Two and a half years ago, I chanced upon something in my business that is transforming my life…
What did I discover?
I simply sat down and started writing emails on a daily heart to service providers about working alongside clients. I had just come off of a bit of a client “train wreck” and I had some issues to work through.
The truth is, I had produced some serious mistakes in managing the client relationship. It was pretty much my fault for spirit naive, shortsighted moreover scared. I though that, rather than remain angry for the peace of my life, I’d try to turn my experiences into a positive.
So I decided to start sharing what I learned about busy with clients with others who were in precisely similar situations. I simply sit down individually daybreak and write an email focused on helping solve the problems of my readers.
In my work as a direct response copywriter, I spend most of my temporal doing things that some people might consider impossible. In the space of a relatively short salesletter, a copywriter has to get the attention of a reader, build some trust, present a product uncertainty employment and show how that can add value to the reader’s life. Then (as if that isn’t hard enough), the copywriter has to present a clear-cut offer for the reader and prompt action on that offer sooner than later.
When everything works, it is truly a beautiful thing.
The Valuable Conversation That Never Ends
The challenge when you’re writing a salesletter is that you have a lot to accomplish in a very resume period of time. That amount of time isn’t how long your reader takes to read your letter–I wish you got that long.
You only have as lust as your reader decides to give you. Once your reader withdraws her attention, your chances of making a sale diminish to zero. You lose.
That’s why copywriters go to the trouble to write good salesletters. What makes a good salesletter?
Good salesletters are inherently valuable. That means that your reader goes away from your marketing better than before they read it. Your sales materials actually add value to your readers’ lives regardless of whether or not any sale happens. Making sure this is true of your sales efforts certainly increases your chances of keeping someone’s attention. But it’s still a challenge.
If you were selling face to face, things would nvloeden greatly easier, of course. Your prospect probably wouldn’t want to displease you by just leaving the room while you were talking. But that’s assuredly what happens when you’re taxing to sell in print. Your prospect can leave at some time. Ouch!
So imagine if you could get off a sales conversation that never ended? One that didn’t make an all or triviality sales proposition (which could easily be ignored)? One that didn’t propel anyone aside but instead slowly drew them in?
This is what I discovered happens when you send a piece of worth (email) every age into the life of your prospect.
Now there are plenty of people doing just this on a diurnal basis. Some for well above a decade now. So this approach is certainly nothing I invented. However, the numerous of organizations or individuals that make a commitment like this is small. Very small in the big picture.
That means you stick out if you do it. But that’s not the most valuable benefit, not by far.
The Benefit of Deliberate Motion Demonstration
One of the most effective selling techniques is demonstration. There are multitudinous examples of this throughout history. If you are selling, demonstrating what you have, showing what it does and how it benefits the buyer is an effective way to go as regards it.
People today are trained to ignore advertising. So if what you’re sending them looks, feels et al tastes like advertising, you are putting yourself at a disadvantage.
When you are “showing up” in someone’s life every single day, you are demonstrating in tiny bite sized pieces. Over time, that demonstration adds up. Pretty soon, you’ve built a level of trust that is virtually impossible to create by a single salesletter.
In fact, there comes a time when the trust is then strong, you don’t even need a salesletter to sell your products instead services. Sure you can use one if you want, but you can sell sans it. Because the “sale” is actually something that you earned prolix ago–you’re just getting paid for it now.
As the selling landscape online gets louder and louder, it’s getting added and more difficult to secure the biggest asset you need before you can even exordium to sell–that asset is attention.
That is why adding value to your future customers’ lives first is likewise effective. It’s about them, not you.
The “there’s no free lunch” business experts would probably cower at an approach like this. But the fact is–reading an email from cr everyday isn’t free for my reader. It is constant they didn’t pay in money. They disburse with something far more valuable. The price they pay is denominated in time and attention.
As it turns out, those two things are far more valuable than just about anything else.