You realize there are still significant benefits and a high return on investment potential from email marketing. How do you grow your list to tap this potential? Make sure you do the following.
People to Add
• Customers
• Clients
• Members
Get New Names
• Have a monthly drawing for a gift certificate, good at your business. Entry forms should include an email address line and a check box allowing permission to be added to your list.
• Ask every caller if they would like your newsletter.
• Request email addresses at point of sale, online, or at the checkout.
• Use comment cards and surveys to gather emails.
• Have a small display sign near the checkout, reminding them to ask for your newsletter.
• Bring signup sheets to all events you attend (networking, presentations, tradeshows, etc.).
Make it Social
• Collect email addresses from your social media followers.
o (Yes, I can help you get an attractive Facebook landing page and make it compatible with your email marketing program.)
• Add a “Join our List” button to your blog and website.
• Make your email “sharable.” Add buttons for all major social media tools.
• Share your emails from your personal and professional social media accounts (where appropriate).
• Ensure that your newsletter is easy to forward.
P.S. Join my mailing list by clicking the button on the right of this column or email "subscribe" to terra(at)fletcherfreelance(dot)com.
Tuesday, November 30, 2010
Tuesday, November 23, 2010
Facebook Landing Pages
A Facebook landing page is like a mini-website within your Facebook page. It doesn’t look like everything else on Facebook, it looks like you. Rather than just going to your wall, a landing page gives you a little more control. You gently guide your visitor to get to know you, to connect, and best of all… let you know they were there.
How to Add a Landing Page
First add a Static FBML app. From settings, edit. This will open up a standard text box. Use your HTML here. When on your wall, click on settings to make your new page the default landing tab.
Tips for an Effective Landing Page
Your page should be text heavy as landing pages are now indexed by Google. Some recommend using CSS. Use your landing page to gather information. Use an opt in form and invite visitors to click like. If someone stopped by, but you didn’t get any way to contact them again, it doesn’t matter that they were there.
Some sources don’t recommend linking to your website from the landing page so as to ensure receipt of contact info. A web address may encourage visitors to click your site, but will you gather contact info there? Encourage email list sign up by giving an attractive offer for the opt in. Follow up with an auto responder email that links to your website. Remember that your giveaway should be something of high perceived value. Keep it short and professional. Your email and landing page should align with your overall brand image.
For help with your Facebook landing page contact Fletcher Freelance today at (715) 584-6773 or terra(at)fletcherfreelance(dot)com.
How to Add a Landing Page
First add a Static FBML app. From settings, edit. This will open up a standard text box. Use your HTML here. When on your wall, click on settings to make your new page the default landing tab.
Tips for an Effective Landing Page
Your page should be text heavy as landing pages are now indexed by Google. Some recommend using CSS. Use your landing page to gather information. Use an opt in form and invite visitors to click like. If someone stopped by, but you didn’t get any way to contact them again, it doesn’t matter that they were there.
Some sources don’t recommend linking to your website from the landing page so as to ensure receipt of contact info. A web address may encourage visitors to click your site, but will you gather contact info there? Encourage email list sign up by giving an attractive offer for the opt in. Follow up with an auto responder email that links to your website. Remember that your giveaway should be something of high perceived value. Keep it short and professional. Your email and landing page should align with your overall brand image.
For help with your Facebook landing page contact Fletcher Freelance today at (715) 584-6773 or terra(at)fletcherfreelance(dot)com.
Tuesday, November 16, 2010
Reasons Not to Buy
When selling in person, salespersons overcome objections. This is a positive point in the conversation as it indicates real interest. An advantage these salespersons have is the fact that they only need to address the specific objections of one individual at a time. A technique called “draining objections” is effective.
When draining objections the salesperson will list all the reasons why a potential client will not buy. When the list is all inclusive the salesperson will say, “If we can address all of these concerns to your satisfaction, you’ll want to go ahead with our proposal today, right?”
In print you don’t have this same luxury. A wise copywriter will never underestimate skepticism. If a prospect is going to think anything, they’re going to think of all the reasons not to buy.
What can you do?
Answer questions and objections that could sabotage a sales letter if left unresolved. Sure you could include a page of Frequently Asked Questions, but try this, more powerful, technique. List all the possible reasons and respond to each. Include a direct answer, a testimonial (case history or story) that addresses the concern and a restatement of your guarantee or free trial offer.
