Tag Archives: leads

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.

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.