You ever think about just keeping it real?

I much prefer your style, Jeremy. I hate all the "here it comes" emails. If I trust the list owner, I'll check out what they recommend every time. If it suits my business, I'll buy it.

Tina

Hi Jeremy,

Thanks for sharing how you do your marketing with us, I hear what you're saying and it's obviously working for you. But have you tried changing anything?.. I mean you could be leaving money on the table doing it the way you are.

If you haven't already, why not try it the other way with your next product? Make a free report with some good advice in that will help people, but that also sells them onto your paid product. And then compare the results, I'd love to hear if it makes a difference or not.

Of course you don't have to do that and maybe you don't want to, just suggesting that you should always be looking for ways that you can improve on your system, testing and tweaking and comparing results.

I personally don't mind the free reports and videos that are used in pre launches, I quite enjoy being taken through the whole process and watching how different people do different things. So I guess I don't mind all the emails in-between.

Just my two cents.

Paul.

Hi Jeremy,
Frankly, I wish everyone used your method. Maybe it's because I've spent much of my life in sales, but the gimmicks that most marketers use are so transparent that it annoys the snot out of me. If you've only gotten 7 unsubs in the last 10 months you're obviously pleasing the subscibers on your list. If I were you I wouldn't change a thing.
Will

Jeremy, good post. I think more marketers should follow your lead in that if you don't know how to presell, and have nothing else to say in between promos other than "stay tuned for this next promo" then just stay silent.

I don't know who propagates this thinking, but "here it comes" emails and messaging is NOT a good way to presell and it never has been. Yes, keeping the list "warm" is something you want to do, but just sending an email is NOT warming. Sending a useless email is worse than sending none.

There's a fundamental flaw in the whole "here it comes" email concept. It assumes the prospect gives a crap about the product. The prospect NEVER gives a crap about the product. So selling them on it, even in your salesletter, is usually a waste of time.

If you want to presell effectively, in between emails, in your sales copy, in all your messaging - you need to accomplish two and only two things.

1. Define a problem.
2. Convince the prospect that they have this problem.

You don't even have to talk about the product at all when you do this. Just talk about the problems, define and enumerate them. Tell a story about them that really invokes the pain and frustration in dealing with them.

Then, every time you have something to promote, without connecting it to your "content" problem-pieces at all, you can just say "check this out" Frank Kern super-brief style.

And the prospect will check it out and buy because you've convinced them that it's a problem they have and will be on the lookout for a solution. They'll make the leap connecting the problem with the solution. But they hardly ever remember that you're the one who "sold" them the problem in the first place.

I learned this from Eben Pagan (I think) - when people encounter what they feel like is an accurate diagnosis for the problems they perceive they have, they will automatically assume that the person who defined the problem ALSO knows the solution. Even if you don't, they think you do. IN fact, they'll pretty much latch onto the next thing you say after describing the problem. It doesn't even have to SOLVE the problem to be attractive to the prospect - it just needs to provide the tiniest shred of hope.

So use that.

Hi Jeremy,

I've got a slightly different perspective from you.

You are a marketer and your job is to sell them stuff.
Nothing wrong with that, especially if what you provide
gives massive value.

Having said that, I feel that is nothing wrong with
"giving away half the equation".

If a marketer want to give away value upfront, then why not?

Eben Pagan's gives massive value in his free videos.
Examples are those from his Get Altitute and Wake Up Productive
programs.

I'm pretty sure these free but valuable giveaways help
a lot in his pre-selling, and increase his sales.

Warmly,
Jag

On occassion a "pre-launch sequence" does include some good content to wet the appetite of the prospect so I think when done properly this method works, and there are a few high profile marketers doing well with this method.

When it's done wrong then the content amounts to like you say a thinly disguised sales letter/video.

What really does annoy me anout these launches is when the affiliates start saying buy product X through my link and I'll give you my special bonus worth $3,647....

Really? you're promoting a $67 product and giving away a $3,647 product. I'm not exaggerrating I really get emails like this (even from well known marketers we have all heard of).

I may risk missing somethng big but that goes straight in the trash.

Yeah like your style - no one likes hype, or if they do theyve not been around long. Keep it real I say, and give them good relevant content when you do send anything. If it benefits them, youve just won a friend - one who will probably open your nxt mail too.

You're not the only one, Jeremy..

And boy does it work...

I always, get real obvious with my subscribers. Even to the point of saying:

"Look, here's my affiliate link for xxxxxxx..."

My own products are even easier to sell this way, because of the bonding process I have covered with those subs...

I have always found that if I assume the best from my subscribers, I often get good results. Don't assume they need telling what to do, credit them with intelligence... most people have it!


Peace

Jay

I agree that the hype gets old quickly and I usually just look for the main point of the email as I skip through the rest.

I do have to wonder though - someone that is new subscriber that is not an IM'er and just looking for a product would really know the difference. Those of us here know exactly what the emails we get are trying to do. We know the psychology behind them. New potential customers may not know this at all and will continue to read them (hopefully) until they've had their fill.

When I first started out I was on one well known marketers list for months. I read every email and watched every video this guy sent. But my motive was to learn his process of marketing. After some time I recognized the pattern and frankly grew bored with his style. Alot of blather and babble and I eventually unsubscribed.

My point is that people will respond differently to the various marketing techniques that are used - do any of us really know how a subscriber will react? Perhaps the answer is in your bottom line sales.

Peter

now instead of 'building up' your emails for a sale... what if in between selling emails were valuable and free content emails with no sales message attached... with a link to more or more in depth free information; like on your blog so they were 'conditioned' to click links in YOUR emails?

I am on two 'lists' that I get emailed to from each at least EOD, 15-20 emails a month. The vast majority are almost personal in nature. A piece of their life during a hard time and a motivating end, some insight they had while hiking, what happened at this or that marketing summit. The only selling part is each links back to a similar blog post and both have permanent things they sell on those sites.

once or twice a month (usually once, the email is a JV deal that they reccomend.) Those I have learned to pass on most of them. And then sometimes there is a email selling something they have put together. One of them only once every month or two average, (though one month it was three and some months none.) and one of them is usually a price increase notice on an existing product. He does very well selling a membership site and puts everything there usually making the vakue of the site huge.

just a ramble

As one of Jeremy's subs I can states that his method is great, I have been on many lists before and have unsubed as they took to long to get to the point.

I understand that they are going to try and sell me something...all I want to hear is what are you selling and what is the benefit to my business.

Jeremy, please don't change...

Fantastic post Jeremy. Signed up to your list the other day and I love your style.

Straight to the point - you have built a great relationship with your list.
Anyone reading this can learn from you.

Jeremy,

I am big on "keeping it real", and that's why I have purchased from you.

As we've seen here and elsewhere, people can steal your stuff, but they can't steal your integrity, honesty, and reputation.

Keep keeping it real!

Mr Twenty Twenty
Whooo yah!

That's the approach any successful marketer should approach there list. Keeping it real, being themselves and constantly providing value to strengthen the relationship between the marketer and the list.