Closing the Sale with …

E-Newsletters

The most power tool for building relationships while closing the sale is

an E-newsletter

Reasons to send e-news

Why do we do this?

• Relationship Building• Give information• Promote Something• Appreciate / Recognize• Close a Sale

Reasons to Send

Reasons Not to send e-news

Why bother?

• People hate email• Time consuming• Lack of knowledge about what works• Little understood value• Cost• Gmail Tabs

Reasons Not To Send

What do you need?

Email clients – Mailchimp, Constant Contact

Email Client

Content List ofreceivers

Ground Rules

1. Don’t add without permission2. No names in the To: field3. Tone personal and casual4. Relevance, relevance, relevance

KEY POINT

The worst thing you can do is print content that people DON’T want to read.

Think like a newspaper publisher.

Imagine that you have money riding on every word.

Building Content

Crafting the Content

Content has no value if it isn’t what people want to read

The Bones or structure

Layout Persuasion

The Bones or Structure• Educational, Relevance, Timely• Headlines – 70% readability• Map out the content• Tone – personal / casual / names• Skimable• 90% Educational 10% Promotional• Save as Template / Consistent look

Layout

• Start with a Template• Lots of white space• Easy on the eyes• What emails do you love?• What emails do you hate?• Headline – content• Photo images (take time)• Calendar of events

Persuasion – Close Sale

• Pick one primary call to action per letter• Precede call to action with value• Make Call to Action easy to execute

Building the List

1. Customers

2. Facebook Page

3. Twitter

4. Offer Something

5. Promotion on website / store

6. Trade Shows – events

7. Sign up link in exchange for gift (white paper, discount, free report)

8. Sumo Me

8 Ways to Find Subscribers

Newsletter FAIL -

• Content has no value to reader• Cluttered – lots of ads, junk• Too much promotion• Articles too long• Headlines uninteresting

Let’s Look at a few examples of good / bad e-newsletters

Newsletter samples

What’s Your Message?Questions?