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Now we all know there is no greater qualitative process of communication required than in the case of finding a mate. Holy cow! Now I’m not talking your run-of-the-mill one night stand or weekend fling. I’m talking about pursuing and coaxing a human being into spending the rest of their life with you.
So, if humans can convince other humans to share a bed and a life with one another, you can learn how to convince your email list recipients to share some revenue with you.
First and foremost, when you look at the number of recipients on your email list – those are not leads – they are people. Now, most of you treat an email list like this:
“WOW, look at all these emails I have! This is great – I can’t lose making sales! I’ll just make hard sales regarding my products/services and surely I’ll get at least a 2-5% conversion rate because that’s what I read in a book once. I can’t fail!”
Yeah, did you also read anyone can grow up and become President, because it seems those 2 ideas were authored by the same optimistic lunatic.
The bottom line is there is NO GUARANTEE how many email recipients you will convert. Now, so stop thinking there is some science to a few people always buying sh#t because they’re asked. It just won’t happen just like you can probably ask 100 women to marry you, and 2-5% will not naturally say yes…. unless of course, you ask them correctly.
Now, let’s get down to it.
First let’s talk about who you’re sending this email to. It’s not a lead, not a number, not an email box and certainly not a machine that buys products sold in email 2-5% of the time – it’s a person.
Now, what do people care about? They care about themselves. You may be tempted to think that the people on the receiving end of your emails care about you or your product. I’m sorry, but they don’t. They care about paying their mortgage, mating with an Alpha, losing weight and having more/better time with their children. Oh, you’re selling 20% more efficient ceiling fans?!?!?! WHO CARES?!?!?!! That is the point. You must make people care based on what we know about people, and that is that people only can about what matters to them.
When Febreze hit the market, nobody wanted it. The geniuses and Proctor and Gamble knew they had a tiger by the tail, but for whatever reason, couldn’t create demand for this product. The problem was they were far too concerned about what their product could do, and not concerned enough about why people needed it.
What P&G thought people wanted was an air freshener for their stinky pet infested house. Sorry, but how many cat owners do you know that have a fresh smelling house? I don’t last 10 minutes in those kitty litter cages.
What P&G didn’t know, and what research led them to discover, is that pet owners don’t think their houses smell (how many of you cat owners got offended by my last statement because YOUR house doesn’t smell? Yeah right!). What P&G ended up realizing is Febreze would soon be the cherry on top of the Sundae for every mom who cleans her house and wishes to top off her efforts with a few spritzes of Febreze.
Now that you know even P&G can miss the bus on the benefits of their products that can lead to real sales traction (today the brand is worth over $1 billion), you can go and do your own research as to why people really want to buy yours.
Drum lessons: Do parents really want to raise the next Buddy Rich, or simply bring up their child’s test scores?
Basketball shoes: Do guys really want to be better basketball players, or get more honeys than Will Smith in a music video?
Match.com: Do men really want a woman who is a lawyer, or one that is short with great values?
Watches: Do women really want a reliable watch, or one that matches their accessories?
People have strange motivations and so it is your job to find the greatest common denominator of these motivations within your target market to sell your stuff.
Now that we have your message, you have to determine what your goal is.
I rarely recommend the ‘hard sale.’ People usually buy huge email lists and hard sale it to death with little or no return.
However, whether you bought an email list or built one organically, you should have a good idea of who those people on your list are and what they want. With this mind, and armed with your new value proposition that you researched, you can now attack this list by doing the following things:
Email marketing is just like finding a mate which means building the relationship. Don’t imply this, “buy this or go to hell!” Instead, focus every email on bringing value to the end user. For example, if you sell designer clothes, a good email would be promoting a recent sale while offering some fashion tips on the best way to wear button downs, the worst clothes to wear on Mondays, etc.
Be familiar like you’re writing to a friend. Take a look at the difference:
As you know, with the recent upsurge in bumble bees flying around Flaglar Beach, there is a real need to protect your children from harmful stings. Today we are offering our brand new product designed…
versus this…
Hey Mary,
I was reading last night that Flaglar Beach has an overabundance of bees that could potentially harm your children. Were you aware of this? If not, I have a good solution to protect your kids…
Notice the difference? One email was written by a human being who cares, and the other was written by a New York Times reporter (yuk) with an agenda.
So here’s the point – clearly you’re selling stuff – who isn’t? Some people want to be liked, some people want to be loved, some people want to be funny and some people want to sell Popsicle sticks. That’s fine, but what isn’t fine is making it painfully obvious. Focus your actual emails on bringing value to the recipients’ life and you’ll get their attention, trust and eventually the sale. Make it fun, friendly and conversational. Write like you’re writing to a friend, and you’ll get the mate… I mean customers, you deserve.
Do you need more customers? We get you more customers.
Let us send you a free quote today.
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Authors Barry Reitman Fred Kellermann Grace Beckett Kristen Thompson Matthew Steffen Michiko Je Bito Robert Levin
Barry Reitman
Fred Kellermann
Grace Beckett
Kristen Thompson
Matthew Steffen
Michiko Je Bito
Robert Levin
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