Why you need a solid plan to capture emails & leads
A few years ago it was far easier to get folks to subscribe to your email lists. A simple “sign up for our newsletter” could be placed on your site and it would attract people to give you their email address. But that soon changed as the volume of emails people were receiving multiplied. Add to this the massive increase in spam and other unwanted inbox messages and you can see why people guard their emails like gold.
You have to give people a compelling reason to subscribe
These days, you don’t have the luxury of slapping up a simple subscribe box. You need to give prospects and customers a good reason to subscribe. Not only does it need to be a good reason, but you have to sell the value of your newsletters.
What to write to get people to subscribe
It is important to create a compelling sign up form on your website. By choosing the right words, people will gladly give you their email address.
Write up reasons why someone should subscribe
List the benefits a prospect will get when they subscribe to your newsletter. Write out all the free advice and resources you are going to be giving them. Think about your email newsletter as a product that people are “buying” with their email address. What value are you going to be giving them? Make a big long list. You are going to use this document over so don’t scrimp on this.
How to write your subscription pitch
Be clear and value driven with you subscription appeal. The idea here is to take your massive list of benefits and create a very attractive “pitch” to draw in new subscribers.
Find the value hot buttons around pain
Identify a pain point that your newsletter solves. For example, if you have a fitness website and your newsletter helps people with meal choices and menus, make sure to spell out the problem of high cost complicated meal planning. Then write out the specific and actionable solution to this problem and how your newsletter solves it. Do this for each pain point you can identify.
Overwhelm the reader with value
Next, write out all the value that this newsletter will provide. Don’t be afraid to give away one or two of your best techniques or bits of advice to email subscribers. Make sure this content is worth actual money and GIVE it away for free. In doing this you are showing your future customers that you know what you’re talking about, you are willing to take the first s
Assure them you won’t abuse their email address
When I use my email to sign up for something online I am taking a huge risk that my address will be passed around to various companies I don’t want sending me information.
Be clear about how you are using a prospect’s email address. Use language like “we will never rent or sell your email address to a third party.”
Today’s 10 Minute Exercise: Write your subscription pitch
Choose the main problem you solve and make that the headline
Your headline should grab attention. Think carefully about the main problems you solve for your prospect. Make this the main headline.
For example, at Folk Media we say… “Learn the keys to marketing your business using social media, Twitter, podcasting and Facebook.”
Stack on the value
Be clear about what they can expect to learn or get from you.
We offer a free report “7 Ways To Use Online Media To Market Your Business” when someone gives us their email.
Brainstorm some pieces of valued content you can give away
- Audio files
- Blog posts
- Consulting calls
- Event tickets
- Private invitations
- Case studies
Your next step is to put all these elements together on your site and begin collecting emails from prospects. As you build your list your building a marketing tool for the future and will be able to help more and more people.
Toolset Note: While there are many email service providers out there we use and recommend Aweber as our provider of choice. They are inexpensive, have great customer service and will help you build an effective email marketing list quickly.
Joel Mark Witt is the Publisher of Folk Media and author of 21 Days To Twitter Leadership. He is a producer, author, and speaker who consults with businesses and nonprofits on how to use social media in marketing and communications. Get more from Joel on Twitter or Google Buzz.
*Photo by boff2