What I Learned From Watching 50 Email List Building Videos

50 email videos

Mark Elmo Ellis – Get more out of this site here.

Note: Make sure you stick with this post to the end, because I’m going hand you an email grabbing strategy that solid marketers are using to drive their capture rates way up.   So please, read this entire post to the end!

I decided to conduct a test with myself and see if there were any new ideas under the sun when it came to building an email list.

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How a Crazy Copywriter Made Me Eat My Shorts!

Ben settle

Just a typical example of Ben Settle’s homespun wisdom

Mark Elmo Ellis – Get more out of this site here.

I know that’s a pretty wild title, but you should see the stuff Ben Settle sends me.

I have to admit, even though his emails are edgy, quirky and sometimes annoying, I do enjoy reading his messages more than anyone else’s.

For one thing, not only does he dish out all sorts of great copywriting wisdom, but he’s kinda funny…or crazy. (I’m really not sure which at this point.)

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“How RV Manufacturers Can Explode Their Sales 35% or More Using Email!”

sales_explosion

 

The market for your vehicles is up, but your sales aren’t nearly where you’d expect them to be.  You’ve got a better product than many of the other companies, but somehow those manufacturers are connecting with prospects better and making more sales.

You’ve read in industry trade magazines and sites that most of the sales are starting online.  Now, social media, email, and websites are the new game for generating revenue and bringing in new prospects…and you desperately want in.

Your mind swarms with ideas and information you’ve been fed from the Internet, but you don’t know where to start.  As a marketing and sales pro, you’re expected to “bring home the bacon”, but lately you’ve been delivering cans of Spam, and your boss isn’t too happy.

Just diving in without a strategy isn’t a good option either. You could waste a lot of time and money experimenting.  But you need to do SOMETHING, like have an organized plan to generate a list of good prospects; however you’re not sure where to start…

Don’t fret too much, because I have a few off-beat ideas that’ll get your email marketing campaign up and running in no time!

Before we get to that, let’s kill a few marketing sacred cows and talk about what not to do, like…

Don’t Build Lists on the Internet

99% of the Internet marketers out there will tell you that collecting email lists from traffic on a website is the way to go.  And perhaps it is for many industries like software, or selling courses online.

But when you’re selling high ticket items like RV’s, you’re dealing with a different animal entirely.

For one thing, buying a piece of software, or a $30 eBook on how to raise emus is usually an impulse buy.

When people are buying vehicles, especially Rec Vehicles, they’re considering a wide range of benefits, features, and options.  The price tag is much bigger and the selling exploding email salesprocess is much longer.

So, expecting people to just go to your site and hand you their email is probably not going to happen.

Another common online soliciting tactic is to have an opt-in autoresponder box on your site so that people will send you their email.

Usually, an offer is made to get a free “thingy” of some sort (free eBook, free coupon, free anything cheap) in order to entice people to hand you their email address.

If you’ve been involved in any sort of marketing for more than 5 minutes, you know exactly what I’m talking about.

And that’s my point.

Every business online has an offer like this, and every business wants to give you something for free.  Let’s face it: It’s been OVER-DONE.

One major problem with this, is actually creating a “thingy” that’s worthy of a prospect’s attention.

If you want it done right, you’ll want your free “thingy” to be stellar.  You’ll want it to be in the “Thingy” of the Month Club,― the freebie that gets shared all over the net virally as an industry standard.

Unfortunately, creating something like that requires a lot of time and money.  It’s also risky, because if it doesn’t hit the mark, it could be a big waste of time, and actually turn prospects off.

Another problem with collecting email addresses online is the auto-responder/email service itself.

(Near the end of this article, I’m going to show you two free or dirt-cheap ways to connect with people through your website.)

Usually, these are paid services that you have to have set up on your site.  If you don’t know how to do this you’ll have to get a web designer to do it for you.

After you’ve got it up on your site, you’ll need to have a way to immediately maintain and set up a thank-you message delivered for people for signing up.

This must be done with some thought if you’re going to establish a highly-polished, professional appearance that starts the sales process.

