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Ian Brodie

Ian Brodie teaches consultants, coaches and other professionals to attract and win their ideal clients by becoming seen as authorities in their field.


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7 Powerful Curiosity Building Strategies To Get Your Audience To Take Action

Posted on 23rd August 2016. 7 Powerful Curiosity-Building Strategies That Get Your Audience To Take Action

Last week I had a bit of a brain freeze and forgot to send out the email notifying everyone of the new 5 Minute Marketing Tip video.

Oops! But it gave me the chance to try a little experiment the next day.

One of the key methods to increase the open rates of your emails, clicks through to your articles and reading past the headline on your sales pages is to build curiosity. Remember Gary Bencivenga’s formula: Interest = Benefits x Curiosity.

So I tested a straightforward subject line of “Get more engagement and interest from your customers and prospects” against a pure curiosity subject line of “Sorry – meant to send this yesterday :(“. Other than subject lines the emails were identical.

The aim of the first subject line is to get people to open the email because they know the benefit they’ll get from it. The aim of the second subject line is to get people to open the email to find out what on earth I meant to send them yesterday, and perhaps why I didn’t.

The results: the email with the plain subject line had an open rate of 32.3%, the email with the curiosity based subject line had an open rate of 36.7%. That’s a 13% increase at 99.9% significance.

But more importantly the click through rate to the video was 5.4% for the plain subject line and 6.5% for the curiosity based subject line (a 21% increase with 95% significance). That indicates that not only did more people open the email to find out what I’d meant to send them, that increased number of opens didn’t fizzle out when it came to taking action, they were motivated enough to click through to the video.

Now you can’t make a mistake with every email or article and use a “sorry” type subject line or headline every time. It would wear pretty thin (not to mention being a bit dishonest if you were deliberately making mistakes).

But luckily there are many ways to harness curiosity in your emails, articles, sales pages and other marketing. And in this week’s 5 Minute Marketing Tip video I share 7 powerful strategies you can use to harness curiosity.

Use them wisely young Padawan :)

Click here to watch the video »

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Marketing

Why Informally Written Emails Work Better: Some Hard Data

Posted on 23rd July 2016. Why Informally Written Emails Work Better: Some Hard Data

If you’ve read Email Persuasion you’ll know that I recommend writing your emails in an informal style: as if you were chatting to a good business friend over coffee.

Every now and then I get asked “why?” Especially given that the dominant style of writing business emails is much more “professional” (ie stiff and formal).

My recommendation comes mostly from personal experience. I started getting better results (more interactions and more sales) the more I wrote informally. And partly because writing informally is a generally accepted best practice for sales letters.

But honestly, I wasn’t quite sure that was enough. I wanted some real, solid evidence that writing informally worked.

Strangely enough, there seems to have been very little testing done on informal vs formal writing in the marketing world. It’s just kind of accepted wisdom that informal works best.

But there has been quite a bit of testing done in other fields, notably in online learning.

In a meta analysis published in Teacher Magazine in 2015, Professors Paul Ginns, Herbert Marsh and Andrew Martin analysed multiple studies looking at the impact of formal vs informal communication on the effectiveness of online learning.

The studies they looked at covered four primary aspects of informal vs formal communication:

  • The use of first/second person vs third person language – ie talking about I/we and you.
  • Adding sentences which directly address the reader – for example “Let me tell you what happens when lightning forms…”.
  • The use of polite requests rather than direct commands (e.g. “Why don’t we save the factory now?” vs “Save the factory now”) – just like we would do if we were speaking to a friend face to face.
  • Making the author’s view and personality more visible.

The results?

Students who studied from more conversational instructions rated them as more friendly and less difficult. And when there was a more personal and conversational style in the writing, students remembered the material better and were able to transfer that knowledge to new problems.

In other words, when it comes to online learning: informal wins.

Why does an informal, conversational style work?

Click here to find out why…

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How To Build Strong Business Relationships Through Email Marketing

Posted on 18th July 2016. Build Strong Business Relationships Through Email Marketing

Lots of people claim you can’t build strong relationships online.

Absolute tosh.

Some of the very best business relationships I have started off and progressed significantly before we ever spoke or met face to face.

Now, of course, relationship building online isn’t easy, especially if you’re trying to do it through a “mass” medium like email marketing. But it can be done. Here are some strategies for building strong relationships online that you can put into place immediately.

