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How You Can Turn A Simple Everyday Event Into A Powerful Selling Email

April 26, 2012 | Comments: 0 | Views: 137

We all know how we dispose of unwanted mail that comes through the post. But the time taken to do that is considerably longer than the time it takes to get rid of unwanted email. I know that the first thing I do in the morning is just hit the delete button several times UNLESS there is something that catches my interest.

How do you ensure that someone will notice your email and actually spend the time to open it. The first step is of course the headline. Many purists would challenge this idea, but our contention is that your headline should verge on the outrageous!

Let me give you an example of an email I sent to my list recently. I had been away on a boating holiday for a week. It was on a narrow boat cruising on canal running through beautiful countryside in Wales. I had not sent out my usual weekly email to my list the previous week, so I thought it would be an idea to use this fact in the title. The title was "Am I on the missing person's list?" That title is slightly outrageous, but not offensive in any way. More importantly, it stands out amongst all the other titles on emails in my recipient's inbox. The reader would be forgiven for saying "What is this all about?" In other words their curiosity is aroused. When the reader opens the email, the first line answer's the question by stating that I was not actually missing but had just been away on a great holiday and was attaching some great photographs for them to look at (a very good way to engage people's interest as Pinterest has shown). I then turned the message around by saying that the reader probably only had a limited interest in me talking about my holiday, and that indeed was not the sole purpose of my emailing them.

I then went on to say that I had learned a valuable lesson about customer service whilst away (customer service is one of the things I teach) and that I would like to pass that information on. I told how the boat I had used all week was excellent and very comfortable, but there had been a lack of attention to detail (the TV did not work amongst other things) I recounted about how when I returned the boat to the Marina, no-one had asked us if we had enjoyed our week and when I mentioned the couple of points the management did not seem to be interested. I then went on to say that we probably would not use that company again. If the company had only been a little more caring we may well have used them again for a couple of years. The company had therefore lost a lot of money for the sake of perhaps just a couple of minor actions on their part that would have cost nothing.

By adopting this approach of Attention, Interest, Desire and Action (some reader's may well ask us about how we can help them with a particular customer service issue they have in their own business) or AIDA you can very subtly educate and sell to your mailing list.

Peter Robson is an accountant with over 30 years experience in the small company sector. With his business partner, Debbie Crossley he runs http://www.yournichebusiness.co.uk which helps people set up and run their own e-commerce businesses

Source: EzineArticles
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