How to generate sales from e-newsletters

E-newslettersI want to ask you a serious question.

What is your favourite way to eat eggs?

Bear with me on this …… I promise this is relevant to generating sales from e-newsletters!


Do you prefer them poached, fried, soft boiled, hard boiled or scrambled?

On their own, in a sandwich or as part of a main meal?


Now I’d like you to think about how your existing customers like to eat eggs? Or even how your potential customers like to eat eggs? Is their favourite way the same as yours?


More often than not the answer to this question would be “no” (or “I don’t know”). 

Why is that?


Put simply it’s because we’re not the same as our customers (or potential customers).


So why do we forget about this obvious fact when putting together content for our e-newsletters?

Why do we assume that the content we care about will be the same content that our customers care about?


Experiences such as low open rates, low click throughs, no leads and no sales from e-newsletters sent to customers (or potential customers) are all too common.

The reason is simple.

It all stems from not understanding the specific problems that our customers are facing.


Once you’re clear on what these are and how you solve each of them, it becomes so much easier to share content that your customers care about.

Once you start sharing content that your customers care about, watch those open rates, click throughs, leads and sales sky rocket.


I wish you the best of luck and feel free to share this article with a friend or colleague if you found it helpful.

Why the latest “shiny thing” isn’t generating sales from the right customers

Latest shiny thingThe world of marketing is rife with it.

Those responsible for running a company, understandably feel a lot like magpies, as they jump from one shiny marketing strategy to another. All with the aim of finding the best way to reach those desirable customers with deep pockets.

This was certainly was true for Adele, CEO of a medium sized training company. One of her greatest challenges was finding those companies who really wanted to invest in their employees, rather than simply ticking a box with the basic, “legally required” courses.

Company blogs are the answer….

After reading several articles demonstrating positive results from company blogs and not being one to shy away from encouraging her team to try new strategies, Adele thought they should take the plunge. Leaving her team to sort out the details of frequency, content, how to drive traffic to it etc, Adele focused on her next priority.

A month later, Adele asked her team for an update on the blog and it was clear that the team were struggling. Firstly, to come up with ideas for content and then find time to actually write this content up. This meant that posting was ad hoc at best and so far, hadn’t generated much in the way of a response. All in all, she could tell that the team viewed the blog as yet another thing on their to do list, preventing them from focusing on other priorities such as speaking to potential and existing customers.

Scrap that, it must be online advertising….

Having listened to their comments, Adele reassured her team that she had now found a much better alternative. Filled with optimism, she shared with them the case study success stories she’d read of companies generating sales from online adverts. Motivated by her enthusiasm the team immediately began work on the new marketing activity.

OK, so what’s the solution?

There’s nothing wrong with experimenting but this really common approach of moving from one marketing activity to another without understanding why the previous one didn’t work is a recipe for wasted time and effort.

In most cases the lack of responses or (more importantly) sales isn’t as a result of the activity chosen. Instead it is simply down to not knowing and therefore not using the right message that will attract the customers you want.

Interested in discovering the message your ideal customers want to hear?

Simply fill in the contact form and I'll send through the details. 

As always, feel free to share this article with a friend or colleague if you found it helpful.

How to use editorial to attract the customers you actually want

EditorialI’d like to introduce you to Susan and David. Susan manages a software business and David has responsibility for a health and wellbeing business.

To save on costs, Susan decided to keep all of their PR activity inhouse. Her team would identify which publications to feature in (online and print), make contact with the publishers and create the content that would ultimately be published.

In contrast, David took the leap of employing a PR agency to manage all of this process for him, allowing his team to focus purely on their current responsibilities.

Fast forward six months later

David is looking to fire the agency because he can’t justify the costs any longer and Susan is about to tell her team to switch their focus away from PR and to try other promotional activities instead.

What went wrong?

In both cases the PR activity failed to attract the right customers for two very good reasons:

  • Neither company could clearly articulate the specific problems faced by their customers and how they actually solved them.
  • As a result, this made it very difficult to come up with a clear and compelling call to action, to end each editorial piece, that actually made the right customers “sit up and take action”!

Luckily there is a simple solution to this common problem. 

Simply fill in the contact form and I'll send through the details. 

Feel free to share this article with a friend or colleague if you found it helpful.

Why prospects from trade show competitions don’t turn into sales

Tradeshow CompetitionsRunning competitions on stands at trade shows typically attracts a large number of people however typically these so called “leads” don’t get converted into sales. This is a problem experienced by many companies, so why does it happen?

Well the short answer is it’s all to do with “purpose”.

Let’s imagine for a second that you wanted to host some kind of social event. A quiet, intimate, dinner with a small mixture of friends, some you’ve known for years and others you’ve only got to know more recently.

To invite them, would you print out hundreds of flyers with the message “free beer” and stand in the middle of a busy city handing them out to everyone that walked past?

No, of course you wouldn’t.

Why? Because the purpose of the evening is to only have your friends there and spend quality time to further build on the meaningful relationships you have with them. The flyer approach will attract random people whose interest was only peaked by the promise of “free beer”.

These people will know nothing about you and have no interest in developing a meaningful relationship with you.

It may seem a silly example but there really isn’t much difference between this and the way many companies run competitions at trade shows.

Having a great prize and a bowl next to it for business cards, is a great way to capture lots of email addresses of people who are only interested in winning a prize (and potentially likely to be price sensitive), if that is what your purpose is.

If your purpose is to attract potential customers, that have a specific problem solved by your products or services, and who would be interested in finding out more, then you need to change your approach.

