Tell them what they get when they join your list.
Sure, you’re telling them they get an incentive like a report or a video… but are you telling them you’re going to be emailing them? Are you telling them how often, and what to expect in those emails? Most marketers don’t, and it’s resulting in unsubscribes.
If you’re not telling your visitors that grabbing your freebie means they get emails from you, then you need to do it in the very first email you send to them.
Make a bullet list of all the great things they’ll discover in your first 10 or so emails. And let them know how often you’ll be sending email.
Done right, this small step not only prevents unsubscribes – it even makes subscribers anticipate your emails and open and read them.
Tell them how you are different.
You’ve got competitors – probably LOTS of them. Your customers are having trouble understanding what makes you different from all the other guys. And when they can’t tell the difference – they don’t buy.
So clearly communicate your biggest difference. Communicate it well and communicate it often. Be specific. Don’t just say, “Our traffic generation product is terrific.”
Instead write, “Our traffic generation product stands apart from all others because it details 42 specific traffic generation techniques in step-by-step format. No question goes unanswered. And we even give you an assessment of which 3 techniques will be the most profitable for your exact business.
Wow – I’m sold! Seriously, somebody make this product and I’ll buy it.
Solicit feedback.
At the end of any purchase, service or project, let your customer know that you want their feedback on their experience. Tell them you’re going to be sending a survey so you don’t take them by surprise, and so they know you really do want feedback. This puts them in the frame of mind to give you that feedback when they do receive the survey.
There are three kinds of feedback – good feedback, bad feedback and B.S. feedback. The hard part is telling the bad apart from the B.S.
Bad feedback is legitimate complaining about your product or service and shows you where you need to improve. Bad feedback is priceless and can earn you a fortune if you listen and if you make the appropriate changes.
B.S. feedback is a troll who is having a bad day or a bad life and wants to take it out on you. You should ignore this totally because it’s only going to make you feel lousy if you let it.
How do you tell the difference? Sometimes it can be difficult. Ask yourself if acting on the feedback will improve the product or the customer experience. Have others given this feedback? Does it seem like a legit complaint? If not, file it in the round folder, as they used to say (that’s the trash can.)
Good feedback is of course wonderful to receive, but don’t let it go to your head. Instead, find ways to do MORE of what they are praising for an even better customer experience.
And there you have it – 3 things you should be telling your customers: What they’re going to receive in emails and how often they’ll receive it, what makes you head and shoulders better and different from the competition, and that you sincerely want their feedback.
These 3 small changes can add up to a much larger bottom line for you.
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