How to Write A Follow Up Message
[by: Beka Ruse]
Smart marketers know that follow up autoresponders drive sales. But,
many don't know how to write the e-mail messages they need in
order to use these tools. Don't let that keep you from increased
profits! Write masterful messages with these simple steps:
Pull the
Reader in
Introduce the Product
Explain the Product's
Significance
Tell the Reader to Make a
Purchase
(Examples in this article use the
fictional product "Green Garden Lawn Fertilizer". Any similarity to
actual products is unintended and coincidental.)
Pull the Reader in
First, convince your audience that
your text is worth reading. Make your first sentence or two very
interesting: Make a bold statement, say something seemingly ridiculous,
or appeal to your prospect's emotional side. Later, tie this grabber in
with the rest of your copy. For instance:
"Want to make your neighbors jealous? How about with a lush, green lawn
in just 2 weeks?"
Introduce the Product
What is the product you're
advertising? What does it do? Directly after your grabber, give a
compact explanation of your product. Keep this explanation short, while
still being very clear. For example:
"Green Garden Lawn Fertilizer is taking the landscaping industry by
storm. What else can give you the lawn of your dreams in just 15 minutes
a day?"
Explain the Product's
Significance
What will it do for me? This is the
time for details - make this section long and rich. Suggest a variety of
product uses, and give examples. Make the most of this opportunity to
directly target your unique audience! Clearly explain how your readers
will benefit from your product.
Tell the Reader to
Make a Purchase
You've come so far - you've laid out
exactly what the product is and how it will help your unique audience.
Now, seal the deal - tell your readers to purchase the product!
This step may sound strange, but it's necessary. Often, people hear
about a product and are genuinely interested, but fail to actually make
a purchase. A clear call to a simple action cuts down on buyer
ambivalence. Don't be pushy - just change your verb tenses to the
imperative. Instead of:
"If you think that you fit this profile, you might want to think about
buying Green Garden Lawn Fertilizer."
Say:
An Eye for
Continuity
More and more opt-in e-mail is being
sent around the Internet. Remind your prospect that he requested your
messages by keeping an eye on continuity.
Start and end each message in a similar way. At the top, let your
prospect know who you are, why he is getting e-mail from you, and where
he is in the follow up sequence. This can be as simple as saying:
"Last week, you requested more information about Green Garden
Fertilizer..."
Then, end each message with your own contact information. Use your
autoresponder's personalization features to list details about your
lead. Also, include a way for the lead to unsubscribe. For example:
"This message was sent to Dusty Dan at dustydan@needsanewlawn.com. On
April 5th, Dusty Dan requested information about Green Garden
Fertilizer. Questions? Call us at 000-000-0000. Or, to unsubscribe,
click here."
Create With
Confidence
Don't sweat over follow up messages -
your prospects are waiting for you! Print and follow the guidelines in
this article, and follow up with confidence.
Beka Ruse fights spam as the Business Development Manager at AWeber
Communications. Ad tracking, live stats, and a strict anti-spam policy.
Automated E-Mail Follow Up From AWeber.
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