MARKETING FEATURE CONT .
The CTA ( Offer )
“ If you are genuinely spamming people by pumping out emails to people who don ’ t know you and have never given you permission to email them , stop it . Now .” – Robin Robins
Here ’ s another :
The market for purchasing properties is always shifting . Right now , interest rates have some people concerned about making the next move . But no matter what the market is doing , we ’ ll help you go from dreaming to owning your own home .
One more :
Every day , we are bombarded by massive amounts of information . From daily news and stocks to the latest sports scores — keeping up with it all is a full-time job .
The commonality among ALL these lead openers is that they are making statements , clearing their throat and losing the reader in an instant . Here are some GREAT leads to emails where I have the link embedded in the opening . This isn ’ t required , but you DO want to make sure the link is ABOVE THE FOLD :
Story : I bet you won ’ t even believe this MSP ’ s story when you read it , but I swear EVERY word of this is true ...
Content : Here ’ s a step-by-step blueprint on how to overcome the “ We ’ re fine ” sales objection . I just posted it to YouTube so you can watch it today .
Curiosity : May I send you what may be the most shocking ( as well as the most eye-opening ) MSP industry report we ’ ve published this year ?
Scarcity : I ’ m hosting a free workshop for a small group of 30 people about how to generate a mini-surge of sales fast and dirt cheap . Here ’ s all the info .
Offer : Since it ’ s my birthday , I ’ ve decided to drop the price of the Toolkit in HALF ( with $ 75,954 in bonuses ) ... AND offer an easy payment plan . Just know this offer expires in 24 hours .
Tied VERY closely to the lead is the offer . When I say “ offer ,” I don ’ t necessarily mean a SALES offer or a direct promotion to buy something ( although that is a legitimate email campaign you should use from time to time ). An offer could be any of the following :
• Blog post
• Video
• Webinar or longer livecast
• E-book or physical book
• Information kit
• Facebook Live video ( announcement )
• Checklist , SOP
• Industry research ( special report )
• Dark web scan
• Risk assessment
Typically , we are going to put the CTA in the lead with a link . However , the offer itself needs to be INTERESTING . In general , the less the audience knows you , the more your CTA needs to be free information that is easy to access , not an actual offer like the example provided above with the Toolkit discount .
All offers have a “ friction factor ;” that is , a resistance to responding . All things being equal , the lower the friction , the higher the response . For example , downloading free information by going to a web page is very low friction because it requires only a click , with no effort or commitment , vs . scheduling an appointment with a sales rep , which is much higher friction . Here are offers , with the lowest lead friction to the highest :
Lowest Friction : Free Information , NO FORM To Complete To Access .
The user can go directly to the content and instantly consume it . This is best used when you simply want to keep responsiveness and engagement high , so your email deliverability stays high and your list remains engaged . Sending an email about a new blog post or YouTube video would be examples of this .
Low Friction : Free Information , Gated .
This is where you require a person to complete some type of form or questionnaire before gaining access to the information you are providing . You would definitely do this with a landing page where you are sending traffic that you want to convert to a lead ( opt in ). When you ’ re emailing your list , you already HAVE their email and permission , so you would only do this if you wanted to get them to take a survey or to leadgenerate from your own list a “ hot ” list ready to meet or buy .
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