None of our clients are the same. They’re all different ages and genders, and therefore have vastly different goals. Think about a 24 year old man versus a 32 year old woman versus a 60 year old man. One might be a busy executive, one just trying to stay mobile, and another training for an Ironman. And yet often in our email marketing we speak to all of them exactly the same. We send them the same offers. In an era where everything is becoming more personalized (to what you see on your Netflix home screen to the ads that pop up on Instagram) it makes your marketing more challenging and more expensive when you try to speak to everyone. If your email marketing is under-performing it’s probably because you’re sending irrelevant offers to your subscribers, which discourages engagement and open-rates drop through the floor. The simple truth is that they’ll start tuning out. In this episode, we’ll talk about some simple techniques that you can utilize to give your marketing a more personalized touch, which ultimately leads to more sales, and happier clients.
(13:00) Learn to Segment Your List
Most announcements we have for our members do not apply to all of them. Sending them emails offering something that they are not interested in greatly decreases the chances of them opening up your emails in the future. If you advertise a “two week marathon prep” program to people who hate running, they’re going to wonder why you sent that to them, whereas, if you know they struggle with finding time to work out, and share with them your new 30 minute express class, their loyalty is going to build because you gave them something that they’re interested in and meets their needs. This is a surefire way to keep your email engagement higher, and ultimately, give you more sales.
(15:30) Everything is becoming more personalized.
Netflix displays shows and movies for you based on your preferences. Even the ads you see online now are personalized to your preferences and interests. It’s becoming something that we have come to expect. If your emails aren’t personalized to your clients’ needs, it’s going to make your marketing harder and more expensive.
(17:30) Become aware of people’s needs, and match them to services that you provide.
How do you accomplish this? It’s a tricky process… ask them! The one thing people love to talk about is themselves and their opinion- take advantage!
(19:00) Surveys are a great way to determine where people are, and what their motivators are.
All your marketing needs to do is get a prospect to move from where they are, to where you want them to be next. It doesn’t need to get them to become your best paying client right away. Try asking these questions? (give multiple choice answers)
The product or solution is going to be different based on their answers, as well as how you talk to them. Subtle things make a difference in how they feel towards you and your business.
Do not ask a question that doesn’t relate to something that you offer. The reason surveys are so long is because they’re full of questions that business owners think they should be asking. If it’s not serving them, don’t ask the question. If there are any questions that you don’t mark as “required”, don’t ask the question.
Surveys do just as good a job to disqualify someone as a client, because you discover you don’t have the resources to help them.
Write the questions based on the products and services you have. You will then have an easier time mapping a product offering to people. By sticking with multiple choice you’ll be able to plant seeds of doubt or motivators that they weren’t previously aware of. They’ll be more likely to purchase your product or service later when you offer them the solution to that problem.
(26:45) Utilize the psychology of commitment
Read the book Influences (in the “References” section below). One of the principles is commitment and consistency. When someone says they are going to do something, they will defend it and accelerate towards doing that thing, because they like to be seen as committed, and consistent with their commitments.
Ask people questions about what they struggle with, and give them answer choices that speak to the solutions that you offer. Then you can give them an offer that speaks to their pain point or why.
And don’t worry, if you only offer one thing, you can offer that one thing in completely different ways that speak to a person’s pain point.
SIGN UP for a free 14 day trial of ResponseSuite (Rob & Kennedy’s software) and also get:
4 Part Training: The Survey Marketing Masterclass
Free Implementation Call with Rob or Kennedy to walk you through your first surveys and emails