If you are using your auto-responder to sell a product or service, you must be very careful as to how you approach your potential customer. Few people like a hard sale, and marketers have known for years that in most cases, a prospect must hear your message an average of seven times before they will make a purchase. How do you accomplish this with auto-responders?
It’s really quite simple, and in fact, the auto-responders make getting the message to your potential customers those seven times possible. On the Internet, without the use of auto-responders, you probably could not achieve that. Many marketers, though, make the unfortunate mistake of using the auto-responder to hard sell their product of service.
You build interest slowly. It always starts with a value-added message meant to educate potential customers about the gist of your business. The bottom of the message would normally include a link to your sales page. You want to help customers solve their problems by selling your product or service, but not give away everything in one go.
Fill in the blanks as you send the next few messages – now that you’ve told them about the basics, deep-dive slowly but surely until your customers know the benefits, the features and how exactly your product or service can be helpful. Never start with the sales pitch – that is hard selling! With each message, make sure that you are giving the customer information pertaining to the topic – free information! Using this simple plan, customers will not lose interest in your sales pitch.
This form of marketing is not an exact science. You may not always get it right the first time. Use other successful examples to serve as your model. Listen to your colleagues and take note of their successes. Network, network, network – use a swap file. Use some of the better sales copy for your own auto-responder messages – just make sure that yours doesn’t turn out to be an exact copy of someone else’s sales message!
Remember not to start with a hard sale. It’s all about building interest here. Your customers won’t turn to you if they didn’t have any problems – this is something you need to build on. If you are doing this right, by the time the potential customer reads the last message in that series, they will be convinced enough to make a purchase!
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