Luckily there is a simple solution. Simply fill in the contact form and I'll send through the details. 

Feel free to share this article with a friend or colleague if you found it helpful.

Waste of time and low engagement – why social media activity isn’t delivering sales

Social Media 2Many companies have social media accounts, a large proportion of these are almost just for show. Either they struggle to come up with content to post in the first place or the content they do post receives little to no engagement.

For these companies, the idea of actually getting sales through this marketing channel feels like just a pipe dream. In fact, the whole process just seems like one big chore.

Why is it then that other companies seem to have it nailed?

Why do they find it easy to regularly post content, get plenty of interaction from their thousands of followers and, wonder of wonders, actually get valuable sales leads through it? What’s the big mystery?

The answer to this conundrum lies in 4 distinct issues. Unless all 4 are resolved (in the same order as they are listed below) then those valuable sales leads will continue to remain elusive.

  1. The specific problems your customers have and care about, haven’t been identified.
  2. How your products or services help your customers solve those specific problems, also hasn’t been identified.
  3. The content you post are missing an appropriate / compelling / clear call to action.
  4. There is no consistency with your social media activity.

Luckily there is a simple solution. 

Simply fill in the contact form and I'll send through the details.  

Otherwise, feel free to share this article with a friend or colleague if you found it helpful.

How to turn case study downloads into sales

Downloads into SalesLaura was on her daily commute, reflecting on yesterday’s conversation with her sales team. They’d been reviewing the number of enquiries coming through the website and according to Google Analytics, it was receiving a large number of visitors. The big question was, why weren’t more of these visitors turning into sales enquiries?

As well as the usual testimonials and articles, the company website also had an in-depth case study, with advice and tips for potential customers. This last piece of literature had been live for the past 6 months and was only available to download by those who provided an email address. The stats suggested they’d had over 100 downloads but none of these had resulted in sales.

What are we missing?

As far as Laura was concerned, the case study itself contained more than enough information about how their products benefited a large existing customer, as well as contact details suggesting anyone who was interested should get in touch. “What could we possibly be missing?” thought Laura as she drove into the entrance of the office car park.

Many companies experience issues with trying to turn website visitors into enquiries and ultimately sales. The good news is that there is a solution to this and it starts with checking whether you’ve fallen into one key common trap….

Falling into one key common trap

It’s all very well having a really valuable piece of content for potential customers to download in return for their email address. However, having contact details available on the download itself and relying on them to get in contact with you, dramatically reduces your chances of making a sale.

You need to build in a follow up process. One that maintains contact with your prospects and ensures that when they’re ready to buy, they buy from you.

If you’d like help with creating an effective follow up process, simply fill in the contact form and I'll send through the details.  

Otherwise, if you think this article might help a friend then please do feel free to share it with them.

Why Simon’s adverts weren’t generating the right customers

Let me paint the scenario…. Simon’s current sales strategy was to focus on a couple of key industries. As part of this, he thought it was probably a good idea for his company to feature some adverts in the main publications, for those industries.  

Advertising2After getting his team to do a bit of research, he chose three publications, signing up to a couple of adverts in each. One of the publications had a good deal on a banner, to feature on their news website for a month, so he agreed to do that as well. Simon left his team to create the content and organise a freelance designer to create the artwork.

A couple of months later, Simon was sat with a morning coffee looking at his adverts in the three publications and reflecting on the conversation he’d had with his sales manager the day before. 

No new enquiries as a result of the advertising they had done, not one. Had prospects even seen their advert, had it got lost in amongst the others? As for the banner it had had 5,000 impressions (whatever that meant). 

Simon couldn’t help feeling like he’d missed something. He’d paid out quite a chunk of money and what had he got in return, no leads that’s for sure.

A frustrating situation and a common one experienced by many, however it doesn’t have to be this way. In fact, it is more than possible to use adverts to attract the right customers.  

In most cases, there are three reasons why adverts don’t generate the right customers:

  1. The advert just talks about the company rather than the customers it wants to work with.
  2. The advert makes a big generic statement about how the company helps its customers rather than talking about specific problems.
  3. The advert doesn’t give the customer a good enough reason to carry out the call to action.

If you’ve had a similar experience to Simon with advertising, I would recommend resolving these three issues and you’ll start generating enquiries.

I wish you the best of luck and feel free to share this article with a friend or colleague if you found it helpful. 

Getting the wrong leads through Paid Search Engine Optimisation (SEO)

Now I’m not knocking using paid SEO, in principle it’s a great idea. Identifying certain keywords relevant to your industry, product and clients and then paying to appear for these search terms so prospects come flocking to your website.

What’s the problem (I hear you say)? Paid SEO

Well, let me ask you this, how much time do your team spend processing these leads? How many of them end up being removed from the list almost straight away because they aren’t even relevant? 

Those worthy of a phone call or face to face meeting, how many end up going nowhere or dragging on for months with endless back and forth conversations and negotiations?

Of those that do turn into clients, how many end up zapping all of the time from your team? Whether that’s due to slow or late payments, unrealistic expectations of timescales or wanting extra thrown in for free.

When you take all of this into account, is paid SEO really worth the leads it generates? 

A common reaction (and on face value, logical reaction) to this would be to say “no” and move on to the next channel or lead generation method. 

The reality is, that if you haven’t got the right messaging geared towards attracting the right customers, you’ll be stuck in a similar position, whichever channel (or lead generation method) you use!

Luckily there is a simple solution.


Fill in the contact form and I'll send through the details.