Last week we hosted a webinar “How to Create a High Conversion Automated Act-On Email Program” and one of the top questions was: “My conversion rates seem low, how can I improve?”
While there are many factors at play, and we talked about several in the webinar, here are four additional keys to keep in mind:
- Specificity. At the heart of all great marketing is right target, right message, right time. Drill down, picture one prospect who you want to speak with, and craft messages directly for them. When I write, I actually think of a specific client (or client’s client) and write like I’m personally addressing their questions/pains/concerns/aspirations (see The Four Essential B2B Email Positioning Strategies).
- Clarity. Get rid of the BS, jargon and fancy language. Figure out your Simple Promise and weave it through everything you do. The more you have to say “solution” or “innovative” or use or hyperbole, the further you are from a compelling message.
- Value. Don’t just sell. Earn trust first by delivering value. The renowned marketer Gary Vaynerchuk describes this as “Jab, jab, right hook.” Translated this means: Value, value, ask for action. The value comes first. (Caveat: you can overdo this. Don’t forget to ask for the next step when it’s right).
- Not What You Do, What You Help Them Achieve. There is a time and place to talk about the features of your product or service, but before you get to the “how” (your features) make sure the “what” is clear. How they will improve by paying attention. Ultimately, we are all self-centered. Use this to your advantage.
Do this consistently, and it adds up to trust. Trust becomes authority and ultimately deal flow. Do it right and overtime, your conversion rates rise – you win.
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