Strike Them While The Iron Is Hot

Strike is a little bit of a harsh word for the concept I describe here but I think the phrase, “strike them while the iron is hot” applies most definitely. The word is not overly “authentic” – but the topic is extremely authentic and important in developing an amazing “first-impression” with your newly added leads.

The concept is this: Too many marketers (and I mean WAY too many marketers) don’t bother with the immediate follow up when a new lead joins their list. In so many ways and on so many levels they just miss the boat completely. How do I know? I see it way too often.

I subscribe to hundreds (yes, hundreds) of email lists. Only about 10% I open and read regularly. Why? Most likely those are the ones where I was immediately identified and treated not as a number – but as a brand new person as part of their community. I was treated extraordinarily well vs. any other “list” I was part of. In essence, the marketer (list owner) responded to me immediately while I “just opted in” at a time when I was most interested, engaged, curious and motivated to respond to their emails and offers. Needless to say, I was HOT! 🙂

Basically – they spoke to me while I was hot. Hot meaning – just after opt in.

So, I’ll help you out. Here are some of the biggest no-nos when it comes to responding to new leads to your list. If you’re doing any (or worse, all) of these – you’re missing MASSIVE opportunities in build a long-term relationship with your prospect so they’re likely to buy from you or work with you.

  • Not emailing immediately when they opt-in. And I mean the SECOND they opt-in. Not next day or worse – NO acknowledgement at all. A cookie-cutter double opt-in request from your email marketing system doesn’t count
  • Not thanking them for joining. You can’t email them immediately about whatever it is about YOU. It has to be about them and genuinely thanking them first and foremost goes a long way
  • Not giving them the IFO. If you offer an ethical bribe like a free report or audio MP3 – give it to them immediately and make it easy for them. Don’t wait until the next day or have them click multiple links to get what they actually wanted in the first place
  • Not emailing them the day after. And, I don’t mean just emailing them your regular stuff (i.e. ezine) like anyone else on your list. They are different. Yes, they are special. They just joined – acknowledge that in a next day follow up and engage them that way

It’s like dating: the act of someone joining your list is like they give you a kiss on the cheek after a first date. They’re interested. They’re thinking, “We’re dating now. Show me what you’ve got and I’ll think about giving more.”

You want to treat them differently than anyone else and they’ll respond. Better yet, remind them why they were originally interested and SHOW them what you can do for them and they’ll respond. Better yet, make them feel special and talk to them! ‘Talk to them’ actually means email them! Too many marketers are afraid of emailing newly added leads in fear of they will opt-out. Wrong! If you email them using the ideas I mention above they will respond and respect you even more. Again, strike them while the iron is hot.

What happens if you DON’T do this?

The worse happens. Which brings me back to the 90% of email lists I belong to… Your emails are auto-achived, rules and folders are created – and your emails go into a folder that people will get around to reading… LATER. And, later means NEVER! This is otherwise known as the “black hole” of email where you DON’T want to end up. So, treat your new leads well while they’re hot and you’ll ensure more email opens, more engagement and higher conversion in sales in the future.

Until Next Time… Learn It, Love It, Live It!

What Is The Real Value Of Your List?

People talk about list size all the time. The myth out there is the bigger list – the bigger the revenue. As we know, that’s really not the case. A smaller and more authentic list can yield massive revenues than a much larger and less responsive list. It all comes down to the value you provide to your list and in return the monetary value (in terms of sales) yielded back to you.

So, the question is: how best can I measure the value of my list?

DVPSPM

Huh?

That stands for Dollar Value Per Subscriber Per Month. And take it from me – it’s a magical number. It’s actually one of the most important benchmarks I personally use to track the responsiveness and monetization of a list.

Here’s how it works:

Take your revenues. This is total revenue (not income; don’t subtract expenses) for a given period. I like to track this by month but you can retroactively go back and track for an annual period (say for all of 2010) for EACH month.

Take your list size. This is total size of your list you send for email marketing. Again, it’s best to track this by month and you can easily search in your email marketing system by a date created field to get a total number of subscribers for a GIVEN month (say for each month of 2010).

Take your revenues and DIVIDE it by your list size. Example:

April 2011 Revenues $10,000.

April 2011 list size 2,500

= $4 Dollar Value Per Subscriber for April 2011

Now, what’s real interesting is looking at that benchmark over time for different months. If your list is growing in size – are your revenues growing accordingly? The idea is that as you grow your list – you grow your sales (more people on the list to buy). But, your marketing efforts and the responsiveness of your list to your offers needs to stay in line. Your list gets too stale (not growing the list) and revenues increase – the dollar value per subscriber diminishes. Your list grows really quickly (through JV’s or other list building strategies) and your revenues decrease – same result. However, if you increase your list AND increase your revenues steadily each and every month – LIST MONETIZATION NIRVANA.

The goal is this: always focus on having an increasing number month to month. That means in a nutshell your list size is increasing AND your revenues are increasing.

