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Email
One
Email to Existing Customer For a New Offer |
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Use your emails to give
people advance news on new product/service launches.
Make the members of your list feel special
Dear
I/we wanted to give advance notice of something special
that is going to make a significant difference to your
……….
One of the biggest challenges people face is ………..
(list problem/need)
The (product/service) addresses this by (list how it
solves problems)
You can expect to pay XX for this type of ZZ and our
normal price will be XX.
But I mean what I say when I tell you that I value your
custom so I want to offer this to you at the special
price/rate of xxxxxx
This offer is available for 48 hours. Please call me on
xxxxx or you can also order online at xxxxx and I look
forward to helping you (list benefit)
Yours etc
This is a simple, straightforward email that gets to the
point, makes an explicit offer and has a call to action.
Don’t fall into the trap of thinking that you email
communications need to be complicated. Simplicity is
power.
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Email
Two
When People sign up to your List |
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This
is an email for when people join your newsletter or sign up
from your website for any reports etc that you’re offering
Dear
I wanted to send you a quick ‘thank you’ for visiting my
site and joining my ABC Newsletter.
The purpose of this newsletter is to make a real difference to
your (insert as appropriate, eg life, business, health, tax
planning etc) by providing you with the latest, leading edge
information on XYZ
In the weeks ahead I will make sure that you have everything
you need to ……. And ensure that your ……. is a success
/
I / My colleagues and I are also always here to assist you
personally. If you have any questions about …….please do
not hesitate to get in touch. You can email me at (email
address) or call me on my direct line which is ………..
And we always have a wealth of fascinating material for you at
www.websiteaddress.com
Thank you again. I look forward to a long and fulfilling
relationship
Yours etc
name
Website address
Ideally at the same time that people join your newsletter and
get the above thank you, they should receive your first ‘value
added’ message. They’ll be expecting you to sell them
something so DON’T. Give them some useful information that
can make a difference to their lives. It doesn’t matter what
you sell, you have knowledge and expertise that can make a
difference. |
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Email
Three
Information
Email |
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So
here’s an example for an information email from an Estate
Agent. If we can get a reader to feel good about their Estate
Agent, we can do anything, right?
The ‘content’ of this email is irrelevant for you. I am
using it as an illustration for you of how you will build a
stronger relationship with your list through giving
information, than from normal selling. Whatever business you
are in, you have valuable information that can make a real
difference to peoples’ lives, so use it.
Dear
As a member of my VIP list, I want to provide you with
everything I can to make your property sale a success. With
continued uncertainty in the market, the specific steps you
take to prepare your home for a sale can make an enormous
difference to the price you achieve.
It is no exaggeration to say that if you follow the steps in
this email, they could be worth thousands to you. Having seen
countless homes during my 20 years in the industry, I know
what sells – and what doesn’t. Here are the five most
important steps you can take to prepare your house for a sale:
1 Decorate in Neutral Colours. Whatever the design experts
say, neutral colours sell – wild and wacky does not. If you
are about to sell your house, now would be a great time to
paint your teenage son’s black gothic bedroom a lovely shade
of beige!
2 Clear out the Clutter. You want to give the impression that
your home is an easy, spacious place to live in, so get rid of
the clutter. If you want to sell your home and move quickly
– clearing out the clutter is the best move you can make.
3 Maximise the Bedrooms. If you are currently using the
bedrooms for offices, store rooms etc, consider converting
them back into bedrooms with for the sale. Although your
prospective buyers will know they they are potential bedrooms,
you are selling an experience, so don’t leave hour sale up
to your buyer’s imagination.
4 Lock up the Smelly Pets! If you have them, you may love them
but your buyers may not. Send them to a friend or relative so
that you can show your viewers your home without having to
worry about where the cat is.
5 Consider ‘staging’ your home. If you really want to get
the maximum sale price, consider hiring in furniture,
accessories, plasma TVs etc to convey the finest possible
lifestyle experience. Staging sells – and if you would like
me to recommend someone to assist you, please get in touch.
As usual, I am here to assist with all of your property needs
and questions. If there is anything I can help with, please
email me or call me direct on XXXXX
Yours etc
Remember: This will not be a one off email. It will be one in
a series that potential sellers receive from our friendly
estate agent. What effect do you think that will have on their
business over a period of weeks and months. You can apply the
same principle to your business today.
