I frequently hear the question, “Could you share your blueprint for success with email marketing?”
I will demonstrate it with a short story, but first you should get a feeling for the opportunities available to anyone with access to an internet connection.
Remember this:
- Certainly, the World Wide Web brings the largest market that has ever existed to your house. There are no admission fees and your only cost need be your internet connection. The Internet is like Aladdin’s lamp for you if you are willing to stretch your mind a bit and willing to work to make your dreams come true. How sweet is that?
- Unfortunately, the web is crawling with vermin that promise you instant wealth if you will buy their instant success product. These people give me the same feeling I get when I put my foot into a shoe that I haven’t worn for a while and I feel something inside. If you haven’t succeeded the way you want to online, it is not your fault.
- Contrary to what some people want you to believe, success on the web does not depend on being a rocket scientist or having a movie star body. If you have had a sneaking suspicion that you have all the requirements to make your dreams come true online, you’ve got it right. If your internet connection was a hamburger, your ambition is the ketchup.
- Possibly, all the hype and shell games out there have left you anxious, fearful and wary, you have good reason to be exhausted. Right now, just relax, take a deep breath and imagine yourself sinking into a nice warm tub of soapy, scented water.
- We are definitely going to blow away the smoke screens and take a sniper’s aim at the things causing you grief, uncertainty and anxiety.
You might ask, “Why bother with email marketing at all? Why not just sell stuff online?”
The simple answer is that very few people buy.
FACT: Google did some research and the findings shocked everyone who saw the results. The average visitor to the average website comes back an average of 7 times to that site before buying anything, even if the site offers exactly what they want at a fantastic price.
Instinctively, people don’t trust someone they can’t see and touch.
Let me show you what you can do about this with a short story.
Barb in Montana has a little Chihauhua dog named Mokie. He is the love of her life and she takes better care of her little pooch than she does of herself. It is getting onto fall and Montana gets really cold in winter so it is time for her to shop online to get Mokie a new cold weather jacket and some cute snow booties.
She enters “Chihuahua clothes” as a search term in Google and her screen fills with the first 10 search engine results. These top 10 are not there by accident. They truly are the best of the best of the millions of results. That’s what the search engines focus on.
She clicks on the topmost site (which, statistically speaking, gets 42% of all traffic) and she finds herself on a great Chihuahua site. The search engine has taken her to a fabulous page on outfits for her precious Mokie. She also sees there are many other sections on the site dedicated to all things Chihuahua.
A truly great site covers all facets of the main theme of the site.
Before she knows it, a half hour has passed. She has chosen the perfect outfit and matching booties for Mokie The Wonder Dog. She has also read several pages on Chihuahua nutrition and she dwelt quite a while on a page dealing with peoples’ tributes to their beloved little Chihuahuas that have crossed the great rainbow bridge.
Wiping a tear from her eye, she bookmarks the page on dog outfits and goes back to the results page without buying anything.
People just instinctively don’t trust.
My Easy, 3 Step, Quick Start Guide To Email Marketing:
Barb clicks on the second site link down and finds herself on another excellent Chihuahua site. Again, she lingers over all the great content on it’s different sections and again, is about to hit the back button when a small box catches her attention.
Step 1: It offers her a trade. They will give her an instant download of a video and free eBook on how to keep her Chihuahua in perfect health and happy as a clam if she is willing to sign up for their free weekly newsletter. All they ask for is her email address.
Step 2: The offer is too tempting for her to pass over. She gives her email address and is whisked away to the instant download area. True to their word, the site’s eBook and video are truly a marvel and she will keep looking them over and over again.
The second website has just been given the key to her heart and wallet. She has given them permission to visit her through her inbox every week. How sweet can it get?
The first site she visited will never see her again.
Step 3: The second site will have a chance every week to give her more good information on Chihuahuas that she will cherish. When they mention special offers and so on, she will buy often from them.
These newsletters build an incredible amount of trust in a very short time. It doesn’t matter if your site is about little dogs or private jets. People buy from people they trust.
That’s what email marketing is all about: building trust.