What’s a benchmark to start with? I’ve heard in the true Internet Marketing space that $1 DVPSPM is a good benchmark. Anything around the $10 mark is golden – so let’s shoot for that. Remember, the more authentic and “value creation” list you have – will yield a bigger payday.

Until Next Time… Learn It, Love It, Live It!

Pay Attention To Every Detail When You Market Online

In online marketing, every detail matters. I mean EVERY detail. It matters in order to get a response. If you don’t want a response with your online marketing – it’s like not wanting to build your list; or not wanting to build a relationship with your list; or not wanting to convert prospects into paying clients; or not wanting to earn money. Get the point? Bottom line – design and detail is needed to ensure your online marketing generates a response. It’s critical if you want to authentically and effectively market your business online and make money with your website.

And I’m not just talking about websites – but we’ll focus on that area for now. We could talk about online design for social media (Facebook, Twitter, YouTube, etc.) but, 90% of the time your website is the primary “landing spot” where traffic comes to see the following:

  • Who you are
  • What you to do or have to offer
  • Why you do it for them
  • ·How you would do that for them

Your online design needs to capitalize on all aspects of generating a response from your visitor to either compel them to opt-in or buy a program or product you’re offering. Here are the key areas to consider:

Page layout. It has to make sense. Think about “common sense” for a minute about what is the most important thing you want website visitors to see – and do – and cater to that. For example, at www.ClientAttraction.com we have NO wasted space – really anywhere. Every little area of the screen (particularly above the fold where 90% of people view at first glance) is strategically filled with some item or call-to-action that compels the visitor to get a response and take some action.

Colors are huge. What colors and branding fits with you and your image? If you have logos or color specific references elsewhere (business cards, letterhead, etc.) – than leverage your colors and incorporate it throughout your site. Don’t just choose other random colors just because you saw it elsewhere – it has to fit with you.

Images and buttons. What looks good on a website? What do you respond to in terms of images and graphic design? For example, there is a reason why a clearly labeled button that says “Add to Cart” is more engaging and compelling to a potential buyer than simple plain text “Buy my product here.”

Here’s a trick – don’t reinvent the wheel. See what else is out there and what’s working and just “model” that. If you see some design elements online and you’re responding to it – chances are it’s a good design strategy and they’ve thought about the detail – so see how you can incorporate that into your website design.

Now, here’s the good thing. You don’t have to have a good eye for design or detail – particularly in the area of websites – but be sure to find someone who is. You can easily focus on the big picture of what you want accomplished with your website and have someone with the skills and expertise to make it happen. But, you have to give them direction! You can’t expect someone to build exactly what it is you want – if you’ve not clearly defined for them exactly what you want!

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

Your Assignment:
What can you improve in terms of the design and detail for your website? What is something that needs a bit of work to either uplevel what is there or streamline the design to get more of a response. Do a thorough review or have some of your team members and / or clients review and give you constructive feedback on what is still needed. Focus on the three areas I mention above (website layout, colors, images/buttons) first and see what can be improved to get a better response. Interested in finding out more about online design and other authentic Internet marketing strategies to help grow your online business? The Authentic List Building Coaching program can show you exactly how you can authentically add up to 1,000 new qualified prospects to your business each month. People who really “get” your message and are eager and ready to become your client or buy your products. And, you could do this authentically, quickly and consistently, without being spammy or icky, but just by being you. How would that make a difference in your life? I created this one-of-a-kind program to personally walk you through the same secrets we used (and continue to use daily) to add over 1,000 highly targeted and qualified leads to our list each month for the last 12 months. To see the presentation I created for you about authentic list building principles [IMPORTANT VIDEO], go here.

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Want to use this article on your website or your own ezine? No problem! But here is what you MUST include: Derek Fredrickson, Authentic Internet Marketing Specialist, is founder of the Authentic Internet Marketing System, the proven step-by-step program that shows you exactly how to authentically market your business online, in record time…guaranteed. To get your F.R.E.E. videos and receive his authentic internet marketing articles on attracting more leads and converting more sales online to multiply your current revenues, visit www.derekfredrickson.com.

Generate More Profits (and serve your clients) with an Authentic Upsell

According to the online site dictionary.com, the word “upsell” is defined as the following:

“To try to persuade a customer to buy a more expensive item or to buy a related additional product at a discount.”

But, I have a new term to consider: authentic upsell.

Sounds ironic, doesn’t it? Is there even such a thing? Yes!

When done from integrity and a place of authenticity when you value your prospect and even more so – value the products or services you provide.

We’re exposed to upsells all the time – and the idea used to gross me out. I made a decision to buy – and I’ve not even RECEIVED what I purchased – and yet you’re asking me to buy even more?! But, then I realized two things.

1. We live in a world of upsells. You go through an upsell process all the time the second you step into a grocery store or department store or sit down at your favorite restaurant. And think about how online shopping works – it’s upsell all over the place. And we respond to it! You just never noticed it… which leads me to the second realization I had about upsells.

