The Dead-Simple Secret to Sell To Your Email List Every Week
If you follow this one simple secret, you can present offers to your email list EVERY single week… And, have them wait with bated breath to open every email.
As a freelancer, solopreneur, coach, or consultant, your email list is your most valuable asset online. The ROI on email marketing is orders of magnitude higher than what you’ll get from social media marketing, paid ads, or just about anything else. And, nurturing your email list properly will connect you with potential clients who know, like, and trust you.
If you’ve read my last couple of medium stories, you have two important tools in your email marketing toolbox: You know the 5 types of emails to bond and build trust with your list. And, you know the 5 types of emails to get your email list to buy.
Now, conventional email marketing wisdom would tell you that you should provide valuable content to your email newsletter 80% of the time, and promotional messages no more than 20% of the time.
This simple secret will allow you to keep to the spirit of that wisdom, with one simple twist that will allow you subtly and hypnotically present your offer in every email. This secret is often referred to by Diane Hochman as “mix-n-match newsletter bingo”.
Your Promotion Calendar Powers Your Email List
The mix-n-match process depends on you having a promotion calendar.
Sales Days
You will typically have one main promotion planned per week. In an ideal world, this would happen on Thursday of each week, but in some cases, the actual day of the week may be outside of your control.
Going out as far into the future as you can–up to 90 days out–fill in your planned promotions on your calendar. Mark those with an “S” for sales. These will be the days that you will write your more hard-hitting promotional emails to your email list.
If you only have one product that you’re promoting, put that on Thursday of every week, unless your day of the week is dictated by something else.
Content Days
You now should have one day each week marked as a sales day, and one or two days each week that are blank.
The blank days on your calendar are days that you can fill in with newsletters that bond and build trust. Mark them with a “C” for “content”.
Fill in bonding subject matter ideas for your blank days. If you can make them as congruent as reasonable with your promo emphasis for that week, that’s great. But whatever you do plan, the key for these days is “Don’t Be Boring!”
Mix-N-Match Email List Messages
Now, here’s the secret that you’ve been waiting for. The key is to think of each “content day” email newsletter as having two components or sections: the primary message and the mumble.
The Primary Message
The primary message is the bulk of your email newsletter.
On your “content” days, this is made up of one of the 5 types of email to bond and build trust.
The Mumble
The secondary message in each email newsletter is called the mumble. You will usually only use a mumble on your content days.
In some cases, the mumble may be in the P.S. You can do this with a “stealth close”, such as:
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But an even more powerful approach is to “twist” your primary, non-sales message into a very brief version of one of the 5 types of emails that get people to buy.
Cowboy Songs
Here’s an example.
Suppose that your primary message is a light-hearted story about listening to cowboy songs while driving through west Texas.
You twist this primary message into your mumble kinda like this:
You know, in a lot of ways, entrepreneurs are the cowboys of today.
There’s even an Entrepreneur “Cowboy Code.”
As a small business owner…
You ride alone…
You work for your food.
No one takes care of you but you.
You work hard and then enjoy your freedom.
Well, I want you to meet my favorite entrepreneur cowboy….
John Doe.
Tonight he’s putting on a webinar on “The 5 Steps to Drive 10X More Traffic to Your Offer.“
Perhaps you just may want to saddle up and ride along with me on this road.
Come register for the webinar…
I’d love to ride this trail with you. Hit reply and let me know when you’re in.
Your favorite wanderin’ cowboy…
Kent
See how the twist works?
Roadkill
Here’s another example. (Since I’m a full-time RV’er and digital nomad, a lot of my stories relate to things we experience on the road.)
The primary message is a humorous story about how you can tell which State you’re in based on the kind of roadkill you see.
Here’s the twist:
And as much roadkill as we’ve seen the one thing we hate seeing is
Small Business Roadkill
And we are committed to helping you maneuver the shark infested waters of the industry.
So today I want to give you a training that will help make sure that your business doesn’t end up as roadkill.
This is an extraordinarily POWERFUL training that John Doe gave live.
I was there.
It was unbelievable.
It’s called:
13 Elements of a Successful Sales Letter
You really need to go take a look.
It can save you from Small Business Roadkill!
Your Favorite Wanderer on the Highways and Byways…
Kent
Do you see how it works? The humorous, tongue-in-cheek story twists into an invite for a free training that ends in a sales presentation.
Intensity And Cadence
By building out your promotion calendar and using the mumble appropriately, you can modulate the intensity and cadence of your promotional message throughout the week.
You intermix valuable content days with story days, with purely entertaining days, and with hard-hitting promotional days.
And in the process, you are selling something every week. You may find that this is one of the most valuable, profit-producing secrets you’ve ever learned.
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