Introverts Guide To Business
There is a saying in online business that the money is in the list.
At the most basic level, entrepreneurs build our list by exchanging something of value for an email. We then use that email to stay in contact and nurture our relationship. In the best-case scenario, eventually the prospect decides to make a purchase.
It feels like this is a process that has become less and less popular - particularly for new entrepreneurs. They choose to post on social media in an effort to gain followers and build trust.
I see a lot of advice about how often to post (more than less always seems to be the advice) or people giving away content prompt ideas to build engagement.
In the interest of total honesty, I do post things online that really don’t have much to do with selling my books but are specifically designed to get people to react. I ask questions like: How do you prefer to ‘read’ paper, online or audio??
But these posts don’t necessarily lead to business growth (in my case book sales.) I understand that in a general way having more people see my content might lead them to follow me and build a rapport that might lead to a sale.?
It seems like the long way around to me.
Isn’t it better to create something that your ideal client will find immediately helpful? A lead magnet that someone chooses to download, because it is relevant to a specific problem they need to solve and will create an immediate connection. If we provide actionable information that is helpful those prospective clients are already more inclined to trust us.
Unfortunately, the email campaign has been overrun by spammers. I know several people who have an email address that they only use to give in exchange for something - and never look at that email because they have been overrun with sales and spam in the past.
Many small business owners have given up on a process that can significantly improve their bottom line.
As an introvert I love email campaigns because they are less intimidating to me. I can still reach hundreds (someday it might be thousands) of people with one click of a button. When I post on LinkedIn or Facebook, I feel like I need to interact with a meaningful response to everyone who comments – this is very stressful to me because I don’t like to just post ‘Thanks’ – I want to say something insightful or witty or that somehow impresses them, so they remember who I am.
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In my email campaigns, though I regularly invite people to reply to the email and I promise I will personally respond, the number of people that actually do that is pretty small. It takes more effort and as a result I feel like the connection is more effective. I also appreciate that it is more private. I am far more likely to talk about personal things in an email response that only one person is going to read than on FB.
If you have been gathering emails, but never actually created an email campaign I encourage you to give it a try. Start with a simple thank you note to everyone who is kind enough to give you their email address. This is a big deal!
Follow up a couple of days later to check in and ask if they have any questions on the document they downloaded in exchange for their email. Be friendly and invite them to reply to your email just to 'test' you and prove there is a real person behind it. In today's world many consumers are familiar with automated emails and assume that there isn't really a person behind that email. Prove them wrong.
Send a third email after that with some additional information on the same topic or to ask if they have other topics they need help with. This is another way to build your reputation with them. The goal is NOT to sell. This is a nurture campaign designed to establish yourself as an expert with helpful information. ?
This is just one example of a welcome series that anyone can use. It is important to create a series that is specific to your ideal clients. Sending regular communications that are designed to provide helpful information, not just sell a product, will allow you to build trust. Trust leads to sales.
Of course, sending an occasional email that is designed to sell is part of the process.
These are all good reasons to reach out to your list and let them know what is happening and of course with a link to your offer.
In general, I have found a ratio of about 5 to 1 the most effective – that is I send about 5 emails to build a relationship and be helpful for every 1 I send to sell a book. This ration may be different for your business, but it is important to send more nurture emails than sales emails or people will opt out of your list.
Another point I want to emphasize is that it is not the size of your list that is important, but the engagement. Next week I will talk more about this.
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