Email Marketing Bbb

Posted on May 1st, 2011

Email Marketing Bbb

Small Business Email Marketing and The Motivating Sequence

In small business email marketing for beginners we will go over the process of gaining new leads via email capture, how to write good copy for your follow up emails, and the best auto-follow up services available right now.

Let’s face it, email marketing is the new protocol for advertising. Most people don’t want to buy your commodity before they meet you unless they are really famished for it. That’s okay, you can just get them to give you their email and follow up with them so they don’t have to make a determination right now.

Two Way selling or Email Marketing is the wave online right now. Not only does it save you on postage, but it basically drops the cost of relationship building with your potential customers down to almost zip.

The following outline is for folks that are interested in small business email marketing. It will help you understand the steps of each mechanism and how they relate to one another on a sizable scale.

1. Email Capture

If you are weighty about small business email marketing then you should have a means to capture the email address of visitors to your site. Remember that customers are changeable and what someone may not want to today, they may want tomorrow really bad. It’s just your job to stay in front of the right people for as long as possible. Thus multiplying the chances of them choosing you over the competition.

What is normally referred to as a ‘squeeze page’ is often used to pull leads online. A good place to use a squeeze page is using google adwords for clicks. A squeeze page is a page that appears right after the click and and provides an useful free report or assessment for their problem. As mentioned it could be a free quick start guide-ebook pdf, or maybe a free consultation or assessment of some sort. Whatever it is it has to aid your customers in the way they feel is most important to them, not you. Sometimes it’s dfficult for us to keep our personal opinions and biases out of marketing campaigns but don’t fall prey to this trap. Stayfocused on the wants and needs of your customers. In addition try and use only an email field in your sign up form for better conversion (sign up rate).

2. Writing Good Copy

Here I am going to give you a step by step foundation for ANY promotion or sales letter you write.

It’s called the motivating sequence and was created by legendary copywriter Bob Bly. To find out more about Bob, scroll down to the link at the bottom of this feature.

It goes like this:

A. Headline: Make sure your headline ‘grabs them by the eyeballs’. The ONLY purpose of a headline is to get attention. That’s it. Putting stuff like ‘Warning’ as your headline works well in markets where there is reasonable disconnection and low trust. This makes it appear to the reader that you are merely an observer ‘above the fray’ doing an unbiased review. Make sure your headline also passes the four U’s: Unique, Urgent, Ultra Particular, and Useful. The four U’s also works very well with Bullet Points.

B. State The Problem

Right here you want to state whatever the problem is that your business or product solves. Something like “Do you abhor getting out of bed in the morning?” would work well in a market for people with sleep apnea or insomnia or even depression. This is the place where you need to state their problem and really upset it. Make it get as bad as it can get. Be sure to describe how much of a pain in the neck it is and so on. List all the terrible abd bad things that always happen to them. Here you are directly relating and empathizing with the reader. Also, write your copy like you are talking to just one person and not a crowd. You want them to feel as if you are just talking to them and really identifying with them and their big bad situation.

C. Present your Product as the Solution To The Problem.

State benefits not features. Too many times folks say stuff like ‘We have the best assistance in town’. This is a feature. A benefit would be something like: ‘Now you don’t have to carry that rock up that hill ever again!’. That stuff really goes a long way with customers. Remember, people are interested in whats in it for them. They don’t care about your establishment and the fact you only employ well dressed executives that have a nice office building (even though you do and yes it’s nice). 99% of folks listen to a radio station called WIIFM or ‘Whats in it for me FM”. Always lead with the “benefit” to them. Normally the benefit will be the subheading and the features will be the 2 or 3 sentences right below it. Keep your sentences abbreviated and punchy (trim the fat and make your statement lean).

D. Credentialize Yourself

Here you can present your resume’, experience and anything else you may consider to be applicable to the cause. Any affiliations with dependable agencies (ie The BBB etc), will also soup up your offer. And last but not least the most important and powerful tool EVER. ……Customer Testimonials. See if you can get your past clients to pick up the phone and give you an audio testimonial which you can then place on your site.

E. Ask for the Order and Create Urgency.

This is where some folks wimper out. Remember, you will have to ask them or tell them what to do next.

Tell them it’s a ‘limited time offer’ and are only ‘giving to the first 50 people’. Create exigency here. You could say: “This is an one time offer that will not in any way happen again….EVER!”.

Or, this little puppy dog close works very well: “Don’t decide right now. Simply take a 60 day risk free test drive and if you are not satisfied, return it for a FULL REFUND.” Yes, promise to give them their money back (especially if it is an e-book or digital download). You may be saying “But what if they rip me off?”. Some will, but most will not. And more importantly way more people will have bought your product than not with that type of guarantee. REMOVE ALL RISK and watch the orders come rolling in.

So in the end you will still make money!

3. Autoresponders. The good, and the not so bad.

AWeber: Probably the top auto responder business being used online right now. Feature rich and customizable emails and smart subscribe confirmation process. For 20 bucks a month you can’t beat it. Learning curve is a little steep but their customer service is excellent. They also have an affiliate program you can get paid to promote too!

Constant Contact: Constant contact is another great auto responder service that is feature rich and has all the whistles and bells. Contemporary and clever, this auto reponder is created for people who want auto responders made obliging. Very innate and easy to use.

Get Response: This auto reponder is very constructive. They have some stuff that is a little over the top for conservative folks but it’s fun nevertheless. Solid support and counseling and also very easy to use.

Those are the three I advocate for anyone looking to get going in email marketing.

The guy who invented ‘the motivating sequence’ above (Bob Bly), has an audio course focused directly on the topic of small business email marketing. Click on the link below this article to view it.
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