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A Simple Way To
Create 7 Effective
Autoresponder Messages
by Dr. Kevin Nunley
Email is the Net's most
powerful marketing tool.
And autoresponders are
the best idea yet for
marketing with email.
There is an old saying
that the first ad rarely
sells. You have to put
your product, service,
or idea in front of a
prospect several times
before she buys.
Autoresponders are
designed specifically to
get your message back to
the same prospect over
and over. That's why
most autoresponder
packages come in groups
of 7 messages--from the
7 message marketing rule
that has been the rule
in advertising
since our grandparents
were in diapers.
But what do you say in
your 7 messages? We've
written autoresponder
series for hundreds of
customers. Here is one
method that always
works.
This method is called
REMIND 'EM. People don't
read your sales letter
as carefully as you
think. They tend to
skim. They read the
first message, but miss
the second and third
message. The prospect
may not tune in again
until message five. It's
so easy for people to
completely miss your
main points intended to
lead to a sale.
It's important to
*repeat* your main
message over and over.
Say it once, twice,
three times in your
first message. Say your
main message in a
different way in the
second message. Re-cap
your main point again in
the third message. That
way, people who
aren't paying attention
still get your important
ideas.
Here's an example of how
the "remind 'em" formula
works for a 7 letter
series promoting
personal security
products.
Message (1) The world is
a dangerous place. You
need new innovative
security products to
insure your protection.
Message (2) More details
on how and why the world
is a dangerous place.
List places or
situations that are
especially threatening.
Message (3) Recap how
the world is a dangerous
place. Give more details
on the key new security
products that have come
out.
Now start the middle
section of messages.
Note how they become
more instructional
telling people how to
use the products.
Message (4) Protect
yourself from the
dangerous world with
Product A. Here's how to
use Product A. Here's
why you would use it.
Here's where to use it.
Message (5) Protect
yourself with Product B.
Here's how to use it.
Here's what happy
customers say about it.
Tell a hair raising
story of how Product B
saved a customer's life.
Now comes the wrap-up
and reminder, especially
important for people who
never got around to
reading your earlier
messages.
Message (6) Go back to
your main sales letter
used in numbers 1 and 2.
Start all over reviewing
your main points and
highlighting your most
popular products.
Message (7) This is the
final follow-up email. I
usually have it come two
weeks to one month after
message 6. It's designed
to scoop up all the
people who weren't ready
to buy in the beginning,
but may be ready to buy
now.
It can start with "For
the past few weeks I've
been sending you
important information
about how to protect
yourself in threatening
situations. I know you
are busy and may not
have had time to
consider how these
products could improve
your life and
confidence." At that
point, you again review
your main points.
Repetition is the key to
advertising success.
Find creative ways to
keep the main message
going week after week
and you will have as
many customers as you
can handle. Busy
prospects simply need
time for your message to
sink in. As we used to
say when I worked in
media, it's just when
you and your staff are
sick to death of a
commercial that the
audience is just
beginning to notice it.
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