Which leads me to the next topic…

 

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Don’t Sell In Your Email Campaign

I know that telling a sales or marketing manager to not sell is just like telling a fish not to swim, but you need to reel it in. (No pun intended.)

People are sick to death of traditional selling because they’ve been lied to, pestered, and in some cases, actually harassed by sales people.

The last thing they want to do is read an email where you‘re telling them you’re going to call them…especially if they feel like they don’t really know you.

Not only that, but they don’t want to read an email that tells them what your needs are, as in this example I received in my inbox this month:

“WE HAVE OVER 4 MILLION DOLLARS WORTH OF “USED” INVENTORY!!! Hello, my name is Joe Blow and I am the Used Car Director here at Toyota On Podunk Lane. We are overstocked with used Cars,Trucks,Suvs,and Minivans. I need to reduce my inventory this weekend and I will pass the savings along to you! Almost everything is ON SALE!!”

What I felt like writing back to Joe was:

“Gee, I’m sorry to hear that you’re overstocked.  Perhaps you shouldn’t order so many freakin’ trucks the next time.  If I didn’t know better, I’d say the reason you’ve got to get rid of them cheap is because they aren’t so good in the first place…Just sayin’!”

(Actually, my wife and I love Toyota vehicles; we’ve always had one in the family at one time or the other.)

But the point is you’ll need to focus on the needs of your prospects and customers, and definitely not the needs of you or your company.

You’re going to need to use more sophisticated methods, how to use email to gain trust, build loyalty, and eventually win sales from your list.

You Have No Idea What You’re Doing…Do You?

Another problem with any email campaign is knowing what to say and how to say it.  If you aren’t savvy with online writing or how the game is played, you’ll definitely be at a disadvantage.

Email copy and campaigns are specialized fields.  They can be highly effective when written, designed, and used by professionals that understand what they’re up against.

Many times, companies will hire copywriters to write their email campaigns for them because they can do it quicker and cheaper than trying to do it themselves.

By the way, let’s make one thing clear about copywriter’s fees; the word “cheaper” is a relative term.

If you’re paying a director of sales $200,000+ a year, do you really want to waste his time writing email messages that should be written by a specialist, rather than have him running your sales and marketing force?

Do you want to hire an English major to write marketing messages for your company at the tune of $40,000 a year only to find out he has no idea what he’s doing?

So, a decent freelance copywriter that understands what it takes to advance your brand and resonate with prospects is well worth a solid commission.

Getting the Clouds to Part and the Sun to Come Out…

If you’ve had the stomach to read this far, you’re now well aware of the challenges an email campaign, as it applies to the RV industry, can be.

Hopefully, I haven’t put you off of using email in your marketing mix.

Please notice I said, “Marketing mix”.

It should be an important, integral part of your marketing strategy that works seamlessly with your other marketing tools.

Your email efforts should be a pipeline of valuable information that leads to a host of other information sources like social medial, newsletters sent by snail mail, trade shows, magazine articles, and other valuable information sources.

The main idea behind all of this is to establish long term trust by increasing exposure of your company through a variety of marketing platforms.

Email can be the hallway to your other marketing efforts provided you have a plan and method of executing it. (Tweet this!)

Four Strategies for Generating Results with Email

Rather than write an extensive article that’s loaded with fluff, I’m going to hand you four effective Email marketing steps that’ll get you started right away.

Yes, these steps will take time and effort, but the results will be significant.

  1. Grab email addresses from anywhere you can get them. If you are at a trade show, or a promotional event and someone approaches your station, get their email.

 

Have a physical product on hand that you can give them for signing up.  If they have kids, offer a free cookie for their address.

 

If you have people that wander into your business, do whatever you can to get their email address.  Don’t merely rely on Websites or traffic to get email addresses, ask for them every chance you get.

There’s a load of ways to build your email register, and here’s a list of 29 ways you can collect email addresses.

  1. Your email pieces must have a great subject line. In the same way a great headline is massively important to a direct mail piece, so is a great subject line to an email message.

You need to have a dynamic headline that has a main benefit while generating curiosity to your prospects.

If you fail to grab their attention right away, or your email looks like spam, they’ll trash you in seconds. This is the reason why you should almost always use the prospect’s name in the subject line if you can.

