Here’s one of the most important pieces of advice I give my clients…
If it feels too simple, chances are, you’re on the right track.
When it comes to email marketing, most entrepreneurs have this misguided belief that it’s got to be complicated. There are mind-boggling funnels to build, deep-dive surveys to produce, in-depth consumer analysis to dive into.
But here’s the truth…
A lot of the advice you hear from marketing gurus is designed to confuse you. They WANT it to sound intentionally confusing because, how else will they make you spend money on their over-priced coaching programmes?
Well, I’m here to tell you that generating money from your email list doesn’t have to be hard. In fact, what I’m about to tell you is so bloomin’ obvious, you’ll barely believe it. But it’s worth repeating because these are the things that most entrepreneurs fail to do when it comes to making sales over email.
So, stick around while I share the 5 surprisingly obvious (but often ignored) ways to generate consistent sales from your email list.
1) Show up consistently
This is probably the least sexy of all strategies in EVERY aspect of life. From dieting to exercise to learning a new language…the key to success in pretty much anything you want to achieve is to stay consistent.
Email marketing is no different. For almost every business owner, the greatest temptation is to constantly search for the latest trumped up tactic or hack. Why? Because it’s new and exciting.
But here’s the thing, you don’t need more tactics or hacks to generate sales from your email list. You just need to keep showing up in people’s inboxes with emails your prospects enjoy reading. That’s it. It’s boring.
But it works.
2) Send emails your prospects look forward to
there are just two types of email. Emails people want to receive and emails people don’t. The emails people don’t want to receive are the ones from people who only appear in your inbox when they have something to sell.
They usually contain some kind of flash sale or discount or product you’re just not interested in. Don’t be that guy.
You want your emails to fall into the other category: Emails people want to receive. So what makes an email people want to receive? Well, a good email provides value to your email subscribers. But value can mean different things to different people. Here are a couple of ways to send “valuable” emails:
- Provide educational content that solves a specific problem you know your prospects are facing
- Make your prospects smile with an email designed to make them laugh
- Entertain your subscribers with an interesting fact or anecdote they can share down the pub
- Make an offer that gives genuine value for money, reserved only for people on your list
When you provide value, your subscribers will actually look out for your emails landing in their inbox. They’ll be motivated to consume them because they experience a tangible benefit from giving you their attention.
3) Tell great stories
Whether you’re nurturing or selling to your email list, there’s no excuse for being boring. Even in emails where you’re making an offer for a paid product, there are ways for you to frame it so you’re still providing value as they read your copy.
If you want to generate consistent sales from your emails, it’s not enough to share tips and strategies, or discount codes. That’s because tips-based emails and direct promos do nothing to connect with your readers’ emotions, and they’ll delete your email before they’ve reached paragraph 2.
Which is why you need to engage your reader with compelling stories that draw them in and give them pleasure…AT THE SAME TIME AS teaching them something useful or making them an offer.
4) Be yourself
You don’t need to look much further than you own inbox to know most people’s email accounts are overflowing with emails they’re never going to read.
If you want to make consistent sales from your email list, you need to find a way to stand out from the noise and get your emails read. A HUGE mistake I see a lot of business owners make, is to try to replicate the tone of big brand emails.
They think that sounding “professional” is the key to making more sales over email. Here’s the truth – sounding professional is just another way to say you sound stiff and boring. Sounding professional means you’ve sucked all the life and personality out of your emails.
Don’t be afraid to be yourself. Show your subscribers all the things that make you YOU. What gets your goat? What’s something weird that nobody knows about you? These are the details that turn bored subscribers into loyal fans who’ll buy from you again and again.
5) Make offers in every email
You might be wondering how to do this when I’ve just told you NOT to be a flash sale promo terrorist.
Well, the key to generating consistent sales from your email list is to make consistent offers for paid products and services. But there’s a right way and a wrong way to do it.
Flash sale promo terrorism is MOST DEFINITELY the wrong way to make offers in every email. The right way is to follow one (or both) of these two approaches:
- Add a “super signature” to the p.s. of every email. This is where you lay out – menu style – a brief description and a link to buy from 3 or 4 of your core offerings. This works because it provides a way for people who are ready to buy, to take the next step with you. But it’s also unobtrusive for those who aren’t ready to buy yet.
- Frame your offers within a story or a compelling piece of educational content. It’s perfectly possible to entertain and educate your subscriber at the same time as laying out your sales argument. Share compelling stories that lead your prospects to the most natural conclusion at the end of your email (i.e. to buy your stuff). Buyers will be glad to make the purchase. Non-buyers will feel satisfied that you entertained or educated them. Win win.
When it comes to email, you don’t need to put in place complex funnels or mind-boggling logic puzzles to make consistent sales. In fact, the most effective ways to make consistent sales are probably the most obvious (and let’s face it – the least exciting).
But, if you’re willing to put in consistent effort to be the most interesting person in your prospects’ inboxes, week after week, it’s a sure-fire way to make more sales and grow your business.
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