Most people who have been involved with sales & marketing for any length of time have heard the axiom, "Sell them what they want. Then sell them what they need". But what does it mean? It sounds a little odd doesn't it?
The first thing you need to do is get your e-mails opened & read. Spend at least as much time worrying about the subject line of each e mail in your sequence as you do worrying about the body.
Master copywriter Robert Collier often used a technique to get people to read more of his sales letters. You can use this same technique right now to increase the readership of your web pages and emails.
You're ready to launch that new product or promotion, & you're really counting on a piece of advertising copy to come through for you.
Web copy that's intended to sell or generate leads needs to quickly reach out and grab attention and build rapport with a target audience. You can connect with your audience more effectively if you understand something about how people process information, and how they think.
Establishing & maintaining rapport with your online audience is perhaps the single most important ingredient in marketing online. Actually in marketing period, but even more so online because of the lack of personal contact. Rapport is at the core of selling, always has been, always will be.
What can Mother Theresa and Charles Schwab teach you about marketing online.
Many business people have a distorted view about the distinction between sales & marketing. The common view looks something like this. "Market by advertising to get your name out there, so that people will be familiar with you. When they need what we're selling, they'll know who to call".
What can face to face selling tell you about online salesletters & advertising?
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