Once in a while, you encounter someone out of nowhere who impresses far beyond your expectations, and you remember what they said for a long time.
Months ago, in the little town of Bethlehem, Pennsylvania, a poised ginger fireball did just that. She marched up to the stage at a recent conference and laid out her speech, insightful point after well-articulated point. Her co-speakers were just as dazzling; they spoke with conviction, clarity and smiles. I still remember how enthralled the audience was.
Now, let’s talk about you.
It’s your job as a marketer to be like these speakers, to blaze so brightly your audience can’t help but pay rapt attention. Impress them beyond their expectations and they’ll be happy to buy from you.
Here are 7 things they did that day to leave such a lasting impression:
Remember That Presentation Is Everything
Organize your content for effective presentation. This conference was organized into 7 presentations with one centralized point each. Attendees came away with tons of notes, inspiration, excitement and new contacts.
You want your readers to come away feeling just as inspired, full of new ideas, impressed. Admiration for you translates to admiration of the products or service you’re selling.
Introduce Your Point Properly
Start with the who, the what and the why. Include them all. But keep them brief, so you can get on with your main point.
In your emails, this means you need to make sure these items are in place:
- your company name in the “from” line
- a clear indication of the content in your subject line
- your logo, header or other branding at the top of your email
- a link to your site
With those in place, the essential information’s available, but not bulking up the top half of your message. They unobtrusively make your emails user-friendly (for tips on making them even more so, download this guide).
“We’re going to be talking about sex in a minute, so perk right up.”
So said Lisa Drew of Lisa Drew Wellness after thoroughly shocking her audience with another statement I’m wary of repeating here.
I probably just surprised you too, by opening this section with the s-word. Feel a bit more awake?
Now, how can you do that (in a classy manner) for your email subscribers?
Ask The Big Questions
In her presentation, Elizabeth Sanchez of career consultancy Blaze Success posed this question:
“What would I do if I didn’t do what I do?”
Not only does this question have excellent rhythm, it’s the core question of every career-seeker’s search. As such, it tints every bit of Elizabeth’s marketing.
In the same way, identify the big questions your audience is asking. Don’t clobber your readers with these colossal conundrums. Instead, use your marketing content to help them find the answers.
Bring The Energy
No, we?re not talking about a cardio workout here. Your best bet for brining energy into your emails is this: don’t write your emails when you’re tired.
You can plan your emails when you’re tired, especially if it’s hard to find other times to work on them. You can outline them, gather images and collect testimonials, all while tired.
But when you sit down to actually type up the words your readers will see, be fresh, energized and clear-thinking. A tired email gets a tired click to delete. An energized email arrests attention.
Gifts make people happy; that’s why we celebrate with them.
Gifts are memorable. The conference gave small bouquets to its speakers. The hotel provided pens for each attendee. For goodness sakes, even Oprah gave her audience her very favorite gifts.
You can send gifts in your emails. Send coupons or discount codes. Send a helpful guide or tutorial. Hold a contest with the opportunity to win a tangible prize in the mail.
Getting a gift in the mail has an added bonus – it not only makes your readers happy (with you), it also means they’ll have item around to remind them of you.
Let Other People Hold the Mic
People like to feel unique and appreciated, but it isn’t often that a complete stranger tells us they’re interested in us and invite us to brag.
So in your emails, ask your readers to talk to you (by hitting “reply” or taking a survey). Invite them to talk to each other (by writing guest spots for your emails or contributing quotes). Have them respond to each other (ask a question from a reader in one email, then publish other readers’ responses in the next).
Speaking Of Which…
On that note, we invite you to show off. One of the best parts of working at AWeber is hearing stories of customers who are making it big with their businesses.
If you’re marketing with email and you’re excited about how your business is growing, let us know in the comments. There’s a chance you could even be featured as a Customer Spotlight!