Your copy could look something like this (Ultimate Sales Letter by Dan S. Kennedy):
“As attractive as this product/service/offer is, our marketing experts tell us that only about X% of the people receiving it will respond. Although that’s okay with us from a business standpoint, it still bothers me personally. You see, I know how much the owners/users of our product/service/offer benefit from it. I read their letters; I talk to them on the phone; I see them personally when they visit us; and hundreds/thousands/millions each year tell me that “(strong, brief customer quote).” Because of this, I just hate the thought of someone not getting our product/service/offer because of some error or omission in our explanation. That’s why I held a special brainstorming session with a group of our people just to try to figure out why you might say “no” to our free trial offer. After several hours, our group could think of only three possible reasons.
Here they are:”
With a setup like that, I’d surely read on. People will be refreshed by your upfront attitude and a free trial offer or guarantee will close the deal. If you need help with your next sales letter please call or email (715) 584-6773 or terra(at)fletcherfreelance(dot)com.
When draining objections the salesperson will list all the reasons why a potential client will not buy. When the list is all inclusive the salesperson will say, “If we can address all of these concerns to your satisfaction, you’ll want to go ahead with our proposal today, right?”
In print you don’t have this same luxury. A wise copywriter will never underestimate skepticism. If a prospect is going to think anything, they’re going to think of all the reasons not to buy.
What can you do?
Answer questions and objections that could sabotage a sales letter if left unresolved. Sure you could include a page of Frequently Asked Questions, but try this, more powerful, technique. List all the possible reasons and respond to each. Include a direct answer, a testimonial (case history or story) that addresses the concern and a restatement of your guarantee or free trial offer.
Your copy could look something like this (Ultimate Sales Letter by Dan S. Kennedy):
“As attractive as this product/service/offer is, our marketing experts tell us that only about X% of the people receiving it will respond. Although that’s okay with us from a business standpoint, it still bothers me personally. You see, I know how much the owners/users of our product/service/offer benefit from it. I read their letters; I talk to them on the phone; I see them personally when they visit us; and hundreds/thousands/millions each year tell me that “(strong, brief customer quote).” Because of this, I just hate the thought of someone not getting our product/service/offer because of some error or omission in our explanation. That’s why I held a special brainstorming session with a group of our people just to try to figure out why you might say “no” to our free trial offer. After several hours, our group could think of only three possible reasons.
Here they are:”
With a setup like that, I’d surely read on. People will be refreshed by your upfront attitude and a free trial offer or guarantee will close the deal. If you need help with your next sales letter please call or email (715) 584-6773 or terra(at)fletcherfreelance(dot)com.
Tuesday, November 9, 2010
Email Etiquette
Email has been around for decades. It is still a very important and very effective form of communication. One must know how to use it well. The rules have changed, so we could all use a refresher course. Follow proper email etiquette and you’re sure to communicate more effectively in the electronic realm.
• Email Marketing Rules
o Don’t do anything that might get you identified as a spammer.
o Only request info or permission to contact if you do not have consent to do so.
• Privacy Issues
o People are very protective of their email addresses. Don’t share your friends’ or professional contact’s email addresses. That means: don’t send emails to lists without using BCC (blind carbon copy).
o Don’t share email addresses. If you’re doing some cross-promotion, for example, each business should email to their own list, promoting both companies. You should not exchange lists.
• Email Content
o Be concise and to the point, but be sure to answer all questions. Spelling, grammar, and punctuation count, especially in business communications.
o Use a meaningful and clear subject line. And it’s okay to change the subject line in ongoing conversations. It’s hard to later find the email you were looking for when they all look the same.
• Efficiency Tips
o Create email templates for commonly asked questions.
o Use the same template for your monthly newsletter or any regular reports you send.
• Common Courtesy
o Don’t write in ALL CAPS. This comes off as screaming.
o Similarly don’t overuse the high priority option. Your email will appear more aggressive and you may fall victim to the “boy who cried wolf” syndrome.
o Don’t mix business and pleasure. Work accounts are for work. Personal accounts are personal. Don’t send email forwards to work accounts. Don’t send business proposals to personal accounts.
o Make scarce use of abbreviations and emoticons. These are rarely appropriate for business and can otherwise appear juvenile.
o It is hard to convey emotion in an email. Private matters are better discussed on the phone or in person. And never make any libelous, sexist, or racially discriminating comments in emails, even if they are meant to be a joke. (Really, don’t do this in person either.)
Take a little extra time before you click send to ensure that your emails are professional, appropriate, and do not violate the rights of others.
• Email Marketing Rules
o Don’t do anything that might get you identified as a spammer.
o Only request info or permission to contact if you do not have consent to do so.
