How To Turn New Subscribers Into Warm Relationships

How To Turn New Subscribers Into Warm Relationships


More Clients TV

How To Turn New Subscribers Into Warm Relationships

So now you've got a bunch of new email subscribers you're all set, right?

Not quite.

There's no point in getting a ton of email subscribers if you don't build a strong relationship with them, and if they never turn into paying customers or clients. And one of the most important time periods where you have the biggest opportunity to do that is when they've just subscribed.

First impressions count!

In this week's 5 Minute Marketing Tip Video I show you how to turn new subscribers into warm relationships, and the best 3 options for what to do with your “thank you” pages and initial welcome emails.

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Video Transcript

Hi, it's Ian here. Welcome to another five minute marketing tip. It's tip number 42. Who would have believed it eh? In this week's tip, we are going to look at how you can use your thank you page, the page that new email subscribers get taken to when they have subscribed and your welcome emails, the initial sequence of emails they get when they first subscribe, how you can use those to turn cold new subscribers into warm prospects, warm relationships. See you after the break.

Hi. Welcome back. First impressions count, and that's just as true online when people subscribe for your emails as it is when you meet people face to face. You want to make a great first impression when people first subscribe to your emails. There is something I would like to start off with before we jump into the details of what you should be doing. It's something I call the paradox of readiness to buy. You probably already by now that when you first come into contact with people, it could be face to face, it could be a website. It's also true for when people sign up to your emails that the vast majority of people you come into contact with are not ready to buy when you first contact them. When people first sign up for your emails, it may be 2% of people are ready to buy, maybe 5%, maybe 10%, but the majority are not ready to buy. They are interested in your lead magnet. They've got a problem they need solving, but they are not thinking about immediately hiring you or buying a product from you.

Let's say for the purposes of this example that 5% people are ready to buy when they first sign up. That means that 95% are not ready to buy. Roughly 20 times as many people are not ready to buy when they first sign up as are ready buy. The implication of that is you've got to nurture your relationships with those 95%. Nobody really can afford to throw away those 95% of people who could be great clients, people who are ready to buy because they were interested enough to sign up for your lead magnet and your emails, they are just not ready right now either because the timing is not right, not a big enough of a problem for them yet. You haven't built up enough credibility and trust. They may not be interested that particular offer, but they could be interested in something else. You can't afford to throw away that 95%. You have to nurture and build your relationship with them.

You can't just fill the first few emails with sales pitches just for the 5% because 20 times as many aren't ready right now. You'll really put them off and lose any chance of selling to them in the future. On the other hand, and here is where the paradox comes in, most people know that they need to build relationships for the future with the vast majority of people that aren't ready to buy. If you think about it on a week by week basis, let's say that 95% of people it took them about two years to get ready to buy. I don't mean everyone takes two years, I mean they are split out over those two years. Two years is 104 weeks. Roughly, it's just under 1% a week of that 95% will become ready to buy if they become ready evenly over that two years.

That means although 95%, 20 times as many people, aren't ready to buy as the people that are ready to buy when they first sign up, if you look at it on a week by week basis, the 5% of people that who are ready to buy in week one, that's over five times as many as the less than 1% of people who are ready to buy in any other given other week in the next couple of years. Overall, more people are not ready to buy, but on a week by week basis, that very first week where you send your welcome emails is the time at which the most people at any given time are ready to buy. That's an opportunity you can't afford to give up. That means you've really got to balance two things in your thank you page and your welcome emails. You've got to have emails that are great and help the people that are ready to buy, the 5%, make that decision and buy from you – as many as you can.

You also need for those promotional messages not to put off the 95% who aren't ready to buy. You need to nurture over a longer time period. When people first sign up, I find there are three things, especially for people that are consultants, coaches, etc, I find there are three options to use on the thank you page and then then in the followup emails. The first thing is that if you have a low-cost product that you can offer to people, then offer than on your thank you page. Don't waste your thank you page real estate by just saying, “Thanks for signing up. Great to have you on board.” Offer a low-cost product. Tell them you your lead magnet in the email will be with you shortly, but then offer them this low-cost product. Don't offer them a really high-cost product because even the people that are ready to buy are not going to be ready to buy a really expensive product or a really expensive service because they don't really know you. They've only just signed up.

