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Every day, I cringe at the emails that flood my inbox.
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There is a good chance, in fact, that I deleted YOUR email today. The
influx of spam, opt-in newsletters and sales letters overwhelm me on a daily
basis. (80 % of my online mail is sales-junk -- and I know I'm not alone.)
Why do so many emails go straight to the Recycle Bin? Besides the fact
that hundreds of unsolicited emails are sent to me on a daily basis, there's
also the often-ignored fact that most small businesses and online vendors
ignore; credibility is the key to online success.
How do you establish credibility? Kill the hype. Get Buzz.
What's the difference between hype and buzz? Hype is something that you
create and try to sustain, with little to back it up. Buzz is user and
customer-created interest -- and it lasts because there are hundreds or
thousands of people backing it up.
Rules for "Hype-Free" eMail Promotion
1. Recognize that EVERY online word you type is both
Communication and
Copy.
2. If you don't have a newsletter,
create one!
It's easy and relatively
painless to find an email host such as Yahoogroups.com and there are plenty
of ways to use a newsletter establish your expertise and credibility. Some
large ecommerce websites simply send out a link to articles relevant to
their readers with a short summary of what they contain. There are also
plenty of free content websites that contain quality articles for reprint.
3. Recognize that your newsletter is not a catalog.
It's NOT about
"You". A good newsletter has valuable content and minimal
advertisements -- this gives the reader a reason to read. It also lets your
own advertisements and promotions stand out. Remind your readers that the
publication is "sponsored by" your business, and place a small
advertisement in a semi-conspicuous place. Let the content build your
expertise.
4. Admit you don't know everything.
Ask your readers or contacts for help
when you need it. They'll feel important and "listened to" when
you ask for their input, whether you're looking for a specific product,
website, or service. You can even ask them to help you with your goals by
sincerely asking them to help -- tell them if they enjoy the newsletter,
"please forward it to anyone that may be interested."
5. Be consistent.
If your publication is weekly, send it weekly. Try to
resist the urge to send out a slew of "solo ads".... If you want
to email your newsletter list directly, try to limit the solo mailings and
make sure that you let them know that you are sending a "one-time"
mailing. If you don't, they may unsubscribe and you'll be left without an
audience.
6. Learn the delicate art of
specificity. When you DO write sales copy
for your product or service, learn to write a brief, specific list of
benefits. Honestly evaluate what sets you apart from the competition. Even
if you are a part of an affiliate program, there IS SOMETHING that makes you
different. For example, you may give personal attention to your clients and
customers and follow up to make sure they are satisfied. Maybe you have a
freebie to go with your sales. Maybe your website has links to free search
engines submission services. If you aren't doing anything differently than
the competition, it's time to brainstorm a few things that you CAN do
differently, starting today.
7. LAST, BUT NOT LEAST, DON'T SHOUT IN YOUR EMAILS!!!! Emails should be
written the way you would hold a conversation. If you were a
brick-and-mortar business, would you really introduce yourself and your
product to customers with "HI! I'M JACK AND I HAVE A GREAT DEAL FOR
YOU!" You're not a used car salesman in the seedy part of town. You're
a legitimate business. Emulate the type of communication you would expect at
a Land Rover Dealership.
Ways to Build Buzz
1. Create a professional signature line that explains who you are and
what you (or your business) do.
2. Spread your expertise around. Join related discussion lists and
DISCUSS. Don't spam or incessantly write about how wonderful your product
is. For example,I forward relevant writing jobs to the lists I belong to
every chance I get. This is where the signature line comes in: I get at
least 5 subscribers from each list I forward information to, every time I
forward information. Many discussion lists will also allow you to forward a
copy of your newsletter if it is on-topic.
3. Find something newsworthy about yourself or your product -- and write
a professional press release. Create a list of industry-specific places --
magazines, newsletters, and other publications that you will send it to.
(Use a search engine if you are not familiar with them!)
4. Offer to write articles for other
publications--and write them well or
outsource them to a ghostwriter. Link to your articles in the newsletters
you send out and add recent publication links to your signature line.
5. Get reviewed -- no matter what you sell, there's somebody out there
who wants it free and is willing to review it if they get it for free. This
method will provide you with some genuine testimonials, specific to your
business. You can also get your newsletter reviewed by websites. Send a
short query offering review copies to websites that are aligned with your
interests.
6. Make friends and influence people -- "meet" people in your
industry online through their websites, sign their guest books, and send
them appreciative emails. Give them tips on promotion. Ask them questions
about what works for them. Trade secrets and advertisements once you've
established an online relationship.
These are just a few tips on killing hype and getting buzz. I hope you
use them well -- happy buzzing and many sales to you!
About the Author:
Melissa Brewer is a
freelance writer based in Northern Virginia. She writes articles, manuals,
and online content for a plethora of clients. She is currently looking for
affiliates willing to sell her eBook on their website -- if you are an
affiliate of eLance.com or other job sites. Get the Guide and Get Results -- 230+ writing-specific online job
sources! http://sites.hsprofessional.com/webbuzz/index.html
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