An email list is a terrific way to pre-sell to your customers. After all, these are people who have opted-in to your list (just checking!) because they have bought from you in the past. So, who better to announce your new product or service to?
So here are six tips for dynamic content that will turn your readers into buyers.
First, consider an email that describes the main reason why you wrote, made, designed, or became an affiliate for your product or service. People love stories like these: they gain inspiration from them, and if they are fellow internet marketers, or bee keepers, or bird watchers (whatever your chosen niche is) there will be genuine interest in what you have to say. Write in a normal way as if you were talking to them across a coffee, and allow your enthusiasm to shine through.
Secondly, you can describe a common problem faced by people and show in detail how this product will solve that issue. And (if it’s appropriate) how they could make money by becoming an affiliate. People are time hungry and information that saves time by solving problems effectively is a real winner. Again, personal anecdote or a mini case study adds an extra dimension.
Third, you can share an unusual story. I have an aunt who lives in a remote part of Scotland. She is fiercely independent. Imagine my surprise and delight when I found that one of her sons (my cousin) had set up a remote webcam product of mine which allowed her to check on her chickens and a fierce rooster! No longer did she have to go out in the teeth of a Highland gale. I mentioned this in an email to my list and generated enormous interest – and sales.
Next, why not write about what third parties have said about your product or service? Obviously, this needs some forethought – and make sure they’re genuine: people can smell fakery, but third party endorsements, particularly if they come from respected players in your field) are highly effective.
Fifth – forewarn your list about price increases, or tell them if a product is being deleted or removed. I’m one of those people who often procrastinates when it comes to buying something, and a quick ‘heads up’ can tip me in the right direction.
Sixth: why not publish a contrary opinion – maybe an earlier response from one of your readers – and reply by showing how your product can make a difference. Don’t write in a combative, aggressive way. Keep the tone light and humorous but it gives you an opportunity to re-sell and reinforce the benefits of your offering.
You’ll notice that these are common topics that can be released at any time. They don’t take a lot of forethought and they won’t take a lot of effort. The important thing is that these “triggers” will provide focus and edge. So often a mail out tends to ramble, or read nebulously. If you take any single one of these topics you will have an email that you can send to your list that will convert browsers onto buyers.
My best to you.