Time for the third article on build a email list how to Today’s article is all about leading people to the sale.
In the last two articles we talked a lot about value and trust, because they are the foundation of a high quality list. When you offer value to your subscribers they will trust you and when they trust you they will follow and buy from you.
The ultimate goal of any email marketing campaign is to convert subscribers into buyers. If anyone tells you differently than they must not be in business to make money. I’m assuming that you are, so we are going to dive right in to the topic of leading your readers from one offer to the next.
You may not realize this, but the first contact you make with your subscriber is an offer. You offered them something in exchange for their email address, right? Maybe an e book or short report. Just because it’s free doesn’t mean it’s not an offer.
That is your initial transaction. It shows that they are interested in what you have to offer, so it’s your job to keep the ball rolling and offer more. Now, many people will tell you that you should wait to ask for the sale until after they have been on your list for a while, but I recommend striking while the iron is hot.
They’ve already proven that they are interested by clicking subscribe so why not seal the deal by enticing them to make a purchase? It doesn’t have to be a big purchase just something to get them invested in paying attention to what you have to say.
It’s a proven fact that people will pay far more attention to something that they purchase, than something that they get for free. Think about that for a minute!
Yes, everyone loves to get free stuff, unfortunately chances are that free e book you gave them will sit on their hard drive untouched, but if they actually spend money on it they will be far more likely to open it up a read it.
So why not make them an offer that’s hard to refuse immediately after they join your list. For this to work it has to be something relevant to the problem that they are struggling with.
For example, is your reader having a hard time planning their wedding? Then offer them a printable checklist that will make the job easier. Keep the price point low and the value high, so it’s a real no brainer for them to say yes.
Make it easy for them to purchase, download and use. You want this transaction to be quick, painless and extremely gratifying for them. This type of offer is often referred to as a tripwire. This achieves two things, it solidifies trust and immediately qualifies them as someone who is willing to spend money with you. Cha-ching!
The people who purchase from you automatically jump up the ladder of trust and will be much more susceptible to your offers. They have proven this by giving you their money, so make sure you deliver and don’t disappoint. They can also be filtered into a different segment of your list than those who don’t make a purchase right away.
List segmentation is an important topic that we won’t dive into in this course, but it is something that you should definitely learn as your list grows, so that you can target your sales messages more effectively.
Lastly, don’t discount the subscribers who don’t purchase your initial offer. They may just need a little more reassurance and nurturing, before they click the buy button. Just continue to send out content that provides value to your readers and eventually they will convert into happy customers that will gladly snap up what you have to offer. And even if they don’t they will still be excellent advocates for your business.
That’s it for today. In the next article on build an email list how to, we will be talking about your offer funnel and encouraging readers through the buyers journey.