Do You Know The Chain of Online Marketing?

June 29, 2011 · 31 comments

As marketers we are sometimes perplexed why a particular program or product is not selling. We created a great offer, wrote the sales page, sent the emails and people are just not buying. What went wrong? Was it the offer or the sales copy or the emails? We scratch our heads and wonder why.

Well, it has to do with all the individual steps as part of the online sales process. One breakdown in the chain can cause the whole campaign to fall apart and it won’t be successful. When you look at each of the links in the chain – they all have to perform and convert in order for the overall campaign to be successful.

Here’s what I mean:

A product doesn’t sell online unless it has a compelling offer. It can’t just be positioned on it’s own without some juicy incentives and a strong call to action to motivate prospects to buy. This will include flexible pricing plans, bonuses, scarcity and a guarantee.

But alone a strong offer won’t work. You need compelling sales copy…

A sales page won’t convert unless it has compelling sales copy. A strong headline and compelling sales copy that speaks to the emotions and thoughts of the prospects that convince them that what you’re offering will solve their problem or be the answer to the question they’ve been asking. This will include video, testimonials and motivating sales language to engage them to buy.

But alone a strong offer and compelling sales copy won’t work. You need a high click-through-rate in your email…

Prospects won’t click on the links in your email unless you have compelling and motivating clickable links in your emails. The click-through-rate is what indicates what % of people read your emails and feel interested enough to click the link in the email to see what you have to offer. This will include using bold and CAPS and highlighting keywords in the clickable links to get them to click.

But alone a strong offer and compelling sales copy and motivating clickable links in your email won’t work. You need compelling email copy…

Readers have to feel engaged and motivated when reading your emails. Writing compelling and engaging email copy will motivate them to take the next step. And you need to keep your email copy interesting – so the reader wants more. This includes mixing up the format and including both small and long paragraphs; perhaps also using images in the email (or even video images).

But alone a strong offer and compelling sales copy and motivating clickable links in your email and compelling email copy won’t work. You need a thought provoking email subject line…

This is where it all begins. Your email subject line is the first introduction to what you present before anything else. It has to be thought provoking and interesting and motivates people to open the email and wanting to read more.

So, see how it all ties together. Prospects will never see your offer or get to your sales page or click your links or read your emails unless you get them to open your emails. All the steps matter – and a few words in the email subject line is often times what matters most…

Until next time… Learn It, Love It, Live It!

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{ 30 comments… read them below or add one }

Gina MostertNo Gravatar June 29, 2011 at 10:44 am

Thanks Derek for reminding us again of all the “little” things that actually get the attention of our ideal prospects! Keep sending the good stuff…

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Derek FredricksonNo Gravatar June 29, 2011 at 12:03 pm

Glad you like it, Gina! It’s often not the little things alone – but combined together that matter most!

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Steve O'SullivanNo Gravatar June 29, 2011 at 6:22 pm

Hey Derek, another great article! I goes to show that the sales process is more complex than most marketers think. One weak link and the chain breaks, or worse, leaving out one of the links and no sales for sure.

An oh, the email subject line! (One of my pet peeves.) “June Newsletter” is hardly compelling. Yes, one of my clients actually used that. 🙁

See you in Miami!

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Derek FredricksonNo Gravatar June 30, 2011 at 8:20 am

Thanks, Steve – glad you liked it! And yes, my personal worst fav subject line has NEWSLETTER in the subject – boring! See you in Miamia! Woohoo!!!

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Jeannie SpiroNo Gravatar June 29, 2011 at 11:38 pm

I never realized how important this was until I started putting myself in my reader’s shoes. I’m getting so many more opens simply because I’ve played around with my subject line. Thanks for the reminder to keep working on ways to stand out.

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Derek FredricksonNo Gravatar June 30, 2011 at 8:22 am

That’s awesome to hear, Jeannie! It’s all about the subject line as a starting point and then working more marketing magic from there!

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ShamalaNo Gravatar June 29, 2011 at 11:43 pm

Love the article Derek. Gives me more to think about, and make the changes in my marketing and implement! Can’t wait to see the results unfold.

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Derek FredricksonNo Gravatar June 30, 2011 at 8:23 am

Awesome, Shamala! The more to think about and implement – the better! Way to go…

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AlbaNo Gravatar June 30, 2011 at 10:46 am

We all need to remember that clients don’t click on links if they don’t trust you. It’s all in building the relationships first. This way no matter what you have to offer your list will always respond. My pet peeve is having clients do no relationship building activities and then one day decide to bombard their list with promos. They only link they will be clicking is the unsubscribe.

See you in MIAMI!

Can’t Wait…

Alba

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Derek FredricksonNo Gravatar June 30, 2011 at 11:24 am

So true, Alba. The relationship building aspect is critical so your list will open and read your emails and then trust you to click the links and see what you have to offer. Well said! See you in Miami!!!

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Donna ThomasNo Gravatar July 1, 2011 at 5:37 am

This is a great reminder that the whole is greater than the sum of its parts! Welcome back, Derek! I’ve missed your insights. I don’t always comment, but I always read your posts.

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Derek FredricksonNo Gravatar July 12, 2011 at 3:54 pm

Glad it helped, Donna!

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BunnyNo Gravatar May 22, 2017 at 3:34 am

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ChiaraNo Gravatar July 5, 2011 at 11:35 am

Hi Derek,

Six months ago, I hired a marketing specialist. I spent $5000 and things simply did not work out. We did every thing that he told us to do. And then he abandoned us because he felt bad that none of his work was bringing in any new clients whats so ever. Actually he had us do what Alba describes…ouch. Yeah…we got the message from our readers. I instinctively responded by giving away some discounts and some freebies. In the end not only did we not get extra clients, it cost us even more money by giving away discounts.

Reading the above puts things into perspective and going through the client attraction program, more specifically the marketing pie has been so incredibly helpful. We were able to turn this around on a dime. In June we earned an extra $35,000. Way beyond our expectations. We now have a better plan. And we are just getting started. I am so sorry that I did not find you and Fabienne sooner.

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Derek FredricksonNo Gravatar July 12, 2011 at 3:54 pm

Great to have you with us, Chiara and sorry to hear about your previous experiences. Happy to help in any way we can!

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