Click here to watch the video »

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Get Clients Online

How I Got Out Of Gmail’s “Promotions Tab Jail” (And The Tools & Techniques You Can Use If You’re In There Too)

Posted on 13th June 2016. How I Got Out Of Gmail's Promotions Tab Jail

A couple of weeks ago I woke up to a nightmare scenario for any email marketer.

As I do most days, I tapped away to write an email I thought would be useful, interesting and fun for my subscribers. Job done, I shot off a test email to myself to make sure the links were all working.

5 minutes later, it hadn’t arrived in my inbox. Another 10 minutes and it still wasn’t there. I sent another one.

Still nothing.

Then I spotted a notification that there were new emails in my Gmail promotions tab.

Surely not? Surely my own emails that I read on a regular basis aren’t going into my promotions tab?

But yes, they were.

According to Email Deliverability expert Chris Lang, you get an 8-10% increase in opens and clicks simply by being in the primary tab rather than the promotions tab on Gmail.

That’s a huge difference. And it’s a direct hit on your revenue if email is a key part of your marketing.

Lang estimates that Gmail runs about 40% of the world’s email behind the scenes. In my case, since my clients tend to be smaller businesses it’s probably higher.

So ending up in the promotions tab is bad, bad news.

So why was I in there and more importantly: what could I do to get out? I started looking around for answers.

Click here to find out why emails end up in the Promotions Tab and how to get out if you’re in there too »

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How To Turn New Subscribers Into Warm Relationships

Posted on 26th April 2016. 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.
 
Click here to watch the video »

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How To Use Landing Pages To Get More Email Subscribers

Posted on 19th April 2016. How To Use Landing Pages To Get More Email Subscribers

Whenever you can direct traffic to where you need it (for example from Facebook, Linkedin or Google Ads or from your bio on guest blog posts or social media properties) you should be sending it to dedicated landing pages whose purpose is to get visitors to subscribe to get your Lead Magnet and regular emails.

What makes an effective Landing Page?

It really depends on who is visiting that page, where they’re coming from, and what their intention is when they visit. There’s a big difference in the sort of landing page that works well for visitors coming from a paid ad who already know what to expect from the ad itself, to visitors from a bio link on social media who are largely coming from curiosity to find out more about you.

I show you how to tweak your Landing Pages to meet the needs and expectations of different types of visitor.

Click here to watch the video »

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How To Get More Email Subscribers From Your Website

Posted on 12th April 2016. How To Get More Email Subscribers From Your Website

For my latest in-depth article on how to get more email subscribers from your website, click here.

Most people don’t get anywhere near the number of email subscribers that they could from their website. In fact on most sites there’s huge, untapped potential to get more subscribers from your existing traffic without needing any more visitors to your site.

In this week’s 5 Minute Marketing Tip I share my 5 favourite (and pretty simple) strategies for getting more email subscribers from your site.

Click here to watch the video »

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More Clients TV

How To Create 100 Ideas For Blog Posts, Emails and Other Content

Posted on 12th January 2016. 100 Ideas for Blog Posts and Emails

Hi – welcome to another 5 Minute Marketing Tip Video.

I’m sure I’m not the only person who often finds myself staring at a blank computer screen wondering what on earth I’m going to write in a blog post or email.

If that sometimes (or often) happens to you, here’s a way to quickly come up with 100 great ideas for articles or other forms of content. It’s worked brilliantly well for me.

Find out more in the video.
 
Click here to watch the video »

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How to Get More Impact from Your Emails With the Rule of One

Posted on 15th September 2015.

You’ve put a ton of effort into getting email subscribers. You’re emailing them regularly with great content. But they just seem to be falling flat. You’re not connecting or engaging.

It may well be that the cause is you’re breaking the Rule of One.

In this week’s 5 minute marketing tip video I explain the Rule of One and how to use it to get more impact from your emails.
 
Click here to watch the video »

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The Piggyback Technique For Getting More Sales

Posted on 6th July 2015.

The Piggyback technique is a method that I’ve used for a number of years that works brilliantly well to get more sales from emails, blog posts and other marketing approaches.

It works by “piggybacking” your marketing and sales messages on the back of content emails, videos, blog posts or even transactional emails.

In the video I give a number of examples of how to do this so that your marketing gets noticed.
 
Click here to watch the video »