How to Structure A Follow Up Series
Marketers the world over use follow up autoresponders to
increase sales. But, many struggle to write a compelling message
series. Don't let that keep you from your share of the profits!
Print and follow these instructions; you'll soon be following up
with finesse.
(Examples in this article use the fictional product "Green
Garden Lawn Fertilizer". Any similarity to actual products is
unintended and coincidental.)
Message 1 - Big Benefits: Many of the sales resulting from your
follow up series will come after the very first message. Keep
this message short. Just take 500 or so words to flesh out a
handful of your biggest benefits. For example, part of the Green
Garden Lawn Fertilizer company's first message might read:
"A Lush Lawn: Green Garden Fertilizer will give you a lush lawn
in just 2 weeks! Density will increase up to 50%..."
"No More Brown: Watch your lawn become 3-5 shades greener with
regular treatments"
Message 2 - Establish a Need: Use your second message to
explain why your product is necessary. First, lay out the
situation leading to a need for your product. Then, show that
your product will meet that need. For instance:
"Lawns across the country are looking dull. Homeowners water and
mow to no avail. But, not those who use Green Garden Fertilizer!
They've created lush, beautiful lawns"
Message 3 - Tool Talk: In your third message, show the lead how
he will go about actually using your product. Detail any tools
or supporting material that you offer. In the case of our
fictional Green Garden Fertilizer, part of this message might
read:
"This treatment is a cinch: Simply attach the included diffuser
to the end of your garden hose, creating a sprinkler. Run the
sprinkler for 15 minutes each week. You will see an improvement
after just one treatment!"
Message 4 - The Wildcard: Customize message four for your unique
product. Try one of these ideas: Have a customer case study?
This is a great place for it. Selling complimentary products?
Detail one of them here. Selling a real-world product? Explain
shipping / tracking now. Have a bricks and mortar office? Invite
the prospect to visit. Include directions. Are you personally a
visible part of your brand? Include your bio here.
Message 5 - Questions? Comments?: Your lead may be waiting to
purchase until you explain one particular thing. By asking
outright, you can speed the sales cycle to a close.
Start the fifth message by asking your prospect if he has any
questions. Give him several ways to reach you, and include your
hours of operation and time zone. Take the rest of the fifth
message to answer some of the questions your prospects ask most
often.
For instance:
"Are you excited about the lush lawn you'll have with Green
Garden Fertilizer? I hope so! Let me go over some questions our
customers have asked in the past"
Message 6 - Testimonials: With your sixth message, show off your
satisfied customers. Choose several of your best testimonials,
and list them here. Look for quotes from customers who are
obviously excited about your product, but that still sound
believable. For instance, choose:
"I'm thrilled with my Green Garden Fertilizer! Just two weeks,
and my lawn looks better than it has in years."
Instead of:
"Green Garden Fertilizer is miraculous! It turned my back lot
into a rolling meadow in days - and that lot is PAVED!"
(The testimonials in this article are made up examples. All of
your testimonials, however, must be real. Fabricating
testimonials is illegal.)
Message 7 - Last Chance: Your final message serves as one last
reminder of your product.Briefly reiterate its most impressive
features. Then, throw in a few testimonials or a very short case
study. Round out this message with your contact information. Our
example product's final message might read:
"Over the past several weeks, you've heard about how Green
Garden Fertilizer can turn your lawn around. Customer Dusty Dan
tried it, and he says, 'My lawn has never looked better...'"
Follow Up With Finesse Automation means that good follow up
doesn't have to be time consuming. Now, creating a message
series is just as easy!