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Last week, I watched a few videos about some software I’m using. I liked what the guy was saying and wanted to know more about how he used the software. During the video, he said he had a newsletter and if you sign up, he’ll send you his template and other goodies that show you his entire setup.

“I want that,” I said to myself, found his website and signed up.

Note, he didn’t tell us the web address. I searched his name and found it. Not difficult but an extra step. If you want to build your list, make it easy for people to find you. But hey, he’s a tech guy and didn’t ask for my opinion.

After I signed up, the system told me my subscription went through. I went to my email inbox, eager to retrieve the template, but no fruit cup. (Let me know if you know where that’s from.)

Anyway, there was no email from the guy, and of course, no template.

No bueno.

The next day, I did get a welcome email, but there was no mention of the template.

The heck?

Usually, I would blow it off and move on. But I really wanted what he offered so I replied to his email and politely asked for the template.

As of this morning, I haven’t heard back from him. Doesn’t mean he’s not going to reply, but so far, I’m not impressed.

Some lessons:

  1. If you want people to sign up, make it easy for them to get to your signup page.
  2. Always send a welcome message, and send it immediately. Don’t make them wait, even a day. Don’t make them wonder if or when they’re going to hear (something) from you.
  3. You’ll get more subscribers if you offer an incentive. I signed up for this guy’s list because I wanted his offer. I wouldn’t have done so without that.
  4. Keep your promises. Send a link to download the incentive, either in the welcome message or immediately thereafter. Don’t make them wait or wonder if you’re a flake. Do let them see you’re on top of things.

Look at it from the prospective client’s (subscriber’s) point of view. Assume it’s their first time finding you, they have a painful legal problem and need an attorney yesterday, they’re looking at other attorney’s websites, but don’t know who to trust or who to choose.

Don’t give them any reason to choose someone else.

How to write a simple but effective welcome message

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