Avoid the Big Splash in Follow-Up Marketing
Posted 12-29-2008 at 05:01 AM by Robert Plank
http://www.youtube.com/watch?v=8MsJPURGz1Q
The other day I received an e-mail from a marketer with a surprise bonus just for being on his free mailing list. Great, right? Not so much. He dumped about ten videos on me at once. As an internet marketer, you might think that is a great "thud factor" but for many people, the thud factor simply means they have a lot of work cut out for them. When you delivering content via e-mail, even if they are special bonuses, spread your content out for a lasting effect.
From a product launch point of view, it is much more impressive for you to deliver one video for me per week for eight weeks, than it is for you to drop eight videos on me at a time. That holds true even for short videos. In fact, with so many people abusing video, it might actually be refreshing for you to express the same information in 5 minutes that took somebody else 45 minutes. People like me would value eight 5 minute videos much higher than eight 45 minute videos, because I probably would not be able to sit through eight 45 minute videos.
Sending out lots of short videos gives you other advantages as well. For example, user feedback. You could release a 35-part video series. Every day send a five minute video to your subscribers. This is really easy to setup because you simply record 35 videos in order, and add them to your autoresponder follow-up series. Along the way, people might want the option to download the videos, or they'll miss out on some of the previous videos. Because of that feedback, you might know to add both those options and you can make subscribers, even those who do not want back issues, very happy.
Using the small follow-up approach also allows you to repeatedly pitch to your subscribers. Instead of one big push to your paid products, you could include a simple call-to-action at the end of every video so people will at least look at your offer. Contacting your subscribers every day with new content also allows you to post special time-limited offers to increase scarcity and get more people to buy.
If you can help it, avoid the big splash with your follow-ups and instead send little bites of actionable content on a regular basis. Your subscribers will love you and this small change will increase your conversions.
Get the exact step by step formula to write a sales letter in five minutes or less, complete with easy to use worksheets and plug-n-play headlines, offers, stories, and guarantees... http://www.fiveminutecopywriting.com
The other day I received an e-mail from a marketer with a surprise bonus just for being on his free mailing list. Great, right? Not so much. He dumped about ten videos on me at once. As an internet marketer, you might think that is a great "thud factor" but for many people, the thud factor simply means they have a lot of work cut out for them. When you delivering content via e-mail, even if they are special bonuses, spread your content out for a lasting effect.
From a product launch point of view, it is much more impressive for you to deliver one video for me per week for eight weeks, than it is for you to drop eight videos on me at a time. That holds true even for short videos. In fact, with so many people abusing video, it might actually be refreshing for you to express the same information in 5 minutes that took somebody else 45 minutes. People like me would value eight 5 minute videos much higher than eight 45 minute videos, because I probably would not be able to sit through eight 45 minute videos.
Sending out lots of short videos gives you other advantages as well. For example, user feedback. You could release a 35-part video series. Every day send a five minute video to your subscribers. This is really easy to setup because you simply record 35 videos in order, and add them to your autoresponder follow-up series. Along the way, people might want the option to download the videos, or they'll miss out on some of the previous videos. Because of that feedback, you might know to add both those options and you can make subscribers, even those who do not want back issues, very happy.
Using the small follow-up approach also allows you to repeatedly pitch to your subscribers. Instead of one big push to your paid products, you could include a simple call-to-action at the end of every video so people will at least look at your offer. Contacting your subscribers every day with new content also allows you to post special time-limited offers to increase scarcity and get more people to buy.
If you can help it, avoid the big splash with your follow-ups and instead send little bites of actionable content on a regular basis. Your subscribers will love you and this small change will increase your conversions.
Get the exact step by step formula to write a sales letter in five minutes or less, complete with easy to use worksheets and plug-n-play headlines, offers, stories, and guarantees... http://www.fiveminutecopywriting.com
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