You've been
doing a bang-up job reading these messages and learning
your marketing A-B-C's, but without a break, your circuits
are going to overload and instead of looking forward to
my messages...you'll do exactly the opposite. You'll lose
interest.
The same is true with potential customers.
So today, we're going to take a Study Break, sort of. But
don't worry, there's still a valuable lesson to be learned.
Instead of getting tunnel-vision and only seeing the short-term
goal of the right-now sale, remember that your email messages
are an important way for you to build a relationship
with a consumer based on your honesty and service.
Although you want your prospect to buy, you shouldn't immediately
and constantly bombard the folks on your email list with
nothing but sales pitches. You're looking for a long-term,
committed relationship. Be a person first and a salesperson
second for the best results.
Relationship
Counseling
Your first
few email sales letters may prove to be the most effective
if they're written in a warm, helpful, let's-be-business-friends
"voice."
Give The
People What They Want
In the off-line world, we've become accustomed to the fact
that we hear literally thousands of messages each day. An
online experience, on the other hand is still, for most
people, closer to visiting "the library" or perhaps watching
public television rather than tuning into the Home Shopping
Network.
Most people are on the Internet looking for information
- not waiting to be sold. People don't want to be pitched
to every day with a "you'd better buy it now" message.
So don't be a salesperson. Be Miss Information (okay, Ms.
Information definitely sounds better) or Mr. Answerman.
After you become a trusted resource, it's easy to become
a trusted source.
Time Is
The Essence
Lasting relationships don't happen overnight...they're built
over time. Your sales letters should be crafted in a way
that slowly, but surely convinces your prospects that you're
someone with whom they'd like to do business. After you've
laid a foundation -- made them happy with what you've given
them as a gift, demonstrated your knowledge, etc. -- you'll
have plenty of time to build a case for buying from you.
The E-List
Once your prospects have gotten to know you through your
entire series of pre-written (but valuable) communications...after
you've built trust in the relationship and gradually exposed
consumers to the benefits of your product or service...you
can "graduate" them into your "real time" ezine list.
Obviously, you can't include a time-dependent message in
your pre-written letter series. People are opting in to
your list 365 days a year and you can't risk that they'll
receive a "Season's Greetings" message in the middle of
June.
But, when you've exhausted the appeal of your letter
series, the people on your email list can become your ezine
list. Then you can send a Valentine's message in February,
a "Happy Birthday, America" message in July, etc.
To Know
You Is To Love You
You can influence people when they know you, like you, and
trust you. Ongoing timely communications means you can continue
to build rapport with the people on your list, and you can
be sure that if they trust you, they'll be open to
buying from you.
Okay, I'll admit that this message wasn't purely a study
break. It may be the most valuable lesson you've learned
yet!
Proceed with Lesson #5
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