How to Build Interest with Your Autoresponder?
In my last post, one of the concerns that was raised was the need to communicate with your email list, yet at the same time ensure that you do not overkill them with dozens of email messages.
Therefore, if you are using your autoresponder to sell a product or service, you must be very careful as your messaging can act as though it is on steroids, once you set up your email sequence.
Take for instance these examples of messages received (see image below). If you get several of these in your inbox they start to look the same. Each claiming to be an easy-to-use, often secret tool, that when you get it, will allow you to make mad money in your pajamas. Sound familiar?
Very few people like a hard sell and language that goes over the top has a greater chance to not achieve the reception that was hoped for
So what marketers have cleverly done is to first get into the door or your inbox in this instance. That’s what they often refer to as a lead magnet. Something that causes you to open up just enough. Quite similar to how your daughter might mention a new boyfriend, You hear about him a couple of times just so that you get accustomed to his name. Next thing you know he is sitting on your couch, watching your TV in your bedroom slippers.
Once inside, marketers have known for years, that in most cases, a prospect must hear your message an average of seven times before they will make a purchase. How do you accomplish this with autoresponders?
It’s really quite simple, and in fact, the autoresponders make getting the message to your potential customers those seven times possible.
Once you are through the door, you build interest slowly. Start with an informative message – a message that educates the reader in some way on the topic that your product or service is related to. In the message, include a link to the sales page for your product. Use that first message to focus on the problem that your product or service can solve, with just a hint of the solution.
Let’s see how Kyle in our own Wealthy Affiliate does it to get someone to go Premium...
After a message like this, you build up from there, moving into how your product or service can solve a problem, and then with the next message, ease into the benefits of your product – giving the reader more actual information with each and every message. Your final message should be the sale pitch – not your first one! This is where perhaps WA would introduce their Premium Plus or Brute Force Jaxxy Keyword technique.
With each message, make sure that you are giving your followers information pertaining to the topic – free information! This is what will keep them interested in what you have to say.
This type of marketing is an art. An art I know you can master. It may take time to get it exactly right.
What I am doing is paying attention to how other big sellers on WarriorPlus (affiliate program) are doing it. I encourage you to similarly pay attention to the messages that you receive from other marketers. What you like. What you don't like. The copy, colours, formatting, etc.
Create a file, and keep those messages that you find noteworthy. Ethically hijack some of the better sales copy for your own autoresponder messages – just make sure that yours doesn’t turn out to be an exact copy of someone else’s sales message!
Remember not to start with a hard sale. Build your potential customer's interest. Keep building on what the problem is, and how your product or service can solve that problem or fill that need. If you are doing this right, by the time the potential customer reads the last message in that series, they will be convinced enough to make a purchase!
Let me know if by your likes and comments whether this is information you find useful.
Take care, everyone,
Hugh
Recent Comments
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You have done a great job with autoresponders, Hugh. The trend for an autoresponder sequence is from soft to hard only towards the closing end of the autoresponder sequence, just as you have outlined it. You may need to throw in some education in the middle.
Our audience have their individualities but what we are trying to do with an autoresponder is send them the same set of letters as if it's a 'one size fits all'
That to my mind is the shortcoming of an autoresponder sequence.
I think you are quite right so in response, I believe that it is useful to arbitrarily jump in on some of your followers and comment in some way. Kyle does it all the time with his posts. You get an opportunity to connect a little more which improves the feeling of a solid relationship.
Hi Hugh
You’ve written a couple a very useful posts on autoresponders. Useful content plus they will probably attract a few different opinions that will make us think.
Over the years I have kept a few series of emails from different marketers for future reference. Some I like, some I don't so much, but perhaps others do.
The thing is that if I personally match the unknown ‘customer profile’ (or avatar) of the marketers intent then the emails are well designed for me, and others not.
The thing is that I would guess that each niche (potential customer base) needs to be approached in a way that is specifically designed for them.
:-)
Richard
I think you are tapping into something there Richard and I guess that is the reason for the whole split testing approach. You run two or three squeeze pages and you keep checking to see which does the best (optimized) and then you try to beat that one with a new version.
I think that audiences are hard to predict and therefore this type of approach builds understanding and perhaps gets you closer to a point where you are more acceptable than not.
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Hi Hugh...question and great post by the way! I know of auto responders set up with like Constant Contact and other email programs tp handle a pretty big list. Does the WA platform have the auto responder with the email account and if so, how much can it handle? I'm not there yet, but I am curious. What do you use?
Hey
Nope it is a third party app. I am learning to use Aweber which is free for 500 subscribers.
Thanks for the info!
You're welcome.