This post is one in a series of five guest posts authored by the super star bloggers pictured below. As part of a celebration of National Small Business Week we are asking readers to match all five guests posts up with the contributing blogger to be entered for a chance to win an iPad2. Read all five posts in today’s series and come back each day this week for five new posts in this great educational series and another chance to win.
Sonia Simone is the senior editor of Copyblogger and a co-founder of Copyblogger Media, a company with a suite of valued marketing and training products and more than 55,000 customers. Copyblogger Media empowers online writers and content producers to command attention, create engagement, and influence people as powerful players in the new media revolution.
How Do I Get More Leads in the Top of the Funnel 3
It’s funny how many of our moms’ and grandmas’ most-treasured recipes came from the backs of cans, jars, and boxes.
Recipes are irresistible — and not just the cream-of-mushroom casserole kind.
The fact is, all of us have recipes in our business — sequences of steps that can help our customers get what they want.
It might be “8 ways to take out stains,” “7 ways to save money and headaches on your kitchen remodel,” or “12 simple secrets to reducing neck and back pain.”
One of my very favorite spots for this kind of recipe is the email newsletter. More specifically, it’s the email autoresponder — a sequence of messages that gets sent to each and every new subscriber to your email list.
When you create an email sequence that forms a killer recipe, the reader develops the habit of opening each message.
Sure, he can still unsubscribe when he’s finally captured the final step. But by that time, if your recipe is good enough, you’ve created trust. Your reader has started to know and like you.
You’ve just emailed him 9 times in a row and you haven’t sent him any junk. Just valuable, good information that gets him a result he wants.
Think he’s likely to open that 10th email?
Think he’s likely to refer your autoresponder to a friend?
Think he’s likely to talk you up on LinkedIn, Facebook, and Twitter?
You bet he is … I’ve seen in it my own business.
The recipe for a great email autoresponder
Make sure your “recipe” delivers a solution that your prospect really wants.
1. Break your recipe into a 7-10 part sequence. Whenever you can, make each one a quick standalone tip that brings immediate results.
2. Deliver your recipe using the autoresponder function of your email marketing program. If your email service doesn’t let you put together an autoresponder with as many messages as you need, consider using a new service.
3. Write the best content you can. The time you put in now can continue to work hard for your business for years to come. If writing isn’t your strong suit, this is a great time to bring in a professional copywriter — you’ll get great ROI on a relatively modest investment.
4. Rather than selling your products or services, start to “sell” your great free recipe. It will build trust and rapport, so that down the line you can fully explain all the benefits of what you do.
You’ll find it’s much easier to promote this kind of high-quality free content, particularly with social media, than it is to try to jump right to the sale of your product or service.
Deliver a great recipe for your topic, and just like that killer marinara sauce on the back of the tomato can, it will get passed along.
You’re not just bringing in leads, you’re nurturing them and building your reputation … and that’s the kind of lead generation that will keep paying off for months and years to come.
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