Ad Uncle - What NEVER to say in an email or sales page

Home

Latest News

What NEVER to say in an email or sales page

Do not ask for the order. Inform & educate instead.

Avoiding rejection and educate your customers at the same time.

Emails and Sales pages are a way to express and market your products. Certain things will make your marketing a success; one of them is good content. Customers take a close look at how you present your content; express it in your own thoughts to sell the products.

Of course, there are bad moves in any business. Here are the things you must never say in an email or sales page - what better way to annoy customers when you constantly insist on making a sale, you end up with nothing. These kinds of things are very common in some new sales pages where the owner didn’t take up Internet marketing lessons.

Educate your customers. Educating your customers should be the focus of all your marketing efforts. The more you explain to them how your product or service works, the more value they will perceive, and the more they will appreciate what you can do for them. This is especially true if you are doing something that is different from your competition.

Just tell them how you manufacture the products, the material you use, the process, how to get the product, if you travel, if you have to study, how many people you employ, performance, technical investment, etc.. People cannot appreciate the investment, education, or all you have gone through until you share this information with them.

Prospects and customers expect you to educate them about your product and industry, not just sell it to them. You know your industry inside and out. You know why your product is better than everyone else's, but it may take some convincing effort to turn a prospect into a customer. This generally cannot be accomplished through a single ad or a message on your website. The best way to do this is to let your customers learn about your products first.

So, you need to convince the prospect to take precious time to understand why yours is the best merchandise around. Give them free information. Three effective communication vehicles include person-to-person communication or seminars, if you prefer to do it offline; next, through the mail or direct mail; or on the Internet via Search Engine Optimization and email newsletters.

Exploit the use of the Internet. Information is a very good way to let your customers know what you offer on your site. You need to dissipate your information through emails. Similar to postal mail, email campaigns are often education-based in the form of a monthly newsletter. The cost of delivery is significantly less because the information is transmitted electronically and not through the Post Office.

Direct Mail is more than direct response. Contrary to popular belief, not all direct mail invokes an immediate call to action. Response rate is a popular term in our industry, and numbers like 1% and 2% are good figures.

An information-based direct mail campaign, however, isn't concerned with response rate. Its goal is to educate the prospect over a period of time, so that when the individual is ready to buy, s/he will turn to only one place - the company that was nice enough to explain the industry and describe product differences in a soft-sell way.

E-mail newsletters can include top stories of the month, questions and answers from a past newsletter, or lead-ins to informational articles housed on your website. Including only the lead-in or an introduction of newsletters enables a shorter email and motivates the prospect to visit your website. After reading the information-based article, the individual is just one click away from the rest of your website.

Search Engine Optimization is a good way to attract prospects. People look to Internet search engines to solve their problems. The industry knowledge housed on your website just might provide the answers they are looking for and they'll remember where they've found it.

You can also try to engage in forum sites to educate others and refer them to your product. You can also put a link in your signature to guide them directly to your site. All of them can be used in a good way to earn more profits and have a good relationship with your customers.