Here’s a few examples of what I mean:

“Happy Birthday, Joe!  Free Surprise Inside!”  

(Now, who wouldn’t open that, even if it wasn’t your birthday?)

“What are our customers saying?”

(This is perfect for an RV manufacturer, especially if the email body is loaded with testimonials from happy clients.)

“The Star-Class Explorer – New Video!”

(If your company has a new promotional video out, you can use this.)

  1. Create a plan for your email campaign. Good copywriters will write out a detailed plan of action for their email campaigns, and so should you.  Usually, they will write out information like the email number, title, primary and secondary reasons for the email, and the title.

This way, you can easily see the pattern and when different sequences should occur.  You don’t need any special software to do this, either Excel or Word will do, but it does take thought, time and effort to plan and execute an email campaign like this.

  1. Do everything you can in your email campaign to avoid looking like spam. Like:
  • Using caps on all your letters in the subject line
  • Using funny looking characters that look like this:
  • Make sure you use unsubscribe links.
  • Never, ever write a misleading headline. People will get mad as fire ants if you misrepresent yourself and they won’t forget it.
  • Eventually, get a good email management system and use their professional looking templates.

Some Shortcuts that are Legit

Since running an email campaign might seem a little daunting to you, here are a few ideas that may help you get started quickly while reducing your workload.

  • Hire an expert to get the job done right. A good copywriter can make a major difference in your campaign and bring in prospects and sales for years to come.  So, if you don’t have anyone on staff that can do the job properly, try to find a freelancer that can do the job right.
  • Make your email connect with other forms of marketing. If your email has drop-dead information in it, see if you can get your subscribers to share it on social media sites.  You could also have the subscribers sent to a place where they can subscribe to other means of connecting with you like a YouTube channel, or a newsletter that’s sent monthly via regular carrier.
  • If you want to get on the fast track on building your email list quickly, get all of your company’s employees on board as fast as possible. Have them encourage their friends and families to share and forward your email.  Go through your entire company’s listing of past customers and business connections and see if you can get them on your list as well.
  • Direct mail is still very effective and you can send out a monthly newsletter that lets your past customers and friends know you still care. You can encourage people to connect with your business online through the newsletter.
  • Yes, you can still get email from Internet traffic. However, you need to redesign your site and optimize it for getting prospects to take action and sign up.  I recently wrote a white paper on this subject for real estate developers, but its applications can be applied to just about any business. You can get it here:  How to Immediately Increase Your Conversion Rates

Take Action … Pronto!

If you’ve read this post and it resonates with you…Great.  However, if you don’t take any action to get the ball moving, a fat lotta good it’ll do you.   You should now have enough ammunition to start a full-fledged email campaign.

Step back and think for a moment.

Imagine not just having a large list of prospects, but an email system that brings in customers to your door automatically and keeps clients in the loop so that they’ll recommend you. Your sales are way up and your marketing team has more work than they can handle.

Using email in your marketing efforts, it is entirely possible to build a loyal network of clients and prospects that’ll help you fill your sales funnel and increase your revenue.

It happens to companies across the globe every day, and it can happen to your company too.

Print this post up and share it with your sales department.  Find out what you can use, and start today! 

Tips on Sites and Software

I am not affiliated with any of these companies, nor do I make any commission from them.  I merely use them in my business, so this is a completely honest evaluation.

The email service I’m currently using is called Mail Chimp and it’s one of the cheaper email management systems online that you can use.  It’s free ― up to 1,000 email addresses, so you can test drive it and won’t have to pay anything until your email list builds up.  It’s not hard to set up, and if you use WordPress like I do, it has a plugin that sets it up real easy.  It works well and I love it.
The other tool that I use that’s outstanding is My.Setmore.  My.Setmore is an online appointment setting tool that will make it super easy for prospects to set up appointments and calls with you.  It is rather simple to put on your site (I had my appointment buttons and account set up in about 15 min.) and if you want to check it out, just click the appointment button on my site and take a look at it. (Don’t worry, you won’t have to set an appointment…unless you want to!)

