A BETTER WAY
by: Cary Christian
You purchase an ad in an
ezine, craft a wonderfully catching headline, and exhibit marketing mastery
as the body of your ad teases the reader to visit your website to check out
your goods. The ad brings 1 out of 100 readers to your website where they
glance over your offering. Some buy. Most don't. They leave. They're gone.
What's wrong with this picture?
This is the way most of us sell on the web. It's been done that way for
years and, for the most part, it works. But there is a way you can at least
double the effect of your advertising, and it doesn't take long to put this
methodology into action.
What is it?
Use an autoresponder to give your reader a free report, course or other
materials that will allow you to contact them more than once.
"Oh brother, here we go again," I can hear you say. But hold on and give me
a moment to convince you.
Let's say you sell an investment course on your website. Prepare a free
seven-day email course that somewhat parallels your investment course, but
naturally, the information in the free course is designed to make the reader
hungry to get to the good stuff in your main course.
If the free course is well written and provides some valuable information,
the reader is going to be far more interested in your investment course when
they do visit your site. This is an excellent way to presell your visitors
before they ever see your website.
Another advantage to this approach is that you get more opportunities to
market to the individual, seven in this case rather than one. You've heard
that it takes at least seven contacts with a potential customer before they
buy, well, that is why most free reports, courses, and so forth delivered by
autoresponder are usually in seven parts. Of course, you can go for more if
your subject matter supports it.
You can do this with literally any product you might want to sell, and you
should consider doing it for EVERY product you sell.
So instead of using your ad to get the reader to visit your website, get
them to sign up for your autoresponder report instead.
Another benefit of this approach is that you should get more people signing
up for your free report than you would get visitors to your website.
Remember that many people are reading their email online. It is simply
easier for them to send an email to subscribe to your report than it is for
them to pull up your website.
Yet another benefit is that you get the opportunity to emphasize different
benefits of your products in each installment they receive. This gives you
more opportunity to find any given reader's "hot button" than you will have
in one single ad.
Don't have an autoresponder? You can get one free at GetResponse -
Try this out and see how well it works. It might just change the way you
advertise from now on!
Copyright (c) 2002