closing the sale with e-news
TRANSCRIPT
• Relationship Building• Give information• Promote Something• Appreciate / Recognize• Close a Sale
Reasons to Send
• People hate email• Time consuming• Lack of knowledge about what works• Little understood value• Cost• Gmail Tabs
Reasons Not To Send
Ground Rules
1. Don’t add without permission2. No names in the To: field3. Tone personal and casual4. Relevance, relevance, relevance
KEY POINT
The worst thing you can do is print content that people DON’T want to read.
Think like a newspaper publisher.
Imagine that you have money riding on every word.
Crafting the Content
Content has no value if it isn’t what people want to read
The Bones or structure
Layout Persuasion
The Bones or Structure• Educational, Relevance, Timely• Headlines – 70% readability• Map out the content• Tone – personal / casual / names• Skimable• 90% Educational 10% Promotional• Save as Template / Consistent look
Layout
• Start with a Template• Lots of white space• Easy on the eyes• What emails do you love?• What emails do you hate?• Headline – content• Photo images (take time)• Calendar of events
Persuasion – Close Sale
• Pick one primary call to action per letter• Precede call to action with value• Make Call to Action easy to execute
1. Customers
2. Facebook Page
3. Twitter
4. Offer Something
5. Promotion on website / store
6. Trade Shows – events
7. Sign up link in exchange for gift (white paper, discount, free report)
8. Sumo Me
8 Ways to Find Subscribers
Newsletter FAIL -
• Content has no value to reader• Cluttered – lots of ads, junk• Too much promotion• Articles too long• Headlines uninteresting