SolveYourProblem
Article Series:
Niche Marketing Opportunities
Building
Repeat Business With Autoresponders
by Jeff Cohen
The aim of a sales page on a website is to
give your customers only two options; buy your product or leave
your website. Why let them leave without giving yourself
another chance to sell to them? You don't have to... You can set up
a system which will give you many opportunities to sell your
product or service to each single visitor to your sales page.
The
secret is to use what is known as an autoresponder which
is an email utility you can use to save the contact details
of your visitors and then to send them emails at set intervals.
To make use of an autoresponder you can either use the services
of a third party supplier or you can purchase and install a
script onto your website. To begin with it's a lot easier to
use a third party autoresponder.
Irrespective of whether you use a third party service or your
own script, you will have to use a form to capture
your visitors contact details. This form can be built into any HTML web page
be it your sales page, or a page designed specifically for
use as a popup.
The underlying concept behind the use of autoresponders is
that people rarely buy on their first visit to a website. Research
has shown that most people need repeated contact with an advertising
message before they respond to it and purchase the product
or service.
Autoresponders were designed for just this. You can load a
series of advertising messages into your autoresponder and
adjust it to send the messages at set intervals. That said,
people react badly to advertising; in fact most people just
plain ignore advertisements.
To get round this, you
have to design your email series so that it is not perceived
to be advertising. A good way to do
this is to design your email series to include plenty of useful
information; give your subscribers some good quality free information
in each email and weave your advertisement into it.
For example, let's assume you are selling an
e-book titled "101
Dieting Tips". You could create a series of 7 emails,
each containing a single dieting tip. At the end of each email
you could inform the reader of your e-book containing 101 tips
and include a link to your sales page.
The
bottom line is the content you include in your email series
must be of very high quality; after all you are going to ask
for somebody's contact details in exchange for it.
Bear in mind nobody is going to sign up for your email series
just you write it, or you include good content. In truth visitors
to your website aren't interested in you, they are interested
in themselves. They have a problem they are trying to solve,
and that's why they ended up on your website; they thought
they could find a solution there.
Another point worth considering is you are a relative unknown
to the person visiting your website; they don't know you or
trust you. It's because of this distrust that many people won't
buy your product or service on their first visit. If you can
get them to subscribe, your email series should build up their
trust to the point where they will buy your product or service.
First
you have to get them to subscribe, and
you do this by advertising you are giving away "free" tips
which will help solve their problem. Your opt-in form must
be prominently
displayed on your sales page, build it into the content. You
should also design a popup form that displays your opt-in form
either when people first get to your site, or when they leave.
Finally, a properly designed opt-in form which causes many
of your website visitors to subscribe to your information series
will incorporate these three design tips:
1) Use a heading, in a larger font and of a different color
to the rest of the form, which includes a major benefit. In
other words, in as few words as possible, explain the biggest
benefit your visitor will receive from subscribing to your
information series.
2) In as few words as possible explain two or three additional
benefits your reader will receive from subscribing to your
opt-in list. A list of bullet points is the best way to do
this.
3) Your primary objective is to get your visitor
to join your opt-in list, so ask them to subscribe. Get into
the conversation
going on inside their mind, use words like "Yes! Send
Me the Tips Now!" on the submit button of your form.
# # # # # SolveYourProblem.com : 2007
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