Here’s a secret… SELL LESS TO SELL MORE

Instead of getting tunnel-vision and only seeing the

short-term goal of the immediate sale, remind yourself that
email messages are an important way to build a RELATIONSHIP
with a consumer based on your HONESTY AND SERVICE.

Although you want your prospect to buy, you shouldn’t
immediately and constantly blast the people on your email
list with nothing but sales pitches. You’re looking for a
long-term, committed relationship. Be a person first and a
salesperson second for the best results.

RELATIONSHIP COUNSELING

Your first few email sales letters may prove to be the most
effective if they’re written in a warm, helpful,
business-friendly tone.

GIVE THE PEOPLE WHAT THEY WANT

In the off-line world, we’re used to hearing literally thousands
of messages each day. On the other hand, an online experience
is still, for most people, more like watching public television
rather than tuning into the Home Shopping Network.

Most people are on the Internet looking for information -
not waiting to be sold. People don’t want to be pitched to
every day with a “you’d better buy it now” message.

So…don’t be a salesperson. Be the INFORMATION PERSON.
After you become a trusted resource, it’s easy to become a
trusted source.

TIME IS OF THE ESSENCE

Lasting relationships definitely don’t happen overnight…they’re built
over time. Your sales letters should be crafted in a way
that slowly, but surely convinces your prospects that you’re
someone with whom they’d like to do business. After you’ve
laid a foundation — made them happy with what you’ve given
them as a gift, demonstrated your knowledge, etc. — you’ll
have plenty of time to build a case for buying from you.

THE E-LIST

Once your prospects have gotten to know you through your
entire series of pre-written (but valuable)
communications…after you’ve built trust in the relationship
and gradually exposed consumers to the benefits of your
product or service…you can “graduate” them into your “real
time” ezine list.

Obviously, you can’t include a time-dependent message in
your pre-written letter series. People are opting in to
your list 365 days a year and you can’t risk that they’ll
receive a “Season’s Greetings” message in the middle of
June.

BUT, when you’ve exhausted the appeal of your letter series,
the people on your email list can become your ezine list.
Then you can send a Valentine’s message in February, a
“Trick or Treat” message in October, etc.

TO KNOW YOU IS TO LOVE YOU

You can influence people when they know you, like you, and
trust you. Ongoing timely communications means you can
continue to build rapport with the people on your list, and
you can be sure that if they TRUST you, they’ll be open to
BUYING from you.

Eric
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