The following story is all about you, your ideal client, your website, your ethical bribe, and the importance of your autoresponders. It is also the first part of a multi-post series on autoresponders. If you don’t know what an autoresponder is, don’t worry. I’ll explain everything. Keep reading.
Meet Kate.
Kate is an attractive, ambitious, thirty-something businesswoman. Right now, she’s in the middle of a very important business trip, packed with important meetings. A self-made entrepreneur with her own million-dollar business, she doesn’t have much of a social life… or even much time to herself.
Can you see her? She’s over there, sitting at the hotel bar, ordering a glass of California Chardonnay and checking the messages on her Blackberry. It’s been a long day for Kate, and it’s not over. In 40 minutes, she needs to be in yet another meeting.
“Excuse me, ma’am…” says the hotel bartender, interrupting her messaging as he serves her Chardonnay, “that gentleman over there just bought you your drink.” Kate peers up from her Blackberry and looks over to where the bartender is pointing. There he is. A tall, good-looking man, immaculately groomed and dressed in a Armani suit with a lavender tie. He smiles, acknowledging Kate’s gaze.
Kate’s not so sure about this. She didn’t come to this bar to be picked up or to flirt. She just wanted some time alone before her next meeting. But this guy looks like he’s got work to do, too… and it’s not as if he’s asking to come over and talk to her or anything.
So, she smiles back, raises her glass, mouths the words, thank you, takes a sip and goes back to her Blackberry.
In less than 10 minutes, Kate senses someone at her side and hears someone say, “Hello.” Kate looks up and there he is… and he’s even better looking up close… with those deep, dark brown eyes. “Hey,” Kate says, “Thanks for the wine.”
“My pleasure, he says. “And look, I can see you’re a busy woman and don’t have time for chit-chat, so how about this. If you feel so inclined, let me have your phone number and I’ll call you later to see if you might be available for dinner. Or maybe another drink. How about that? If you’re interested, you can call me back. If not, you can ignore the invitation. Sound like a plan?”
Kate is starting to like this guy. He’s straightforward, respectful and able to cut to the chase. So, she smiles, whips out her business card, turns it over and writes her personal cell phone number on the back, and hands it to him, all the while noticing that her heart is beating just a little faster and her face is feeling flushed.
“Thank you,” he says. “ You can expect a call from me later today. By the way, my name is James,” and he holds out his hand. Kate takes his hand to shake as she says, “Hi James. My name is Kate.”
What happens next is up to you!
Because this story is really about you, your prospective client, your ethical bribe and… your autoresponder series.
Let me break it down for you.
Kate wants nothing more than a little time to herself and a glass of Chardonnay.
What does your ideal client want right now? More than anything?
James gives Kate what she wants by buying her a drink and leaving her alone.
How can you give your ideal client what they want, right away, for free, when they come to your website?
Kate accepts his free offer because she really wants it, and there is something about the way James presents himself that feels safe and sane; he doesn’t try to push her into a conversation or feed her a line. He offers her what she wants and leaves her alone… for a while.
Does your website and ethical bribe illicit that same kind of trust from your prospective clients? Do they sense that you understand exactly what they need and that you are able to give it to them? Do they immediately sense that you’re not the type to give them a hard sell?
Before Kate leaves, James asks her for her phone number and tells her why. Impressed by James, his gift, his politeness and his straightforward invitation, Kate eagerly gives him what he asks for… and secretly, she eagerly anticipates his call.
Before your prospective client leaves your website, will they be so impressed with your free opt-in offer, your message, and how you’ve presented your services that they gladly hand over their email address to you… hoping to hear from you soon?
But here’s the kicker.
James has to call Kate, otherwise his dazzling display of brilliant self-promotion was all for not. If he really wants to engage in further conversation and begin a relationship with Kate, he has to call her and invite her to take that next step with him… a drink or dinner.
Your autoresponder series is like that phone call. It’s how you make good on your promise, start building a relationship of trust and respect, and show your sincere interest in the needs and desires of your client. Your autoresponders are key to your ability to cultivate a long-term relationship of mutual trust, respect and profitability!
See, if James plays his cards right, calls Kate, and gets that first date, that first date could turn into many more dates! And those dates could eventually turn into a 5-day trip to the Bahamas. And maybe, maybe, after that trip, they both recognize this is turning into something more serious, and Kate moves in…. because she realizes she just can’t get enough of James, and… well, you get the idea.
And if you play your cards right, if you engage and enchant your clients with your autoresponders and emails, if you offer great value, support, honesty and opportunities, you, too, can establish strong, loyal, committed relationships with your clients that could last a lifetime! Of course, you don’t want them to move in with you, but you do want them to feel like they can’t get enough of what you have to offer.
In case you don’t already know, an autoresponder is basically an email that is automatically sent to your subscriber (any person who opts in) or customer (anyone who buys something from you online) after they opt-in or buy something from you. The cool thing about autoresponders is that they are “automatic.” You set them up in advance, so you don’t have to do a thing after your prospect opts-in. And you can set up a series of autoresponders (emails) so that the first one is sent right away, another is sent a week out, another two weeks out… whatever works!
While your website opt-in and ethical bribe may seduce your prospective client into giving you their contact information, your autoresponders are responsible for getting you your “first date.” So, if your autoresponders are dull, boring or too pushy, chances are your new client is not going to be interested in investing any more of her time, attention, or email box space on you.
But if your autoresponders speak to the heart of your client, if they offer value and the promise of even more wonderful things to come, if they are honest, revealing and friendly while also being respectful, they can turn your most apathetic prospect into a raving fan.
In the weeks to come, I’ll be giving you some tips on how to write and set up your autoresponders so they will engage, interest, and perhaps even entertain your new prospective clients. You’ll learn how to write autoresponders that get opened, read, and responded to…. autoresponders that engender trust, encourage interaction, and inspire further investment in you and your services.
Until then, if you have any questions about autoresponders or your opt-in or ethical bribe, leave a comment below. And stay tuned for Part II of this series!