How to transform the most under used marketing tool to get hot prospects

by on 15/06/2014

bUSINESS dEVELOPMENT ESSEX “I’d rather be a little weird than all boring” ― Rebecca McKinsey

‘Subscribe to my newsletter’.

The most ignored sentence in the world.

Reason?

  • The word ‘newsletter’ translates ‘boring‘.
  • The word ‘newsletter’ says ‘more stuff to read’
  • The word ‘newsletter’ means ‘please don’t clutter my inbox’

Your prospect is overwhelmed by data.

They are NOT interested in news about your business.

Your prospects have enough problems of their own.
They are looking for solutions to their problem.

Imagine this scenario.

Your prospect thinks she may have a rodent problem and visits two pest control websites.

She is not ready to call the pest control company because she is not sure whether she has a ‘rodent problem’.

The first website gives ‘Subscribe to my newsletter’ option.

The second website gives ‘Tips to keep your house rodent free – subscribe now’ option.

Your prospect is most likely to choose the second option.

Because she does not see a newsletter. She see’s a ‘silver bullet’ that solves her problems.

Here are some tips to turn your newsletter to a powerful lead generating machine:

  1. Do not call it a newsletter. Give it a title to reflect the problems it solves for your prospect.
  2. Keep your promise. ‘Tips to keep your house rodent free’ must always deliver what it says – it must deliver hints and tips to keep the house rodent free.
  3. Be consistent. If you are sending tips 3 times a month, make sure it is done consistently.
  4. Communicate in a way that resonates with your audience.

What makes your News Letter different?

 

 

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