The fastest way to build, or destroy, your business is through word-of-mouth advertising.
How you treat the people on your list is going to go a long way towards how rapidly your list grows, and how profitable it is to you.
Remember that your list is a collection of real people, with real problems, desires and needs.
That is why they downloaded your opt-in bribe and subscribed to your list.
They are looking for help and information.
Supply what they are looking for, offering free value more often than sales pitches, and you won’t have any problem growing your business.
Write in the 2nd Person
When you communicate with your list, you should use the words you, yours and yourself more frequently than I, me and mine.
This is one of the first rules of copywriting.
People are more engaged when you address their needs rather than your own.
Which of the following would you rather see in an email on a list you subscribe to?
A – “I have just created a great new product. I believe this is going to solve a lot of problems that have been plaguing the “fill in the blank” marketplace. I developed this product because of valuable feedback I have received from my list. I am so excited because I finally am going to be able to help so many people solve their problems.”
B – “I would like to thank you for sending me feedback on what problems and needs you have. You told me exactly what help you are looking for, and that is invaluable in creating usable, actionable, problem-solving solutions for you and others in the “fill in the blank” field. You have got me so excited, because I just finished creating your value-rich, problem-solving solution to the problems you are having.”
The people on your list don’t want to hear “I, I, I”. In the first scenario, the words you, yours, yourself are not used one time.
It sounds like someone bragging about something they did for their own needs.
The second scenario engages your reader.
Your subscriber feels like you’re talking to him or her personally, in a one-to-one conversation.
Any decent copywriter will tell you when you address the needs of your audience, rather than your own, your conversion rates and sales improve dramatically.
How Often Should You Sell?
How often should you be selling versus providing free, valuable information and content?
The actual answer here is going to differ for different businesses.
If you develop a business and call it “Daily Offers”, your audience is going to expect at least 1 promotional or sales-oriented email each day.
For the most part however, the people on your list are more responsive and engaged, and eventually more productive to you financially, when you provide value more often than when you are trying to sell something.
The majority of successful marketers will tell you that in most niches sending 2 to 4 non-promotional emails for every promotional email is a smart formula to follow.
It bears repeating, however, that you will have to experiment with your business and subscribers to find out what the sweet spot is between running a profitable business, and keeping your list members happy.
One way smart marketers do this is by subscribing to their own list.
They pretend they have just landed on their own website and subscribe to their own email newsletter.
They receive their own emails, thinking about the point of view of someone in that field or niche who is connecting with them for the first time.
Not to beat a dead horse, but when you write from the point of view of your market’s needs and problems, and not your own, you engage your list in the healthiest way.
Rewarding Loyalty and Using Exclusivity
Everyone likes to feel special.
Everyone, including the subscribers on your list, enjoys being rewarded for some action.
You can reward your list members occasionally by delivering a valuable bonus, product or service that is “exclusive to my list subscribers”.
Just make sure it truly is exclusive to your subscribers, and not available to non-subscribers.
You can use loyalty in the same way.
Put the power of your autoresponder to work for you.
You can send an email to be delivered exactly 1 month, 6 months or 1 year after someone signs up on your list.
Thank that subscriber for loyally opening your emails, and reward that loyalty with a free gift.
Create a Facebook group that is closed to the public, only accessible to your subscribers.
Let them know when you will be hanging out and interacting in their group, and be sure to tell your list that you built that Facebook group exclusively for list members only.
Think about how you would respond if you were treated that way, and you can understand why it just makes sense to treat your subscribers accordingly.
Extend to your subscribers special heavily discounted sales once or twice a year. Tell your subscribers if they share your landing page or blog post with a friend that you will give them 25% off for 50% off their next purchase.
Frequently ask your subscribers what you can do to make their lives better.
Why not host webinars and tele-seminars where you spend an hour or 2 answering questions and solving problems, absolutely free?
Stop beating your list over the head with offers and promotions.
Give free, valuable content regularly, and sell less frequently.
Write emails as if you are talking to 1 person across a coffee table.
After all, the subscriber reading your email is a single person.
Write your emails with your market’s needs, problems and attitudes in mind, and your business needs will take care of themselves.