The key to “Real” Relationships
Hi Guys!
Before I explain the essentials of Email Marketing, I’ll tell you a short story…
My best friend has 2 dogs, One female, one male.
The female dog’s name is Missi and she’s a medium-sized Bichon Frises. She’s friendly, but reserved and weighs in at 12 pounds…
Now, Jack is the real character. He’s a Pomeranian Papillion mix. Jet black in colour, and weighs 7 pounds.
Guess who’s the boss in the relationship?
Well…
It isn’t Missi!
Over Here!
Just because Jack is only 7 pounds, and smallish in stature, doesn’t inhibit him in any way.
He strides right up to the biggest dogs (including Pitt Bulls) and extends a friendly greeting.
And he’s more eager to mix it up and play. You see, Jack doesn’t view himself as a “small dog”
He’s not a victim of “small dog syndrome”. He views himself on an equal level to even the biggest dogs…
So, just remember, whatever your size, the important thing is the confidence you project, and your willingness to mix it up and enter the fray.
Your stature isn’t important – your attitude is. Are you going to be Missi or Jack?
Only you can decide
So…
If you’re still here, that’s the power of a “lead in” with short stories…
But, lets carry on with the structure and essentials of Email Marketing.
Purpose
The goal of email promotions is to get “click throughs”, sign-ups and orders
And action is needed at every step of your process.
So, it’s important you suck your customer in with the very first opener…
Note: These rules more or less apply to all Direct Response Copy
Long-form: Which is the entire sales letter delivered to their inbox
“Headline, Lead, Powerful Promise, benefits, proof of claim, offer, call to action and PS.
Short-form: One page sales-letter with just one benefit with proof, offer and call to action. This is to lead the prospect to the main sales page, with “Learn More” Buttons.
Any email you write for a client will have a clear goal…
Not only to gain trust, but also to develop a long term relationship built on integrity and Value.
Putting that aside for a moment…
Charles Dickens
(The Pre-eminent Story Teller)
Last night I was watching a documentary about Charles Dickens, and what a genius he was at story telling.
The presenter (Gyles Brandreth) was interviewing one of the screenwriters for a soap opera, here in the UK.
Anyway…
The screenwriter talked about how important it is to first get an overall idea of the “whole” program. And then separate it into smaller chunks (episodes).
With each episode ending with a Cliff-hanger, luring the Soap fans along every step of the story, waiting with bated breath for the next episode…
Can you now see how important this strategy is when combining it with your email campaign?
Wouldn’t it make sense to design your email sequence like a soap opera?
So…
Here’s a recap
- Write a Compelling Headline
- Write Tight Body Copy (maybe a short story for an intro’)
- Provide a Link for More Information
- Create Urgency
- Make a Big Promise
- Back it Up with Proof
- Aim for the Click
There you go, another concise report to help in your journey.
All the Best
Dedo Harrison