Lo and behold:
Recently, I wrote about why I’m against so-called “nurture” sequences and “good will” emails, and any kind of email that isn’t selling (or at least makes it obvious something exists for sale, and showing them the next step to take).
Well guess what?
I posted something similar in my facebook group.
And, one of the founding fathers of Internet marketing as we all know it — Terry Dean — added:
Agreed. “Nurture sequences and goodwill emails” that don’t sell are dumb.
I have multiple clients who have pretty hefty ad budgets where we’ve tested when to sell in their autoresponder sequence. Immediately day one is the answer.
We do a slightly different approach and often have a short content video immediately after opt-in with a link to the sales video or sales page right under it. But each email is content/personality/sales.
The psychology doesn’t even make sense to “nurture” them. They’re searching now for help. They subscribe to your list now for help. And you’re going to make them wait till next week for help!
I hear ya, Mr. Dean.
(No surprise, I learned this mindset from him.)
All that sell-without-selling horse shyt does is make it take longer for you to solve your prospect’s problems and get paid for doing so. I can just imagine industry pioneer Marty Edelston (the late founder of Boardroom — 9 figure direct response marketing company) in the early days when he spent his last $3,500 to hire the great copywriter Gene Schwartz saying, “Okay Gene, don’t sell anything, we’re going to send out a week of ‘nurture’ mailings instead of selling them outright, we don’t want people to think we’re a bunch of greedy salesmen!”
No, those guys knew how to sell.
They knew how to combine content with promotion.
And, they knew how to do it *while* building the relationship.
I cut my teeth studying those guys.
And, later, I cooked up a system for doing so in email. The result is emails that combine content and promotion. Emails that make an offer. And, emails many people admit they look forward to reading and buying from.
I can show you how, too, True Believer.
It’s what my “Email Players” newsletter is all about.
August issue goes to print soon.
Subscribe here today to get it in time:
Ben Settle
