Years ago, I inherited a client from copywriting legend Gary
Halbert. The client — an accomplished powerlifter — sold
specialized supplements to bodybuilders and powerlifters.
One of the client’s most successful promos was a
catalog-style mailer that he sent out a couple of times a
year offering big discounts on his products.
His customers responded in droves and he made a killing
every time he sent it.
The client asked Gary how he could make more money with the
mailer. And while he expected to hear some blockbuster new
headlines or a breakthrough new marketing strategy, Gary
simply told him: Wait a week or two and mail it again.
The client thought this was the most absurd thing he had
ever heard. After all, his customers had already received
the mailer. They knew about the sale. It would be pointless
to spend thousands of dollars printing and mailing it again.
But Gary insisted … the client finally agreed … and, to
the client’s amazement, the second mailing did as well or
better than the first.
The lesson is pretty simple: No matter how often you’re
contacting your customers and prospects, it’s likely NOT
enough.
Because the sad fact is, no matter how awesome you are, when
the day comes for a prospect or customer to buy what you’re
selling, unless they’ve heard from you recently, odds are
you’re going to lose the sale.
And the longer you go without contacting them, the more
distant their memory of you becomes.
This is why I advise emailing your list a bare minimum of
once a week — though the ideal, believe it or not, is
actually to email them daily.
Yes, daily.
Why daily?
For starters, your prospects and customers won’t see all
your emails. If you only email monthly — or even weekly —
they can easily miss it.
Secondly, as I mentioned, your customers will forget about
you at the speed of light. We are so bombarded with info
these days that’s it’s not unusual for someone to forget
they signed up for your mailing list before you’ve even sent
them anything. It happens all the time.
Lastly, if you make your emails useful and entertaining,
your prospects and customers might even look forward to
receiving them — and that means you’ll stand out above
everything else in their cluttered inbox.
And one last thing: The point of your emails is to sell. So
I advise making an offer in every single one of your emails.
Point them to your online sales letter … invite them to
your store … ask them to call you for a quote.
Not sure how to write daily emails? Click here for details
about Michael Cheney’s remarkable course, Email Black Ops.
It’s a powerful resource that will have you off and running
in no time.
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It’s safe to assume that I’m getting paid a commission
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