The following is Part III of a multi-post series on writing autoresponders that get results. Part I told the story of Kate and James. Part II, that story continued, along with some pretty sweet guidelines on how to write autoresponders. And now, we continue with both Kate and James, and your autoresponder series!
Ah, have I kept you in suspense too long?
Are you wondering what happened with Kate and James?
Well, you will be relieved to know that James made good on his promise; he called Kate. And rather than let that call go to voice mail, Kate picked it up! She accepted James’s invitation to dinner, and it was lovely! James picked a quiet, classy Northern Italian restaurant with incredible food, huge wine list and impeccable service. But neither one could pay much attention to the food because they were so busy talking, flirting and feeling a little queasy with first-date nervousness!
Was there a goodnight kiss? I’ll never tell. And you don’t need to know in order to get the point of what’s coming next.
Let’s pull this back to your autoresponders, shall we? Because just like James, you got your prospect to say “Yes” to your offer, right? They’ve either opted in for your free offer or bought something from you.
So, what needs to happen next?
Exactly! You need to be sure your client is sent an autoresponder, immediately! In fact, their opt-in should ignite a series of autoresponders that you’ve set up ahead of time. So, today, we’re going to talk about when to schedule those automatic emails and WHAT should be in them!
0 Day Autoresponder
The first autoresponder is sent as soon as your client opts-in or buys something from you. That’s why it’s often called a 0-Day Autoresponder. This email should:
Reassure
You want make your clients feel really good about opting-in or making a purchase. Remember, a lot of people will buy something and immediately regret doing so. You want to eliminate Buyer’s Remorse! Let them know how brilliant they are for making such a wise decision and emphasize how this decision will benefit them in a thousand different ways.
What’s The Scoop?
What do they need to know or what can they expect from this point on? Will they be receiving something via email, snail mail, UPS, FedEx? Will they be receiving your e-zine as well as their purchase or your free offer? Let them know what they can expect from you.
Offer Support
Be sure to give your new clients a way to get help or support if they have a problem with their order. Such as, what can they do if the download link doesn’t work? Or if 3 weeks go by and they still haven’t received their order in the mail?
I know a lot of Internet-based businesses use those online support centers, where you, as a client, have to sign up, log in and submit a ticket in order to get any assistance at all! Ugh. What a drag! Personally, I hate those Support Center contraptions! They are always awkward, impersonal and a hassle. Sure, they make it easier for the seller or provider, but they don’t make is easy for their customers.
3-5 Days Autoresponder: A Nudge
One would only hope that within 3 days or so, James would pick up the phone and give Kate a call… if only to say, “Hey, we had a pretty good time, didn’t we? Thank you again for coming out with me, and if you’re interested, I’d love to do it again this Friday.”
Yummy! Now, that would make a girl feel pretty good, wouldn’t it? Plus, it let’s her know that James is truly interested in her, that he’s a class act, a gentleman and someone she’d be wise to pay attention to.
The same applies to you and your client. Set up a second autoresponder to be sent to your client sometime within 3-5 days of when they opted in. This autoresponder should:
Emphasize Something Helpful, Cool or Important
Just because your client downloaded or received your offer or product doesn’t mean they’ve touched it. This second autoresponder should encourage them to dig in and take advantage of whatever they just received from you. Give them a little nudge so they remember “Oh, yeah, right! I should actually read that eBook I just downloaded.”
Ask Them Out Again!
What I mean by this is, let them know you’re interested in engaging with them further! Invite them to find you on social media, like your Facebook Page or on Twitter. If you have a free monthly teleclass, invite them to that. It should be something easy and free, and it should offer then even more value!
5-7 Days Autoresponder: Ask a Question
The next time James takes Kate out, he needs to dig a little deeper. His focus should be to try to get to know her better, to ask her questions, to let her talk about herself. He needs to initiate more intimacy in the relationship, not by jumping Kate’s bones but by being interested in who she is, what she wants, what she’s afraid of, and what makes her heart sing.
Equally, your next autoresponder, which should be sent within 5-7 days from opt-in, should:
Move In Closer
Let your clients know that you’re sincerely interested in getting to know them better. A great way to do this is to ask a question, one that when answered will tell you more about what your client wants, what would be helpful to him or her right now.
Be sure to ask a question that genuinely expresses your interest in your client’s well-being and success. And give her a way to answer that question. Should she reply to your email? Post it on your Facebook Wall? Tell her what to do.
7-10 Days: Reveal a Secret
While Kate may become enchanted by James’s attention and interest in her, she also wants to know who she’s dealing with here. Who is this charming, attentive guy? What’s he really like, deep down? What’s his story? She can’t help but wonder… she needs to know!
Your clients won’t be able to really trust you, until you let them know who you are. What’s your story? What’s important to you? Why do you do what you do? What turns you on, turns you off? And why do you care about your clients in the first place?
So, your 7-10 Day autoresponder should:
Reveal a Little More About You
Can you tell your clients a short story that allows them to know more about who you are as a person? A story that reveals more than just your entrepreneurial façade?
Now, this is tricky because you can’t drone on and on, narrating some long life story. You need to be succinct, clear and honest. Oh, and interesting. Fascinating, if possible. AND the story should have a point or message that is of benefit to your clients. A story they can relate to and learn from.
Remember, nothing is more compelling than the truth. Especially a personal truth. So, be real. Give something up. A secret. A confession. Even a regret, a mistake or a loss. But do so with the intention of assisting your client in some way.
Day 10-15: The Best Is Yet To Come
Now, Kate and James are on their way! They’ve had the chance to get to know each other better, and they like what they’ve learned. Something inside each of them has shifted from dubious to decidedly interested, and there is a certain level of trust from which they can build a new, exciting and mutually satisfying (and perhaps even long-term) relationship.
While your relationship with your new client may be a bit more shaky than that of Kate and James, since it’s been built mostly on automatic emails, you’re still off to a good start! There is a level of trust that has been established by your attention, your desire to be of support and your honesty. This is the perfect time to ask your client to take the next step with you.
No, I don’t mean asking them to go steady or anything. I’m talking about making it easy for them to continue working with you beyond that initial purchase or opt-in. What can you offer them in terms of a product or service that would allow them to get even more of what they need or want? How can they easily invest further in your relationship and get great results?
For instance, if they downloaded your free eBook, is there a coaching program you offer that would allow them to get even more great information or experience? If they have a free mp3 of one of your songs, can you offer them the whole CD?
Build trust and rapport first through your autoresponders. Then, invite people to invest further in what you have to offer them. This is how you culitivate strong, loyal relationships with your clients as well as build your business!
If you’ve already got your autoresponder series set up for your free offer or your products, take another look at them. Can you apply some of these tips to up-level their effectiveness? And if you haven’t written any autoresponders yet, let me know how I can help you by leaving a comment here.
Oh, and if you’re ready for more great tips on how you can authentically and creatively market your business, be sure to opt-in for The Fuse – a twice-monthly powder-keg of highly combustible information to set your creativity and marketing on fire! (WARNING! Avoid reading The Fuse near open flames, smoking materials or equipment capable of producing sparks!)