Marketers the world over use follow up autoresponders to
increase sales. But, many struggle to write a compelling
message series. Don't let that keep you from your share of
the profits! Print and follow these instructions; you'll
soon be following up with finesse.
(Examples in this article use the fictional product "Green
garden Lawn Fertilizer". Any similarity to actual products
is unintended and coincidental.)
Message 1 - Big Benefits:
Many of the sales resulting from your follow up series will
come after the very first message. Keep this message short.
Just take 500 or so words to flesh out a handful of your
biggest benefits. For example, part of the Green garden Lawn
Fertilizer company's first message might read:
"A Lush Lawn: Green garden Fertilizer will give you a
lush lawn in just 2 weeks! Density will increase up to 50%..."
"No More Brown: Watch your lawn become 3-5 shades
greener with regular treatments"
Message 2 - Establish a Need:
Use your second message to explain why your product is necessary.
First, lay out the situation leading to a need for your product.
Then, show that your product will meet that need. For instance:
Message 3 - Tool Talk:
In your third message, show the lead how he will go about
actually using your product. Detail any tools or supporting
material that you offer. In the case of our fictional Green
garden Fertilizer, part of this message might read:
"This treatment is a cinch: Simply attach the included
diffuser to the end of your garden hose, creating a
sprinkler. Run the sprinkler for 15 minutes each week.
You will see an improvement after just one treatment!"
Message 4 - The Wildcard:
- Have a customer case study? This is a great place
for it.
- Selling complimentary products? Detail one of
them here.
- Selling a real-world product? Explain shipping
/ tracking now.
- Have a bricks and mortar office? Invite the
prospect to visit. Include directions.
- Are you personally a visible part of your brand?
Include your bio here.
Customize message four for your unique product. Try one
of these ideas:
Message 5 - Questions? Comments?:
Your lead may be waiting to purchase until you explain one
particular thing. By asking outright, you can speed the
sales cycle to a close.
Start the fifth message by asking your prospect if he has
any questions. Give him several ways to reach you, and
include your hours of operation and time zone.
Take the rest of the fifth message to answer some of the
questions your prospects ask most often. For instance:
"Are you excited about the lush lawn you'll have with Green
garden Fertilizer? I hope so! Let me go over some questions
our customers have asked in the past"
Message 6 - Testimonials:
