Encouraging Readers To Accept & Look Forward To Offers
One of the biggest mistakes I see people make is that they don’t start making offers to their readers from day one. They feel like they need to create that relationship first and wow their readers with lots of great free content before they can even consider asking them to buy something. While there is some truth to that you certainly have to build that trust and establish your expertise, you also want to get them used to buying from day one.
There’s nothing wrong with making an offer and asking for the sale as soon as a new reader subscribes. Make sure it’s an offer that’s low in price and of great value. In other words, make them a “no-brainer” offer. Ideally you want this offer to be something that’s closely related to your lead magnet or opt-in offer. Think about what else your readers need, or need to know. What’s going to be their next step? Then make them a great offer for something low cost as soon as they sign up.
From there, get in the habit of making offers regularly. Mix up solo emails where the main purpose of the mailing is to get them to buy something, to content mixed with an offer. Share a tip and mention that a particular tool or info product may be helpful. Answer questions and link to products and services you use. Write up a detailed review of your favorite software or household appliances. Compare a couple of related products and wrap it up with your recommendation and the best place to buy. Mix useful content and offers throughout your emails.
At this point you may be wondering if your readers will reject and resent being sold to in many of your emails. They will if you don’t do it right. You’re not out there being the online version of a sleazy used car salesman. You’re there to provide value to your readers and some of that value is in finding or creating the tools and products they need. Going out and finding a great deal, or haggling them a special coupon for something they need can be of great value. All of this will result in email offers that they look forward to receiving.
Don’t feel bad about selling. If you do, it will come across in your emails and your customers will resent it. Instead, focus on providing value to your subscribers. Be of service and take good care of your readers. Don’t promote everything under the sun. Make sure it’s a good fit and what your readers need. Vet the products before you promote. As you get to know your audience better and get more practice in email marketing under your belt, you’ll get better at this. For now, ask yourself if it’s a good offer and if it’s something that your readers can use or need. If so, email about it. If not, skip it.