Yes, it’s true. If you want your e-mails to be read, you must be a competent communicator.
Being a competent communicator doesn’t mean being wordy, or that you need a lot of technical expertise. What it does mean is that the message that’s received is, in fact, the message you wanted to send.
I want to share with you some of the secrets I’ve discovered in getting my e-mails opened, read, and acted on.
Learn these secrets. Use them. Watch what happens.
- Link intentions and outcome. Make sure your intentions are evident, and you are united with your customer in the outcome. “I want you to be successful. If you closely follow the steps outlined in the course XYZ, not only will the money you invested come back to you, but your success in the foreseeable future is guaranteed.”
- Make your ideas tangible and real, so your reader or prospect can support them. “I know that this plan works, because I struggled for 5 years before I developed the blueprint, then every time I used it thereafter, I achieved my goal. I have shared it with hundreds of others, whose success stories you can read about on this website. Their contact information is also listed so you can call them directly to hear their stories of phenomenal success.”
- Make your trust well-placed and apparent. “If this is an area of interest for you, but you are not convinced this program is right for you, I encourage you to wait, to look at other similar programs, and evaluate the cost/benefit plan for you before proceeding. I want you to be convinced that our program, with its intense attention to detail and design to meet the student’s needs, is the best program your money can buy. If you do say Yes to this XYZ program offer; you closely follow the steps that are outlined, and you are unsuccessful, I guarantee you that I will give you an option of either having personal one-on-one coaching to review your plan for a full 90-day period, or your money back…immediately.”
- Know your skills and deploy them successfully. It’s not necessary to be the expert in every area. Know this, and use it to your advantage. Communicate on those things you’re knowledgeable in, and comfortable with. If you aren’t sure your message is getting through in the content you’ve designed for your e-mail, get someone else to read it. Have them tell you what it says. If the message you hear isn’t the message you want to send, keep working on it until it is. Do as much direct research…actual customer surveys…as you can to make sure you not only know what your prospects and customers want, but why they want it.
Getting someone’s name on your e-mail list is barely the beginning. It’s an RSVP that accepted. Now that your prospect’s at the party, though, what’s on the menu? Why should they stay? Will you both have fun? Will they leave feeling satisfied? Will they feel like their time with you was well-spent?
If not, they’re likely to remove themselves from your “invitation” list, and take their party somewhere else…often their whole party…including their friends.