Marketers the world over use follow up autoresponders
to increase sales. But, many struggle to write a compel-
ling message series. Don't let that keep you from your
share of the profits! Print and follow these instructions;
you'll soon be following up with finesse.
(Examples in this article use the fictional product "Green
Garden Lawn Fertilizer". Any similarity to actual products
is unintended and coincidental.)
Message 1 - Big Benefits:
Many of the sales resulting from your follow up series will
come after the very first message. Keep this message
short. Just take 500 or so words to flesh out a handful of
your biggest benefits. For example, part of the Green
Garden Lawn Fertilizer company's first message might
"A Lush Lawn: Green Garden Fertilizer will give you a
lush lawn in just 2 weeks! Density will increase up to 50%..
"No More Brown: Watch your lawn become 3-5 shades
greener with regular treatments"
Message 2 - Establish a Need:
Use your second message to explain why your product is
necessary. First, lay out the situation leading to a need for
your product. Then, show that your product will meet that
need. For instance:
"Lawns across the country are looking dull. Homeowners
water and mow to no avail. But, not those who use Green
Garden Fertilizer! They've created lush, beautiful lawns"
Message 3 - Tool Talk:
In your third message, show the lead how he will go about
actually using your product. Detail any tools or supporting
material that you offer. In the case of our fictional Green
Garden Fertilizer, part of this message might read:
"This treatment is a cinch: Simply attach the included
diffuser to the end of your garden hose, creating a
sprinkler. Run the sprinkler for 15 minutes each week.
You will see an improvement after just one treatment!"
Message 4 - The Wildcard:
Customize message four for your unique product. Try one
of these ideas:
Have a customer case study? This is a great place for it.
Selling complimentary products? Detail one of them
Selling a real-world product? Explain shipping /
Have a bricks and mortar office? Invite the prospect to
visit. Include directions.
Are you personally a visible part of your brand? Include
your bio here.
Message 5 - Questions? Comments?:
Your lead may be waiting to purchase until you explain
one particular thing. By asking outright, you can speed
the sales cycle to a close.
Start the fifth message by asking your prospect if he has
any questions. Give him several ways to reach you, and
include your hours of operation and time zone.
Take the rest of the fifth message to answer some of the
questions your prospects ask most often. For instance:
"Are you excited about the lush lawn you'll have with
Green Garden Fertilizer? I hope so! Let me go over some
questions our customers have asked in the past"
Message 6 - Testimonials:
With your sixth message, show off your satisfied
customers. Choose several of your best testimonials, and
list them here. Look for quotes from customers who are
obviously excited about your product, but that still sound
believable. For instance, choose:
"I'm thrilled with my Green Garden Fertilizer! Just two
weeks, and my lawn looks better than it has in years."
"Green Garden Fertilizer is miraculous! It turned my back
lot into a rolling meadow in days - and that lot is PAVED!"
(The testimonials in this article are made up examples.
All of your testimonials, however, must be real.
Fabricating testimonials is illegal.)
Message 7 - Last Chance:
Your final message serves as one last reminder of your
product. Briefly reiterate its most impressive features.
Then, throw in a few testimonials or a very short case
study. Round out this message with your contact
information. Our example product's final message might
"Over the past several weeks, you've heard about how
Green Garden Fertilizer can turn your lawn around.
Customer Dusty Dan tried it, and he says, 'My lawn has
never looked better...'"
Follow Up With Finesse
Automation means that good follow up doesn't have to be
time consuming. Now, creating a message series is just
Beka Ruse is the Business Development Manager at
AWeber Communications. Experience the acclaimed
customer support and reliability of AWeber