When you really believe in something, you want to share it with others, right? Because it’s important to you, you’re not shy about getting the word out. Put this same energy and intention into your promotional emails. Enthusiastically invite people on your list to engage with you.
Take this into your heart… the specific transformation you provide to your target audience is highly valuable. If you aren’t certain about this now, do whatever it takes to raise your certainty. Align your offers with topics your target audience is hungry to learn more about. Your enthusiasm is infectious.
Then, as you’re promoting your next free preview event — a teleseminar, webinar or series of videos to enroll your tribe into your paid program — shout it from the mountaintops! Don’t deprive anyone of the chance to get in on what you’re offering.
Why use a series of different emails instead of just one? Diversity in your subject lines and message allows different people to hear your message in a way and at a pace that lands best with each person in your tribe. I covered three key reasons why email series work better than a single email in the last post – Are You Afraid to Promote Your Offers in a Big Way?
Build the Relationship First
These promotional email tips assume you have a leads list and you’ve been connecting with them through your blog, ezine or other value-based articles regularly. People will only read your promo emails and sign up for your preview events if they recognize you and trust your brand.
A good rule of thumb is to send a minimum of 3 emails to your target audience before the preview event. Supplement with blog posts or ezines on relevant topics during the promotional campaign with a little plug and hot link to the sign up page at the end.
Over a decade, I’ve learned a lot of things the “hard” way by making mistakes and then having a big “aha” that set me on the right track. One lesson that really stands out:
Don’t make decisions out of fear.
Have you shied away from sending a series of promotional emails about one of your offers because you’re afraid of bothering people or doing it wrong? Your fear may be sabotaging your desire to be a successful coach.
But, if you’re on the mailing lists of well known thought leaders, you know this… when they promote a few times each year, they really go for it!
You can tell they believe in what they’re offering and they’re not shy about letting you in on it. Everything they do has been planned out well in advance, including a series of emails that point you to a preview of their program through a free teleseminar, webinar, or video series.
It’s highly effective. That’s why they keep doing it despite the fact they have a huge list of raving fans.
It’s all about frequency, diversity and pacing.
Three Smart Reasons to Send a Series of Promotional Emails
1. Frequent invitations build a buzz. With each successive email, excitement builds, and as time goes on, more people want to get in on it. People tweet it, share it on Facebook and forward the email to colleagues. If you’re using promotional partners, the buzz grows louder and reaches more people faster.
In my last post, 7 Quick & Fun Steps to Biz Planning Your Whole Year, I showed you how to plan your next year in just one hour. One critical step for your biz was to decide when and what programs you’ll promote. The idea is to think through now how you’ll earn your desired income. If you did that, you’re ready for the next series of bite-size steps — writing ace promotional copy.
First, I’d like to normalize this process for you a bit. I know it can feel scary to promote your programs. You might be afraid of irritating the people on your list. You may believe promotion is ugly or at best a necessary evil. Or you may have judgments about your abilities.
Here’s a prosperous reframe: Think of promoting your program as if you’re inviting people to a party where you’ll serve up your very best. You want them to be there and accept your gifts. You’re offering them a meaningful experience. I have 12 little steps to help you create your “invitation”.
To write compelling copy, become crystal clear about what you’re offering, why you’re offering it, why someone would want that, what it will do for them and all the details they’ll need to know to decide.
Guess what? That’s exactly what’s in a sales or landing page. Here we go!
This is a guest post by my friend and colleague, Kenn Schroder, the Coaching Website Specialist…
One key to growing a big list fast is to make sure your opt-in form is very prominent and very easy to use.
Many coaching websites tend to, with very low effectiveness, place the opt-in box low on the home page or buried within the site. This is not ideal for building a list.
Enter AWeber’s “light-box” style opt-in form.
In addition to being a sweet email list management service with great support, AWeber has a very nice form generator tool that enables you to create your opt-in forms.
One such form is the “light-box”.
By the time I created my third coaching website, I realized that a website should be more than an online brochure. It should do a lot of my marketing and enrolling work for me. And then I had a paradigm shift – my website should feel like home to my target market rather than just be all about me and what I do.
Whoosh! As soon as I aligned my website so that it spoke to the people I was serving, my list built exponentially and so did my income.
I often hear from coaches that their website’s just sitting there, doing nothing for them and they don’t know why. Many say they don’t really know what’s on their site without looking.
Sound familiar? If that’s you, I understand because once upon a time I put my website in the hands of my web designer, let go and hoped for the best. I truly thought that I could set it and forget it. Wrong. A website is a living thing.
If you get clients primarily from the Internet, as I do – or if you’d like to, it’s critical that your website is the HUB of your business.
Now, I have a blog for my main website. With all the fresh content and social network plug-ins, it’s a happy command center for my business. Most everything I do, plus all the clients and joint venture offers I attract, come and go from that hub. It’s like a busy airport and I’m really proud of it. (My site won the Best Coaching Blogs contest in 2010 and received Runner-Up honors this year, as well.)
There are three “secret” ingredients every website must have going for it to be a client winning site, one that:
When was the last time you wrote something truly vulnerable and shared it with the folks on your list?
I hope it was within the last week. You may think I’m crazy for saying this (or you may think it’s a no-brainer), but –
Your blog is the perfect place to show a bit of your humanity… to let your tribe in on some of your mistakes, as well as how you overcame them.
There are two BIG reasons why you want to be vulnerable with your tribe:
- Showing that you’re vulnerable builds trust and understanding. People will like you better and want to connect if they get a sense of who you are under all that “expertise” or skill.
- Being real is more fun and… well, more real!
When I started writing for coaches in 2001, I had this idea that I needed know more, seem perfect, and be the “wise one”. I wrote a lot of how-to articles full of good stuff, but I missed the opportunity to show more of myself and relate to my audience.
So when I hear coaches say they don’t know enough to serve their niche market, it reminds me of me back then. But that’s just a lie we tell ourselves.
Of course, some of your blog posts will educate the people in your niche market. Some will correct mistakes or take them step-by-step through how to do something. But your tips will land more deeply if you also share how you got there — which is almost always about fumbling into competency, right?