Recently, I had an eye-opening experience.
Earlier this year, I started following a fitness coach. He was recommended by a mentor, and I really enjoyed his daily email.
But with the little demon on hand…
…and a growing client portfolio
I could barely keep up with my projects.
So, I followed the fitness coach for a few months, and faded out. I didn’t physically unsubscribe, but I mentally unsubscribed — meaning I started filing away the coach’s newsletter into a folder for “later.”
(we all know that “later” means never)
However, three weeks ago, the fitness coach decided to launch a special event.
He took his highest-level coaching program, removed some of the extra time-consuming one-on-one elements, and launched the program at a significantly more affordable investment.
I’ve already mentally bought into that program…
…and now it just became irresistible due to the new price point.
So, I invested.
Lesson #1 – Daily email works
Even if the prospect isn’t ready to buy now…
…daily email allows you to implant a “seed” into their mind so that they will buy one day when the timing is right.
Lesson #2 – But daily emails do come with a higher churn rate
Remember, I ENJOYED this newsletter.
(and, as an email marketer, I have a much higher tolerance for more emails)
BUT –
I still mentally tuned out because I was too busy.
So… when email marketing gurus claim that you “must” do daily emails, that’s 💩. Because there is a cost and balance to this.
However, these two lessons are not the eye-opening experience I want to share with you. The insight came AFTER I invested in the program.
I found myself…
…
..
.
Opening and reading the fitness newsletter again!
Yes, after months of “putting it off”… I re-engaged because I became a customer.
And that is the most important Lesson #3 –
The best way to nurture a long-term relationship is by SELLING to the prospect
Because customers are different.
When someone buys from you, they immediately identify themselves as the “inner circle” to your community.
They pay attention.
They want to hear from you more.
They are willing to open and read your emails—a LOT more.
They are invested in your message.
So…
When people tell you that you should not be “selling too much”… or that you are sending too many “marketing emails.”
Ignore them.
Because if you have a great product — a product you truly believe in and can transform someone’s life — it is your moral responsibility to sell that product to as many people as possible.
Selling is not evil... or needy… or cheesy. It’s a necessary process to nurture a long-term relationship with your raving fans.
To your success,
– WYH