Most Emails Stink as a Sales Tool. Here’s Why…

by Marcus Sheridan

Somewhere in the world, right this very moment, a sales person is getting ready to blow another opportunity.

How is this happening? Well, chances are the individual is writing an email that looks just like this:

Dear Mr. Jones,

I’m emailing you to confirm our appointment this Friday. Please let me know if you have any questions or needs.

Sincerely,

Boring Sales Person

Yep. That’s it. Another terrible email going out to a prospect to ‘remind them’ of the sales appointment. Here’s another awful one that someone else in the world is typing as you read these words:

Dear Mr. Jones,

I just wanted to thank you for our recent meeting, I thought it was very productive and enjoyed it very much. Please let me know if you have any needs or questions.

Sincerely,

No-So-Effective Sales Person

Now be honest: Have you ever written an email similar to one of these? Chances are, if you’re in any type of business that sells anything at all, the answer is ‘YES’.

As for me, I used to send out these same types of emails, until I came to a clear realization– Such emails do absolutely nothing to further the sales process…NOTHING.

When it comes down to it, we need to look at normal email as a tremendous opportunity to help prospects and existing clients progress towards a buying decision. And because content is the greatest sales tool in the world, we must get to the point where we start including blog posts and video links (that we’ve done) in every email we EVER send out…for the rest of our lives.

I really mean this statement, and I make it because of these facts:

  • The more time someone spends on your website, the closer they are to spending their money with YOU.
  • The more someone reads your words or watches your videos, the more they trust YOU.
  • The more educated someone is about your products/services, they more they’ll tell others about YOU.
  • And on and on and on…

To  understand even deeper the connection of email, ‘tipping points’, and content marketing; I’ve made a video talking about this very subject. So if you have a few minutes and you really are looking for a way to improve your sales procedure and cycle as a company, please give it a look (plus the Lion growl at the beginning is the coolest ever ;-) ).

YouTube Preview Image

Your Turn:

My question today is simple: Are you using existing blog posts and videos in the emails you’re sending out to prospects and clients? If not….why??? ;-) Also, if you are doing this, tell everyone about some of the success and results you’ve experienced.

Speaking of email, I’ll be keynoting MarketingSherpa’s Email Summit that will be taking place in Las Vegas from Feb. 7-10. In my session, I’m going to dive quite a bit deeper into the concept of content marketing tipping points and how they can forever change your business, especially when aligned with email marketing. Brian Solis and Dr. Flint McGlaughlin will also be keynoting the event which last year was attended by over 800 marketing professionals from around the world. For those of your interested in learning more, please check out the incredible line up and session topics.

Download your FREE copy of my 230 Page Inbound and Content Marketing Made Easy eBook now and start reading in 60 seconds!

 

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{ 69 comments… read them below or add one }

Howie at Sky Pulse Media January 26, 2012 at 8:48 am

I have two things to add here Mr. Lion

First is very astute post today. And something I have been doing to change my communication. I was confirming a meeting for this week that actually got pushed back to next week. I know this company has a marketer helping them. But I want their business. So I sent a short pdf presentation case study, a brief run down of the meeting and said I have some ideas I will bring. When the reschedule response came she ended with ‘I’m very interested to hear your ideas’. But hard to find that line between too long a response and a bad one.

The second part is we all get our inboxes flooded with communication, most of it what we sign up for whether it is personal or business. Industry News. Brand contact. Etc Etc. How does your email stand out when we mass delete so many. So also make your subject line something that stands out.

Combined this should increase your target’s attention span with you.

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Marcus Sheridan January 26, 2012 at 9:58 pm

Howie, stinking awesome example of ‘willing success’ via powerhouse email my man. Truly impressed with what you did here bud.

And yes, great subject lines is another article within itself I’d say!

Thanks for all you great comments, shares, and tremendous support Howie ;)

Marcus

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Eugene @ Content Strategy January 26, 2012 at 9:06 am

I try to send out emails that are a bit more lively than that. But I can’t say that I’ve ever sent links to my blog posts in them (unless of course it was to my list with an update). It’s always the simple things in life, isn’t it :)? Good stuff!

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Marcus Sheridan January 26, 2012 at 9:55 pm

That it is my friend–the simple things.

Heck, when you clear all the smoke from all this social media ‘stuff’, it boils down to simple principles.

