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Dear friend:
next week its the release of Star Wars Episode 2. Have you
ordered your tickets. I will be there with my four kids,
lightsabers and all.
But what has this got to do with Sales Letters you might be
asking? After all you subscribed for tips and help on Sales
Copy... right?
I am not going to go on but why aren't most business's still
not using email as a major part of communication for ongoing
contact?
Back to Star Wars then. Being a nearly committed Jedi Knight
you can imagine my reaction to getting an Email last week.
Subject heading: Star wars Episode 2 tickets now on sale.
Sending me that was like asking a kid if he would like some
sweets.
Getting the point yet? Its dead easy.
THE LIST.
I subscribed off my own back on to the Star Wars list. I
filled it in. That means I said... "send me my regular
Jedi food" in other words a qualified prospect or customer.
The type of person that smiles when I see an email heading about
Star Wars.
I like thousands of other "qualified " prospects wait
in anticipation of more Star wars... sad maybe, but I am a
buyer... and I have asked for them to keep sending me the stuff to
buy.
I am one of their best qualified leads. So is everyone else
that signed up for the list.
THE COPY.
The subject line said it all. Tickets on sale... did they
really need to ask me. I was hungry for it. My switch just needed
pressing, the copy did it. Switch pressed, Visa out, tickets
bought.
The benefits were there, be the first, free stuff, etc, etc.
The direction was there. I was sucked right in. The blue
underlined link at the end said it all...
http:www.CLICKHERENOW I did
as they told me... heaven.
THE OFFER.
Bonus, discounts, good seats guaranteed
THE ACTION.
Do it now or lose your Jedi powers.
Joking apart this campaign will blow the socks off the efforts
of Lucas Arts. They are expecting a big response and will get it.
What can YOU learn from this.
Get your list sorted out... NOW. Dead easy just get a
simple sign up form on every page of your site, like on mine, and start
building an opt in list. Look you either go for cold call or mail
out to those that have said "send it to me."
What's more productive? Sending out to a cold list of 400 and
getting no response or sending out to a list of 5 that want more
info? I wont insult anyone's intelligence by asking for an answer.
To improve the way you build your list you need to offer
something for the sign up. Those on the web in business are sick
of Spam. It takes a lot for them to sign up now. A well created
offer will do it.
Know your list. Why did they subscribe? What do they want from
you? What would they like to get from you regular? How do you find
this out?
A good bit of software like hitbox
will do it for you. It gives you crucial information on how much
time a visitor spends on every page. If they spend 5 minutes on
the pages to do with copy... they want more copy. If they spend 15
seconds on pages about software... don't send them that info.
Its not hard just take a little bit of planning and measuring.
COPY... the good stuff that draws in the reader,
switches them on, gives them what they are waiting for... remember
the star wars email. It works.
When do you send it? How often do you send? What style do you
send it in? Where do you find a list? Are lists best? How do I
build my own?...arghhhhhhhhh information overload, well its our
choice. Your choice.
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