Here’s the “Golden Rule” of selling:
If your prospects don’t know, like, and trust you, they’re NOT going to buy from you!
This has been true since the beginning of time.
You need to build rapport before you can sell anything, and rapport is one of the hardest things to establish if you’re a complete stranger to your prospects.
Thus, your goal is to create a meaningful relationship with your audience as quickly as possible.
Say you’re using the Internet to recruit new prospects, sell your opportunity, and build your business
When a cold prospect clicks on your ad and comes to your website…
There is no trust and no rapport in the beginning—you don’t have a relationship with that person.
This is a big hurdle if you’re asking them to join a business, which is a large commitment.
They don’t know you, so why should they trust you?
You don’t have any credibility yet.
Trust is a process, which is why you need a method to create that “like factor,” to gain their trust, and establish your credibility.
You need a mechanism for that.
Now, there are several methods to build your crediblity as an expert…
- Social media
- Blog posts
- Live broadcasts
That’s a lot of options, I know.
Yet I wholeheartedly believe that…
Email is the most effective channel to build your network marketing business
In fact, you can leverage all these methods far better using email.
For example, if you post something to your Facebook Page there is no guarantee your 50,000 (or however-many) fans will even see your post.
So how do you get them to notice what you post?
Well, if you have a list, you can send an email telling them to visit your Facebook Page.
Same if you write a blog post or put a video on YouTube.
If you have an email list, you can connect with your audience with the push of a button.
That’s the awesome power of emails.
Now, I learned early on in my belly-to-belly sales career that you must get people to like and trust you.
So when you write emails, that should be your number one priority.
You must create credibility.
Email is not only for making sales, it’s for making a connection.
You need to create a relationship with people
Slowly, over time, they will start looking at you as a person of authority.
You’ll then develop influence with your list.
That’s your real goal with your emails.
Of course, you naturally want to sell and you want to recruit.
But at the same time, if you only pitch in your emails, you’re going to lose credibility pretty quickly.
So your emails have several purposes:
- To connect
- To create a relationship
- To promote and sell your opportunity
Now, how do you make that connection with people?
How do you make yourself the person they look up to?
You must understand what your audience wants
You have to know about the people on your list.
- What are the things they want to hear?
- What are the things that inspire them?
Sure, your emails can inspire people!
And that’s super powerful, because for someone to join you, they first need to believe they can achieve success for themselves.
So how do you start writing emails?
Let’s dig into my 6-step process for writing emails that are practically guaranteed to recruit and sell.
Before you sit down to write an email picture ONE person in your mind.
Don’t think about the dozens, hundreds, or even thousands of people who are potentially going to read your email.
Think about one individual who’s going to read it.
Imagine having a conversation with that one person.
When I sit down to write I ask myself these questions:
- What does this person want to hear?
- How can I inspire this person?
- How can I connect better with this person?
You must come from that frame of mind—that you’re there to make a connection with them.
Trust me, it will then be a lot easier to write that email.
Don’t think, “I need to sell a product”
Or, “I need to promote my business opportunity.”
Forget about that for a second.
Yes, that’s the ultimate goal, but first and foremost, you need to be thinking about that one person you’re going to impact.
- What are their pains?
- What are their struggles?
- What are their frustrations?
- What do they care about?
- What do they need to hear from you?
That’s the primary thing I’m thinking about.
However, there’s something you can’t ignore…
The reason I’m also thinking about the competition is because, let’s face it, you’re not marketing in a vacuum.
You’re marketing in a big sea of other marketers.
Whether it’s on Facebook or emails, the same philosophy applies.
When they look at your email or they look at your post—it’s surrounded by other marketers.
There are tons of other messages to look at, instead of yours!
So if you say the same thing that everybody else says, eventually, people will tune you out.
Doesn’t matter how valuable your information is…
If you don’t stand out to your prospects, they will stop listening to you
I always think about…
- How can I help them?
- How can I connect with them?
And at the same time…
- How can I make my message different?
- How can I stand out in their news feed and in their inbox?
I have a process to answer these questions, where I think…
- What am I going to write about?
- What do I want to talk to my audience about today?
- What can I say that will inspire them?
This is an important question.
And there are many things you can tap into for great ideas.
My favorite source is my own life because let’s face it…
That’s what makes all of us unique!
