Wednesday, July 2, 2014

Anatomy of a Winning Email Promotion

I LOVE getting emails like this from clients:

"We crushed it! Sold $115,000+ and 365 packages after 746 people tuned into the webcast! Unbelievable. I’m still in amazement and pinching myself! Mars said that I broke all sorts of records for a 'newbie' doing his first webcast launch. Your promotional emails and marketing advice helped us fill the webcast with attendees, and for that I thank you."

-- Michael Rozbruch, Tax & Business Solutions Academy, Studio City, California

How did we do it?

Lots of ways, but here are 3 keys to writing a winning email promotion ...

1) Start with a winning product or service
My client, Michael Rozbruch is a top expert in his field, his content is outstanding, and the guests he invited onto his webcast were top notch.

Note well: If you are selling crap, great advertising will only fan the flames that burn your butt.

2) Research to find the emotional "hot buttons" of your market
Michael knows his market of tax/accounting professionals cold, because he is a former CFO and tax specialist. As a result, we were able to come up with bullet points in our promotional emails that pushed all the right hot buttons and spurred prospects into registering for his webcast.

Here's an excerpt from one of the 11 emails I wrote for him:
Michael will show you ...

* the exact marketing strategy that took him to $23 million in sales (complying with regulatory and Circular 230 advertising restrictions) ...

* how to tap into a ready-made market of 12 million prospects across America who are desperate for your help (you prescribe and the “patient” says yes) ...

* how to stop writing off chunks of YOUR time and YOUR money to appease low-paying clients -- and double your hourly rates instead (with this secret pricing formula) ...
To cite just one example, accounting and tax professionals routinely "write off" chunks of time by providing services they don't charge clients for. This is a source of deep, hidden resentment for many of them ... which gives us a point of leverage in our email.

Always remember: People make buying decisions based on emotions, then use logic to justify those decisions. The more emotions you appeal to, the more you sell.

3) Do a complete selling job
Did you notice in that last section, where I said I wrote 11 promotional emails for this campaign? Had time allowed, I would have written more, but we had only 2 weeks to promote the webcast.

Still, by sending 11 different emails to promote his event, we probably sent 8 or 9 more than most marketers would have. Which may explain why Michael was able to rake in well over $115,000 from that one event.

Meanwhile, if you want to grow your business, my free Client Cloning Kit can help. It's not some cheapo download -- this is a real business-building kit you can hold in your hands.

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