails are just too darn long. I don’t have time to waste reading your “blurbs”. You have to get my attention in the first two lines or, “goodbye” I have a living to make and I’m not not going to let you detract from it.
Next, you are always “in my face” . I will spend unlimited time on the people who only email me occasionally; when they really have something to say.
Freebies don’t bother me, the Internet is awash with them.
Give me a website with, as you mentioned, relevant information or bring me up-to-date on Internet changes that may have been overlooked.
By and large, I’m sick of your tired, old, worn out offerings and long for something new and exciting.
The closest that ever came was when a guru, rambling along with his letter asked his subscribers to , “bare with him” – I wrote back and said I’d be delighted, when and where but the coward didn’t respond!
Hey Guys,
It’s good to hear from more “subscribers”
Mattie, I like your cut to the chase style and I bet you’re doing well for yourself since you protect your time so well
Alex,
Point 3 and 4 are excellent reminders for me.
The only reason I am on most lists is to spy what’s hot… and what’s not (probably mostly “what’s not”). And sometimes some “gurus” actually surprise me by actually writing some solid and original copy.
The sad thing is that I unsubscribed to a lot of ‘newsletters’ because the content was really bad. And what they promoted was even worse. Exactly like you pointed out above.
When you started talking about PLR products, I remembered a very effective blackhat tactic:
Take a PLR product and make it the content of your website. Usually they are too crappy to sell… but they serve the ‘lazy’ blackhatter perfectly fine. As a preselling tool and of course as a search engine magnet. But I’m sure you know all about that, Alex
.
All together, great reminder. Thanks!
Hi Alex,
You know, I’m in so many lists that I’ve lost count, but I’m probably in over 60 for the same reason Jarod explains above, to check what’s hot, but your blog post just made me realize what I’m about to explain…
The only emails I really read and am anxiously waiting to receive are your emails along with about 4 other guys. Amazingly, I knew about these guys (except one I knew from his $7 secrets ebook) thanks to Players with Money.
The reason why I’m anxiously waiting for these emails is because I’m starving for valuable information and you, along with these other guys, provide it. When it comes to reviews and recommendations, I haven’t seen any crapy product you recommend to just make a commission and as you say, you always provide additional GREAT bonuses that add value to the main product. They have all been excellent products that I have bought and ARE helping me reach my online income goals.
What I just realized is that I’m receiving so many emails to find “what’s hot and good” and I’ve only found these with this small group of people, so I have no need to be wasting my time with all these other lists. I never buy anything from them anyway so I’m gonna follow Rick Butts advise. What a relief!!
So yes, I’m living proof that what you say is completely true and these other list owners are losing yet another subscriber. I’ve made this blog post my guidelines to follow when my time comes to launch my own product or begin creating a list from my review pages.
Thanks Alex!
Hey Sergio,
Thanks.
I was a big fan of being on mailing lists to find out what’s hot and just to kind of be “in the bath.
After a while, you realize that nearly everyone mails the same thing and nearly all those emails are “useless”.
As a business builder, you have to protect your time and attention… Glad I made the cut
I started out with networking marketing. Then I went to MLM. I ignored the affiliate game because I thought it was too hard. I read an insurmountable list of ebooks and filled my inbox with whatever “new” reports came out. Then, just about 7 months ago, I realized that someone was actually being nice, friendly, empathetic, kind and GENUINE.
You see, for me, it’s about being genuine and authentic. You find that with Alex Goad.
I send him emails, often wondering if I am “bothering him” like every other so-called guru doesn’t want to get, but I receive…(get this)…an ACTUAL EMAIL FROM ALEX. I don’t get a copied-and-pasted email, I get the REAL DEAL. He cares. And that’s why I continue to enjoy his emails and gladly send the others to in inbox trashcan.
Alex provides relevant information, issues to look out for, and SOLID bonuses that actually take you BEYOND the superficial. Alex is, in my estimation, a nice guy who just happens to be an affiliate genius. That’s him…plain and simple. And I like plain and simple, since being in the ministry means I want others to hear the Gospel that way. I get respected my Alex with my questions, my concerns, my confusion, and my joys as well. He has become a friend, not just a mentor, and I have NEVER felt like he has been condescending to me, a step up from Newbie:).
That’s why, in my estimation, it is important to, as Dan says, give USEFUL things away for free! Don’t we love FREE stuff that actually helps us in this game? This is about teamwork and blogging about our successes…together.
I have told Alex this many times (and he has asked that I write and blog more about my passion concerning entrepreneurial affiliate marketing) that when you take away the product launches, the membership forums, the special downloads, the google tricks, the adwords tactics, what are you TRULY left with?
Relationships.
That’s right. When all is said and done, WHAT will be your IM legacy? I hope that when I (finally) get my autoresponder set up and continue to work my campaigns, that people will truly know that I care about THEM first, because relationships and friendships matter. For me, giving people things they don’t deserve is, in one word, grace.
We need more grace in our emails to our lists. And, well, we need more grace in our relationships online, and off.
Those are my two cents. And I can honestly call Alex my friend…he is one who truly cares and is an “Affiliate Nice Guy” in my book. Let’s create others and duplicate GRACE in our marketing efforts.
I have a feeling others will care how much we know, only when they know how much we care.
God bless,
Will
aka “Mr. Affiliate Nice Guy”
Hey Will,
Thanks again buddy, your support has also come in the most welcome times