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 Work at Home Moms > Marketing Your Business Through Email > How To Write Irresistible Emails

Marketing Your Business Through Email: How To Write Irresistible Emails

If you’ve been online for very long, and have clicked on any of the major marketing sites, you’ve probably seen headlines that promise, “Write Hypnotic Copy That Guarantees Sales!” or “The REAL Secrets of Writing That Will Make Customers Get Their Wallets Out!” These ads can be tempting, because as an Internet Based Mom, you really do want to see results when you’re marketing your products online-and fast.

But is there really “one method that works for all” when writing to sell? And is it as quick and easy as the online ads (written by professional copywriters) claim? The answer, simply put, is “no”. Creating an irresistible email takes work, research, and effort, unlike the promises you often see. If it really worked and was as easy as ads proclaim, all of the major advertising agencies and copywriters would quickly go out of business, since we could all churn out our hypnotic copy and get rich in 30 days or less.

But if you’re a Mom who doesn’t mind approaching writing your emails the way that professionals do, you will reach your customers, and see improved sales. I’ll explain how the pros do it-and how you can, too!
The first four steps of creating an irresistible email are creating what is known as an advertising strategy. Your marketing emails are ads that you are writing, and to create really effective ones, you must first do (ugh!) research. It’s work, but the emails you create will be so much better than other people’s, that you will literally ‘blow your competition out of the water”, competitively speaking. Combined with sending them to your targeted opt-in list (see lesson two for details on this), and you will have an unbeatable online marketing campaign.

And that’s what we all want, right?

Step one: know your target audience

The first rule of marketing, either online or offline, is to understand your customer. This is the person who will be buying your products, visiting your web site, and giving you their hard-earned money. “Oh, that’s easy, my customers are anyone who needs knitting supplies, and wants to buy them online,” you might say. But it isn’t usually that simple, and if you dig a little deeper, you will find out that your customers come in different sizes and shapes.

Some of your customers may be older folks, going online for the first time, who want some nice yarn they can use for tatting patterns for their grandchild’s nursery. Others may be middle-aged, sophisticated buyers who are into all-natural fabrics who want to create a fabulous sweater with undyed yarn. They’re going online because they can’t find that great yarn where they live in Country Springs, Oklahoma, or they don’t feel like driving to the ‘big city’ everytime they want to buy specialty yarn.

And yet others may be a young adult who is net-savvy, wants to learn how to knit, or about cool fibers and yarns for making a fashion statement that will impress their friends. Your audience comes in segments, many times, and you will want to create different emails to reach each of them.
Ask yourself, “Who comes to my store or web site, and actually buys from me? What are they like? How old are they? What do they do for a living? What motivates them? Are they conservative, or easy-going? What controls their decision to buy? Price? Necessity? Availability?”

This is called market research, and it should be the first thing you do as an Internet–based Mom.

Step two: Know Your Product, and Why People Use it

“Of course I know my product!” we exclaim, and you probably do, better than most. But do you know how your customers view it? Can you get into their heads, and see what they see? People don’t buy your product because it’s pretty, or a certain color (in most cases), or has the highest-tech software installed. They buy it because it solves a problem for them.

Your emails to customers should address the problem, and offer your solution: this is known as your product benefits, and is the most compelling method of selling known. An example: on a hot day, when you go into a store to buy soda, you have a problem: you’re thirsty. Which soda solves your problem, in the best possible manner? And gives you a good value doing it? This will probably be the one you choose. You may be choosing on the basis of taste, or price may become the biggest factor if you only have a few quarters in your pocket. You may even be choosing due to convenience, if there is small refrigerator with ice-cold soda right in front of you at the checkout line.

You may be marketing a service like job coaching to others on, but the principle still applies: are you solving their problems? And giving them a good value while doing so, whether by your customer service, the “extras” you offer?

Sit down, and ask yourself, “Why do customers buy my product or service? What problems am I solving for them?” Brainstorm for a bit, and write down all of the ideas that you come up with. It can help to create two columns, one labeled “problem”, and the other, “solution”.

