Not every e-mail needs to be a sales pitch. In fact, if every e-mail you send is a sales pitch, pretty soon your e-mails will be deleted without being opened, and you’ll find yourself with a shorter e-mail list every day as recipients scramble to unsubscribe.
People who communicate with you through e-mail, whether friends or business associates, want to keep in touch. If they’ve signed up through your website, they’re agreeing to let you communicate with them, to share information of interest to them…in exchange for the possibility of developing a relationship…a business relationship between friends.
Every time you communicate with someone, whether it’s via your e-mail, website, direct marketing or any other medium, remember that you are always answering the question “What’s in it for me?” Every e-mail you send doesn’t need to be…shouldn’t be…a sales pitch. Yes, I know, I already said that but it bears repeating. Part of answering “What’s in it for me?” is just building a bond of trust and good will so people want to come to you to do business, because they know, and believe, there’s always something in it for them. They want to give back.
Sometimes it’s good to keep in touch by simply sharing a tidbit or two of information that might be helpful. Some marketers call this branding. I prefer to think of it is building a relationship base. What you are doing is imprinting…”sow a thought…reap a behavior.” Repeated…but not too often…e-mails that “sow the thought “that you are someone worthy of doing business with…will “reap the behavior” of giving full consideration to any persuasive e-mails you’ve sent.
We all want to do business with people we trust.
Some companies imprint or build identity with newsletters. Newsletters are generally devoid of pitches, but offer valuable information. They may contain links to other company sites that do, in fact, have an offer of some type, but they are not the focus of the newsletter. By offering high-value content, they are, rather, helping to establish themselves as a high-value brand.
However you share information that isn’t persuasive, it is a reminder that you have a relationship, that you want to keep in touch.
Then, when you’re ready to launch a sale on a particular item or product, you will (hopefully) already have created a personality. You will have created a positive identity that helps distinguish you from your competitors, and an imprint that says “Follow me. I’ll show you the way.”
Your sales pitch will already seem more relevant to them. Then, you’ll need to walk your prospects through the five stages of:
- Problem or need identification
- History of the problem
- What’s available to solve the problem
- What sets your solution apart from others
- What your prospect needs to do next
Because they trust you, they’re already in the frame of mind that sets the stage for the buying process. In walking with your customer through the process above, always take the customers’ point of view, and show them…not tell them…how you can help them meet their needs.
Saying the right things, at the right time, in the right way, in all of your e-mails will help you build great, self-sustaining relationships. It will help you find and keep customers for whom you solve problems, and who willingly pay you to do so.