“Study Break” Secret — SELL LESS TO SELL MORE
The folks at MacDonald`s are right.Â “You deserve a break today.”
You`ve been doing a bang-up job reading these messages and learning your marketing A-B-C`s, but without a break, your circuits are going to overload and instead of looking forward to my messages…you`ll do exactly the opposite.
You`ll lose interest.
The same is true with potential customers.
So today, we`re going to take a Study Break, sort of.Â But don`t worry, there`s still a valuable lesson to be learned.
“Study Break” Secret — SELL LESS TO SELL MORE ==========================================
Instead of getting tunnel-vision and only seeing the short-term goal of the right-now sale, remember that your email messages are an important way for you to build a RELATIONSHIP with a consumer based on your HONESTY AND SERVICE.
Although you want your prospect to buy, you shouldn`t immediately and constantly bombard the folks on your email list with nothing but sales pitches.Â You`re looking for a long-term, committed relationship.Â Be a person first and a salesperson second for the best results.
=> RELATIONSHIP COUNSELING
Your first few email sales letters may prove to be the most effective if they`re written in a warm, helpful, let`s-be-business-friends “voice.”
=> GIVE THE PEOPLE WHAT THEY WANT
In the off-line world, we`ve become accustomed to the fact that we hear literally thousands of messages each day.Â An online experience, on the other hand is still, for most people, closer to visiting “the library” or perhaps watching public television rather than tuning into the Home Shopping Network.
Most people are on the Internet looking for information – not waiting to be sold.Â People don`t want to be pitched to every day with a “you`d better buy it now” message.
So don`t be a salesperson.Â Be Miss Information (okay, Ms. Information definitely sounds better) or Mr. Answerman.
After you become a trusted resource, it`s easy to become a trusted source.
=> TIME IS OF THE ESSENCE
Lasting relationships don`t happen overnight…they`re built over time.Â Your sales letters should be crafted in a way that slowly, but surely convinces your prospects that you`re someone with whom they`d like to do business.Â After you`ve laid a foundation — made them happy with what you`ve given them as a gift, demonstrated your knowledge, etc. — you`ll have plenty of time to build a case for buying from you.
=> THE E-LIST
Once your prospects have gotten to know you through your entire series of pre-written (but valuable) communications…after you`ve built trust in the relationship and gradually exposed consumers to the benefits of your product or service…you can “graduate” them into your “real time” ezine list.
Obviously, you can`t include a time-dependent message in your pre-written letter series.Â People are opting in to your list 365 days a year and you can`t risk that they`ll receive a “Season`s Greetings” message in the middle of June.
BUT, when you`ve exhausted the appeal of your letter series, the people on your email list can become your ezine list.
Then you can send a Valentine`s message in February, a “Happy Birthday, America” message in July, etc.
=> TO KNOW YOU IS TO LOVE YOU
You can influence people when they know you, like you, and trust you.Â Ongoing timely communications means you can continue to build rapport with the people on your list, and you can be sure that if they TRUST you, they`ll be open to BUYING from you.
Okay, I`ll admit that this message wasn`t purely a study break.Â It may be the most valuable lesson you`ve learned yet!
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