Some business folks are so turned off by all the hype-y emails they get screaming “Buy! Buy! Buy” that they’re afraid to try to do any selling in their own ezines and newsletters, for fear that they’ll turn off the people on their list.
First, let me remind you that if you have been gathering email contact information from your site visitors for the purpose of being able to build relationships with them AND eventually sell them something, then that’s exactly what you should be doing.
When anyone else sends us an email promotion promising us the next great marketing scheme and we run to their squeeze page to get more information, we happily input our contact information, knowing FULL WELL that we will soon be inundated with every hyped-up email promotion tactic known to man – and woman — until we’ve had enough and get off that list. We expect nothing less than that and rarely do I hear people complaining about it.
But you reading this — and me sending it to you — have decided that we prefer a much kinder, gentler, less in-your-face approach to marketing our businesses. We want to build relationships first. Sell later.
In short, we want people to like us and we’re afraid that if we mention one word about maybe, just maybe, asking our readers to take a look at what we have to offer, then our ezine recipients will get so mad that they’ll leave our lists immediately, or worse, report us as spammers.
People that willingly give over their contact information to you are expecting you to deliver what you promise. Nothing more. If you are offering a premium for their signing-up, then they expect to get it. If you’ve promised a steady flow of valuable information, then that’s what you should give to them. But they all sign up knowing full well that you are in business, that you have something to sell, and that sooner or later you’ll be telling them about that.
And that’s perfectly okay and the way it should be.
So don’t be afraid to promote yourself.
You can do that in many ways. Tell a story. Share a case study of how you’ve helped your clients succeed or solve problems. Send special promotional emails from time to time. Your readers expect it so long as you are also providing them good value in exchange for their time in paying attention to you.
You can also do what I do and that it is to include in your ezines and/or print newsletters what I call a “Blatant Self-Promotion.” It’s really just an ad for what I do and you can do the same thing.© Copyright 2010 Marty Marsh