A decent percentage of them will be ready to buy a low-cost product when they first sign up, called a trip wire. Of course, once they have bought a low-cost product from you, and they get great value from that, they results from that, they are much more likely to buy your higher-cost products and services in the future. The second thing you can offer them is a free strategy session or free initial consultation. That's particularly appropriate if you haven't got any product you can sell. You deliver services, coaching, consulting, that sort of stuff. Why not on your thank you page have some text or video telling them what they would get from a free initial consultation or free strategy session with you. Not many people will say yes to that because they would have to spend 40 minutes or an hour with you, and they don't really know you yet.

It is perhaps a bit risky for them. They might worry that they might get sold to. A certain percentage will say yes, and that could turn into a very high value sale if the strategy session goes well, you build a strong enough relationship. Third option is to offer a webinar. This can be the best option. It's a lot more work. It means that once a week or once every couple of weeks you have to deliver a live webinar, or you have to prerecord and set up an automated webinar. When people first sign up on the thank you page you can offer them a webinar on the same topic but going further than they signed up for with the lead magnet. The people that are ready to buy will want to sign up for that because they will get even more in the area that they were really interested in. Many of the people who aren't quite ready to buy but are close will also sign up for that. They will see the value they will get from that.

You then deliver the webinar. You give them an hour of great value, and you build a lot of credibility in that webinar, you build trust and a relationship because they can hear you speaking, maybe even see you live. That means that at the end of the webinar after an hour, the people who were ready to buy already will definitely be ready to buy and be willing to buy a higher priced product than the lower cost one you might have sold them originally. Also, some of the people who weren't quite ready will have gone over the edge, and they will be ready to buy. You will have a lot more hot prospects as it were, and by the end of that webinar you can then offer them a medium-priced product or you can offer them a strategy session or free initial consultation. You will get a lot more of those than you would than if you offered them cold because you have now built that relationship, you've built credibility and trust.

Your thank you page can either offer a low-cost product, free strategy session, or a free webinar which then builds further trust and credibility and offers a medium-priced product or a free initial consultation. In your emails that follow that up, a couple of things you need to do. One is your first followup email, you must check to make sure they have downloaded your lead magnet, the free thing you offered when they signed up. You will be staggered if you looked at your stats of how many people will sign up for your free thing and then just not download it. Of course, if they don't download it, they don't go through it, they are not getting the value from it. You've missed out, and they've missed out on the value. You've missed out on the opportunity to really build a strong relationship with them.

You will want to send out an email to them the next day. Did you manage to download the report? If so, email back and tell him yes. If not, you can get it from here. Try to make sure they actually do download the thing they signed up for. From then on, I would repeat the offer for whatever it is your offered on the thank you page, a webinar, free strategy session, or a low-cost product. Because the people that are ready to buy will be the most interested in that are really just the 5%, I would wrap that offer in at least one content-rich email where you give them another great tip in the area of the lead magnet and logically leading onto the offer, be that a webinar, strategy session, or low-cost product. Give them a tip in that area, and at the end of that tip, say, “By the way, if you would like to take this further and get blah, blah, blah, blah, blah.” You make the product offer or the webinar offer etc.

You can also do another last chance one, put a time limit on it. Give them 4 or 5 days from when they first signed up and certainly I do. I send a last chance, hate to nag, but if you want to take advantage of this offer, x, y, zed, you go here to get it. By then, by giving the lead magnet, the great tip, the checking up of the lead magnet, you should have given them enough value already that you could get away with a little slight nag in an email just to say that the offer is running out. From there, of course, you just continue to do your normal newslettery-type emails where you are adding value. You are giving them great material. Of course, you are linking them to your offers as well. You are linking them to either products or services, strategy sessions, webinars that are going to lead to that.

As much as you can, deliver value in an email and then make an offer, rather than just being a pitchy email. That way, you'll both maximize the opportunity with the 5% that are ready to buy, but still strengthen your relationship for the future with the 95% who aren't ready yet, so they will become clients in the future. That's it for this week. See you soon.

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Ian Brodie

Ian Brodie

Ian Brodie teaches consultants, coaches and other professionals to attract and win the clients they need using "Value-Based Marketing" - an approach to marketing based around delivering value, demonstrating your capabilities and earning trust through your marketing.