I have confessions to make

I have confessions to make.

Nothing like several ARL and AFL Foot-ball clubs probably need to make.  But a confession which helps my marketing work over and over again.

You see, each week I am creating new campaigns for clients, creating a new series of emails for myself and researching new markets.

It is a labour of love and richness which I enjoy yet it does involve a certain level of discipline.

A discipline which many of my colleagues find hard to commit to.

And I can understand their dilemma.  What, having to put fingers to keyboard and make the words jump from a page is an art.  And with all art there can be mistakes.

Mistakes can be minimised though if you follow a set of guidelines and a set of rules.

And yes here is one of my confessions – (I’ll save the real ‘doozy’ confession until the end) – I do follow a set of guidelines and rules which allows me to have a better chance of success with email marketing than many.

So to help you, here is my set of email marketing rules I use and if you follow them there is a good chance they will help you too.

Rule #1 – Create the interest.  You need to do this immediately.  Whether it is the Subject Line, the Email Header or The First Paragraph. Never think people are going to stop their lives because you have sent them an email.

Rule #2 – Omit being too smart with humor.  Now I am not saying you cannot be funny and humorous but in sales it is best to stick with facts and figures and prove your case without humor.

Rule #3 – People buy from friends.  Build the relationship with people before you attempt to make a sale.  This can be in your email copy, your video, your website, it doesn’t matter. But until you become their trusted friend they will not buy from you.  (Unless they are drowning in a river and you are standing on the shore with a rope for sale.)

Rule #4 – Overcome objections.  Your aim is to persuade your reader that any objections are easily overcome. Give them every reason to buy by answering all reasonable objections they may have.

Rule #5 – Attempt to close the sale.  Yes, ask for the order.  Let people know what to do next. Lead them down the pathway which you have laid.

Rule #6 – Read your email and copy aloud.  Does it flow?  Words on paper are read aloud in a person’s head so it must flow.  Do not underestimate this action.  Many of my colleagues overlook this important aspect of email marketing.

and finally the BIGGEST confession I can make to you is…

Rule #7 – SAVE all emails, advertisements and copy which made you stop and read them.  Save these in a ‘swipe file’ so you can go back and re-read and see what the author did.  What did they do to make you read?  If it made you stop, then maybe you can use their style to promote your products and services.  Borrow or ‘Swipe’ but don’t copy word for word !

So, don’t let your marketing be wasteful. 

Follow these rules and you too can have the success you deserve.

Believe In Yourself

About Kurt

I'm passionate about helping people in small to medium businesses get BIG results from email marketing. Email Marketing is about 1. Your List 2. Your Relationship With Your List and 3. Your Offer. When you get the three in unison, watch your profits soar. If you're not sure what I mean. Contact me. I can and will help. Believe In Yourself - Kurt

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