Don’t focus
on selling, focus on educating.
Think about
it. When someone comes at you with a heavy sales pitch, you tend to tune them
out. They haven’t developed your trust or established any basis for a trusting
relationship. However, if someone talks to you about a product or idea, purely
from the perspective of disseminating information or their viewpoint, you are
automatically more engaged; more open to listening.
For this
reason, we’ve found time and time again that a slow and steady email drip
campaign is preferable to an advertisement. At each interval, you’re touching
the person with new information in a creative and informing approach that they
can choose to retain and act upon, or not. Each touch is a reminder that you’re
there, your product is there, and there are additional benefits. You’re
building awareness and encouraging a relationship. Every email adds another
piece to the overall picture.
It doesn't matter if you’re selling insurance, financial services, or cookies. Email
campaigns get results.
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