You want to keep people on your list so you can build relationships. When you first meet someone, you don’t expect him or her to ask you for something. You expect them to give you their time to get to know you. The same is true in today’s online marketing world. You want to give your subscribers time to get to know you.
Some of the things that you want to convey to your audience include what kind of person you are, how much you care about them, and what you can do for them. This is how you build the “know, like, and trust” factor into the relationship.
First show them what kind of person you are by giving them gifts. Your generosity will win their interest in you. The gifts you give them will show how you care about them. And they will plant the seeds for what you can do for them. In this way you develop their knowledge, likeability, and trust in you.
How your gifts build the Know, Like, and Trust factor
The first gift is what you advertise on your opt-in page. It isn’t enough for your visitors to give you their email in exchange for your newsletter. They want more. So the best thing you can do is give them two to three gifts right away. They can be a combination of a report, a checklist, an audio, a video, or an article.
Then, you follow-up on your new subscribers with a series of emails that you set up on your autoresponder. Here’s the best way to follow-up with your new subscribers so they will want to stay on your list:
1) The first email will be a thank-you for subscribing and link to download your freebies you promised on your opt-in page.
2) Then for the next two weeks you send out an email every 4-5 days that does not mention any of your paid products. In each email you deliver great content. You can discuss one or more of the challenges that your particular target market has, but give no links to any products. You can give them a video tip, an article or blog post, an audio, a webinar that you teach, and something they can download.
Use different media in the emails so they get used to interacting with you in different ways. Each email they receive with more goodies will increase the quantity of information you give them. This also increases their level of commitment to you. Think of it as a courtship because as you know, in a courtship, the wooer brings gifts at regular intervals to wow their recipient.
How to promote your paid services
Only now that you have established a relationship in which you make your subscribers awed at the amount of free information and gifts you have given them, are you in a position to tell them about your paid services. I’ve heard it once described as earning your hall pass.
Remember in high school when you wanted to go do something out of the normal routine and you had to go to the principal’s office and get a hall pass, so you wouldn’t be accosted by a teacher demanding to know what you were doing? Well, this is a similar situation in that, you have to do something special to get the reward. And the reward is to be able to market to your audience.
The best place for that is your newsletter. The reason why it’s the best place is because it’s not just an email sales pitch. Your newsletter is filled with more great content, some things of interest like news in your industry, and then something about one of your products. This way it comes across as you being helpful once again to help them through the problem your product and/or service addresses.
If you follow these steps for email/newsletter marketing you will be able to build your list faster, have higher-quality subscribers, and better lead-conversion rates from your list. It’s a great way to build relationships and the preferred way in today’s techno-savvy market. And remember—it’s an ongoing process.
You will always have people just starting out on your list and people who have been on it for years. To all of them you need to keep giving great information, great content, and show that you not only care about them, but also appreciate their commitment to you by being on your list.