When you talk about your own life, and tell your own stories, they will automatically be different from everybody else’s.
Even if you promote the same product or the same business opportunity as a lot of other people, when you talk about yourself and your stories…
You are different.
And a lot of people will resonate with your stories.
So that’s my first source of inspiration—my own life and my own stories.
For example, you can talk about your…
Similarly, you can talk about a…
- Birthday party you went to
- Conversation you had with someone
- Concert you attended
When you talk about some “slice” of your life it makes things more interesting.
At the same time…
You’re making a connection because you’re being a little bit vulnerable
People love when you tell stories.
That’s how you connect with people.
Remember what I said in the beginning…
Your goal is to get people to like you and trust you.
How do you do that?
Just be yourself.
Be genuine in your emails and in all your communication.
When you’re being yourself and you’re telling your stories, people will resonate with that.
That’s my first source of inspiration for stories and for ideas for my emails.
Also, you can go to other sources too…
Share from books
If you think you have a boring life, you can look at books.
Open up any book, and read something then retell that story.
Not the whole book, but just pick something out.
Take a motivational book, a leadership book, or a sales book, and read one lesson it’s teaching.
Then talk about it in your email as it relates to your product, service, or your business opportunity.
You’re making connections with your audience by sharing entertaining or valuable information.
Share from magazines
You can also use stories from magazines.
You can talk about what’s going on in the news.
Use clips and snippets of news or little stories as it relates to your product.
Maybe there was a story about education, or maybe there was some story about leadership (or lack of leadership).
Once you train your mind to look at these things, you start making connections between stories and what you’re promoting.
This makes your content different and it helps you connect with your audience better.
Talk about movies
Anytime you see a movie you can use that as an idea for an email.
What are movies?
Movies are stories on screen.
You can always take a message from a movie and apply it in your emails to promote your business or your product.
You can use quotes
Talk about quotes including leadership quotes, motivational quotes, or time management quotes.
Again, it goes back to understanding your audience and who you’re talking to.
If you’re talking to network marketers, then you should have a list of things that are important to that audience.
Such as things they…
- Don’t like
- Struggle with
- Deem important
- Are motivated by
There will always be something to talk about from that list.
Tie something from the list above to a book, movie, news event, or something that’s going on.
Sometimes all it takes is scrolling through your News Feed on Facebook and seeing what people are saying.
Then just pick out a post or a fun image and write a little story about it in your email.
It’s about making connections
That’s how you become different in the way that you communicate with your audience.
Holidays are another good topic.
There’s always a holiday.
There are major holidays, but there are also small holidays.
There are websites you can go to and see that today might be Tequila Day, Taco Day, Chocolate Pie Day, or Donut Day.
There’s always some kind of weird holiday around the world that’s celebrated somewhere.
You can use that holiday as an opening for your email.
Those are a few examples of where I find ideas to write about.
Now, how do I make my communication and my email interesting?
Remember, you’re not the only one that’s sending emails to your prospects.
So you need a compelling, curiosity-provoking subject line that’s going to get your email to jump out of their inbox and say…
“Click me and open me—now!”
It’s very important you spend some time to think about your subject line.
It’s a “headline” for your email, and it has to…
- Grab their attention,
- Provoke curiousity, and
- Say, “Open me right now!”
Because here’s how most people scroll through their news feed, or through their inbox…
On their smartphone!
Most people are on their phone right now, and they’re quickly scrolling, and they’re looking for something to grab their attention.
And even if they come across something from somebody they like and trust, they’ll keep scrolling unless…
It sparks their curiosity or is so compelling they absolutely have to read it now.
Otherwise, they’ll say…
“I’ll come back to this later.”
But they’re busy and later never comes.
Because that’s human nature.
If you get a hundred emails a day, you forget 99% of them.
You need to figure out a way to state your subject line so that it grabs their attention and they want to read your email – right now!
Always make your subject line curiosity-provoking
Say it in a way that compels them and provokes their curiosity.
I’m going to give you a few examples in a moment.
They’re not great writing, but they are curiosity-provoking.
My grandma’s beef with Facebook
When you read it, don’t you want to know what is this all about?
How to crush any market
That’s more of a benefit-driven subject line, but the word “crush” is provocative and compelling.
