The plan you want, and the message you need

Everyone wants to turn their email list into customers.

But when are you actually going to sell something?

Have you ever had someone ask you “what is it that you do, exactly?”

It happened to me once, and it was like a kick in the nuts. It came from someone who had connected on LinkedIn. Not an irritating cold email either. I think I’d spoken to the guy at the drinks after an event.

I’d probably given him a business card.

There’s me, a career-long marketer, totally failing to put an offer out there that this guy could actually understand.

I’ve nailed offers time after time for clients, but when it came to my own marketing, I’d made it too complicated.

My first reaction was to blame it on him. It was his fault for “not getting it”, but I knew I could never pin that on another person. It was all on me.

My offer was buried in my website, buried at the end of a long, long series of emails, and he’d simply never seen it.

It’s a problem that I see time and again with smart people like you.

It’s not that no one knows who you are, it’s not that they don’t like you, it’s not that they don’t trust you.

They simply don’t see what you can do for them.

You’ve probably done one of two things.

Either you’ve tried to tell them everything you can do at once, until they’re drowning in information.

Or you’ve given them bits and pieces of valuable information in your emails and social posts, but with no real thread behind it that they can follow.

After all, isn’t that what you’re always being told?

“Nurture your emails”, “Deliver VALUE”.

Nobody ever gets round to the bit where you actually close a sale.

The problem was I’d spent tool long hanging around other consultants. People with  no skin in the game.

When I ran affiliate email lists I’d sell like I was the Wolf of Wall Street. Every email had some sort of deal in it.

But I’d gotten old and “respectable”, and respectable people don’t sell, they just build relationships, don’t they?

Or are they secretly broke, but wearing their grandfather’s Rolex. A guy who knew how to close deals?

I decided to do something about it and it was as simple as pulling a sales page from my website and putting it on the “thank you” page after my email newsletter signup.

Within a day I was getting sales. Only small ones, but importantly people knew what I did.

I sold a tiny product about putting together an email series and for every half dozen people who bought this set of “do-it-yourself” instructions, one would ask if I could do it for them.

Selling your wisdom forces you to package up a result and put a value on it, to justify it with proof, guarantees, and all the other things that turn a product into an offer.

It forces you to both simplify and amplify your value.

Simplify so they can understand it, amplify so they can hear it above the noise of your competitors.

There’s no better way of telling people what you stand for than telling them what you charge for.

So why do we keep hearing that we should run year-long “nurture” campaigns? Why do we have to “indoctrinate” customers before we reveal our offer. Why all the dog and pony show?

It’s down to one word.

Incentives.

Specifically, incentives to work against the best interests of you, the  customer.

I’ll explain how it matters in the next email.

Click this link if you want it right away

Stephen Pratley
Copy & Conversion Consultant
The Conversion Co.


P.S. I haven’t forgotten.

Here’s the link to the First Dollar Campaign Plan

c/o The Conversion Co., 2a The High Street, Thames Ditton, KT7 0RY, United Kingdom
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