Keep rockin my friend,

Marcus

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Cheryl Pickett January 26, 2012 at 9:20 am

Excellent advice. As Eugene said, it’s a simple idea, but sometimes it’s the simple stuff that escapes us so easily. For those who say they don’t have time to do content marketing, this is the perfect time to curate (use other people’s content) if that’s all you can do. Finding great stuff and sharing it is still leaps and bounds ahead of what everyone else is probably doing.

And the answer to your question in case anyone is wondering is-we are now :-)

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Marcus Sheridan January 26, 2012 at 9:54 pm

EXCELLENT point Cheryl….one can use other blogs here as well.

And yes, when it comes to marketing, it’s usually the most simple of things that have the greatest impact.

Thanks so much for you stopping by!!

Marcus

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Josh Sarz January 26, 2012 at 9:21 am

Great point, Mane man. After you thank them for an insightful meeting, get them back on your website right away. heh

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Marcus Sheridan January 26, 2012 at 9:52 pm

Mama always said, “If you hang around the barber shop long enough, you’re going to get your hair cut” ;-)

Thanks a bunch Josh,

marcus

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Elena Patrice January 26, 2012 at 9:25 am

Wow Marcus, this is sooo timely for us – you have no idea! I’m truly grateful to you because we are literally launching a new division/aspect of our company this coming Monday and this email information is key!! Now I’m ever more super excited!! I “get” this!! It makes perfect sense and I didn’t think of it prior!

You’re the crème de le crème my friend! YAY!!

Love you videos!! Have a memorable day!

Much kindness,

Elena

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Marcus Sheridan January 26, 2012 at 9:52 pm

Awesome Elena!!!! :)

It so thrills me to hear from folks like you!

TY!

Marcus

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paul wolfe January 26, 2012 at 9:28 am

Advance Warning: I’m ABOUT to start shouting.

To everyone reading:

PLEASE SIT UP AND PAY ATTENTION TO WHAT MARCUS SAYS – IN BOTH THE POST AND THE VIDEO. THIS IS REVOLUTIONARY STUFF THAT HE SHOULD BE SELLING NOT GIVING AWAY FOR FREE.

DO NOT – I REPEAT – DO NOT MAKE THE MISTAKE OF OVERLOOKING THE VALUE OF THIS INFORMATION BECAUSE IT IS FREE!!!

OK, I can stop shouting now!

@Marcus – you know what I think of what you’re doing. First I’ve got a video question for ya….are you in front of a green screen, or is that a backdrop? (Yeah I’m a video nerd…so what can I do?)

Second – your intro…for future videos trim it – 11 seconds is too long. Save the ‘intro’ for the outro. Get into the content as soon as possible – maybe an image with the Sales Lion graphic and the title of the video – 3 seconds max, and then BAM: Hey’ I’m Marcus Sheridan from The Sales Lion and in today’s video you’re going to learn…..

Third. I had a thought – and I think this would be ‘freaking’ cool. Been meaning to share it with you and see what you though. What you say about ‘pre meeting’ emails I totally agree with. And emailing clients in general….link to content. Absolutely.

But what about the specific instance when you’re following up AFTER a meeting and basically checking to see if they’re going to become a buyer or not? How about that email going something like this:

Hey Mr Jone,

Really enjoyed our meeting together last week blah blah blah. Buying a pool/band for wedding/whatever your service is IS something that people need to consider carefully. Whilst you’re still making this decision, here’s a video we put together that might answer some of the questions you still have….

And then you hit them with a link to a ‘unique’ page that’s hidden.

ON that page they get essentially a Video Sales Letter. Only what you do is – and yep this would take a bit of planning – essentially customise that Video Sales Letter. So the bulk fo the sales letter is the same for EVERY SINGLE PROSPECT. But you have a script for the intro and a script for the outro….and every time you get back from a meeting the first thing you do is record the intro and outro (and insert the clients name in it) and then edit the video to include that customised footage. And that’s the video they get sent.

(If you wanted to get fancy you could have different versions of the video depending on what you perceive as being their biggest objection. So you’d have a different version if you think they’re worried about a cost, and you’d have another version if they are still not sure about the difference between concrete and fibreglass, and so on).

Anyways…that’s something I’ve been thinking of for a while and wanted to see what you thought of.

Keep roaring!