When you’re done, you will have a list of customer benefits, and the foundation of what you will be highlighting in the email you write.

Step three: Position Yourself

If you’re an Internet-based Mom marketing her business online, you are competing with a ravenous pack of other businesses, who all want your customers (this is called “competition” and is part of our free-market economy). How can you compete with them, and convince your customers that your business is the one they want to buy from?

This is where positioning becomes crucial. What makes your business unique? What do you offer customers that others don’t? Is it better prices? More inventory (such as more yarn colors and types if you have a yarn business like the one discussed earlier)? Outstanding, individualized customer service? Special expertise and training? Dig deep, and ask yourself why someone should come to you instead of your competitor. The answer is your unique positioning statement (UPS).

This UPS is the pivotal point for all of your marketing (hopefully, you did this long before you ever went online), and is the basis for creating a killer marketing strategy. Convince your customers of why you are better, unique, and fill their needs, and your emails will make sales soar.

Okay, now at last, you’re ready to write your email. Make sure you’ve done the first three steps before writing that first line…

Step Four: Create a Great Headline

Your headline is the first thing customers will see when they click open your email (don’t worry, I didn’t forget subject lines; those are so important that I’ve devoted a whole lesson, number seven, to them). Headlines determine if a person reads further, interested, or closes up the email. A strong one is vital to your marketing.

How to create one? Look over the information that you wrote in the first three steps. Now, step into the shoes of your customer for a moment. What is the most compelling reason that they buy from you? Use it in your headline. And appeal to their emotions: most people buy from greed, fear, status, hunger/thirst, or other basic needs.

Ask them a question that highlights this reason they want to come to you, or create discontent with other alternatives to buying from you. For instance, a Mom with an online yarn store might ask, “Having trouble finding that special yarn?” (and how, the knitter living in rural Arkansas might say). Or, pique their curiosity: “We have fibers and colors you won’t find elsewhere…” (really, which ones?). For the younger, newer enthusiast, you might draw attention to the growing use of natural fabrics in fashion: “Want to appeal to that special man in your life? The hottest trends are using all-natural yarns in flattering, soft colors...” might draw in the younger woman who is interested in learning to knit, or in buying some of your fabulous hand-knit sweaters.

Get into your audience’s mind set, and try different avenues; brainstorm and write everything you come up with. Pretend you’re a 22-two-year old who wants quality yarns or sweaters, and see what you can come up with that would appeal to them. Then place this at the top of your email, in nice, bold print.

Chances are, you’ll hook them in, and they’ll want to read more.

Step Five: Personalize Your Email

We all like being addressed by name, and it’s no different with emails. If you can address your recipients by name, please do (your web developer can create a script that puts names in automatically). If not, or you can’t afford programming fees, then try addressing your audience in as personal a manner as possible. Instead of “Dear sir or ma’am” try “Dear fellow knitters…” for your yarn store.

Step Six: Create Lead Paragraphs that pull people in

Okay, you’ve got a nice headline. Now, take the information you gathered in steps one, two, and three, and write a paragraph that highlights the main reason people will buy from you, or use your service. Use their language, too. If you are selling highly technical software to computer nerds who administrate servers, you will use a different tone and language than if addressing young adults who buy body piercings.

Know your audience, and write to why they want to come to you. Use a warm, friendly tone, as if you are talking directly to them. “Are you tired of not finding that special yarn you’ve been looking for, at an affordable price? We understand, because at Yarns and More, we’re knitting enthusiasts ourselves. We know what it’s like to look for that special yarn for your knitting project, because you want it to look just right…”

Use the word “you” more than “we” or “I”. People don’t really care that much about how great you are; they care about how well you will meet their needs. By addressing them in the second person, you are unconsciously letting them know that they are the important ones, and in selling, that’s vital psychology.

