If you grasp todays lesson with clarity and apply the principles to your future Email Marketing campaigns I know you will not only be sporting a spring in your step but your wallet will need to be expanded as well. Oh, and I almost forgot, mastering these principles wont take a lot of your time and it isnt hard to learn. After todays lesson you will understand the easiest way to make your Email newsletters effective.
Interested
If you are like most people, you experienced a very positiveemotional reaction when you read the paragraph above. If you arelike most people you are still reading because you want to find out how you can have that emotion again and again.
The first part of this lesson fulfilled a universal emotional need. If you were able to actually see yourself with a spring in your step and a fat wallet I imagine you were smiling.
Draw a positive emotional response from your Email newslettersubscribers and watch the open rate skyrocket, the click rate jump,and the response rate amaze you. And this not only works when you sell happiness, it works with a whole bunch of other universal emotions like:
-Peace of mind. What do you think life insurance is all about
-Understanding. What do you think those books for people who are dummies are all about
-Saving time. What do you think those kitchen gadgets that cook up a tender, juicy roast in 15 minutes are all about
-Making things easy. What do you think most of the technology welove and enjoy is all about
And the granddaddy of them all...
-Saving money (the emotion is healthy pride or feeling smart). How many products have you purchased because you thought using the product would save you money
And the list doesnt stop there.
Years ago the founder of Revlon cosmetics admitted to sellingnothing more than hope.
In the factory we make cosmetics; in the drugstore we sell hope. - Charles Revson (founder of Revlon Cosmetics)
Look around you and you will start to notice companies who sellfun, love, friendship and many other emotions all masked in apackaged product or service.
I already mentioned this principle was pretty easy to get a hold of and I wasnt joking. If you take a few steps back from your product or service you will quickly see what positive emotional reaction you think people will have when they partake of what you are offering.
After you have a firm grasp of this emotion, simply place it inyour next Email Newsletter!
Here is a checklist you can use to make sure you get it right (you can do one, or all of them):
*Describe the emotion you want your Email subscribers to feel.
*Paint a picture, in words or with graphics, that will bring forth the emotion. (Why do you think there are smiling people in so many advertisements The seller wants us to feel happiness when we think of their product or service! The seller wants us to think we will be happy if we purchase their product or service!)
*Twirl the emotion around your product or service throughout your Email.
*Tell (and show) your e-newsletter subscribers how they will feel when they get your product or use your service.
Data and facts and figures are great but the majority of peoplejust want to feel a positive emotion. Give your e-newslettersubscribers a spark of that emotion and youll see a positivereaction - your subscribers will indicate they are hungry for more of that emotion!
Hungry for more means:
* Your e-newsletter subscribers will stay on your list (which isgood, if you dont make a sale today, you just might make a salewith the e-newsletter you send next week.)
* Some of your e-newsletter subscribers will purchase your product or service today.
Now, the readers of this lesson who have not had their ah-hamoment or I get it are saying...
This is the sleaziest thing I have ever heard!
Is it
Im not telling you to lie to your Email Newsletter subscribers! If your product or service is not intended to bring forth some type of positive emotional reaction, your troubles cant be addresses in this lesson.
I am simply suggesting you use the emotions you think are attached with your product to promote and sell it.
You have to be clear on the emotion your product is attached to.Linking peace of mind to an Email newsletter selling motorcycles might not be too intelligent. Many people have the perception that motorcycles are unsafe. Attach freedom and fun and youll be writing a five star e-newsletter.
Want to get started
*Identify the emotions you want to attach to your product.*Use the checklist provided above.
And write an e-newsletter that will put a spring in your step. Be careful though, youll have to dance around your really fat wallet.
Joan Pasay is a dynamic e-marketing coach & the author of:
Email Marketing Made Easy: How To Get Your Customers To Give You More Of Their Money. For online and offline businesses.
Check out Joan here:
Email Joan here:
Feel free to send this article to anyone you wish.
Copyright - Joan Pasay 2005
Lets make sure we understand what constitutes a boring Emailmessage.
1. Boring Email Marketing messages dont keep your customersattention.
2. Often, boring Email Marketing messages dont get read.
3. More often, boring Email Marketing messages get put right intothe delete box.
Ouch!
But there is something that is worse than all of this.
***It makes me sad just to think about it.
--Boring Email Marketing messages
--often result in your customers
--hitting the unsubscribe button.
Double Ouch! :(
Why does this make me sad (see my face above)
-If your customers dont want to hear from you again you have lost permission to talk to them
-Customers that dont want to hear from you dont give you anymore of their money
It also means
1. Ive blown it.
2. Ive failed to keep my customers attention.
3. Ive lost an opportunity to share my business and products with a potential sale.
4. I will have to try really hard to get the customer back (without the aid of Email Marketing - which will be super hard and in some cases impossible).
5. My Email Marketing messages were boring and sleep inducing(which is not really the ego strokes I am looking for).
It really all comes down to a simple key that lots of businessesseem to miss.
You might want to write this down because it is really important.Maybe even print this Email and highlight this part - your business health; even life may depend on it.
You have to realize:
-There is so much information bombarding people these days that if your customer doesnt find something of interest in what you are saying they simply turn one degree in any direction and getinformation from someone else.
The key is to provide VALUE.
I will say that again - PROVIDE VALUE.
Many people think to not be boring is to provide a flashy, color rich presentation.
**This is not what I am talking about.**
If your e-newsletter is five lines long, text based and full ofthings that your customers find valuable they wont care about what it looks like.
I heard about a guy that runs a little bulk food store. One of his recent e-newsletters offered a 15% discount for orders over $25. I thought that was an extremely generous offer!
-This store owner understands that his customers value saving money (your customers probably do too).
-His e-newsletter is text based and outlines product specials ofthe week and the special Email only subscribers offer {the 15%discount}. The e-newsletter is very short and takes onlyabout 3 minutes to read.
-One of his recent weekly Emails generated a 15-20% response rate. (If you can get 5% some would consider you a god...)
Here are some things you will want to ponder this week before you write your own e-newsletters.
-What do my customers value
-How can I give them this item(s) in my e-newsletter
And write an e-newsletter that will be as far away from boring as you can get.
Joan Pasay is a dynamic e-marketing coach & the author of:
Email Marketing Made Easy: How To Get Your Customers To Give You More Of Their Money.
Check out Joans one on one coaching here:
Check out the Email Marketing Club: The Only Place On The Internet Where Email Marketing Is FUN! Join now and receive a gift - guaranteed to increase your status with your friends, co-workers and boss. Click below:
Earn good karma for all the bad things you have done (including putting your email list subscribers to sleep with your boring email marketing messages). Forward this article to everyone you know.
Copyright - Joan Pasay 2005