Tuesday, March 4, 2014

Creating The Perfect Book Marketing Email

When you are ready to email hundreds or perhaps thousands of people to tell them about your new book, you will need to take a number of factors into consideration so that you can strategically influence your recipients to take an action step.

First, think about the timing of the email.  Is it close enough to the date you want them to do something?

Second, think of the offer you will make.  What are you promising to give or do in exchange for what?

Third, what is the action step that you want them to take?  Buy something?  Click on something?  Go somewhere?

Ok, now that you have a clear understanding of what you want to take place, you’ll need to draft a kick-ass email that will motivate people to respond favorably.

People want short emails that tell them everything they need to know.  They will judge whether to open your email by its subject line.  They will determine whether to continue reading after quickly digesting your opening paragraph and skimming down to any bullet points.  They will not read the whole thing, unless they are deeply interested.

Whatever you have to say, pay attention to language.  Be sure to:

·         Avoid jargon but speak at a level the recipient demands.
·         Use active language, not passive.
·         Communicate with short sentences.
·         Use headings and bullet points.
·         Proofread your e-mail.

Take a look at e-mails that you receive.  What do you notice you like about them – and not like? 

Do you see an appealing font size?  Do you see a style that pleases your eyes?  Do you find certain words to be stronger than others?

If you’re not sure how someone will react to your email, test it out on a handful of recipients or show it to friends, family and colleagues and ask for pointed feedback.

Of course, use salutations and the name or title of the recipient.  Show how you understand the reader’s needs and desires and how you have a solution.

People will have their doubts:

·         Is this email legitimate?
·         Can he or she deliver as promised?
·         Is the price good?
·         How will it benefit them?
·         Are there better offers out there?

Whenever your marketing communication can answer these questions you help your cause. 

People want to know what qualifies you to propose your offer, how it will help them, and why they should act now.

Some emails may invite action steps by asking questions, making bold statements, citing a strong statistic, or promising Utopia.  Whatever your approach, know that it will hook some in and not all.  You’ll need to try multiple approaches in order to secure greater amounts of recipients to take action.

Remember, your email is like your resume, or store front.  It’s a chance to convey message, an image, and an offer.  You’ll likely have to really sell your stuff once someone responds back with a question.  See her initial marketing email as a chance to get the dialogue going.

Good luck!

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Brian Feinblum’s views, opinions, and ideas expressed in this blog are his alone and not that of his employer, Media Connect, the nation’s largest book promoter. You can follow him on Twitter @theprexpert and email him at brianfeinblum@gmail.com. He feels more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog © 2014.

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