I’m on an email list. The owner of the list is a successful entrepreneur who offers his own products and other products for which he is a commissioned affiliate.
Nothing wrong with that. But like many marketers, the only emails he sends me are sales pitches. Buy this, watch this video (and then buy this), last chance to buy this, and so on.
Again, nothing wrong with sales pitches. Sales make the world go round. The problem is that he never sends me anything else.
No information I could use in my business. No valuable content. No ideas. Not even anything interesting to read that might make a pleasant diversion.
Just pitches.
As a result, he’s always just a hair away from losing my subscription.
If he sent educational information in addition to the pitches, he would sell more products, and not just because more people would stay on his list.
More people would read his emails, and look forward to them, because they know they’re going to read something valuable or interesting. Now, I’m guessing that most people delete most of his emails, as I do.
More people would also trust his recommendations because he wouldn’t simply be the deliverer of advertising material, he would be a mentor or adviser.
Why don’t I leave his list? Because occasionally he recommends something that catches my eye and I do go and look at it. That may change, however, the next time I do an email subscription purge, or I’m in a bad mood.
One more thing. At the end of every email, before his signature, he closes by saying, “As always, thanks for supporting our site!”
Ugh.
What’s wrong with that? Isn’t he just being polite?
Well, when you say thank you to everyone every time you write to them, it makes “thank you” meaningless. It’s a throwaway line, a marketing gimmick, not a sincere expression of gratitude.
Say thanks when I buy something. Say thanks when I pay you a compliment or do something for you. Say thanks when you appreciate something I’ve done, and show me that you mean it.
Here’s another thing he doesn’t get. If I buy something from him, I am not doing it to support his site. I’m doing it because I see value in what’s being offered. Nothing more, nothing less. Like any consumer, I do what’s best for me and mine. I care about us, not you.
But here’s where it gets interesting.
If he was sending me valuable content instead of nothing but pitches, I would be grateful to him for that. If I was also interested in the product being offered, I would probably buy it from him instead of anyone else. (I’m on a lot of lists in this niche). I would “support” him because I appreciated the benefits I was getting from his content.
It works the same way for marketing legal services.
When you offer the same services as other lawyers, more clients will choose you if you give them value, not just sales pitches.
How to bring in more client via email: Click here
