Creating A Good Follow Up System
Creating A Good Follow Up System
Your advertising campaign must leave a memorable impression on
your reader. You want to plant a seed or an idea in your
prospects mind that creates a lasting thought. This is your
ultimate goal. Almost no one will sign up or order on their
first contact with you. Your goal is to establish rapport,
impart some knowledge and leave your reader wanting to know
more! So, how do you create this lasting thought? By getting in
front of your prospect on a regular basis until your idea is
planted firmly in their brain. The most effective way to achieve
this is through automated follow up messages.
The key to good follow ups is to remember the thought process
involved on the part of the reader and what you are trying to
achieve.
Headlines
Your headlines should get the readers ATTENTION!!
The Awareness Phase
You may send out a few emails before a reader even consciously
"sees" your ad. They probably won't respond right away but
eventually they will respond to your name if for no other reason
than the familiarity of seeing it repeatedly in front of them.
The Decision Phase
Now that the reader is aware of your emails, they must decide on
an action. They can opt out, respond or do nothing. The reader
must use decisive reasoning.
The most important factor in a person's response is the
emotional pull of the message. It could be based on impulse,
fear, needs, wants, etc, but you must get them to react to your
message! They may react negatively and opt out but some will
react positively. When this happens, congratulations, you now
have a lead! In some cases, you will have a sale!
So, what about the other people? The people who fail to make any
decision right away. These are the people who have not yet
formed a substantial opinion and they are your most critical
prospects. The other readers have already decided to contact you
or opted out of your messages. They have made their initial
decision. The ones who are left have not yet formed a strong
enough opinion to pull them one way or the other. Follow up is
critical with this group!
Content of Follow Up Messages
So, what should your messages say? They should stress the
benefits your client will receive by responding.
Your first message should introduce you and your business. The
next few should be a shorter description focusing on the main
highlights of your offer. Bullet points work well in these.
Focusing on time also works well. Creating a sense of urgency in
your messages usually gets a quicker response.
For those unresponsive prospects that you've been contacting the
longest, ask them to fill out a survey as to why they haven't
contacted you for more information. Ask them the reason why they
haven't responded. What they didn't like about the offer. What
would have made them sign up. What you learn from these surveys
can be invaluable in creating new messages. To get a good
response, make sure you reward them for filling out your survey
with a free report or something of value.
It may take a while for some people to respond so remember to be
patient. Not now does not necessarily mean not ever!