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Blog posts tagged sell
Crafting the email
May 21, 2010
Emails are the lifeblood of your communications.
- You want people to read your material and respond.
- You want people to feel good about seeing an email from you in their inbox.
- You want to give your readers a reason to open your email.
That is all your email has to do.
It doesn’t have to close the deal. It doesn’t have to take the payment. Leave that for your website to do.
Then your reader has the option whether to click on the link and take it further or just consume the information you have provided.
To test the sort of content that is right for you, call a couple of prospects or clients and give them the information you want to send in an email. If you find your hands going clammy at the thought, then perhaps your message is not right at this time.
People will buy when they are ready to do so. There is nothing you can do to get them to buy quicker or differently to the way they will do so. It is your job to understand how your prospects buy and map your communications accordingly. A couple of things will happen – less of your emails will be found in the spam box and the number of sales will increase.
This blog post by Karen Purves originally appeared at HaveMoreClients.com
Two ways to add to experiences through communication
April 29, 2010
To heighten an experience you can create expectations and/or you can condition the experience.
- To heighten an experience can be fairly straightforward. For instance, you tell the customer what to look for.
E.g. Wines2You, the wholesale organic wine importer, include tasting notes with their wines stating things like ‘notice the flavours of buttered toast, some say slightly burnt toast’. Suddenly the client tunes in to these flavours and probably passes on this titbit of information to friends when drinking the wine. - To condition the experience you need to add a creative idea. This adds to the experience, often in terms of romance or mystique.
E.g. Wines2You tasting notes go on to say how Keith, the owner of Wines2You, first met Enrique, the owner of the vineyard, early one scorching summer’s morning in the northernmost part of Spain, celebrating the birth of his first child in one of the sixteenth century caves at his smallholding…
It adds to the “sizzle and the steak”.
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