Mastering the skill I’m going to tell you about in this post has helped me more than almost any other.
It’s been absolutely fundamental in attracting new leads, positioning myself as an expert, and converting new prospects into clients.
It was also one of the hardest skills for me to learn.
Most coaches (myself included at one time) do some marketing and get a lead. Then… it dies. They don’t know what to do next. They don’t know how to convert a lead into a client.
The skill I’m talking about is email marketing.
When done right, email marketing is more than a sales pitch. By consistently sending emails with substance that your prospects hunger for, you build trust and increase responsiveness. One of the best ways to do this is by treating email as a relationship.
Think of getting a lead as going on a first date. Converting the lead into a client is the wedding. Email marketing is the courtship that bridges the gap.
The Goal Of Email Marketing
I’ve heard very smart marketers say that every email you send does one of two things. It either builds relationship or generates sales, but never both.
This has NOT been my experience.
Not only is it possible to do both of these things in an email, I believe that to a certain degree, it’s necessary. The goal in every email you send should be to:
— Increase Connection
— Increase Conversion
Connection is the relationship. Conversion is getting prospects to take the next action step eg. signing up for a webinar, attending a live event, or making a sale.
Some of your emails may focus more on building the relationship and include only a soft offer. Other emails may have a bold and direct offer, but still contain something personal. Regardless of the mix, you should have both connection and conversion components in every email.
Dan Kennedy once said that the money is in the list. Later, he amended this statement to say that the money is in the relationship with the list. It’s not just who you are reaching out to in email marketing, building the relationship is the only thing that leads to conversions.
Compare this to Stephen Covey’s emotional bank accounts. If you want to get action from a client, you must give them something first. Deposit connection to withdraw conversion. By investing in the relationship with your prospects, you’ll get a monetary return.
If you’re constantly making withdrawals from your prospects (asking them to take the next step) without depositing connection (building the relationship), you won’t be successful.
The Art of Soft Teaching
A great way to make connections is through soft teaching. This is simply combining a story with a quick lesson.
Soft teaching is a form of content, but it shouldn’t be too solid. You want to share a principle with your prospects that they find interesting or helpful without going too deep into the subject. You can use it to show the ‘What?’ and ‘Why?’ of your content, but with very little ‘How?’.
Because soft teaching is useful to prospects, it helps build relationships. By not giving away too much information, you’re able to influence them to take the next step in your process.
Always keep in mind that in email marketing, you’re not only building connection, or only making a sale. Every good email in your marketing will do both. When you master that, you get a return on the relationship.
Deposit connection, withdraw money.
By investing in the relationship with your prospects, you’ll actually get a monetary return.