Four-Week E-Mail Formula Converts Leads To Sales

Of the eight business multipliers (Attract, Collect, Convert, Referrals, Retention, Raise Prices, Upsells/Cross-sells and, Increase Frequency), one of the easiest places to realize quick increases in profits, without additional expense is in the CONVERSION phase.

This is the phase in which you convert leads to sales.

A saying every business owner should take to heart is, "Only bad things happen on their own. Good things happen when planned."

And turning leads into customers is no exception. Making sales takes action and communication between you and your leads. 

But so often, we get busy serving the clients that we already have or spend time getting new leads that we neglect those we have already. Leads are the low-hanging fruit in almost every business, yet often are the most ignored.

Why? Because many times we don't know how to convert leads into customers, clients, or patients.

And even if we do, we don't want to be seen as 'salesy' or the dreaded 'salesperson!'

Here I'll give you a monthly e-mail plan to send to your leads (you can send it to clients too) that'll convert them into sales.

You'll send one e-mail per week (ideally on the same day each week, I suggest Tuesday or Wednesday) to all of your leads. Don't have e-mails? For shame!?! I can't help you…seriously. Move on to another article now.

Let's do this…

1st week of the month: Theme and Promote

The first week of the month is when you pick a service or product you want to feature that month.

This is easiest to do when you promote it around a central theme. For instance, as a Realtor, in February, I would highlight that I loved working with people who were buying their first home together as a couple. For that month, I'd say how anyone who introduced me to anyone they knew how might be looking to buy a house together would get a $50 gift certificate for The Chocolate Kitchen they could use to get something sweet for their Valentine.

I'd also let them know they could do this up to three times that month and that I'd double the amount each time so that if they did introduce me to 3 couples, they'd get $350 total.

So pick a service, product, or client type to highlight and create a theme along with the promotion and make sure to give them specific instructions on how to contact you to be awarded the prize.

2nd week of the month: Video Time

The second week of the month, you add value by making them smile by giving them a funny video.

There's a reason memes do well. They are funny. If Bernie Sanders at the inauguration taking the internet by storm doesn't prove that I don't know what does.  

The best way to do this is by searching YouTube for something related to the outcome your client is looking for, around the month's theme, or both. Then you send an e-mail talking about how you came across a funny video and wanted to put a smile on their face. You finish it with a P.S. that reiterates the offer and ties it into the theme.

I.E., I'd include a clip from the movie "The Money Pit," then I'd say something like, "To make sure people you care about don't end up buying their own "money pit," give me a call and introduce me to them and I'll rush them out my free report on buying their dream home.

Plus, through February 28th, I'll also shoot you a gift certificate for $50 to The Chocolate Kitchen just for the intro. How's that for a sweet Valentines' gift?"

3rd week of the month: Trivia Time

The third week is another form of entertainment. This week in your e-mail, all you do is give them some facts or trivia about that month's theme or your product/service. So for February, you could provide facts about Valentine's day for instance. At the end of the facts section, you'll tie it into your promotion with something like, "It's a fact that introducing someone you care about to someone you know who can help them makes a great Valentine's gift! So give me a call and let me know who could use my expertise, and I'll send them my free buyers guide right away. And I'll send you a nice gift card to The Chocolate Factory because that's the kind of guy I am."

4th week of the month: Story Time (you can use the story model covered in this article)

The fourth week all you do is tell a story about someone you helped who used whatever you are promoting that month. So in this example, I'd talk about a couple who had just gotten married and wanted to purchase their first home together and how happy they are with my help. I'd end the story with the line, "and that's why I do what I do." Again in the P.S., I'd mention the promotion of the month and how the reader qualifies. Also, mention that the offer runs out on the 28th, so make sure they take action now.

Using this simple formula will increase your conversion of leads into customers, clients, or patients and do it in a fun, helpful, engaging, and entertaining way.