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How To Structure A Follow Up Series
By Beka Ruse, Sat Dec 10th
Marketers the world over use follow up autoresponders toincrease sales. But, many struggle to write a compelling messageseries. Don't let that keep you from your share of the profits!Print and follow these instructions; you'll soon be following upwith finesse. (Examples in this article use the fictional product "GreenGarden Fertilizer". Any similarity to actual products isunintended and coincidental.) Message 1 - Big Benefits: Many of the sales resulting from yourfollow up series will come after the very first message. Keepthis message short. Just take 500 or so words to flesh out ahandful of your biggest benefits. For example, part of the GreenGarden Fertilizer company's first message might read:
"A Lush Lawn: Green Garden Fertilizer will give you a lush lawnin just 2 weeks! Density will increase up to 50%..." "No More Brown: Watch your become 3-5 shades greener withregular treatments" Message 2 - Establish a Need: Use your second message toexplain why your product is necessary. First, lay out thesituation leading to a need for your product. Then, show thatyour product will meet that need. For instance: "Lawns across the country are looking dull. Homeowners water andmow 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 howhe will go about actually using your product. Detail any toolsor supporting material that you offer. In the case of ourfictional Green Garden Fertilizer, part of this message mightread: "This treatment is a cinch: Simply attach the included diffuserto the end of your garden hose, creating a sprinkler. Run thesprinkler for 15 minutes each week. You will see an improvementafter just one treatment!"
Message 4 - The Wildcard: Customize message four for your uniqueproduct. 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? Explainshipping / tracking now. Have a bricks and mortar office? Invitethe prospect to visit. Include directions. Are you personally avisible part of your brand?
Include your bio here.
Message 5 - Questions? Comments?: Your lead may be waiting topurchase until you explain one particular thing. By askingoutright, you can speed the sales cycle to a close. Start the fifth message by asking your prospect if he has anyquestions. Give him several ways to reach you, and include yourhours of operation and time zone. Take the rest of the fifthmessage to answer some of the questions your prospects ask mostoften. For instance: "Are you excited about the lush you'll have with GreenGarden Fertilizer? I hope so! Let me go over some questions ourcustomers have asked in the past"
Message 6 - Testimonials: With your sixth message, show off yoursatisfied customers. Choose several of your best testimonials,and list them here. Look for quotes from customers who areobviously excited about your product, but that still soundbelievable. For instance, choose: "I'm thrilled with my Green Garden Fertilizer! Just two weeks,and my looks better than it has in years." Instead of: "Green Garden Fertilizer is miraculous! It turned my back lotinto a rolling meadow in days - and that lot is PAVED!" (The testimonials in this article are made up examples. All ofyour testimonials, however, must be real. Fabricatingtestimonials is illegal.) Message 7 - Last Chance: Your final message serves as one lastreminder of your product.Briefly reiterate its most impressivefeatures. Then, throw in a few testimonials or a very short casestudy. Round out this message with your contact information. Ourexample product's final message might read: "Over the past several weeks, you've heard about how GreenGarden Fertilizer can turn your around. Customer Dusty Dantried it, and he says, 'My has never looked better...'"
Follow Up With Finesse Automation means that good follow updoesn't have to be time consuming. Now, creating a messageseries is just as easy! About the author:Beka Ruse fights spam as the Business Development Manager atAWeber Communications. Ad tracking, live stats, and a strictanti-spam policy. Automated E-Mail Follow Up From AWeber. Checkit out at: http://www.bsleek.com/emarketing
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