Email list building on the Internet can be a lengthy and daunting task. Nothing could be more rewarding to see a substantial increase in your subscriber list. It challenges your every belief in the process whereby people gain enough interest about your offer and feel really comfortable leaving their information behind. However, knowing your audience and understanding what kind of content works and what kind you should avoid will protect you from embarrassing yourself.
Co-Registration leads have already expressed interest in your offer before you actually receive them. The publisher collects their subscription information and demographic data based on the client’s advertisement. If a person selects to receive more information about the offer, their information is delivered to the client. Systematically, this enables the client to leverage his/her listing building abilities.
This particular type of lead generation is of higher performance standard than traditional list building vehicles, but it also comes with the same responsibility of nurturing your readers. In order to gain a competitive advantage, think about including stories in your publication. A story has potential value in persuasive communications because it can make your message more interesting, can add impact, and may help establish better, long term relationships with your audience. When used properly, it can defuse tension and relieve stress. If you’re going to incorporate stories in your arsenal of persuasive techniques, make sure you think carefully about the audience first.
Sending a message to Co-Registration leads for the first time should not include a blatant offer. Acknowledge and welcome those to your list by restating in general terms the subscriber’s need that is implicit in your publication. Empathize with the concern the subscriber probably has which lies behind the reason, or position the description in terms of a broader principle, such as efficiency, customer satisfaction, etc. You can do this in a sentence or two at the most.
Persuade them more efficiently by incorporating a benefit statement into the description as quickly as possible, something they can relate to and care about. Substantiate the reason they are on your list. Provide the factual answer next: describe the product or service, outline the steps of the process, and provide the details necessary. Do not include every feature or focus on including only those features that matter to the given subscriber.
Like many online newsletters, sending on time is very important. If you have been the subscriber’s choice and have done a decent job of providing services or products, you may think it’s unnecessary to write a persuasive email just to keep them on your list. Unfortunately, that attitude can creep into our publication, suggesting complacency or even contempt, triggering the subscriber to start looking closely at your competitors. Another mistake people sometimes make is commitment. You can remind the subscriber of the promises you made in your last email, what you have done to fulfill them, and how well you have met or exceeded their expectations.
Always use the same persuasive structure you use in competitive emails where you’re not the incumbent, focusing first on the subscriber’s needs, then the outcomes, followed by the solution and evidence. However, when you present the subscriber’s needs, you need to finesse them. After all, if you’ve been the incumbent provider for any length of time, they might reasonably ask, “If you’ve been doing such a great job, why do we have these unmet needs and unsolved problems?”
The answer to this is to position the issue of needs by pointing out to your subscriber that because of the positive changes that you have already introduced, because you have successfully resolved existing problems, you have laid the foundation for further growth, for improvements and innovations. Or you might try to position their needs in terms of changes in the marketplace or the competitive landscape that require a response. Or you might present what they need in terms of opportunities. Strengthen the relationship by taking them from a very good position to a state of excellence, from a position of strength to a state of overwhelming competitive advantage.
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Multiple Stream Marketing wants you to be a list building superstar. People, who grow their list constantly, people who build ten times more subscribers than you don’t work any harder. They work smarter, certainly, but they learn also how to get their Co-Registration process working harder and harder for them.
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