I recently read in a Facebook Group a conversation that went something like this…
“Yeah, having an email list is great but I’ve never used it to market because it just feels too salesy or spammy” and was surprised to read in the comments sections that many people used it to promote and market in their newsletters in the past, but it didn’t feel good to them so they just stopped! So here is what I want to say to these people…
If you have attracted the right people onto your newsletter list there should never be that feeling of sleaziness or salesyness (that’s totally not a word but let’s run with it anyway). When you attract the right people onto your list, hopefully you’ve done it in such a way that you have attracted the people who want what it is that you have to offer.
Now you may be wondering how the hell do you do this? I’m going to give you a really simple and clear exercise that might push you in the right direction. Think about this… What is the final product or service that you want them to purchase?
You may have a variety of products/services or you may have one but for this exercise I just want you to pick one specific product/service. Now, think clearly and concisely about;
- Who are the people who will most want to buy this from you?
- Who are the people that most need this product?
- Who are the people that are going to benefit the most from what your product has to offer?
I want you to get a really clear example in your head of who those people are. Something I always get my clients to do is to think of someone in real life that you actually know who fits your target market or customer avatar, and I want you to just think of those people and ask yourself, what do they all have in common? Get super clear on who your target market is, then think about what is a problem that that they are currently experiencing that you can help them with? Note that this problem must be something that the entirety of your target market will be facing. Many times, the problem that they are facing might be the problem right BEFORE the one that your product/service helps them to solve.
The thing you might be able to help them solve might be Step One, and the product that you want them to buy will be Step Two – so those work really well together. If you can help people with Step One, then they are going to be far more likely to trust you to help them get to Step Two.
So let’s take a step back and talk about opt-ins.
You’ve probably heard me talk about this before but a big thing here is that you don’t want the opt-in to be anything really long or difficult. It should be short, sweet and simple (something that they can download really quickly, take a quick look at, implement, and most importantly it needs to be something they can get results from immediately).
So that’s the very first thing I want you to be thinking about before you launch your product. Think about who are the people you’re trying to attract, what can you create for them and offer them as a freebie in exchange for their email address. What can you give that’s going to attract your ideal customer, that is a best fit for them so that they get excited to hear about your product or service.
Put yourself in their shoes.
The second thing you need to think about is how are you building a relationship with those people once they’ve signed up? This is something I talk about a lot, communicating on a regular basis with your audience via email.
How I do it is to write blog posts like these and email it to my entire list so they know about it. Or you can do something special for your email list and email them emails that no-one else gets to see.
Think of something that you can create that your audience can really look forward to opening each and every single week (or however often you send out your newsletters).
Every Wednesday morning my newsletters go out with not only blog posts, but also podcast interviews, or I share business tools that I love or anything that helps my audience grow their business and keep their sanity (cause running a business can be hard, so I’m helping to give clarity.) By being consistent week in and week out I’m building that relationship.
The third thing to think about is the actual experience that your audience is having in the lead-up and build up to your launch. It shouldn’t be a huge surprise or something that your just going to drop into their lap – you need to build up to it, create excitement, there should be expectation – you’re really priming them to be at a point where they are ready to say “HELL YEAH!” when you finally do come to them with your offer.
A really quick way that I want you to think of doing this is to think about every single piece of content that you create in the lead up to your product launch, should be somehow related to the product launch itself. It should be somehow related to the topic, it should be somehow reaffirming to them the importance of your product without even necessarily mentioning your product.
I want to leave you with this…. think about every single piece of content whether it’s your blog, Instagram, newsletter, Facebook… whatever it may be, it should all be teaching them about the value of your product without even mentioning the products name…… food for thought!