Re: my beat down of so-called “good will emails” last week:
The one question mark I have is what if you sell something where it’s a completely discretionary luxury and the target prospects have absolutely no need for it at all?
In your great example, not only is there a well-defined need for the drugs to solve the UTI, but that need is also pressingly urgent given the unpleasant burning sensation every time you take a leak. In that instance anyone not selling the prospect something immediately needs attending to with a baseball bat. But what if you sell stuff you don’t need, like jewellery? Or hot tubs / pools? Or outdoor fireplaces? etc. etc. etc.
Makes no difference.
You can still ask for the sale, no?
Example:
Someone in the outdoor fireplace market is going to buy one regardless. In my way of thinking, it makes zero sense to not at least let them know you have one for sale. And if they are not ready to buy yet, you keep sending them emails about it every day — talking about different aspects of the product, the problems it solves, the history of fireplaces, the dangers of other kinds of fireplaces, yada yada yada… with a nice, shiny, “candy-like” link they can buy from when ready.
You get no points for your good will if they buy from someone else.
Especially if your product is superior.
(And they end up buying from a doo-bag.)
Same with the other examples you mentioned.
It’s all the same:
Ask and ye shall receive.
Don’t ask and ye shall not receive.
It’s like guys I teach in the dating market.
(ooh)
These poor schlubs (i.e. self-described nice guys) try to earn all kinds of “good will” buying girls lots of stuff, giving them (and their friends) rides to and from airports, doing their yard work, fixing stuff around their houses, helping them move, listening to them emote about their problems (like ex-boyfriends), etc to prove how “nice” and “reliable” and “sweet” they are… only to watch those same girls walk off with the man who has the balls to, you know, ask them on a date without having to do any of those things.
A lot of times these girls end up with doo-bags, too.
And, get annoyed the good guy didn’t ask them out first.
So it is with your customers.
Don’t let ’em buy from anyone else (especially if your market is full of doo-bags) because you’re trying to show how nice you are by not selling to them.
So simple.
So easy.
So… rare (online, at least).
To learn my way of doing email, go here:
Ben Settle
