Far too many entrepreneurs are suffering from email “weak-sauce” syndrome…
The symptoms are obvious (and painful):
> Low engagement
> Floundering sales
> Unsubscribe rates that are through the roof
If this sounds familiar, it’s time to do something about it.
Today we’re going to cover 3 powerful strategies that you can use to get a lift in your email response and produce more sales right now.
And I promise you this:
If you put these tactics to work in your business then you WILL go from “email zero” to “email hero” fast…
…and you’ll see the impact on your bottom line immediately.
Let’s dig in.
Secret #1: Create an attractive character
People don’t buy products and services – they buy into you.
They’re buying into your philosophy, your personality, and your world-view.
(Remember: in marketing, if you’re boring then you’re screwed)
In order to connect with people you need to have some sort of engaging personality that we can identify with.
Now this could literally be YOU or it could be another person:
For people like Tim Ferris and Ramit Sethi, they are the Attractive Character.
And I’m not talking about attractive in the way they look – I mean they’ve created a public personality that’s interesting.
>Dos Equis has the Most Interesting Man in the World…
>Progressive Insurance has “Flo”
Tony Robbins has…Tony Robbins.
As BUYERS, we start relating to the characters that these companies create.
Attractive characters are human, just like us.
They have flaws, dreams, and secrets. They tell you what’s really on their mind.
They don’t speak in corporate buzzwords or stilted language.
Sometimes they can be polarizing or even a little abrasive…
…BUT THEY ARE NEVER BORING.
If you’re having a hard time getting your audience to engage with you, then start sending emails that build your Attractive Character.
Share stories about your life and the challenges you face. Talk about something cool you saw on TV. Give us a reason to care.
I had a client in the personal development space who wanted to start bringing in some consistent revenue from his list.
So the first thing we did was flesh out his Attractive Character within our emails BEFORE we ever presented the audience with an offer.
We were telling stories about his relationships with other people, his challenges, and his plans for the future.
THEN we were able to tie his stories into the problems his audience were facing in THEIR lives – and we presented an obvious solution with his offers.
Eventually we were bringing in a flood of sales every single time we sent our email blasts out – all because we created an identity that his audience cold relate to.
Don’t be afraid to tell your story in long form with your emails.
When people are engaged and interested in what you have to say, they WILL read long emails.
That doesn’t mean you have to send out a 3,000 word novella every single time, but if you change it up and sometimes you have a longer story-based email, then you will definitely see your overall engagement (and sales) increase.
By the way, the Attractive Character isn’t my idea – I totally ripped this right out of Russell Brunson’s book, DotCom Secrets.
Go ahead and grab yourself a copy of his book for FREE here (just pay shipping) and flip over to page 57 in Chapter 6 and you’ll see exactly how to do this.
Secret #2: Launch a new program to your existing subscribers
It’s about 10x harder to find new prospects than it is to to sell to someone who has already bought from you before.
So how do you get people to buy from you again?
One proven method is to launch a new product.
If you have a decent-sized list then you can bring in an insane amount of profits in a short amount of time this way.
Product launches are awesome for 2 reasons:
> Everybody loves NEW stuff
> You can build a huge amount of excitement and anticipation with your emails (and this means more sales up front).
I worked with a marketing consultant who was helping her real estate coaching client launching a new product for top-earning real estate brokers on his customer list.
We created a pre-launch sequence to get everyone super stoked about the launch and even ran a few webinars and gave away a few real estate marketing tools to “prime” the audience.
Once the cart was open, his audience had a week-long window to take action and then we ran a post-launch sequence and closed down the cart—you snooze, you lose.
You can see the results below:
32 Units at $1997 = $63,904
Not a bad week, right?
Secret #3: Ramp up the scarcity in your emails
You have to give your audience a reason to take action NOW.
Your audience may love your stuff, but if you give them a reason to say, “I don’t know, let me think about it…” then ye olde marketing goose is cooked.
Scarcity prevents the procrastination monster from robbing you of sales…
There are tons of ways to do this:
> A limited-time sale to celebrate ANYTHING (a birthday, a holiday, good weather, your dog not eating the remote, whatever)…
> An exclusive bonus that’s only available for a short amount of time if they take action today…
> Free shipping for 24 hours
Your options are really limited only by your imagination.
I love the jeans from Buffalo Jeans.
I have long, skinny legs and these are some of the only jeans that don’t make me look like Ichabod Crane from Sleepy Hollow.
Here’s how they get my money:
Every month or so they’ll send out a discount coupon for 20% off or for free shipping when you spend over $100.
When that offer comes to my inbox, I know it’s time to buy the stuff I want.
Because, one, I love the product, and two, I know that that the coupon is going to disappear in 24 hours and I’ll have to wait another month, or whatever it is to get my clothes.
It works like gangbusters.
You can do this with a single email and inject immediate sales into your company even with a teeny-tiny list.
Try it and you’ll see.
So all of these techniques can literally 3x your list profits if you get them right, but…
What do you do when you don’t have a list yet?
A lot of entrepreneurs, freelancers, consultants get hung up on this, especially when they don’t have a huge budget for running paid ads.
I’ll tell you what I did. I got into cold mail in a big way because cold email costs you almost zilch.
In fact, there are automated programs out there like QuickMail and Yesware that can automate your follow-ups and make everything super simple.
I’m not talking about SPAM. Just targeted, CAN-SPAM compliant B2B emails to let people know what you offer.
NOTE: I’m not a lawyer. Read up on what you can and can not do in cold email in order to comply with your country’s laws. And don’t go off and blast 10,000 emails on Friday and expect good things to come from it.
Now that we have that disclaimer out of the way, here’s how to do this right:
1. Get high quality leads (buy lists, pull from directories, search LinkedIn)
2. Write good copy
3. Test and optimize.
You can drill down and get very personal like this guy did when he reached out to Noah Kagan from AppSumo.
Or you can send a broader email to people that are in your target audience and generate interest that way like Marco did when he contacted a list of startups and landed a $15k consulting gig.
Now this is different than getting people to raise their hand and to pursue you (a much better way).
But when you’re starting out and you’re on a shoestring budget, this is a great way to generate B2B leads for your company.
When I started using Quickmail for targeted outreach campaigns it was a game changer.
I immediately stopped working with high-maintenance clients and developed real relationships with other entrepreneurs and businesses that have paid off in a big way.
In fact, just one of my follow-up campaigns brought me 3 clients that were worth $18,675 in repeat business last year.
Pretty cool, huh?
So there you have it.
If you’re getting weak-sauce results from your list, try these 3 things:
Build out your Attractive Character
Use a product launch sequence to introduce a new product to your existing buyers
Ramp up the scarcity
And if you’re on a tight budget, consider using B2B cold email to land some clients (provide MASSIVE value up front so they turn into repeat buyers!)
PS: Want to get access to the very best marketing case studies and strategies I’m using in my business right now?
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