Paul

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Ryan Hanley January 26, 2012 at 10:30 am

@paul

You think that the intros should be the Outros… huh? I have an ~ 10 second intro for my videos and I’ve wondered what effect it has on people watching.

@marcus

The idea of Content Tipping Points is so powerful. Putting blog posts into an email is a great tactic but the entire concept is Game Changing and I love it.

I’d like to request more on this… I have my own thoughts that need to be flushed out but I’m assuming this article is just the tip of the iceberg for your conceptual understanding of this theory.

Thank you.

Ryan H.

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paul wolfe January 26, 2012 at 10:35 am

Ryan

I’m assuming these videos are going on YouTube as part of the process of content marketing and attracting new people interested in either The Sales Lion or Ryan Hanley’s Insurance Company (sorry – forgot the name!).

IF that’s the case then the headline/video title is important so that you get found in either Google’s search, or YouTube’s internal engine.

Once they click, you’ve got 10 to 15 seconds to engage them before they click away and look for an answer somewhere else. So wasting 10 seconds on an intro that to them – not ever having seen any of your content – might seem dumb.

Youtube has got detailed analytics – and you can check for yourself to see what length of time your viewers watch your videos for. But those 15 seconds are crucial and you gotta get in there and sink a hook into them so they watch the video to the end. Tell them WHAT benefit they’re going to get from watching….so if that’s something they’re interested in, they do in fact stick around.

That make sense?

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Ryan Hanley January 26, 2012 at 10:47 am

That makes complete sense. Thank you Paul. Once again you are an indispensable resource!

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Marcus Sheridan January 26, 2012 at 9:46 pm

You, my friend, took the words right out my mouth…

But that doesn’t surprise me ;-)

More to come my man…

Marcus

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Marcus Sheridan January 26, 2012 at 9:51 pm

Paul you’re one of my strongest supporters and advocates in the world…I appreciate the heck out of you man. Thank you!

Regarding the intro, I actually thought about what you’ve said regarding this subject before when making the video…and I’ve been thinking about doing a live shot, with lots of enthusiasm and drawing the viewer in, and then doing the intro….and then the rest.

Does that make sense? I’ve seen some folks do that before, and many TV shows do just that as well.

Whatcha think?

Marcus

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paul wolfe January 27, 2012 at 2:13 am

@Marcus

That does make sense – and it would work I think. The intro (IMO) only has one job – and that’s to get them to carry on watching the rest of the video so you can do your thang.

So it’s vital you tell them what they’re gonna get out of the video and why they should stick around and watch it. Once you’ve planted that hook then for sure, you can cut to a ‘splash screen’ which has the show logo/show music/show intro in it.

What did you think about the Video Sales Letter idea?

@Craig – perhaps you can collect all my ramblings on video and turn them into a Course for me??? LOL

Paul

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Craig McBreen January 26, 2012 at 11:35 pm

Paul,

I’m really beginning to love your Posts on Marcus’ blog! ;)

I’m building up my Paul Wolfe binder so I can pass it on to the next person who wants to learn video.

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Matthew Stock January 26, 2012 at 9:56 am

No different than blogging, key is to always add value and not always directly “pitch” the customer. Customers prefer to reach conclusions on their own. Providing links to blog posts are a great way to do that. As an example, some of my sales guys were complaining about smaller fly-by-night competitors underbidding us. Rather than get into the whole “you’re not comparing apples to apples” discussion, I suggested they share this link I just wrote.

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Marcus Sheridan January 26, 2012 at 9:49 pm

That’s exactly it Matt, content is the best sales tool in the world…in my opinion…but only if we use it to its potential.

Thanks so much for dropping in my man :)

Marcus

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Bryan Thompson January 26, 2012 at 10:22 am

Hey Marcus, I am not a fan of the boring email to Mr. Jones, either. In fact, it’s a thing that pushed me away from a recent insurance agent. And they came about every three days. They looked exactly like the Mr. Jones appointment email. I like the idea of including blog posts in those emails.

By the way, I like the videos! Inspiring and giving me some great personal development resource ideas, too! Thanks for sharing your genius, man!

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Marcus Sheridan January 26, 2012 at 9:47 pm

You always have a way of pay such kind compliments Bryan…I really appreciate that man.