One last tool I’d like to mention is Neil Patiel’s HelloBar.  Hello Bar is a super easy way to collect email by using a friendly popup whenever you enter a site.  Hello Bar not only collects email addresses, but it also lets you know how many people have been on your site and looked at your offer.  This is a great tool to integrate into your landing page and help you to collect email subscribers.

Mark “Elmo” Ellis is a jazz trombonist turned copywriter that loves helping entrepreneurs and businesses succeed. Check out his blog where he unveils killer marketing and copywriting tactics that you can use right away. You can also read more about his journey to becoming a copywriter here: MarkEllisCopy.    

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WARNING:  Ignoring These Elements in Your Real Estate Development or Investment Firm’s Advertising Copy Can Trash Your Profits!

You are doomed.  Let’s face it, if you continue market your business as if the copy on your website, brochures, and sales letters doesn’t mean squat, then you’ll continue to have low response until your client base has dried up.

The problem with most businesses that have to sell their investment vehicles and services, is they don’t fully comprehend the sheer magnitude and power behind a well written sales piece.

Think about a really well written sales letter, for example.  The sales letter gets delivered into the hands of your prospect directly, and instead of hearing your message on the radio, your prospect is actually holding it and reading it.  Even if you only have that prospects attention for 4 seconds, that’s probably a lot more time of undivided attention that a potential client will ever give an online ad, TV commercial or some other form of advertising.

One or Two Little Things Can Make All the Difference in the World

dollar on sales letter

Years ago, I sent out two groups of sales letters.  One batch had just my marketing message on it, with a picture of the item I was selling on it.

The other sales message was exactly the same except for two things.  The second sales message had a dollar bill attached to it, and the headline read: “Can You Guess Why I’m Sending You This $1 Bill?”

The second ad drew a much higher rate of response than the first one of course.

As the years went by and I studied more and more about the art of copywriting, I learned that not only do big changes in copy make a difference, but also little things as well.

I got this one from the famous marketer, Dan Kennedy: A company ran two ads trying to sell a musical item using very similar wording.

The first one said, “Put Music into your life!”

The second one said, “Puts Music into your life!”

The response on the second ad was much greater than the first.  The reason?  The first ad indicated that YOU were putting music into your life, while the second one indicated that the music was being put into your life by SOMEONE OR SOMETHING ELSE.

One indicated effort on the part of the prospect while the other did not. So, having said all that, it’s a fairly easy assumption that it’s the little things in your copy can have drastic effects on your response rates and bottom line.

Ignore These at Your Own Risk !!!!

Narcissistic Copy —The biggest error I see on most real estate investment and development firm’s website copy, is what I like to call “Narcissistic Copy”.  This is landing page copy, either written or paid for, (wasted money in my opinion) that focuses on the host business and ignores the wants and needs of the consumer. It usually tells the prospective client how great the company is, how many awards the company has won, and the pedigree of the sales team.  In other words: a lot of bragging. When a client lands on your site, they don’t care about the volume of your business or how great you are.  What they want to know is, “What’s on it for me?”  So, your copy should almost always address what benefits you can provide for them, and the more benefits that you can list for them the more your message will resonate with your prospects.

Uniqueness —In a raft of penguins, a bright pink one will definitely stand out.  You need to explore and crow about your Unique Selling Proposition (USP). What is it about your firm that makes yours stand out from the pack?  Is there some aspect of your company that is unique or does it specialize in some aspect of your market that you can focus on?

Proof of Greatness —Probably one of the most overlooked parts of advertising copy when it comes to real estate firms, is the use of Testimonials.  Nothing speaks louder than a testimonial from a happy client, especially when they are willing to put their names on it. If you have clients that have been doing business with you for years, they will more than likely be happy to give your firm their endorsement.

Use Recognized Symbols —The use of well-known symbols from organizations that you are affiliated with can be a major boost.  If you’ve been featured on a TV show or given them an interview, it really helps to have their logo on your landing page or brochures with the words, “As seen on NBC’s Today Show!” Other seals and emblems on your site, such as the Better Business Bureau’s icon, can lend credibility as well.

common logos

Logos, seals, and certification icons can add credibility to your business’s copy.

