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Maximizing your online investment
This document outlines an agenda and materials for a workshop on maximizing online investments through websites and email marketing. The agenda includes introductions on websites that sell and email marketing to produce results. The document provides guidance on writing effective web copy and email marketing, including compelling subject lines, establishing rapport, focusing the message, providing value and calls to action. Key elements discussed are the importance of building an email list, understanding how readers process emails, and measuring email marketing campaign effectiveness.
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Maximizing your online investment
- 1. Copyright 1993 –2009 ActionCOACH business coaching, Inc. Maximizing Your Online Investment
- 2. AGENDA • Introduction • WebSites that SELL! Doug Barra – ActionCOACH • Break • Email Marketing: How To Produce Results Antoine Dupont – Admin eSolutions • Conclusion
- 3. L A Little BitAbout Learning ... • Turn off cell phones … • Left vs. Right Brain ... • Using ... • Calling out answers ... • Raising your hand ... • Notes & power-point … • Clench Hands Exercise … • ...
- 4. Ownership Accountable Responsible Blame Excuses Denial Are you Aboveor Below the Line? Blame Excuses Denial Ownership Accountable Responsible
- 5. PARTICIPATE... Is the Failureto Failure ... Give 100% and you’ll get 100% ... The ONLY
- 6. To make sureyou get the most out of your learning … I KNOW!
- 7. “Isn't that interesting?” To makesure you get the most out of your learning …
- 8. To make sureyou get the most out of your learning … BFO’s ... Blinding Flashes of the Obvious …
- 9. You Must BeWilling to Have Some ... To make sure you get the most out of your learning …
- 10. What I wantout of this Workshop ... Be as specific as YOU can ...
- 11. Copyright 1993 –2009 ActionCOACH business coaching, Inc. Websites That SELL! Maximize the Investment you have already made
- 12. First Question YouMUST Answer ... Who are your target market segments, niche’s or groups ...
- 13. Next, You Haveto Decide ... What is your offer going to be, and what do they want to buy ... ?
- 14. The Last ThingBEFORE You Start… Why do they want to buy it … ? What are the BENEFITS … ?
- 15. Dynamics of Sellingon the Web 3 Fundamental Rules 1. Don’t have your website read like an “Ad” • Keep it conversational • Build Rapport • Give Value 2. Stop Readers “Dead In There Tracks” 3. Capture Email Addresses
- 17. • Editorial Style… • Open a LOOP ... • Include BENEFITS ... • Avoid SELLING …
- 18. Some Headline Examples... • Don’t Buy Another Book Until You Read This … • 7 Facts You MUST Know Before You Invest In Real Estate … • Can A Vitamin A Day Actually Help You Live Longer? A Recent Study Says “Yes” …
- 19. What’s In ItFor Me ... A Point of ‘YOU’ …
- 20. Writing Your WebCopy… • First Look … – Don’t confuse “First Screen” with “First Page” • First Screen is like “Above the Fold” in Newspapers • This is the “Prime Real Estate” • You need to grab your prospects attention here • Must include Headline • Include a Testimonial or Quote
- 21. Writing Your WebCopy… • DO’s and DON’Ts … – Do • Write conversationally • “Talk” to your readers • Use Contractions and Informal Language • Let your reader’s use their imagination – Don’t • Be formal or pompous • Try to impress your readers • Use “Corporate Speak” or “Buzz Words”
- 22. Writing Your WebCopy… • Imagination … – Consider the Difference … • Unlimited access to the biggest collection of authors, teachers and presenters on the Internet for less than $3 a day! What’s that worth to your life and your business? • Unlimited access to the biggest collection of authors, teachers and presenters on the Internet for less than $3 a day! This is worth $1000’s to your life and your business.
- 23. Writing Your WebCopy… • Reading on the Web … – Web Readers “Scan” – 5 Ways to Write “Scannable” Copy: 1. Bulleted Lists 2. Highlight Key Words and Concepts (Bold, Italics and Underlining) 3. Use Sub-Headlines 4. One Idea per Paragraph 5. Use Inverted Pyramid Style
- 24.
