What is the rush? Why is this website trying to force me to buy their ‘awesome’ product right this second? Why are they using big red text and WHY is there a clock ticking down to zero with a message that says, “Hurry! Offer only available for next 5 minutes!” ???
What if I am not ready to buy their product yet? What if I don’t have enough money on my debit card but I am interested? Does that mean I don’t get the best price because I didn’t buy within their ‘5 minute window’ ?
If this was happening in person and a random stranger came up to me asking to buy his product I would ignore the impolite gesture.
Healthy buying is defined by a slow, well researched process where the customer is aware of many options and CHOOSES to buy from a specific person or company.
Why do we CHOOSE certain companies over others?
How does a business owner earn a customer’s trust?
There are many ways, obviously. This post focuses on the power of automated email to build this trust.
I write about this idea in almost every post about making money online:
- Develop strong connections with a small community of customers who are passionate about what you do and how you do it.
Establishing this connection of trust is a requirement before being empowered with the ability to sell anything.
Clearly, this method will take a bit longer than the spammy scammy sales pages I mention above that DEMAND you buy their product right this second. They do that because they know as soon as you take the time to research more you will NEVER buy their crappy product.
I like to use this comparison:
- If a stranger walked up to you on the street and asked you to buy his book, would you buy it?
The same goes for trying to sell things online. What do you feel when you see those spammy scammy web pages that are 5 million scrolls down to the bottom…big red text screaming at you…they claim to have all the answers to your problem and every other problem any person has ever had…ever. Not to mention the price of their awesome DVD and CD collection seems to drop in price the more you scroll down the page.
These websites use mind games and trickery to lure you in to buying their product immediately. They identify with your problem very well…that’s why you keep reading down the page for the next 25 minutes. Big headlines, their sure-fire ‘5-step plan’, testimonials from ‘satisfied users’, then it starts over again with headlines, the 5-step plan has expanded to 8 steps, and a new group of testimonials tug at your emotions.
At this point you start to think, “The headlines and sales copy speak directly at my problem so he must know what he’s doing. And if all these people are satisfied this MUST be an awesome product.”
This tactic is used to do one thing: turn you into a ONE-TIME SALE. You get their crappy product and realize it is no different than anything you already found for free on the internet. You decide right then and there to never buy from him or anyone else trying to push an instant sale. Because, like I said in the beginning:
What’s the rush?
Let’s try a different method.
Offer three different services to your customers.
- Free downloads and educational content
- Standard product or service offering – moderately priced – anywhere from $9 to $99
- Premium subscription services – high end offer – if you’re good at what you do you can provide monthly subscription fees for consulting and other high end work.
I always find it interesting that the most expensive offer is the easiest one to provide. This is why successful people continue to become more successful. Once passing the initial hump there is rapid growth.
A quick breakdown of the three items above:
Free content is for people who are researching before buying. They aren’t quite ready to spend money yet, but they’re getting close. If you become the source that provides free education and resources that show them a little bit of what you can do for them you are actually giving yourself a chance to acquire a customer for life. We want customers for life.
So, the person downloads a free ebook on my site and is added to one of my email lists. Now I know who they are and exactly what type of products or services they are looking for.
Here’s where the automated email comes in.
After the person enters their email address to receive the free ebook they are added to an email list that has a 30 day automated email nurturing campaign attached to it. What does that mean?
I spent a few hours coming up with the most educational and valuable information I could think of that directly speaks to this person’s problem. The educational emails do not try to sell any of my products. Showing my expertise in the field is doing the sales for me. After 2-4 educational emails then I will slowly start to include a link to a standard level offer on my site.
Why do I wait until the 2nd, 3rd, or 4th email to include links? If I try to sell to them right from the first email they will probably unsubscribe because nobody wants another website sending them unwanted marketing emails. When I wait until the later emails to include this I know the person hasn’t unsubscribed yet which means they enjoy my content and find value in it. I have started to build trust between the two of us. TRUST.
After a customer purchases one of my products for $39 and the product exceeds their expectations I have yet again earned more trust.
After a month or two or three of sending more automated educational emails I will start to offer higher end products to the customer.
I work as hard as I can to make sure this customer knows I am always going to be there for them. I want them to become a lifetime customer.
I want open communication lines so they know they can come to me with any problem related to my industry or even if they just need someone to talk to. Now the level of trust between us is extremely high. (keep in mind this only happens if you have a good product or service to offer)
Now the customer who started by downloading a free ebook on my website has signed up for a $499/month premium subscription service I offer.
This all is made possible by having automated email marketing in place. If you have 100 people sign up for a free product over the course of a few weeks it is impossible for you to remember who signed up, what day they signed up, what topics they are interested in, etc. All of this needs to be set up ahead of time and then automated.
Here is a sample plan to help you automate your emails
- Instant follow up email – include any free downloads they requested
- 48 hour follow up – send a personalized text email asking them how they like the free ebook. talk to them like you’re speaking one on one. This may spark a conversation between the two of you in which case you may get a new customer faster than anticipated.
- 7 days follow up – educational email related specially to the content they were looking at on your website when they signed up to receive the free ebook
- 9 days later – educational email with a link to one of your products that is directly related to their needs.
- 21 days later – short text based email asking them how they’re doing. Include a link to a landing page with another free offer
- 23 days later – go for the hard sell. If they haven’t unsubscribed at this point they are likely ready to buy.
Hope this helps! Contact me anytime you have questions or if you want me to expand on something 🙂