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The one to rule them all....

by Jonwebb
4 replies
so I join alot of lists. I like to " keep my ear to the streets" as far as what others are doing in their email businesses.

more often then not if its not some spammy message, I see two or three affiliate offers, offering similar services in one email.

as a potential customer, how am I to choose which offer is best?

its confusing and makes me not want to buy.

I think alot of you, forget that email marketing is also a form of direct response marketing.

and with direct response marketing you have to remember the rule of one.

one message, one theme, one offer, one call to action.

give me one thing to focus on and give me one thing to buy. Allow me to focus on your one offer.

- Jon
#rule
  • Profile picture of the author ShoppingSignals
    Excellent point Jon. One call to action is just as important in an email as it is in an opt-in page, yet it doesn't seem that most marketers follow that principal.
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  • Profile picture of the author LarryHaywood
    I agree, if you're selling something different in every email message then you will look like someone selling anything to make a buck. Make things simple, stick to what you believe in and try to provide value.
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    • Profile picture of the author BudiT
      Thanks for the wake up call. Funnel conversion can increase so much if you try to sell them only one thing at a time. Consistency makes you look like an authority, that's the reason.

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  • Profile picture of the author JohnMcCabe
    Originally Posted by Jonwebb View Post

    more often then not if its not some spammy message, I see two or three affiliate offers, offering similar services in one email.

    as a potential customer, how am I to choose which offer is best?

    its confusing and makes me not want to buy.
    There are way too many emailers out there with no clue about what they are doing.

    They throw mud against the wall, and if they are fortunate, some of it sticks occasionally.

    As a potential customer you should know which one is best because a competent marketer told you which one is best for you.

    Originally Posted by Jonwebb View Post

    I think alot of you, forget that email marketing is also a form of direct response marketing.

    and with direct response marketing you have to remember the rule of one.

    one message, one theme, one offer, one call to action.

    give me one thing to focus on and give me one thing to buy. Allow me to focus on your one offer.

    - Jon
    You can offer more than one product and still stick to focusing on one thing. The classic "good, better, best" method still works. Labelling one option as the "best value" (like many movie theaters do with their barrels of popcorn and buckets of soda) is another way to offer choices while steering people to their most wanted response.

    Your general message is spot on, though.
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