2. When an upsell is done from a place of integrity and authenticity (authentic upsell) – it doesn’t “feel” like an upsell at all. It’s natural. It makes sense. You welcome the idea and are generally receptive to it because the offer doesn’t seem to be “inauthentic” or “incongruent.”

The idea is this. You know better then your buyer or client what they need (and want) most. It might be perhaps offering additional services or products on top of what they have already purchased. And, consider this. Once they’ve made the decision to buy – they are in a completely different mindset from BEFORE they bought. They are more receptive to additional or complimentary offers – but only if they are done out of integrity and authentically.

The catch is this – the upsell has to make sense. You don’t want to bundle in a product or service that is completely NOT related to what they just purchased. Be sensitive to their feelings and make sure they are starting off on the right foot. But, be open and real with them about offering something in addition to what they just purchased that will add even MORE value to what they’re about to receive.

So, how can you apply this to your business? Don’t worry – you don’t need a high-technical system or process in place to make it happen. And, even if you don’t sell your products or services online – you can implement a semi-manual system for now to further enhance the buying process (and your revenue!)

It can be as simple as displaying the upsell offer on the thank you page online AFTER they buy; or including it in the email auto-responder after they have made their purchase. Even if it’s not online – it could be as simple as emailing them afterwards inviting them to supplement what they’re about to receive.

The key is this – it’s gotta be real and not salesly. We all can pick up on that (including your new client or buyer.) So, be respectful and transparent about what you’re offering –and if it’s from a perspective of authenticity – you’ll not only do great things for the revenues of your business – but also for your clients.

Until Next Time… Learn It, Love It, Live It!

Send An Email And Get A New Client

I want to share an amazingly powerful and simple email strategy I’ve personally used and shared with my private students to quickly and authentically get new clients. Now, this strategy doesn’t always get you a new client – but it does present an automated opportunity for you to have a qualified prospect on the phone where you can potentially close them into your program, product or service you offer.

It works like this: After you’ve delivered your IFO and done some very simple email follow up to ensure your new lead has consumed your IFO – you’ve done a solid job of representing the value you provide. Now, most people stop there and just add the lead to their normal stay-in-touch marketing vehicle like an ezine and deliver standard and consistent content. Great idea – but what if the new lead is wanting more? And, I mean “more” in the sense they are motivated to work with you? Very few people will reach out and contact you directly on their own to find out how they can work with you right away. So, why not invite them to do so?

How? Well, send an email inviting them to schedule a get acquainted session with you. Even better, include this email as part of your auto-responder series and automate the scheduling with a system like TimeDriver (www.timedriver.com) so it doesn’t take a lot of effort. As a result, this strategy will consistently put you on the phone with your ideal clients. Don’t get me wrong – I love the idea of getting new clients online. But often times the fastest path to cash is private clients and the quickest and most effective way to get new clients is to move them online to offline (email to phone).

Here’s an example of an email you could send (of course worded with your own style):

Subject: [Firstname], you might be wondering what’s next

Hey [Firstname],

Thanks again for joining my newsletter. I’m so happy you are here.

I hope by now you’ve been able to [insert description of your IFO here] and you enjoyed the great content I had to share.

Now, you might be thinking how can I accelerate my results or move faster ahead in the path of getting what I want? Well, I’d welcome the opportunity to chat with you for a few minutes on the phone and see perhaps if I can help.

Please feel free to click here [insert TimeDriver link] to schedule a quick call and I look forward to connecting!

Thanks,
Derek

Notice a few things about the email: It’s short and very personal. Not a formal email but casual and direct while being authentically to the point. You’re simply asking if they are interested – not forcing it onto them or drawing it out in a long- winded pitch to try and get them on the phone.

The great thing about this strategy is the simplicity. Because it’s systematic as part of your auto-responder series, you don’t have to manually email new leads. And, since you use the automatic scheduling tool, you don’t have to coordinate times and schedule appointments.

Having these “discovery sessions” or “initial get acquainted sessions” is a great way to position you in a “closing of the sale” opportunity for new leads that are highly motivated and qualified. Since they’ve just opted in and most likely have consumed your IFO (motivated) and have taken that next step to connect with you (qualified).

If you put this into place when you’re bringing in a few leads a week – you have the time to talk to these prospects for 15 minutes at a time. You can develop a good working rhythm when you’re on the phone maybe using a script or series of best questions to ask.

Once you see the volume increasing to more than you can handle – you can put in an additional step where they take another action to further pre-qualify them BEFORE you get on the phone with them. For example, send them your “About Derek” or “Interview with Derek” beforehand so they can find out more about who you work with and what they can expect. Again, it’s all part of the qualification process.

At the end of the day you will have more opportunities to close prospects into new paying clients – all from sending this one email.

Until Next Time… Learn It, Love It, Live It!