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A Simple Way To Create 7 Effective Autoresponder Messages
By Kevin Nunley ©
2005
Email is the Net's most powerful marketing tool. And autoresponders
are the best idea yet for marketing with email.
There is an old saying
that the first ad rarely sells. You have to put your product, service, or idea
in front of a prospect several times before she buys.
Autoresponders are
designed specifically to get your message back to the same prospect over and
over. That's why most autoresponder packages come in groups of 7 messages--from
the 7 message marketing rule that has been the rule in advertising since our
grandparents were in diapers.
But what do you say in your 7 messages?
We've written autoresponder series for hundreds of customers. Here is one method
that always works.
This method is called REMIND 'EM. People don't read
your sales letter as carefully as you think. They tend to skim. They read the
first message, but miss the second and third message. The prospect may not tune
in again until message five. It's so easy for people to completely miss your
main points intended to lead to a sale.
It's important to *repeat* your
main message over and over. Say it once, twice, three times in your first
message. Say your main message in a different way in the second message. Re-cap
your main point again in the third message. That way, people who aren't paying
attention still get your important ideas.
Here's an example of how the
"remind 'em" formula works for a 7 letter series promoting personal security
products.
Message (1) The world is a dangerous place. You need new
innovative security products to insure your protection.
Message (2) More
details on how and why the world is a dangerous place. List places or situations
that are especially threatening.
Message (3) Recap how the world is a
dangerous place. Give more details on the key new security products that have
come out.
Now start the middle
section of messages. Note how they become more instructional telling people how
to use the products.
Message (4) Protect yourself from the dangerous
world with Product A. Here's how to use Product A. Here's why you would use
it.
Here's where to use it.
Message (5) Protect yourself with Product
B. Here's how to use it. Here's what happy customers say about it. Tell a hair
raising story of how Product B saved a customer's life.
Now comes the
wrap-up and reminder, especially important for people who never got around to
reading your earlier messages.
Message (6) Go back to your main sales
letter used in numbers 1 and 2. Start all over reviewing your main points and
highlighting your most popular products.
Message (7) This is the final
follow-up email. I usually have it come two weeks to one month after message 6.
It's designed to scoop up all the people who weren't ready to buy in the
beginning, but may be ready to buy now.
It can start with "For the past
few weeks I've been sending you important information about how to protect
yourself in threatening situations. I know you are busy and may not have had
time to consider how these products could improve your life and confidence." At
that point, you again review your main points.
Repetition is the key to
advertising success. Find creative ways to keep the main message going week
after week and you will have as many customers as you can handle. Busy prospects
simply need time for your message to sink in. As we used to say when I worked in
media, it's just when you and your staff are sick to death of a commercial that
the audience is just beginning to notice it.
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