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Email
Four
Another
Information
Email |
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Here’s
the first information people receive when they join my
VIP Newsletter on my main site. You may have received it
as well. Note, it’s not selling anything – it’s
adding value
Dear
Of all the ways to waste money on Marketing, advertising
seems to be everyone's favourite - so today we're
looking at how to get better results from your
advertising.
First - be aware that there are many more effective ways
to market than just advertising. In my experience, many
businesses depend too heavily on advertising, when there
are many more effective ways to market. In addition,
advertising can be one of the most expensive marketing
options. So I would always look at more cost effective
marketing strategies before we get to advertising. But
if you are advertising already, or plan to in the
future, here are some basics on what works and what
doesn't.
First of all, stop any advertising that isn't working.
That may sound ridiculously obvious but you would be
amazed at how many people are running ads just because
that's what their business has always done and they
don't really know whether the ads are working.
Secondly, you wont know whether the ads are working
unless you test and measure all of your advertising. I
spoke about testing last time - but it's so important.
So many businesses just allocate a certain amount of
money to an advertising budget, spend the money every
year…and they've only got a vague sense of whether the
ads are working or not. This is crazy. If your ads are
working, you want to roll them out on a larger scale. If
they're not, STOP and use the money on one of the dozens
of other marketing strategies that can bring you a 100
or 200 or 300% return on your investments.
Third, only run ads that are going to produce a
response. This is known as direct response advertising.
The other form of advertising is institutional (or
brand) advertising. This is what Coca-Cola and McDonalds
engage in. It's designed to build and sustain awareness
of their brand. If you're in a small or medium sized
business, brand advertising is almost certainly a huge
waste of money.
Unless you're a global multi national, the purpose of
your ads must be to produce a response. Smart marketers
are ruthless in only creating and paying for ads that
produce a response - a profitable response.
In the ad itself the most important element is the
headline. The headline is either the heading that goes
at the top of the ad or if there's no heading it's the
first words of the ad. The headline needs to grab
peoples' attention. One change in a headline can produce
a 50 -100% increase in response. (TIP: If the headline
of your ad is currently the name of your company, you
can almost certainly increase the response rate by
changing the headline.)
The copy of your ad needs to be a personal communication
to the individual reading it. And it needs to be about
them. It needs to address their needs, desires and fears
and it needs to constantly communicate the benefits of
what you are offering. At the end of the ad you need a
call to action. Tell people exactly what they need to do
to follow through and make it easy for them to do so.
Here are some other fundamentals of advertising: Don't
advertise on a left hand page. This has been tested
again and again. When you read a publication, your eyes
are drawn to the right hand page as you flick through,
so statistically more people will see your ad if it's on
the right hand page.
Never pay the full rate for advertising. Most
advertising rate cards are far too high and you can
always negotiate. If you're a small business remember
that large companies who use ad agencies are buying
based on the readership or audience levels rather than
the ratecard - so haggle and negotiate. If you can pay
20 or 30% less for your advertising it can sometimes
turn an unprofitable ad campaign into a successful one.
One of the biggest mistakes people make is advertising
in publications just because their competitors are in
them. Don't for a minute think that all your competitors
are there because their ads are producing great results.
They're more likely to be there because everyone else is
and most of them wont have a clue whether their ads are
working. The only criteria for advertising anywhere is
if the ad produces great results for you.
Once again, my experience when I first start working
with clients is that many businesses are wasting money
on ineffective advertising when they could be getting a
much better return on other forms of marketing (Direct
Mail, Telephone Marketing, Direct Sales, Email,
Internet, Referrals, Strategic Alliances etc) But if you
do it well and test and experiment, advertising can
become a highly profitable element of your marketing
mix.
For more Marketing information visit www.CardellMedia.co.uk.
Feel free to pass this email onto anyone who will find
it useful. If they receive this message and want to join
the newsletter, they need to go to www.CardellMedia.co.uk/vip.htm
to sign up.
Happy Marketing!
Best wishes
Chris Cardell
www.CardellMedia.co.uk
Leading Edge Information to Grow your Business
and Increase your Profits
You are Free to use any of the elements in any of these
emails in your own copy – and to take the principles
outlined above and steal them mercilessly for your
continued business success!
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There'll be plenty more letters, email, brochures and website copy for you to steal in the months ahead - so stay tuned!
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Steal
My Copy