“Are you looking for a product that actually relieves your pain…without 5 pages of potential side effects? I was. I found it, and I’m so happy about it, I want to share it with everyone…who’s interested. If you want to know more about a product that really does what it says…enter your e-mail address to get free information. Read it and you decide. No money. No obligation. Free information.”
This is an enticement to get an email address. It is the beginning of a planned campaign. The first step is to get the prospects to want to hear more about what you have to say. By raising their curiosity and providing an enticement…free information… you get the prospect’s initial attention.
You can also use a similar message in direct mail flyers, on the radio, TV, and social media, with either or both a phone number and email address to capture the information.
Once you have the prospect’s permission, it’s time to provide the information. Remember, the first e-mail is a ‘personal meeting.’ The major purpose of this email is to provide information…as promised. Use testimonials, that are verified and supported, along with product or service information to allow the reader to make the next choice…are they interested?
At this stage, the only goal is to get permission to visit via email. Once the first email permission is gained, it’s time to build trust. A first-time visitor may not be interested in a totally unknown product. By focusing on getting permission to share information, even throughout the first email, you’re building a bond…a relationship that can expand beneficially. Sometimes you will get an order with the first email. Since email marketing is such an inexpensive advertising method, however, there is less rush to make a sale, and more opportunity to build a long-term relationship. Keep your focus on expanding permission rather than the sale itself.
Your next e-mail, if there was no initial sale, will move up one step, with a further enticement. Continuing the same product theme as initially described, it might read something like this:
“Are you ready to try this product? Or do you still have a few questions? I always do. And I want to make sure all of your questions are answered…all of your concerns quieted. I’m convinced you’ll get the relief promised. The product has a full money-back, no questions asked guarantee. I understand your hesitation in ordering a product you’re totally unfamiliar with. So…to make it easier for you to make that first decision, I’m willing to send your first 10-day supply…FREE. Just fill in the address you’d like the product shipped to, with a phone number where we can reach you if we have any questions, and it will be on its way. That’s how confident I am you’ll love this product as much as I do and become a regular customer. This offer, however, is only good for 10 days to the first 100 customers who sign up… I have to make sure I have enough product for current customers…who are now experiencing the full benefit of real pain relief without adverse side effects, many for the very first time. “
The next step in expanding permission might be to get permission from your new customers to now share the information with others. Or it could be to get permission to up sell to a different product.
The entire point of this process is to continue to build permission…permission to sell…permission to sell more…permission to sell to more (prospects).