Yowsie! - Yowsie Marketing Course

marketing

Step 6 - Go for it!

Sending out the contact.

You now have it all worked out:

who you are
why you should be the one people choose
who you are trying to attract
where to find them
what to give to those who respond

All that remains is to send them an e-mail introducing them to your goods or services.

the more visually attractive your mail-shot, the better it will succeed, and it is now normal to send e-mails with pictures and enhanced text.

Keep the e-mail itslef very short and invite people to visit a web page for more information. The link to the page can be clicked in the e-mail.

The psychology of this is that people will be more likely to read a short e-mail and more willing to spend time taking in further information when they have made a choice to view it. Simply putting a lot of data "up front" in the initial mail-shot does not mean people will actually look at it. They may react by dismissing it, deciding they cannot be bothered with so much.

Also, a very short message inviting someone to view more information may be perceived as less of an intrusion. The recipient feels more in control of the situation and is less likely to get defensive about being manipulated.

Remember to apply The Outwith Principle to the content and the all important subject line of your message. Focus on the problem for which you are offering a solution.

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Sending individual e-mails to your prospects is time consuming. One way of sending the same e-mail to many people is by putting all the addresses in the "to" line, spearated by semi-colons but then every recipient sees all the addresses. One way round this is to send the e-mail to yourself but with a long list of other addresses in the "Blind Copy" or "Bcc" line.

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