It is what our audience wants to know too.
You need to be here
When you read that, your mind is thinking. “I need to be where?”
So guess what?
That question pulls you into reading the email.
Again, it’s nothing revolutionary; it’s just using a simple phrase that opens a question in their mind.
They think, “I need to see what’s going on here, what’s this all about?”
Recruit and sell without being obnoxious
Again, we’re talking about recruiting and selling to a market that’s interested in recruiting and selling.
The use of the word “obnoxious” is a little bit different—it’s kind of provocative.
It makes people curious as to what’s going on here.
You need to watch out for this guy
Again, what guy?
This may be a little hard to believe
What’s hard to believe?
How to get all the eyeballs on your message
As you can see I’m doing a lot of different things here.
We’re using benefits and we’re making some of them curiosity-provoking.
She smokes the competition
Now, I played around with this subject line until I got it to a point where I said, “Okay, that sounds good.”
Because you could say…
- “Here’s how to beat your competition,” or
- “She beats her competition”
But I used the word “smokes.”
That makes it a lot more interesting as you read it, she smokes the competition.
These numbers just plain suck
What numbers and why do they suck?
The last one I wrote this morning:
Do this and get more leads
When you read that subject line you want to read the email, because you probably want to know how to get more prospects.
It’s a straightforward benefit.
If you know what your readers want you can use subjects lines that tell them how to get it.
So spend some time crafting your headlines or subject lines.
Think about how can you make it interesting and compelling at the same time.
Use curiosity provoking-subject lines.
That’s how you stand out in your prospects’ News Feeds and inside of their inbox.
Next it’s just a matter of connecting your story to your offer, product, or opportunity.
Once you do this “bridge” on a regular basis, you get really good at making these metaphoric connections.
You’ll start seeing connections between…
- Something you see on TV,
- A lesson you see in a movie,
- An idea you read in a book, or
- A story you see on Facebook
…and you connect it to your product or your business opportunity.
When you make these connections is when your email starts coming together.
Lastly, the most important part of your email is your call to action.
This is where you tell them to “go sign up here,” or whatever action you want them to take.
Importantly, you should ALWAYS include a call to action, in every email (and all communications, for that matter).
Don’t wait until your third, forth, or seventh email to start directing your reader to your product, service, or opportunity.
You need to make your intentions clear and set expectations from the get-go, so they don’t feel bait-and-switched later on and start asking, “Wait, why are you pitching me something?”
Learning to write effective emails takes time.
I’ve been doing this for a long time, so I’ll warn you this skill doesn’t happen overnight.
You don’t write your first email and everything comes together and “clicks” for you.
It takes time and practice, just like anything else.
But what’s going to happen over time is people will start responding to your emails.
You’ll start building credibility
With some people it’s fast and with others it takes a little bit more time.
Sometimes you’ll have people on your list for two years and then all of a sudden they buy or ask to join your business.
Then they tell you…
“I’ve been reading your emails for the last two years, and I’m ready to do this now.”
If you weren’t inside of their inbox, for those couple years, you wouldn’t have that connection.
You can’t control the timing in their life, but you can be there when the time is right for them.
That’s the whole premise behind writing emails on a regular basis and connecting with your audience.
- Get them to like and trust you
- Make a connection
- Build up your credibility over time
- Make the sale and get people to respond to you
That’s, in a nutshell, how you write emails.
Email marketing is a powerful tool (if used correctly) and well worth your time to learn.
In fact, of all the online advertising mediums available today, email has repeatedly been shown to be the single most profitable, across all industries.
So don’t delay, all you need to do is…
Start building an audience for your emails today!
Because, much like a tree falling in the woods…
Emails need an audience to get read!
Which means you need a mailing list of subscribers to connect with every time you click “send.”
So how do you grow your audience, and ensure that a steady flow of new prospects are opting-in and becoming fresh leads?
You need traffic!
But not just any old traffic, as there’s lots of worthless, junk traffic out there.
Instead, what you need to create is a perpetual traffic “ecosystem” that passively gets you high quality leads that are both prequalified and predisposed to buy from you.
And to help you do that, we’ve put together a point-for-point tutorial revealing our exact advertising process in a 100% FREE traffic workshop…
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Until next time,
Elite Marketing Pro