• Privacy Issues
o People are very protective of their email addresses. Don’t share your friends’ or professional contact’s email addresses. That means: don’t send emails to lists without using BCC (blind carbon copy).
o Don’t share email addresses. If you’re doing some cross-promotion, for example, each business should email to their own list, promoting both companies. You should not exchange lists.
• Email Content
o Be concise and to the point, but be sure to answer all questions. Spelling, grammar, and punctuation count, especially in business communications.
o Use a meaningful and clear subject line. And it’s okay to change the subject line in ongoing conversations. It’s hard to later find the email you were looking for when they all look the same.
• Efficiency Tips
o Create email templates for commonly asked questions.
o Use the same template for your monthly newsletter or any regular reports you send.
• Common Courtesy
o Don’t write in ALL CAPS. This comes off as screaming.
o Similarly don’t overuse the high priority option. Your email will appear more aggressive and you may fall victim to the “boy who cried wolf” syndrome.
o Don’t mix business and pleasure. Work accounts are for work. Personal accounts are personal. Don’t send email forwards to work accounts. Don’t send business proposals to personal accounts.
o Make scarce use of abbreviations and emoticons. These are rarely appropriate for business and can otherwise appear juvenile.
o It is hard to convey emotion in an email. Private matters are better discussed on the phone or in person. And never make any libelous, sexist, or racially discriminating comments in emails, even if they are meant to be a joke. (Really, don’t do this in person either.)
Take a little extra time before you click send to ensure that your emails are professional, appropriate, and do not violate the rights of others.
If you need an “extra set of eyes” on your next email, please call or email Terra today at (715) 584-6773 or terra(at)fletcherfreelance(dot)com.
Tuesday, November 2, 2010
How to Get New Faces through Your Doors
Consumers are jaded. You can’t just run a sale and expect people to bust down the doors to shop. Okay, so maybe in a few weeks when Black Friday is upon us, shoppers will bust down doors, but what about the rest of the year? What about stores that aren’t traditional big box retailers?
That’s who I’m talking to, you, the small business without a marketing department or national franchiser calling the shots. How do YOU get people in YOUR door?
Have an Open House
You must have a legitimate reason (believable to consumers) for hosting an open house. Ribbon cuttings and grand openings are reasonable. Customer appreciation days are good. Use bring-a-friend offers to intice potential new customers to enter your business.
If you’re a member of a local Chamber of Commerce, consider hosting a business after hour’s event. Many Chambers do this once a month. You may pay a small fee and the cost of simple drinks and hors d’oeuvres, but you’ll bring in powerful business people from around the community.
Host a non-profit event. People like doing business with business people they like. Show your support for local non-profits. Don’t be shy. Let others know about the good work you do.
Tips for a Successful Event
Your event should have a theme. Encourage customers to participate. Set a budget. This includes both expenditures and objectives. Your objective may simply be to “get your name out there.” If you’re hoping for a high return on investment, you need to be able to compare sales and expenses.
Don’t forget the invitations! If possible, personally invite your previous customers, paying special attention to your top customers. Use your email marketing program to send invites, tell everyone on your social media network, hang signs, and consider traditional advertising as well. Make the event even more appealing by giving something away. Do a drawing for store credit or something that will appeal to your customers’ demographic.
That’s who I’m talking to, you, the small business without a marketing department or national franchiser calling the shots. How do YOU get people in YOUR door?
Have an Open House
You must have a legitimate reason (believable to consumers) for hosting an open house. Ribbon cuttings and grand openings are reasonable. Customer appreciation days are good. Use bring-a-friend offers to intice potential new customers to enter your business.
If you’re a member of a local Chamber of Commerce, consider hosting a business after hour’s event. Many Chambers do this once a month. You may pay a small fee and the cost of simple drinks and hors d’oeuvres, but you’ll bring in powerful business people from around the community.
Host a non-profit event. People like doing business with business people they like. Show your support for local non-profits. Don’t be shy. Let others know about the good work you do.
Tips for a Successful Event
Your event should have a theme. Encourage customers to participate. Set a budget. This includes both expenditures and objectives. Your objective may simply be to “get your name out there.” If you’re hoping for a high return on investment, you need to be able to compare sales and expenses.
Don’t forget the invitations! If possible, personally invite your previous customers, paying special attention to your top customers. Use your email marketing program to send invites, tell everyone on your social media network, hang signs, and consider traditional advertising as well. Make the event even more appealing by giving something away. Do a drawing for store credit or something that will appeal to your customers’ demographic.
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