As an expert in your field (but an email marketing slacker), how do you manage to be right in front of your most perfect prospect or client at just the right moment? The moment they have that problem only you can help with?
One of my favorite sales trainers, Coleen Francis summed up what I’ve been thinking lately. If your sales are a hit or a miss, just remember that timing is everything. [paraphrasing… You can read the article here.]
The more you are in contact with your prospects, the more you establish a connection. But liking and trusting you will NOT convince a prospect to purchase anything from you. You must be seen as an expert who can solve their problem.
That means “Persistence.” Mastering a few ways to connect with customers and doing them over and over again. That doesn’t mean taking the advice of all the online gurus out there. (You’ll drive yourself crazy trying to keep up!)
It just means sticking with a few tried and true marketing channels and forcing your small business to stick to a marketing plan; one that includes email.
Even if you’re a marketing slacker — but an expert in your industry — you can do this.
First you should know the difference between consistency and persistence…
Being consistent is one thing. Consistency says a few things about you:
Sending regular emails at regular intervals develops your positioning as an expert in your field.
It also gently reminds your customers that you are still reaching out to them with information and offers because you are in business to serve THEM.
Finally, it tells them you actually WANT their business.
Being persistent, however, well that’s a mindset that YOU need to reach your goals. It’s not what you do; it’s how doggedly you pursue what you do with passion.
Persistence is reflected in consistent messaging and the standard application or delivery of it to your customers. But consistency is merely a behavior. Behind that behavior is “bulldog persistence.”
You have to master persistence in order to amplify sales. Who ever heard of a successful salesperson who didn’t have this characteristic? You don’t have to be a salesperson to hit your numbers, though. You can do it with email and blog posts, too. Persistence is the common denominator.
If you’re having some trouble establishing a regular schedule for your email marketing, here are some self-starting tips:
- There’s no shame in copying. If you receive marketing emails from a business you value, note how often they send and what kind of content they share. Are they offers? Notifications of sales? Information? Use others’ email campaigns to inspire a schedule — and content ideas — for your business.
- Limit the time you spend crafting a campaign to two hours or less. Establish a set time slot each week and dedicate yourself to it just as you would a meeting with a colleague. Set a timer and force yourself to crank something out.
- You don’t need to reinvent the wheel each time; use a template that has some flexibility and simply fill in the blanks. Once your email design is set up within your email service you can simply copy and paste new content each week. You can even compose your email directly within your email service.
- Looking for some email inspiration? Subscribe to some email marketing blogs and see what the trends are that are working for other small businesses like yours. Or, you can download these templates from the email service I use…
- Use the medium you prefer to get your message out there. Is it easier for you to just say it, rather than write it? You’re not alone. Speak into a digital recorder and have the file transcribed. For a few bucks you can take a 3 or 4 minute message to your customers and have it converted to text you can directly import into your email service. (Your transcriber may even do that for you as an added service! Video is becoming a preferred choice for marketers, too. Make a quick video and post a link to it within your email. Easy — done!
- Divvy up your duties among your team. If each person is responsible for only one email per month, no one will feel overwhelmed.
- Set a goal (say one email campaign per week) and put it on the calendar. Just writing down the task, along with a topic idea if you can, will help you make sure it gets done. If you merely think to yourself “I have to write that email sometime this week” — and you never put it on the schedule — you may not ever get to it.
If you love what you do, but hate the marketing and email copywriting; you’re not a slacker. (I just said that to get you to read this.) You may just need a little help with your marketing, that’s all.
Jack Canfield, the Chicken Soup for the Soul author knows something about persistence. His book was initially rejected by over 130 publishers. This was before you could self-publish your book and market it yourself. Authors were beholden to the almighty New York publishers. (Glad those days are over!)
Canfield didn’t give up. He sent his manuscript out one more time and hit the mark. The Chicken Soup series has now sold over 120 million copies in over 40 languages with over 200 spins-offs of the book. That’s a lot of “overs!”
Canfield says persistence is probably the single most common quality of high achievers.
The longer you hang in there, the greater the chance that something will happen in your favor. No matter how hard it seems, the longer you persist, the more likely your success. ~Jack Canfield
Bulldog persistence is what makes email marketing (and for that matter blogging, social media, and cold calling) a meaningful contributor to your brand-building, your reach and ultimately your sales. It’s what enables people who hardly know you (personally) to think of you as an the expert you are.
As you develop a marketing strategy that aims for consistency, dig deep for the persistence to stick with it. Stay passionate enough about your business to want to share it with all your best prospects…
So the eighth and final tip for staying persistent… (I’m tagging this on because you’re never supposed to have eight; seven’s the magic number): Hire out the job to an email and copywriting expert. Shameless plug for MyTeamConnects, yes, but it could make the most sense for helping you achieve your goals.
Does persistence come easy to you? Are you a bulldog, never-give-up online marketer? Are you a marketing slacker? I’d love to hear your secrets. Pop on over to Facebook and tell me about it there!
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