One of the online shticks I completely defile on a daily basis is:<\/p>\n
\u201cSell the click!\u201d<\/strong><\/p><\/blockquote>\n
Now, to be fair, that is what spammers do.<\/p>\n
Especially the malicious ones wanting to scam and sextort people.<\/p>\n
And, if you sell to naive people or those who don\u2019t know better\u2026 you can get lots of clicks. And, if you really have your marketing game tight and generate lots of new leads each day as you burn & churn through your old leads by focusing on the click instead of the relationship with your list\u2026 you can potentially make a lot of sales doing just that.<\/p>\n
In my case though, I sell the \u201cme\u201d, not the click, or the open, or even the offer.<\/p>\n
Why?<\/p>\n
Because the open & click & offer purchase are both far more dependent on you, your name, your brand, your track record of sending emails people want to open and click and buy from, the quality of offers you\u2019ve already sold someone, etc\u2026 than any tricks, tips, or other assorted goo-roo tactics.<\/p>\n
More:<\/p>\n
When I sit down to write an email, the last thing I care about is:<\/p>\n
\u201cWhat subject line trick can I use to get this opened?\u201d<\/p>\n
Instead, I think of something worth talking about, that will hopefully not waste the time of those who read it. And I\u2019m far more interested in the message to market match, than I am anything else. Because if I get the message to market match down, the opens, clicks, and sales take care of themselves. If I get those wrong, no magical subject line or other email wizardry is going to do all that much good anyway.<\/p>\n
Thus, I don\u2019t care about the open or the click or the \u201ccopy.\u201d<\/p>\n
Those things all take care of themselves if I focus on the sale of \u201cme.\u201d<\/p>\n
And, specifically, the relationship my list has with me.<\/p>\n
Because ultimately \u2014 to paraphrase something the great A-list copywriting Doug D\u2019Anna told me many years ago on the phone \u2014 we aren\u2019t first looking to buy the product or service, we are looking for a salesman. A salesman who cares about your well being, who isn\u2019t pushy, and who can solve whatever problem you are seeking a solution for in a way where you enjoy the experience, so they come back again and refer others to you abundantly.<\/p>\n
In other words:<\/p>\n
Making the sale in a way that enhances the relationship with the prospect.<\/p>\n
Yes, even if they don\u2019t buy now.<\/p>\n
Enter my \u201cEmail Players Skh?ma Book\u201d you can only get via subscribing to the \u201cEmail Players\u201d newsletter.<\/p>\n
It\u2019s basically a blueprint for doing this, day in and day out.<\/p>\n
Yes, it teaches you subject lines.<\/p>\n
And body copy.<\/p>\n
And all the other essentials of writing emails people want to read and buy from.<\/p>\n
But, it does so in the context of creating a customer and not just a buyer, who wants to hear from you, buy from you, and ideally tell others about you. This book is also something I give free to new \u201cEmail Players\u201d subscribers, to get them up to speed on the evergreen methodology, with each issue then building upon that methodology \u2014 and often via mixing & matching with concepts and ideas that are not strictly \u201cemail\u201d, but that email enhances and creates more sales by virtue of doing.<\/p>\n
But, a word of caution:<\/p>\n
I don\u2019t tolerate people who can\u2019t think critically or who can\u2019t read.<\/p>\n
Example:<\/p>\n
A blue light special recently got the the book, then complained it was \u201cthe same information!\u201d as what is in my \u201cBig Book of Business\u201d on Amazon. Anyone with the ability to read and think critically knows how asinine that is.<\/p>\n
I say this to turn away:<\/p>\n
1. Others who don\u2019t know the fundamentals of direct response marketing<\/p>\n
2. People who think because they read something in something else I wrote, that they somehow got the whole picture of what I have inside the \u201cEmail Players Skh?ma Book\u201d \u2014 which is a long-tested and thought-out methodology, not a bunch of random tips strung together or whatever<\/p>\n
3. If you\u2019ve only gotten your marketing education on social media, like practically every single one of the people who fit in the above camp have<\/p>\n
Why?<\/p>\n
Because if the above applies to you, not only have you done your research in the wrong library (i.e. social media), but I am not the one to take the time and energy to dispel all the horse shyt you\u2019ve no doubt learned, all out of context, and without the guidance of having the fundamentals drilled into your mind \u2014 without which \u201cEmail Players\u201d will do you little or no good outside of maybe amping up your opens and engagement in the short term.<\/p>\n
You must have a list and an offer to use \u201cEmail Players.\u201d<\/p>\n
I don\u2019t know how to be more clear about this.<\/p>\n
But, even when I say this outright, a bunch of social media dorks who hang out on Facebook or Twitter all day like flies on the same turd still think they somehow are going to get value out of it, and then proceed to waste their money and my time.<\/p>\n
So if the above applies to you:<\/p>\n
Don\u2019t subscribe until you\u2019ve learned the fundamentals.<\/p>\n
Then, build some kind of list, even if it\u2019s small, and have something to sell it.<\/p>\n
Then, and only then, can I be of help to you.<\/p>\n
Help me, help you, help ourselves by following the above instructions\u2026<\/p>\n
After that \u2014 and only after that \u2014 check out the newsletter here:<\/p>\n