Guarantees — If your company has any types of guarantees or other assurances that can be leveraged in your copy, it will make your offer so much sweeter.   If your firm doesn’t offer any types of guarantees, you may want to have a brain storming session to try to figure out a way to create one.

If you are missing any of these important, persuasive elements in your copy, you may want to consult or hire a solid copywriter to craft them for you.  Sure, on the front end you’ll have to spend some good money, but the copy you use can convert for years to come.

If you’re looking for a solid copywriter that will take you by the hand and give your company’s copy the care and attention that it deserves, then contact me at the info below.

To Your Success!

Mark “Elmo” Ellis

email: elmo033057@gmail.com

phone: (859) 797-9560

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Marketing News! – A High Profit Marketing Process for Property Development and Investment Property Companies

I recently performed a search for the term “marketing processes” and discovered something interesting.  In almost every one of the articles I read, the focus was on the front end of the sales process.  There was great detail on how to create a sales funnel that gets the clients in the door and the services sold, but very little thought about what happens after the sale is made.

What I enjoy doing for companies is helping them set up processes; I think this is what sets me apart from many other copywriters.  Instead of just writing a single direct mail piece, I like to show my clients how to have a process in place that gets results over and over again.

True Story from the Crypt

It seems like companies really don’t count the cost of client and customer retention.

CryptA few years ago, I had an account with a communications company for home services.  I had purchased all of their broadband services on a bundled account, and did so for the better part of a decade.

Through this company, I was using, telephone, cable TV, and the Internet; my monthly bill was significant and I didn’t mind, because their services worked fine.  Since my billing was paid by credit card, they got their money every month like clockwork, and I never missed a payment.

One day, right out of the blue, my Internet was cut off.  At first, I thought the service might be down for updating or repairs made somewhere in the system.  However, when I checked my email, I noticed that there was a message from my broadband company informing me that they were shutting off my Internet.  According to them, (I say “according” because this was never proven or verified) one of the computers in my home was sending out some sort of spamming or advertising virus that my computer had contracted form someplace on the net.

Thus began a month long battle to find out where on my computers the mysterious virus was.  The company turned my Internet back on and within a week shut it off again, sending me an exact duplicate message like the first one.

I spent days trying to get this resolved.  I consulted with their online techies, each one real estate developershaving their own ideas and theories as to why and where the mystery virus was coming from.  I bought the best and most expensive antivirus software on the market and came up nada.  I enlisted my son who performed IT work in the U.S. Air Force to examine my computers and he couldn’t find a thing.

I called the folks up at my cable company and told them all I had gone through.   Sheepishly they told me they were sorry, but if my computer emits this virus one more time they were going to have to cut me off for good.

This was my last chance with the Internet.  If I couldn’t find out where the mystery virus, I couldn’t have Internet services anymore.  Bear in mind that at the time, I had a full-fledged ecommerce business running and it was getting close to Christmas, my busiest time of the year.

So, in one last desperate attempt, I replaced all of my computers and held my breath.

They cut me off.

I called one of the executive managers with this company about all that I had gone through  and detailed everything I had done to correct this problem, but all she could say was, “Sorry.”

Finally, I told her, “Look, I’ve spent what would be the equivalent of a new car with your company, why don’t you send one of your tech people over to take a look at my system, so we can all figure out where this problem is coming from.”

“I’m sorry we just can’t do that.”

I could feel the frustration swelling up in my face.

“You mean to tell me you won’t even roll a truck out here for a customer that has never missed a payment for over 10 years?”

Pause…

Unpleasant silence.

“You do realize that if I can’t have Internet connection I’m going to cancel all of my services with your company.  That’s phone, TV, everything.”

“I’m sorry, “she said flatly, “There’s nothing we can do.”

“I’d like to cancel my account, right now please.”

And so, the broadband company I had relied on, told all of my friends and neighbors about and paid on time for over 10 years and I parted company. I will never, ever go back.  As a result, I found a cheaper Internet service company that never complained about my computers emitting a mystery virus, and I tell everyone I know to go with THAT company.

This company failed to count the cost.  They should have looked at how much it would run them to send a truck and a techie to my home versus how much money they’d lose over another 10 years of monthly payments for all of their services.