I’ve got a video/podcast I’m currently setting up that I think you’ll really, really love….so hope to be showing a lot more of this in the future. :)

Marcus

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Jack@TheJackB January 26, 2012 at 11:51 am

It is a slippery slope. Sometimes that boring email is all that is needed. I get so many messages I don’t have time to read most of them so I want something that is short and to the point.

I think that it makes sense to be aware of the content you are sending out but to recognize the value of time and place.

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Marcus Sheridan January 26, 2012 at 9:44 pm

I agree fully Jack. There are a lot of factors here, one of which is the point in which the prospect currently is within the sales funnel.

Balance in all things my man ;-)

Marcus

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Andrea Hypno January 26, 2012 at 12:30 pm

No, I don’t use them, just a link to my blog, but given that I don’t keep in touch with prospects and clients via email that’s fine. But adding a link at the bottom to my latest post could be anyway a good idea. Surely it won’t hurt.

Now could you please make a post in the future about “Your email pushing affiliate links has bothered me for the last time and stinks like nothing else?”

I’ve just received one from a blogger I’m following, but I’ll quit soon, about a wonderful product which helped him/her immensely and was, obviously, an affiliate product. Man I’m so tired of all those bloggers who write stuff like reviews, comparisons, advices and so on just to promote an affiliate link. Is it possible that so many bloggers don’t write for the sake of writing but to push all those affiliate links who at the end being pushy do nothing but just make people unsubscribe and take the blogger’s opinion for what it is, just a commercial? Or is it a tactic that works and I’m the only one who doesn’t understand it? We’re all blogging also to make some money but a bit of style would help.

I mean it’s in their right by they are bothering like hell. Or is it only me? Anyway I hate when I read one of those lifesaver Super Seo Secrets or How to Write the Best Blog of All Times whitepapers or reports where all links are affiliate links, or you have one free product and 10 affiliate ones. Before arriving at the middle they are in the bin.

Sorry for the rant but not only sales email stinks, the same goes for affiliate emails most of the times. As you rightly said in that post about ranting after this little rant I feel really better. :)

So, I know you have a different and better style of doing things, but really do those old school sale techniques work? Or do they work just in the eye of the blogger whose real success is then, questionable?

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Marcus Sheridan January 26, 2012 at 9:40 pm

Nice little rant here Andrea, loved it. ;-)

My honest answer is there is good and bad ways to do everything, and that’s certainly the case with affiliate marketing. I doubt you would hate it as much as you do if you felt the sender was offering more value than sales pitches…but since you feel otherwise, this is likely a case of ‘how not to do it’. Notwithstanding, as a list grows, I’m a firm believer it needs to be marketed to, in the right quantity.

I think the key for you now Andrea is to pay attention to the folks that don’t annoy you, but still might ‘sell’, versus the ones that do…and then apply what you learned when you get to that point with your blog.

Thanks so much!!

Marcus

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Andrea Hypno January 27, 2012 at 1:43 am

Thanks to you. I think the core point is right quantity and I’d add right style. Like you said in the other post about being honest with readers, one thing is writing a honest and sound post and then adding an affiliate link, another one is writing a post, or an email, to push the affiliate link. This is not only disturbing but makes me to feel like a kind of dairy cow, and there is the Italian Government for that.

I mean I’ve nothing against affiliate marketing and if I trust someone than following his or her advices makes totally sense, but writing just for the sake of making money and pushing affiliate links than trust disappears and so does the following thing.

Because then everything becomes like “Hey buddy, I’ve just found this great software-wonderful book-great service thing”.

I’m keeping a close eye on your blog. :D

And follow your advices.

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Jason Mulholland January 26, 2012 at 1:54 pm

I have been guilty as charged of those emails – boring, blah, blah, blah. Within the past couple weeks, I actually started referencing blog posts in some of my emails. Mostly playing with it, to see what happens to those in our ‘sales cycle’. Outcome TBD. I have included video links too, which has been very favorable.

One other thing I utilize, is visuals in general. I rarely send an email without some type of picture or graphic. Something that is (or I believe to be) of interest to the recipient of the email, or something that further drives home the message of the email. Best tool I have found to do this on an individual basis is at http://www.aceofsales.com. No – I don’t get commission, but do strongly believe in it. And I’ve been following and reading everyone’s comments for a bit now, and believe y’all would think it’s pretty awesome too.

Great post Marcus – keep ‘em comin’ brother.

