No one likes spam. “50% off viagra today!”, “win a free trip to Mexico!”, “time shares for sale!”.

We can tell when you put no thought into an email and sent it to 1,000 people. All they’re hoping for is one to two people to bite. Looking for a few quick bucks.

Service announcement: This just in! Mass marketing does not work! 

We know when we’re being pitched a product. We can blatantly tell. There is no value behind the words you’ve just said. If some poor soul does buy your product, they probably will not a.) have a good experience which will lead to b.) never returning as a customer.

Of course mass marketing has some exceptions. Some people will buy and be lifetime customers. But, that’s a very few amount. 

If you want to build a brand around your products be more personalized. Think from the buyers perspective. They want to see something of value before they agree to purchase your product. Don’t send an email immediately asking for their money.

Be a thought leader. Send them free shit. Free content. Informative articles. Industry specific tips. Once you’ve set yourself apart as an industry expert, you won’t have to do any hard selling. 

They’ll reach out to you for advice on what they should do. They’ll ask, what should I do to solve x and y problems? You can send them a call to action. This could either be a product to look into, a demonstration to attend, reasons why they should purchase your product, or another way you can help their situation. 

You’ve positioned yourself as the industry expert. They’ve read your content. You’ve shown problems others are experiencing in the industry and how to alleviate them. Now show how you can solve the major problems they’re having using your products. 

Some people may need more time than others. Keep nurturing them. Not everyone is going to buy your product at the same time. Be patient. It’s all about timing and urgency – which you can help create. 

Don’t spam people. Make the emails personal. Remember that there is another human looking at your emails. Forget the email templates. Put yourself in the buyers shoes. Would I open this email? If yes, why? If no, what should I change? 

Have fun with this. Experiment a ton. Try a bunch of titles, openings, different content, etc. get feedback from your audience and go from there. 

Become their trusted advisor. If you can do this, every time they have a problem, they will come to you. 

“Persuasion is achieved by the speaker’s personal character when the speech is so spoken as to make us think him credible. We believe good men more fully and more readily than others: this is true generally whatever the question is, and absolutely true where exact certainty is impossible and opinions are divided.” -Aristotle