Really stupid, don’t you think?

Now, why did I tell you this story?

First of all, this company, which was in a very competitive market, failed to have plans in place to take care of situations like this.  When you’re in business for as long as this company was, you should have a well thought out plan to handle contingencies like this.

There are many situations in your business that are very similar.  Yeah, there are some instances where you have to fire the client; however, if you have a system in place you can retain good clients and avoid losing piles of money that have been slipping through your fingers.

social media course

The Part Where You’re Hemorrhaging Money in Your Business

Okay, let’s take a less extreme example.

Let’s say you get a new client and you perform a service for that client.  What’s the next step?   Do you put that client into a database and forget about them?   Or, would it be better to have a procedure in place that lets them know you’re still thinking about them?

And while you are keeping in touch with them, you can educate them about other benefits, services and products that you have that they may be interested in.  This can be done many different ways, from newsletters to birthday cards.

The usual objection to this is, “Well, that sort of thing costs money.”

No kidding.

But think of the advertising dollars you’re saving by making a direct hit on your target market.  If someone has spent or invested a large amount of money with your company, that means they probably know and trust you.  If they know and trust you, there’s about a 70% chance that they’ll spend money with you in the future, or refer you to others that will spend money with your firm.

Your easiest and best clients are always the ones that have already done business with your company.  Try getting those results with websites, ads, and other forms of marketing.  You need to have a mapped out strategy in place to continue soliciting and reminding happy clients of the other services and products your company offers.

To go back to our original client scenario, I’ve prepared a sample graphic of how mapping out and executing a process can help boost your sales tremendously.

Real Estate Developer Infographic

In this example, you’ve completed the entire sales process, and your client has skipped happily out the door, happy with the investments or services that you’ve completed for them.  However, right after the sale has been made, you automatically swing into action.  Using your client database, you send out automated emails every week giving your happy patron great information that they couldn’t get anywhere else.

Also, you send out birthday cards, Thanksgiving Day cards (not Christmas cards, because they’ll get buried in the piles of other Christmas cards) anniversary cards, and whatever else you can do to remind your serviced clients that you’re still thinking of them.

It wouldn’t hurt to call them once every couple of months too, even if you’re just going to leave a message on their answering service.

The Hidden Opportunity

The reason for the methodology behind this madness is to not only have your prospects/clients remember you and stay familiar with your business, but also to EDUCATE them.

Salt and peppered throughout your correspondences you’ll be giving these people great advice and giving them tips on how they can make even more money by doing business with you.

For real estate investment companies, you could easily tell clients about different investment vehicles and how they could improve their portfolios.  If you’re a real estate development company, you could easily talk about the ways in which your company could save them more money on their next project.  You could also point out steps you could take to ensure that they’ll get exactly what they needed to have completed on time.

Of course, you could hire a good copywriter who would craft a message like that so it didn’t sound like you were selling to them, but letting them in on “trade secrets”.

The point is, if you don’t have processes in place for your marketing, you’re leaving a ton of money on the table that could easily be replenished whenever you needed it.

Developing a Well Thought Out Plan

Since writing a blog post that explains how to market your business would probably take volumes and several years to write, I’m only going to talk about a small section of your business.

For the sake of this post, I’ll tell you about what I do for my clients immediately after my initial contact with them.  Now bear in mind, this has all been thought up well ahead of time, because I don’t want any lag.  I like to give my clients momentum right out the starting gate so that they can feel my expertise and enthusiasm.

Step One:  First of all, any of the people I get initial contact from, I immediately ask them if they would like to get placed on my mailing list.  I politely inform them that I will not bombard them with loads of spammy email trying to sell them junk,  and that at most they will probably only hear from me once a week to let them know about my latest blog posts.

Of course, this initial email is professionally written and ready to send out ahead of time.   The reason for this is simple, like any other sales oriented business, copy writing has a lot of tire kickers.  There are loads of people that will ask you questions, act interested and then leave.

However, that doesn’t mean they won’t ever do business with me, it usually means they’re really not ready AT THIS TIME.  So, keeping them in the loop is a really good idea.  If they receive regular messages from me pointing out valuable resources or articles, they will see my professionalism and remember me.