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Marcus Sheridan January 26, 2012 at 9:34 pm

Awesome job with this Jason, jumping on the visual side of email, honestly, it’s something I’ve yet to do much with, so you’re ahead of me on that one my man. ;-)

And do me a favor, let me know if you start to see any results from your labors, as I love hearing about stuff like that.

Thanks for all your support of the blog here Jason!

Marcus

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David Gadarian January 26, 2012 at 2:19 pm

Wow – what a great idea! Makes total sense. Now I just need to not think about all those emails that I’ve sent out without this added call to action….

As you were going through the video I had an idea to add some blog “bundles” to my canned responses in Google.

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Marcus Sheridan January 26, 2012 at 9:32 pm

Yep, that’s exactly it David. Add them to your canned responses and you’re off to the races brother.

It will make a difference! :)

Best,

Marcus

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Ameena Falchetto January 26, 2012 at 4:10 pm

:) awesome .. I guess I need to add a few more links but I generally use my posts to highlight points where necessary …

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Marcus Sheridan January 26, 2012 at 9:24 pm

Hey Ameena, linking in posts is always a great idea, but the click through rate on a post is actually lower than a strong call-to-click action in an email….if that makes sense. They both have their place and email is certainly a (deep down the funnel) part of this process, whereas a normal blog article would be higher up.

Thanks for dropping in lady! :)

Marcus

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Jon Loomer January 26, 2012 at 5:53 pm

Good stuff, Marcus. I absolutely do this. I’ll have a conversation with a client or potential client, and we’ll go over several topics that I have previously covered in my blog. So after our meeting, I’ll send an email thanking for meeting with me and providing links to the specific articles that addressed what we talked about.

It’s not even intentional sales. It’s a matter of reinforcement and a helpful aid if what I was recommending wasn’t completely clear in our conversation.

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Marcus Sheridan January 26, 2012 at 9:22 pm

You’re already doing this Jon?? Well dang brother, that puts you in top 1% of email marketers…not too shabby my friend!

Keep making it happen brother :-)

Marcus

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Jon Loomer January 26, 2012 at 9:45 pm

Hah, not really. Sure, I’m doing this, but I still have limited client opportunities. So I’ll keep working at it!

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Jon Loomer January 27, 2012 at 5:54 pm

Marcus — This article has got me thinking… What email marketing software do you recommend? I’ve been going back and forth and getting different suggestions from different people with no agreement. I’m hearing MailChimp or AWeber, though I’m open to anything.

Thoughts?

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Marcus Sheridan January 30, 2012 at 11:50 am

Yeah, good question Jon. From all my readings and discussions with many top bloggers, aweber seems to be the preferred choice, and it’s what I use as well.

Hope this helps a little bud!

Marcus

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Mark January 26, 2012 at 6:35 pm

Marcus – you consistently produce some of the best content for business owners on the web.

You rockin’ roll my friend : )

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Marcus Sheridan January 26, 2012 at 9:21 pm

You’re incredibly kind to say such a thing Mark….thank you sir!!

Marcus

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Matthew Stock January 26, 2012 at 9:10 pm

One other one for you Marcus-
Your tipping point concept is awesome. However, do you think it conflicts with tailoring your website around conversions? The more bold and prominent your call-to-action is, it might actually lower average # of page views. Perhaps these are mutually exclusive concepts, but Visitor A who viewed only 3 pages and converted into a lead might be more valuable than Visitor B who viewed 30 pages and didn’t convert. In a perfect world, you get a conversion after 30 page views! Didn’t mean to stir the pot :)

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Jason Fonceca January 26, 2012 at 10:37 pm

Lol… Marcus, dude.

Simplicity, clarity and insight. That’s what I got from this post, how’s that for things boiling down to principles?

You rock, thank you.

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jon buscall January 27, 2012 at 7:21 am

Loved the video Marcus and you make some very worthwhile points here. Now do you find sending an html email or just plain text works better? I’m curious to know if you see a difference.

Also, do you know any way to track the clicks on these links? Of course with Aweber that’s not a problem but this is just a regular email. I’d like to be able to track data on click thrus.

I suppose the only way to do so would be to use individual bitly links for each email you send.

very best wishes, Jon

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Marcus Sheridan January 31, 2012 at 10:59 am

Great points Jon. Tracking is a big deal. As you mentioned, aweber does a great job with that. Also, Hubspot does an excellent job too. It really comes down to having something above and beyond Google analytics.

