Medium Friction : A Webinar Or Livecast
This is higher on the “ friction ” list because a webinar has to be scheduled and attended , requiring more effort for the user to consume it . You could lower the friction factor by making it an “ on demand ” webinar or by having the start time ready every 15 minutes using an on-demand webinar technology . The LIVE webinar is higher in friction factor because the person has to look at their calendar and make sure it ’ s clear . There ’ s also the risk that someone registers , then has a conflict , gets busy , and / or loses interest between the time they register and when it starts . That ’ s why a 50 % no-show rate is common for live webinars .
High Friction : Sales Consultation
This is “ high ” friction because for someone to accept it , they need to be high on the “ want ” scale for your services . This is a perfectly appropriate offer for NEW inbound leads and for the occasional bump in between content for older , unconverted leads on your list .
Very High Friction : In-Person Seminar
Getting people to an event is by far one of the most difficult offers to sell . Even if it ’ s free , the time and cost commitment of getting there is HIGH , so only your most interested prospects will attend .
The Full Monty
This IS one of my all-time favorite movies , but I digress . Here are a couple of emails that follow the above guidelines :
Subject : URGENT – please read this ASAP Robin – I can ’ t stress enough how big a deal this is .
Hackers have your personal information and WILL use to this to rob you blind .
This is not “ fearmongering .” This is a legitimate threat we ’ ve seen that you , your employees , and your family need to be on high alert about .
Robin
Then it gets worse . It continues , “ Is visiting << your street address >> a more convenient way to contact you if you don ’ t take action ? Nice location , btw .”
This example is NOT FAKE .
This is a very real threat happening , which is why I wrote up an important special report on what ’ s going on and how to respond if you get one of these emails .
Click here to read it now . Also , please share with your friends and family .
Many people are losing thousands of dollars over this , and it ’ s highly disturbing .
Robin
Subject : AI will kill Google search
Robin , if you spend time and money trying to get your website ranked in the search engines , this video is going to shock you .
We believe AI will bring the Google search empire ( and HIGH pay-per-click costs ) to its knees .
I created this video to explain what ’ s going on and what to do now so you ’ re not caught off guard when your SEO and PPC efforts crash suddenly in the next couple of months .
And you can start doing one of the items today for a HUGE boost to qualified traffic .
Robin
Practice Makes Perfect
Now it ’ s time to “ sharpen your pencil ” and get to work using the above examples to craft emails that get the response rates you need to boost your business .
Subject : This is going to make you very , very angry ... Robin , this week ’ s cyber alert is going to have you boiling .
Imagine getting an email from a total stranger that says the following AND contains a picture of your home :
“ I suggest you read this message carefully . Take a moment to chill , breathe , and analyze it thoroughly . ’ Cause we ’ re about to discuss a deal between you and me and I ain ’ t playing games .”
Robin Robins is the IT industry ’ s most in-demand marketing consultant , sales trainer , and direct response marketing consultant who specializes in developing strategic marketing , sales and lead generation systems for MSPs , VARs and IT services companies .
Robin Robins is the CEO and Founder of TMT . TMT is the parent company of MSP Success .
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