Think about the industry you’re in for a second.  Do you know anyone that keeps in contact with prospects that have contacted them over a long period of time?  If there aren’t, you may have a clear advantage over your competition.

Step Two:  If the prospect contacts me for extensive information on my services, I‘ll send him a sheet that outlines the process I use to write copy.  (You can read it here:  “Before I Write a Single Word…”)  This is still prequalification of the prospect, because until he has seen my quoted price and signs a contract, he is still just a prospect.

Back when I was new to writing advertising copy (and stupid), I’d be so eager to write for someone I’d start their project before they signed a contract.  I got a lot of practice, but I also wasted a ton of time on these people.

Step Three:  If the prospective client wants to pursue my services further, I’ll send him a professionally written contract with my quote on it for him to sign.  If he balks at my price, I’ll remind him to take a look at the sheet I sent him outlining my writing process and the care he’ll receive from my services.

Step Four: Once the contract has been signed, I have more documents in place to send him, to include an initial questionnaire to begin collecting vital marketing data.  I actually have a series of questionnaires to send clients, but I usually space them out over a two week period so as not to overwhelm them.

Some of the other documents I will send at this point explain in great detail my process for writing his copy.  Writing great, knock-your-socks-off copy takes a lot of time, and letting your client see the research, writing, rewriting, testing, rewriting some more,  counseling, etc. is important. It will show them the entire process while letting them see what care and professionalism I’m giving them.

Step Five:  Now the client is on my “A List”.  He receives daily email from me keeping him up to date on the progress I’m making on his copy and shoring up a few other questions I may have for him.

The Point of All This Is…

If you don’t have processes like this in place for your business, then you’re probably going to have a long, hard road ahead of yourself in terms of marketing.

The really cool part about this is that it’s so cheap. Sure,  it takes time to put a system like this in place, but think of all the money you’ll be wasting by not having a system in place like this.  You could use a billboard or run a pay-per-click campaign online, but that alone won’t cut it.

The famous marketer, Dan Kennedy always points out that you can have great marketing on the front end, but what’ll you do once you get them in the door of your business?

The Secret Edge That Most Copywriters Have

Good copywriters understand processes like this.  They know full well that just writing a sales letter or a squeeze page isn’t enough.  You have to have well written email follow ups, direct mail correspondences, brochures, etc.

And each one of these pieces has got to sell, Sell, SELL!

If your company is handing out brochures that aren’t written by a copywriter that deeply understands the sales process, then you’re wasting your time and money.  You can’t imagine how many business people I’ve dealt with in the past have gone out of business because they never considered putting a process in place.

It doesn’t necessarily have to be a high end consulting business either.

It Doesn’t have to be This Way!

Years ago, I was helping a man that had a catering business.  He had a great service and products but his business never grew beyond being just a small enterprise.

So I gave him a few processes to follow that would definitely help him out.  One of the ideas was to give out a few chicken wings to everyone that got on his mailing list.  He would ask his customers for their home and email addresses, and in return when he verified their email address he would send them a free coupon in an email that they could redeem for free chicken wings.

This way, he could send well written marketing messages and offers to these people informing them of all of his specials and new products, thus increasing his customer base.

Alas, he never implemented any of the common sense ideas I gave him and he got burned out.  His business never moved forward; it was not profitable enough to keep going, and it wasn’t any fun just spinning his wheels endlessly.

Get Your Processes in Order

If you take a little time each day building marketing processes for your business, you will see a major transformation.  First of all, your company will be immediately perceived as a professional player in the field you’re playing in, whether it’s real estate investment services or development.  When clients think of which company they’d rather do business with, they’ll think of the company that looks the most professional and knowledgeable.

Second, your business will have a smooth, automatic process that will make your marketing much easier and cheaper.  You’ll hit a target market that is far more interested in what you have to offer.

Third, the market place and prospects will see your name and message over and over again.  You won’t be a stranger like everyone else in your niche.  You’ll be the go to guy or business that has the most name recognition without spending Mega-Bucks on advertising.

To Your Continued Success!

Mark “Elmo” Ellis

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