QUESTION: A while back you mentioned some great e-letters you read for ideas and inspiration and it was very useful. Do you have any other e-letters you recommend for becoming better at selling with emails?
BEN: Actually… yes. One person I forgot to mention is “Shameless” Shamus Brown.
Shamus sells information on how to be a better salesman.
And his emails are often packed with great information.
In fact, I think anyone who wants to become better at selling (including selling in print or email) should be reading his daily e-letters.
You can check out his site, sign up for his list, and learn about his products at:
(NOTE: This next one was a response to an interview I used to give away free (I no longer do, too valuable) about press releases, and I used to make people opt-in to a special list to get it.
QUESTION: Ben for God’s sake IF I Am Already Your subscribe WHY do I have to Subscribe AGAIN/One more time in order to get your report? That’s Insane!! Why don’t you just send Your Current Subscribers the report right away, and keep this form here for people who are NOT your subscribers yet?
BEN: Holy cow! That would be insane… IF… that’s what I was doing.
Instead, what I’m doing is what’s called “list segmentation.”
You see, most marketers understand building a list, and most marketers do it. Where almost everyone goes wrong is not “segmenting” their lists.
For example:
In addition to my blog list, I also have a swipe file list.
That’s the list you get on when you sign up for my “How To Instantly Build A Million Dollar Swipe File” report and ezine.
This ezine ONLY goes to people interested in swipe files.
Whenever I find new swipe file ads or resources, I contact the swipe file list and NOT the main blog list. I never talk about (or make offers about) anything other than swipe files to this list.
And it was the same with the press release/publicity list and ezine.
When you signed up for that list, you were NOT “rejoining” my main blog list.
You joined a completely separate “segment” of my blog list designed to appeal to people who want to use PR to build their businesses. The tips and offers to that list are ONLY about using publicity — and not swipe files, copywriting or anything else.
Anyway, there’s a LOT more to list segmentation.
And maybe in the future we can talk about it more.
I will say this though:
If you aren’t segmenting your lists you are almost certainly leaving money on the table.
In fact, in my humble (but accurate) opinion, list segmentation is one of the single most profitable things you can do.
Yet, it’s still so little-known it’s considered “insane.”
Sheesh.
QUESTION: I was wondering if there were any resources on your blog which would guide me as to what ACTION steps can be taken to create clients. I want to Do, but need a few words of advice. And if you can guide me I’d be grateful.
BEN: Check out the interview I did a few months ago with Ryan Healy:
I can’t imagine anyone following Ryan’s advice in that interview and NOT having a paying client in the next couple of weeks.
QUESTION: I was reading your blog archives last night and I laughed out loud when I read your post about receiving a whole bunch of sales pitches. I publish a newsletter too in (name removed) niche and the bigger my list gets the more complaints I receive. Do you have advice on reducing the number of complaints?
BEN: Well, for one thing, don’t take it personally.
I don’t care how much valuable content you provide, there’ll ALWAYS be someone who whines and complains. Just like the person above who freaked out about having to — GASP! — give up their name and email to listen to a valuable lesson on writing press releases.
Here’s a nickel’s worth of free advice to put your mind at ease:
Ignore these people or (even better) remove them from your list manually.
Just scroll down to the bottom of their email (assuming they replied to your list message) and click that “unsubscribe” link for ’em.
Put them out of your misery.
Also, if you use aweber, turn off the function where people can leave you comments when they unsubscribe.
Why?
Because many unsubscribe messages are completely inane comments from people who sound like they need some serious psychiatric help.
Heck, if it really bothers you, get someone to “screen” your emails for you.
I know that may sound extreme.
But let’s face it: Business is challenging enough without a bunch of pointless negativity gunking up your mind.
QUESTION: Any tips on integrating direct mail in conjunction with my online marketing?
BEN: I’m really glad you asked this question because I totally forgot to mention this to you guys before. The interview I did with Doberman Dan Gallapoo for my “Copywriting Grab Bag” book talks about using direct mail in detail. And (for now) it’s freely available on Dan’s website at:
You can find it in issue #9 of his newsletter archives.
But hurry.
This interview may not remain free like this much longer.
Okay, that’ll do it for today.
If you have any questions you’d like answered in future Q&A’s you can contact me at:
See you next time…
