Five Ways to Take Your Email Marketing from Good to Great - Forget Trying to...
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Forget Trying to Sell to Strangers
If you’ve ever taken a business course you’ve probably heard something like “People buy from people they know.” In my experience in business, I have found this to be absolutely true. People do buy from people they know. It’s generally very difficult to get a complete stranger to buy from you.
When you take out an ad with traditional media like TV, radio, and newspapers, you have to turn strangers into customers. This is very difficult to do – especially when your message is only seen by the stranger for a few seconds.
Email is different. In Seth Godin’s book Permission Marketing, Seth says that instead of trying to turn strangers into customers, you can use email to turn strangers into friends first and then turn those friends into customers. I completely agree with him – remember, it’s easier to make a customer out of a friend than it is to make a customer out of a stranger.
Get Personal with Your Email Newsletters
Sending out an email newsletter will help you turn strangers into friends who will eventually buy from you. I have found a way to make this process go even quicker – I personalize each email I send out to each individual person on my list. I do this because I want to build a one-on-one relationship with each recipient.
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