The biggest frustration that marketers invariably come across when building their lists is that of conversions.
It can be absolutely agonizing to see hundreds of new subscribers being thrown onto your list, without a single one of them buying a damn thing from you.
Yet, the truth is, email is still the most effective Internet marketing tool when it comes to building a relationship of trust, inspiring people to take action and selling your stuff.
The simple reason is that even with all the bulk and spam, email is more personal and direct than any other form of online communication. And for that reason, it remains my favorite way to connect with clients and prospects.
I’ve identified two major challenges that bring this about…
1. Your audience is indifferent to you.
This means that you didn’t make an impression. Either the information you’ve presented to them was outdated, ineffective, or irrelevant… or you just presented it in a really boring, dull, cookie-cutter sort of a way.
If this is the case, you really need to step your game up. From your squeeze page to your freebie to your follow -up and promo emails, you must strive to inject real personality into your marketing. Open yourself up.
Seek first to entertain… then to educate. In that order!
2. Your audience doesn’t like you.
Many factors can contribute to a marketer falling out of favor with his or her email list.
For starters, being just blatantly promotional without injecting any personality, value, or empathy is just plain wrong.
People who take this approach don’t stay in business very long. Another reason why some marketers develop rotten reputations is that they promote crap.
If you don’t believe in a product with every fiber of your being, then it’s very likely that the people to whom you “sling” it won’t believe in it either. Then, they’ll wonder why you recommended it.
When it becomes clear to them that you’re only in this for the money, and that you’re just looking at them as a bunch of ATM’s, you’re gonna be in real trouble.
Sadly, this is how many marketers approach their lists right out of the gate, dooming themselves to fail before they ever really had a chance to get started.
So What’s the Solution?
Develop A Reputation for Elevation
If you receive an email that you know is going to make you feel better, or do better, or make your life easier, happier or wealthier, you’re going to open that sucker, aren’t you? Immediately. As an entrepreneur, you want to establish a reputation for delivering emails that have an immediate positive effect on the reader.
Your content, your message, needs to serve your reader in some way, even if it simply makes them smile or feel appreciated.
If you compose your emails and e-newsletters with this in mind, you will be way ahead of the game. Your emails need to be of service in some way if they are to get opened, read, reread, responded to and even shared.
To do this, you have to know who your reader is and what they want, what they value. You need to let them know that you “get” them and that you give a damn about their life, work, success and happiness.
Be Real… and Revealing
Well, if you really want to engage your audience, make them fall in love with you, and have them buying every little thing you recommend, then I suggest that you take a look at people in your life who already love, trust, and respect you.
What is it that you do to make these people like you? Are you funny, playful, generous, gracious, humble, real?
While you can’t become the best buddy to everyone on your email list, you can still write emails that are friendly and personable, emails that reveal more of you than your services or brand.
Whether you’re offering a new teleclass or giving your readers some leading edge nuggets of wisdom, write to them as if you were writing to a good friend or loved one. Write in your own voice… a human voice.
Don’t be afraid to let your readers into your personal life a bit. Share who you are. People relate to, and are interested in, other people! Not brands, products and services. Let them know who you are as a person. Be friendly while still being respectful, and you will become someone your prospects will enjoy hearing from.
Whatever it is, this is what you need to bring to the table in your marketing. It’s the only way to beat the “low-conversion blues.”
Otherwise, just remember to be yourself. Your BEST self.
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