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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