So… you’re doing everything right. You’re gathering subscribers; you’re sending them value, you’re applying everything you know to try to sell to your list without being “salesy”, you’re subscribed to this newsletter (kudos to you!)… BUT, something is not clicking.
If you’ve been watching the tutorials, insights, and strategies we send and applying them to build your list, you’ll find out that getting leads is not that hard. When you have all of your ducks lined up, it’s pretty easy. And you can get targeted leads for cheap too!
But we get these questions a lot: How do I turn more leads into customers? You’ve cracked the code to list building, but for some reason, nobody is purchasing your stuff!
Well, my good friend, let me tell you that’s great news! Most entrepreneurs get fixated on how to squeeze the very last drop of conversion rate from their landing pages, but they forget we’re here to make money!
Now that your lead generation is on point, you have won 60% (or more) of the battle. If you’re getting good leads, that means that your advertising is good, that your targeting is good and your messaging is good. Onto the next one!
So let’s find out how to get more clients out of your email list, and what kind of mentality you need to embed in your mind to become a better overall marketer.
I like to think of email marketing a lot like trying to sell on the phone. Take a look at this image below:
As you can see, most salesmen stop calling or following up with their prospects after 2-3 phone calls. The reality is that most of the sales (and by most I mean 80% of them) are closed between the eighth and the twelfth phone call! Yet nobody is going that long or preparing themselves mentally to follow up like that.
The same happens with email marketing. If you’re expecting to slap up a webinar, create a seven-day email sequence and expect to have a windfall of money… good luck to you! Don’t get me wrong, I do think this is important, and it needs to be in place, but let’s face it: 98% of your list will not buy from you after a webinar.
Not even after 2 or 3 webinars. Not even during the first year!
This is NORMAL. It’s not that you’re a failure or that your product sucks (although it can always improve). This is how PEOPLE WORKS!
Most normal hardworking people have to think about it before making a purchasing decision. And ALL of them are way too distracted with a million other things. They are not thinking about you, they are thinking about THEM.
If you can embed this way of thinking and play the long game, not only you’ll be more successful and sell more, but you’ll be overall happier and will have happier customers.
The best way of approaching email marketing in this day an age is to keep picking up the phone and selling your stuff. However, to avoid being a pest and getting a lot of unsubscribes, you need to keep delivering value.
The way I do this, and it works really well for me, is to give my list a lot of value (through videos, blog posts, and even educational video-sales letter), and then I make a pitch at the end. Shocking, I know… but it works!
So every piece of content I create for my list has two intentions: One is to educate them and to provide actual genuine value for them, and the other one is to sell a related product to whatever I’m talking about.
The good news is that I don’t need to come up with a new product every time I produce a new piece of content. I can just use that angle to sell my Mastermind or my high ticket courses (more on that in a minute).
So the bottom line is: Keep on delivering value and keep pitching your stuff, but use different angles so that you don’t sound like a broken record.
This next technique is super powerful, and it ties directly with the previous one. You saw that I just mentioned different “angles” to sell the same thing over and over again, without being a pest or a PITA.
That’s exactly what we’re doing here. I coined the term Lead Inception because this is a lot like the movie Inception with Leo Dicaprio. I’m not going to spoil anything here, but the bottom line is that these guys are changing people’s minds by going into their dreams. If the first attempt doesn’t work, they’ll go into the next dream and so on – go watch it; it’s pretty cool.
With that said, that’s what we’re doing here. If angle A to sell product A didn’t work, then we move onto angle B to sell product A. Then we move onto angle C and so on. Please note that I’m always selling the exact same product but from different angles.
For example, if might say “How To Build Your Own Automated Webinar” in the Angle A, and then uncover that it’s free to get my Automated Webinar Campaigns when you join my Mastermind.
On the next angle, I could say “How To Get More Consulting Clients”, and then I could say that you can get Consulting Funnels for free when you join my Mastermind, and so on.
This is also called “Bribe To Join,” and I learned about it from the good ole’ Frank Kern. And it works wonders.
So at this point, all you need to do is to set up follow up sequences or automations, one after the next, so that they sell the same stuff over and over again, but from different angles. That way you’ll be fulfilling the necessary touching points to get more people into your products and services, and you’ll still be delivering value to your list.
Remember: This a marathon, not a sprint. That is, if you want to build a long-lasting sustainable business anyways.
The Power of Marketing is a project by Hernan Vazquez Media, LLC. www.hernanvazquez.com. This initiative is to help small business owners, entrepreneurs and agencies learn tips, tricks, techniques and methods in regards to Digital Marketing and Marking in general.
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