It would be great if all customers who visited your website were ready to buy and only needed to double check your prices and see whether you have a one hundred percent money-back guarantee. You can achieve this kind of success if you have a system in place to build your customers’ confidence and trust in you and what your business has to offer. That is what a good list building strategy can do for your business.
Consider an offline clothing store. Sometimes a customer will be in a hurry, rush into your store and be ready to make a purchase straight away. All sales are just not that easy. They might have entered the store just to do a spot of browsing, so how do you get them to the point of actually wanting to buy something.
To get to the point of wanting to make a purchase, the customer needs to go through a certain number of steps. They need to find the types of clothes they are interested in, find something they like and then go to the changing room. If you are there in the store at that time, you will do all you can to make it a smooth and painless progression from one step to the next. You know that once the customer gets into the changing room, the chance that he or she will actually go ahead and buy something increases greatly.
There are some parallels here between the clothing store and what happens when a visitor comes to your website. An attractive and well-organized site will provide the visitor with something that interests them. Well-written sales copy will create a desire for whatever it is that you’re selling and then…what is the equivalent of a changing room? How does the client try the product on for size? The answer is, if you haven’t figured it out from the title, is an autoresponder.
An autoresponder allows you to email your prospective customer over a number of days or weeks and creates in them a feeling of trust. You are able to build up a relationship with them so that they soon become the sort of person I described in the first paragraph of this chapter – that is, the one who is right on the point of purchasing your product.
We’ll get to the subject of writing the actual emails for your list building strategy, but first, let’s think about how easy it is to actually put an autoresponder series in place. The good news is that this isn’t a difficult process at all. Even if you don’t have a webmaster, as long as you can paste a line of code, you will be able to create your own autoresponder.
In the meantime, if you want a professional’s advice on your online marketing campaign, I am offering a consulting service. You can find out more about it by clicking here.