MODULE #7

The Surest Way To Get New Customers Every Single Week


As you already know, one way to build a relationship with prospects and customers is to follow up with them repeatedly by email.

This gives your audience a chance to know, like and trust you.

It gives you a chance to give them more content to help them solve their problems, reach their goals, and enjoy their interests.

But that's not all.

Sending emails to your prospects and customers also gives you the opportunity to expose your audience to your other offers.

And that means you can get new orders every single week, completely on autopilot.

Of course, none of this happens by accident. That's why this section outlines a blueprint to help you strategically follow up with your audience.

Check it out…

Step #1: Segment Your List

The first thing you need to do is segment your list. This means that you separate out different segments of your audience so that you can create content and pitches that are custom-tailored to these specific segments.

The most obvious segmentation is to separate your prospects from your buyers. That's because the way you approach buyers is going to be different than the way you approach people who've never done business with you.

Example: You may give customers a coupon or special offer unavailable to non-customers. Or you might offer them unadvertised bonuses that others do not receive. There are a variety of ways you will interact with customers differently than non-customers.

However, you're going to want to take this a step further. You're also going to want to segment your audience based on their behaviors and interests they've shown in specific topics.

For example, if you have a half a dozen lead magnets, then segment your prospect list according to what lead magnet brought a subscriber into your sales funnel.

If "Bob" downloaded a lead magnet related to email marketing, send him messages related to email marketing. If "Susan" downloaded a lead magnet related to product creation, don't send her the email marketing messages. Rather, send her messages related to product creation.

See how that works?

If someone joined your list via a contest or webinar, segment your list accordingly. Each of these will be more likely to respond to certain kinds of content and offers.

If someone got on your list by purchasing a product, then put them on the "buyer" list. Then take it a step further and also make note of which product they purchased that landed them on your list (That way, you're not sending out offers to people who've already purchased that product).

TIP: Most major autoresponders make it easy to segment your list. Many of them even automate this process. For example, check out services such as Drip, SendGrid and GetResponse if your current email subscriber doesn't offer list segmentation.

Next…

Step 2: Plan a Series

The next thing you need to do for each segment of your list (or at the very least the "prospect" and "customer" portions) is to plan a series of emails. Your initial series of three to seven emails should focus on providing content that pre-sells just one product.

You can add additional emails to your autoresponder, using a short series to introduce and promote your other offers.

For example, over time you could add 52 evergreen emails to your list and send them out one per week, which would give you a year's worth of hands-free sales!

One way that many marketers plan out a series is to create a three-part fear-logic-gain series.

Here are the three parts:

  • Gain: here's an email that focuses on the benefits of an offer. Point them toward an outcome of using your product. For example, "Think of how good it will feel to finally finish your novel!"

  • Logic: here's where you use logical arguments to promote that same offer, such as by showing proof (eg, a case study). Show them how you or others have achieved the outcome.

  • Progress: here's where you point out a compelling reason to order now because of a special deal or to quickly see results. (Example: "Today is your last chance to get the 50% discount as this special offer expires at midnight." Or "If you get started today, you can see your first 100 subscribers in the next 48 hours.") Help them get started working towards the outcome.

Note: I know that the normal 3-part series is "Gain, Logic, Fear". That last email is usually a fear-based one that taps into the reader's emotions, especially a fear of missing out or a fear of continuing in their existing problem.

I don't personally stress fear to sell my offers. I'd rather show people the value of an offer and let them decide for themselves if it's a good fit, rather than pushing emotional buttons and hard-selling offers.

That's why I focus on making progress in that final email (Gain-Logic-Progress). You can still use special deals and other things to help people take action right away without trying to get an emotional response. I urge you to use a series that's part content, part pitch to promote your offers (See below).

Again, point your prospects to your products, don't pressure them to buy. If you follow everything else I've mentioned in this course, there is no need to tap into fear and other emotions to generate a response.


Another way to plan out a series is to use each email to raise and handle an objection.

For example, if "It won't work for me" is a common objection, then craft an email that talks about the money-back guarantee (as well as proof that it works, such as case studies or testimonials).

Still another way to plan out a series is to offer high-quality content (to build a relationship) plus a strategic pitch at the end (to close the sale).

For example, if you're selling a dog-training book, you might create a five-part series called "The Five Secrets of Breaking Your Dog of Bad Habits." Each email would explain one secret (tip) as well as pitch your product at the end.

Since this sort of series is the most popular (and the easiest to incorporate into a long-term autoresponder series), that's what we'll focus on in the next step…

Step 3: Craft Your Emails

Now that you've selected your series, your next step is to start crafting your emails.

Here's what you're looking to do: create emails which are useful (so that they solve part of your prospect's problem) yet incomplete (so that you can pitch a full solution at the end of each email that will further explain or enhance the free content).

Here's a good rule of thumb to follow…

Craft each email so that it is about 80% to 90% helpful content, and the remainder consists of your pitch.

For example…

Let's suppose you're creating a series called "Five Ways to Boost Your Metabolism." One email might explain to readers how to boost fat-loss with HIIT (high intensity interval training) exercise, including describing the types of exercises and how to complete each interval.

While this email is useful in that it shows people how to do HIIT, it doesn't solve their complete problem of needing to lose weight.

That's why at the end of the email you could then pitch a complete weight-loss program that covers HIIT in depth as well as other topics such as good nutrition.

In short, creating a useful yet incomplete email is a strategic way to both build trust with subscribers as well as promote additional products and services to them.

Now it's time for you to plan your emails.

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