04 Dec 10 4:13 am
Email marketing really is the cream of the crop when it comes to the principles of leveraging your time. The beauty of an autoresponder is that you can set up a money machine in each niche you enter and it can run on autopilot. You will still need to do broadcasts every once in a while and change up your messages every now and again but once you do have a solid system in place it does largely become automatic. The leverage of autoresponders is truly powerful.
But to utilize this power it has to be done in the correct way. Capturing a lead the way to get someone into your marketing funnel but if you look at the methods that people are using they do not stand out and capture attention. The amount of opt-in boxes I have seen in the sidebar with an offer like "enter your email to get a 6 part mini course", and then they wonder why no-one opts in. Do you feel compelled to enter your email after you read something like this. I sure aren't and I bet many other people wouldn't either!
You need to SELL whatever it is that you are using to get the opt-in. Make your words sizzle and include a picture. Capture attention, most people will only quickly look at the sidebar and glance over the opt-in box, your job is to make it stand out, otherwise another lead is gone uncaptured.
I think many people skip on the value of the report or course that they are offering for the opt-in. I don't like to use other peoples reports I like to spend my time creating my own so that I can make it super high quality and give away massive value. But if you don't have time to do this you can leverage other peoples reports but it will not be as effective in my opinion (as long as you have the capabilites to create a high value report or newsletter series). If you do use other reports to get the opt-in test out a few different ones when you have enough traffic to see what converts better.
Even if you don't change the reports, you should think about changing your opt-in box to test to see if different words, phrases, pictures, positioning gets more opt-ins. I usually beat the testing drum pretty hard but it is so vitally important.
What I like to do is create my Website with the initial launch content already on it. Then I will write a high quality and super valuable report to get the opt-in, then I also like to create a mini-course (although I hate calling it that) I prefer calling it a blueprint or a system. For instance if you are in the ab market: Fitness Model Abs 7 Day Super System.
This blueprint or system will usually cover the major roadblocks someone in the target market would have to go through to get the end result they achieve. A new lesson covering that roadblock would be covered on that one specific day. For instance, using the ab market again the roadblocks may be:
1. Diet: What to eat to get 6 pack abs and what not to eat.
2. Exercise: What exercises are most effective at burning abdominal fat.
3. Motivation: How do I stay motivated to diet and exercise.
4. Meal Plans: How to cook meals that burn fat.
These examples are just off the top of my head so usually I would immerse myself in the market before finding the roadblocks. In this example I used 4 topics that need to be covered but ideally it should be more. Some could be split into extra days to beef up the course. Some of my initial autoresponder series last 14 days straight, that is an email everyday at first and then every week or so after that and the focus is on covering roadblocks. But it really depends on your market but I would suggest no less than a 7 day "course" to begin with. But I would also recommend using an free report or video series to get the opt in and then use the "course" as a bonus for joining. This has a double wammy effect and increases opt-ins.
Another thing I like to do is include an opt-in box or an ad which leads to my squeeze page at the end of every post or page on my Website. The only time I would not include this, is if I am targeting a specific product with a review then I would include an ad for that specific product to keep things really targeted.
If you are using Wordpress I also add a plugin which will allow my to install and ad at the top of every post or page which leads to my squeeze page. This is called WP Greet Box. You will need to tweak the settings for this function but it is seriously cool, definitely worth checking out. I also include a pop up box to capture leads but I have this only pop up if they try to leave my Website. I don't know about you but if I have come to a site to read an article and then a box pops up straight away or even a few seconds later I almost always immediately close it without looking at it. But test this out always in your market :)
I also like to include a slide up box or footer ad for capturing email leads. I usually have this to display after 5 seconds. This is better to display at the start and have the pop to display at the end (when visitor clicks to go off site). The footer ad is not as intrusive as the pop up.
Anyway I might have to end this post as it is getting a bit long and I am probably rambling. But I hope you guys got some value out of some of these points I made.
All the best,