- 25. 5 Questions ToAnswer … 1. What is the Problem? – Write Your Target Audience’s Problem 2. Why Hasn’t The Problem Been Solved? – Write the Reasons it Continues or Persists 3. What is Possible? – Paint a picture of what it will be like for your prospect 4. What is Different Now? – What differentiates your product/service 5. What Should You Do Now? – State CLEARLY what your prospect should do
- 26. Inject Emotion… • InjectEmotion Into the Problem… – Does it Frustrate You… – Does it Make You Furious… – Do You Feel Paralyzed… • Inject Emotion Into What’s Possible… – Imagine What Your Life Would Be Like… – How Would You Like it if… – What Would it Mean if…
- 27. Add Bullet Points,Bonuses, Guarantee and Close… • Mouthwatering Bullets… – Emotion, Drama, Intrigue… • Bonuses… – Added Value – Percieved Value Offers – Free Gift • Guarantees… • Close… – Multiple Closes – You have to ask for the sale – Keep it conversational
- 29. Copyright 1993 –2009 ActionCOACH business coaching, Inc. Email Marketing: How to produce results Antoine Dupont
- 30. Let’s get grounded •Your Email Marketing may be more important than your website • Email Marketing is the conduit to your website • Email Marketing fan the flames of the offer • An awesome and beautiful site is nice but without traffic & visitors, it is useless • 175 million websites in the world and growing everyday
- 31. How People getto Your Site? • Google Adwords (pay per click) • Organic searches (Website Optimization) • Referrals • Blogs and News Articles (what are you waiting for?) • Listings and Association directories • Email Signature (too often overlooked) • Brochures • Advertisement in Magazines • Email marketing (generates 90% of traffic that sticks to your site) Less than 5% of new visitors to your site will ever do business or buy your products and services
- 32. The Money isin “The List” • Opt in mechanism is a must • Opt out is the law (CAN-SPAM) • Build your list – keep it fresh • Use email to deepen your relationship with members on “The List” • Retain your existing customers / members via email marketing – Costs 5 to 10 times more to find a new customer – Loyal customers are more profitable
- 33. Make sure youremail is opened • But your First “Objective” is to make sure it’s delivered! • Spam & Junk folders filter by: – Words in the subject line & in the body – Phishing (links that don’t match) – Black listed server – Black listed sender
- 34. Words to Avoid •How to Avoid SPAM Blockers and Junk Folders: Free, Amazing, Buy now, New, Money, Congratulations, Dear friend, Great offer, Guarantee, Investment, Maximize, $, New Opportunity, Sale, Order Now, Powerful, Profit, Special, Promotion, Winner, ALL CAPS WORDS, !!! – “Extra income” or “for FREE” with a “?” Or a “!” – Full list available
- 36. This is howpeople read emails 1. Okay, who sent me email today? – Curious and eager to receive and read emails 2. I’m busy and I have just enough time to read the good stuff – They scan for a) personal stuff b) important business emails c) other emails that they have time to read 3. Let me delete all the junk mail so that it doesn’t clutter up my inbox – They are inundated with commercial emails and free newsletters – and their forefinger is positioned on the trigger, ready to click on delete in a rapid motion 4. My inbox is a private and personal space, and I don’t want strangers and salespeople invading my privacy – Their inbox is a sacred place and they are protective of it, inviting only friends, relatives, colleagues and select business acquaintances to enter
- 37. Email Statistics asof…2009! • 39 Trillion emails/year • 80% of all email traffic is SPAM! • 5% check emails 4 times a day • 20% check emails 10 times a day
- 38. Prepare yourself 1. Whois your target? (buckshot vs. bullseye) 2. What is their frame of mind? (know before writing a single word) 3. Make a list of 20-30 subjects (consistent with mindset)
- 39. It’s Relationship Marketing •Leverage your relationship with the prospects in your database • Email gives people the chance to know you and trust you • Must have “EMPATHY” – Capacity to understand the recipient (put yourself in their shoes) • The more sensitive you are to someone’s frame of mind, the more persuasive you can occur as: – “I understand you” – “I hear you
- 40. Your Focus –YourFrame of Mind 1. Let them know you like them and you are fond of them 2. You’re just writing to them (not everybody, just them) 3. Write the way you speak 4. Don’t be creative or formal or sarcastic or pompous 5. It is ok to be colloquial 6. Use contractions (It’s and we’ll instead It is and we will) 7. No marketing or corporate speak 8. Get real, be real 9. Mirror the language
- 41. Some Rules 1. Usereal email and real name 2. Do not use “sales” or “info” (rejected by most spam) 3. Do not use in the body the words: “click here”, “unsubscribe”, and “to be removed” 4. Use Lyris content checker at www.lyris.com
- 42. Copyright 1993 –2009 ActionCOACH business coaching, Inc. Seven Elements of Email Marketing
- 43. Step 1 –Compelling Subject Line • Beg to be opened • Make it personal • Use the word “This”, “Here”, or “About your” • Use ellipsis point at the end of subject line… Words to avoid in subject line: Buy, Discount, Free, Maximize, Money, Opportunity, New, Power, Profit, Powerful, Investments, Special
- 44. Step 2 –First Sentence • Identify who you are and establish rapport • Make them say: “I feel like I know you” • Ask them to write something down
- 45. Step 3 –Stay on Point • Short and Sweet • Inverted pyramid • Do not waste their time • Put instructions for opting out at the end
- 46. Step 4 –Just one message • Lead your reader with one intended sales pitch • No Multi-topic email • Readers have a short attention span (3 to 8 seconds)
- 47. Step 5 –ProvideValue • Reward readers for their undivided attention • Provide useful Info and Facts (real & interesting) – Did you know that… – 1 out of 5 visitor… • Offer something free, at a discount, or special offer
- 48. Step 6 –TheBenefit • Demonstrate how it benefits them – Try our system for a week • White paper, Free Report, Checklist, How to… – “Free chocolate éclair” story
- 49. Step 7 –Callto Action • Tell the prospect what to do next • Add a “PS:” before your signature • Request a consultation today! – Toll : call 1-800-…. (notice I didn’t use “toll free”) – Email: yourname@.... – Go to: www.companylink.com
- 50. “It’s not yourcustomer’s job to remember you. It’s your obligation and responsibility to make sure they don’t have the chance to forget you.” • 10-20 campaigns per company • Measure, measure, and measure • Brainstorm with your team and ask your clients • What really works sometimes doesn’t
- 51. Credits “Web Copy thatSells” – by Maria Veloso “Web Marketing Today” – by Ralph Wilson “Implementing Marketing Campaigns” – by ActionCOACH
- 52. To finish up...
- 53. Now it’s timeto ...