Build Trust Before You Sell
A good place to start is by making sure that the content you send relates closely to the benefits of the products you offer and also moves the reader closer to the buying decision. Do your best not to veer too far off topic, even if you’re sharing a personal story always tie it in with what you’re selling.
By doing this you will help them identify with the value of the product. The goal is to help them realize the benefits of purchase just by reading your message, without actually promoting it.
Next, make sure that the emails you send are clear, easy to understand and give them something to do. You don’t want to confuse your readers with uncommon words or technical jargon unless it’s absolutely necessary. Always write in a way that connects with them on a personal level.
For instance you wouldn’t use the same language tone if you’re selling to a skateboarder that you would if you were selling to a hair stylist or a dental technician because they use different terminology.
Never leave them hanging. Always give your subscribers a strong call to action (CTA). They need a clear and easy path to follow. If you want them to click on a link at the end of your email then tell them to. If you want them to call you for a consultation make sure the phone number stands out from the rest of your content, so they don’t have to search for it, and if you want them to make a purchase tell them exactly how it works and what will happen after they do.
Lastly, do your best to keep things fresh and interesting for your readers. A good way to do that is by sharing testimonials and stories that demonstrate how other people benefit from using your product. Talk about how it can help them achieve goals or solve their problems. Your job as the story teller is to help them identify with the end result and imagine what their lives will be like after they use it themselves. If you can get them to attach positive emotions to the use of your product then the buying decision will become much easier for them.
Building an email list that actively engages with the content you send doesn’t have to be time consuming or difficult as long as you stay focused on the right objectives. There are literally thousands of tips and tactics that you can try, but it really all comes down to listening to what your audience wants and giving them what they need. When you provide value they will follow wherever you lead, so lead them down the path to purchase!
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