| From: Andy Jenkins & Mike Filsaime <training@marketinggenesis.com> Sent: Thursday, May 14, 2015 10:15 AM To: Steve Reply To: training@marketinggenesis.com Subject: The critical FIRST Email - what should it say? |
| (Note: This email is a little mini-tutorial, so print it out or make time to read the whole thing, instead of just skimming. There's a link to a more comprehensive video at the end)
What's the most important email you ever send to a Subscriber?
It's the first one.
Yeah Baby, that first email you send to a new subscriber? - It's 'tres' (That's French for 'Very') important.
There's lots of cliches analogies I can use here - like:
The First Date analogy - how do [or should] you 'act on a First Date' (Meaning, 'say with your first email') ? The First Impression analogy - how can you make the best first Impression?
But here's what you need to pay attention to:
The 'Judge a Book By It's Cover' analogy - this is when you get pigeon-holed TOO SOON. And it's because of what that first email says.
When that happens, you lose the value of that subscriber.
They might still be on your list, but if they're not paying attention because your first email's content is so "One Trick Pony" that it paints you into a corner, they might as well unsubscribe (Holy RUN ON SENTENCE!!!).
Trust me - there's nothing like having a shiny new list from a launch, only to discover that they've stopped opening your emails because you've beaten them to DEATH.
Here's the careful balance you should strive for with the first communication to a new subscriber:
Depth - People buy from people they Know, Like, and Trust. Your first email should contain enough "Color" so the reader gets a sense of what you and your company are all about. You can do this with the style of language (Boom! That's how we roll!), the level of empathy you have for the subscribers circumstances, and/or the variety of opinions you express.
In other words, you should make that email (or the content it leads to) about MORE than just your product or the education you're offering. Make it a lil' bit about You.
Authority - They joined your list to get something from someone that knows what in the heyell they're talking about. Becoming an Authority comes from having experience. Your job is to demonstrate that you have experience, and the best way I know how is a short story, case-study, or illustration of how YOU handle challenges they're struggling with.
Value Discovery(The most important part) - The Operative Word here is "Discovery". Let me give you an example of how this could work.
Let's say that I'm *cough* overweight... all right, Hush.
...And I go to a Nutritionist to get some help wiff dat.
The Nutritionist says "You're Overweight. You need to lose weight - Eat less.".
Gee. Thanks. Lemme get right on that.
No "Discovery".
Versus, something like this:
The (Better) Nutritionist says, "You've got metabolic syndrome. You body produces too much insulin. You won't start burning fat until we control the Insulin. That's Step 1. Let's talk about how to do that first…"
THAT'S "Discovery".
And it was as simple as defining the first step (Controlling Insulin) in a process that will help me achieve my goals.
**And notice the open loop there: 'Let's talk about how to do that FIRST.' Which leaves me open and receptive to other Value Discoveries from the Nutritionist.
See? Not real hard.
Here's the "Biblical Way" to think about this:
"Teach a man to fish, and then you can sell him fishing gear."
Plus - you now have a cheat sheet: The email you just read follows the formula. Heh. Love ya!
Click Here to get the PDF Download and Video that I mentioned earlier. It's a Process Map and Training that goes into further depth on what to do with the 2nd, 3rd, to 20th email that you send. Highly Recommended, btw.
XOXO
Andy (Mike is prepping for some content-shooting today).
P.S. Duh. I should have mentioned this… The reason the first email is so critical is because it is the most often read email by any subscriber SO it's the one that you want to use to set them up to be receptive to what you're selling.
This Video and PDF show you the 5-phases of a plan that strikes a profitable balance between relationship building and sales conversion.
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