Which firm would you rather so business with? The one that says, “Our firm has highly credentialed marketing staff, with associate’s degrees in marketing, finance, and commerce. We have completed courses in administration, and have a huge facility in Podunk, Nebraska,” or the one that says, “From the moment you walk into our store, we concentrate on you. We will spend individual, quality time to discover your needs, and to help you create a marketing plan that will help your firm grow-and make you more money.” Use this same approach in your emails, and you’ll see increased response rates.

Step Seven: Say it early

People going online are often busy and impatient, and will often scan just the first few sentences of emails. You may only have one paragraph to communicate the meat of your message, so use it wisely. You can round out with more detail later in the main part of your email. Try to create your first paragraph as a “mini-telegraph” for your message, with a link to your web site, and you’ll get the quick and restless readers to act.

Step Eight Give them reasons to Buy

The main body of your email should round out the appeal to the emotions that you used in your headline. Now, you’re using facts to convince them. This is the part where you discuss the high-tech software, the beautiful colors, the great price. You’ve already gotten them interested in your product; here, you get to give them your “sales pitch.”

Not sure what to say? Ask people who have bought from you why they chose your product (you can send out a quick customer survey). Or try this exercise: imagine a scene in which a customer is sitting across the desk from you. What questions would they ask about your product or service? How would you answer them?

Use this in your main copy, to let them know how your product or service can help them, and why it’s better than your competition (but don’t name them directly; instead, imply this with the high quality of what you offer).

Step Nine: Create a strong call to action

If a customer walked into a store to shop, a good salesperson would ask, “Would you like to look at today’s special?” or “Would you like to pay with check or credit card?” We can learn from this behavior, and should use it in our email marketing.

These questions are “calls to action”, letting the customer know that you expect them to take a decided action. People don’t know they are supposed to come visit your web page, or learn more about your great products, unless you tell them to. A call to action can be as simple as a link they click on to find out more information, or as elaborate as a link to a .pdf brochure that explains your products and services in more detail.

Make this link as enticing as possible. For instance, you could say, “click here to visit our web site”, but that doesn’t really draw the reader in. Why not try, “Click here to see one of the largest selections of natural yarns around” ? You then use curiosity to draw them in, since they want to see exactly WHAT yarns you included…or try, “Visit our three-day sale, where yarn prices have been discounted by 30%”. Again, you’re motivating them to act, and see what you’re offering at that price.

Don’t let potential customers put off taking action. Remind them that this is a time-limited price, or value, and that they should “order today” to get this special. Otherwise, they will think, “I’ll do it tomorrow” and forget, since “out of sight” is often literally “out of mind” for most of us.

Step Ten: Offer an Incentive

We all love to get something for free, and this could be the factor that pushes an undecided customer into actually ordering from you. Whether you provide a discount, a free ebook, or free software, you should give them a reason to visit your web site, or order from you. One excellent incentive is a money-back guarantee, since most of us are naturally suspicious when we go online: we wonder if the product will really work, and if the company really stands behind their products.

Because after the headline, the “P.S.” is the second most frequently read part of an email, many people like to place their incentives there. It’s more likely that it will get read, and encourage the customer to act.

Step Eleven: Keep them short

Reading emails is hard on the eyes, and for this reason, most people only scan them. Do your customers a favor, and keep your email messages short and sweet. They will appreciate it, and there’s a greater chance that they will be read.

This was lesson two in our series, “Email Marketing Techniques.” Be sure to look for lesson three, in which we discuss “Email Marketing Strategies That Work”. 
 

Email Marketing Tutorial Contents:

1 Basic Rules of Email Marketing

2 Building Your Email Mailing List

3 Email Marketing Strategies That Work

4 How To Write Irresistible Emails

5 Avoiding SPAM Traps: Trigger Words That Filter Emails

6 The Real Truth About Direct Email and Email Lists

7 Creating Compelling Subject Lines (That Will Ensure Your Emails Get Opened)

_________________

These lessons have been brought to you by Sheri Waldrop, the owner of  Pro-Scribe Writing Service, specialists in creating online marketing communications. If you need information and assistance with your online growth, we can help.  You can find out more information by emailing us at info@pro-scribe-writing.com

 

 

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