Whenever I decide to start a new business (after lots of research about what market to go into…and exactly what my prospects want), I hyper focus on 3 things.
1. Building a “can’t say no” offer comprised of a product, bonuses, an upsell, and a higher priced backend product.
2. Creating a compelling sales pitch, and delivering it on a landing page.
3. Planning and composing a “tunnel of persuasion” auto responder follow up sequence.
I spend weeks and/or months on each one of these, and today I’m going to talk about the 3rd (and possibly most important part) of the “big 3”.
Your follow up sequence.
I’m going to give you some ideas for planning it…and what your final auto responder sequence should look like.
The first thing you want to do is go through your entire sales pitch, and begin to “outline” your follow up sequence based on the main benefits of your offer.
Just read through your pitch and any major benefit in there, create an “item” for this in your follow up outline.
Next, go through each objection you handle in your pitch, and create an item for these in your outline.
Then you want to identify any stories in your pitch, in your life, or in the lives of your customers, prospects, friends or family members that are: #1 interesting… and #2 that you can “twist” into a soft sale of your product. At least 1 or 2 of these should be case studies by your existing customers you can weave into a story.
Create an item for each of these in your outline.
Next, brainstorm multiple helpful, valuable tips you can deliver to people who sign up to your list…each of these related to what you sell. You won’t be “selling” much in these particular items… instead you’ll be focused on building your credibility by really helping others. Create an item for each of these.
Now you’ve got this bird’s-eye view of what your initial autoresponder sequence will look like. Of course, you’ll continue to build it up and out over time…but initially you should start with at least 15-20 messages spread out over 45-60 days or so.
Time to flesh each of the items on your outline a bit more, and then write the emails…
For each item, you’ll want to create “sub points”.
First, you need to decide the “medium” of your message. Will it be a plain ol’ text email? Or an email leading to a video? Or audio of some sort, like an audio postcard? You want to vary these 3 “mediums” where it makes sense to do so.
Next, based on the email topic that you’re breaking down, think of a compelling way to present it. It could be delivered in a story… a straight “benefit” email… you could tie it to a specific celebrity… or an evergreen newsworthy item.
Get creative here. Each email should hit a different chord…deliver and sell in a different way, from a different angle.
Spend time on this outline. When you’re done…the emails will almost write themselves.
This takes work and time..but you’ve only gotta do it once…then just keep building onto this “tunnel of persuasion” for the life of your business.
Oh, and before I go…if you want a few quick and easy things you can “tweak” on your website right now to increase sales conversion, go over to honesteonline.com/gifts to grab ’em now.
See you tomorrow…
Eat up, and profit.
Chef Dan “the eMarketing Man”