As for plain text or html, I honestly don’t know yet…and that’s something I plan on learning a lot more about in the coming months.

Thanks so much for stopping by bud,

Marcus

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Denise Smith January 27, 2012 at 11:41 am

Once again, a great simple idea in the post/video and many more great ideas in the comments.

I find that thoughtful, well-written emails take time. Sadly, many recipients don’t take the time to read thoroughly. Let’s face it, everyone is on information overload. I’d like to streamline the process or reduce the time that I spend with email. Maybe linking to blog posts will help accomplish that.

Jon (above had the same question as me, “are your tracking the click thru rate for links in your email?” With regular email (Outlook, Window Mail, etc.) there’s no way to know if someone has clicked on a link?

I suppose we can all start using an ESP (Email Service Provider such as Constant Contact or Mailchimp) to send out follow up “sales” email? That way, we’ll know whether people are clicking on the links in email.

best regards,

Denise

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Jason Fonceca January 27, 2012 at 12:02 pm

Very good point, Denise :)

I’d just like to add:

“I find that thoughtful, well-written emails take time. ”

And anything that takes time initially, with practice and refinement, takes Much Less Time. :)

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Marcus Sheridan January 31, 2012 at 10:55 am

Word brother. ;-)

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joe January 27, 2012 at 12:05 pm

Marcus, you’ve hit your stride on doing brief email and then video..that is very powerful. I have sent the video link to a couple of contractor friends who still don’t grasp content marketing.

The other thing that I do, is brief video (2 minutes tops) put on youtube, then my prospect clicks the link, no filters cut me out and maybe set myself apart from the rest.

Like this http://youtu.be/Ay3Z40IUoKc and all it was is telling how equipment runs, and has over 2000 views..

I have subscribed to your YouTube account, can’t believe I hadn’t before now. Again nice post and the combo of text and video is a definite winner.

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Marcus Sheridan January 31, 2012 at 10:55 am

That’s incredibly kind of you to say Joe, thanks brother!! Love the feedback!

Marcus

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Billy Delaney January 27, 2012 at 1:11 pm

Well Marcus.
Imagine you could get to the tipping point without the certain number of articles!
That would save everyone time in the process.
The question is Can you get to the tipping point without the first 29 related content pieces.
I think so.
Image if you could find ‘the want bunny’ in a clients life regarding your product, and then proceeded to deliver only information that was relevant to that want!
If that want, and it is never what you think it is, is observed and served in the customers life, the outcome of the content is both RELEVANT and ASSURED in the mind of the person it is presented to and for.
Is this being done? Yes!
Is it working, again Yes!
I will be launching my small business efforts in April and then more will be seen on this topic; until then I will continue to read and watch you and what you are doing with this site.
Here is a clue, and I think it is important.
Listen to your customer when they say and use the word want.
Inside that is the rabbit hole that Alice found, it’s a ride for the daring.
Appreciate where you are headed and what is going into this site.
Billy

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Marcus Sheridan January 31, 2012 at 10:54 am

Very interesting question Billy, and I look forward to hearing you talk more about that my friend!!

Thanks so much for dropping by,

Marcus

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Stef January 27, 2012 at 3:10 pm

Hot Damn Marcus this is great! Just sent it off to a client in fact!

“Guilty” of sending the boring confirmation and follow up email — I’ve also done better — but the way you put it in the video has somehow given me more clarity — you explain content marketing better than anyone I’m currently following and as a writer still finding and strengthening my own “voice” in this industry I really truly appreciate that. Have a wonderful weekend!

Cheers,
Stef

PS I’m in Vegas but not attending the Marketing Sherpa event. Will you have any extra time for coffee or a beer while you’re here?

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Marcus Sheridan January 30, 2012 at 3:34 pm

You’re in Vegas Stef? Really? That’s so cool!! There is a good chance I might have some extra time, but I’m not too sure about the schedule yet….but if we can do it, I’d love to.

Shoot me an email at marcus1@thesaleslion.com with your contact info and we’ll see what we can come up with.

Thanks!

Marcus

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Davina K. Brewer January 27, 2012 at 3:25 pm

I was about to give props for the video and graphics, then I read Paul’s comments (wow!) and he’s right – get to the goods first, save some of the effects for the closing.

As almost everyone has said, people get so many, too many emails and texts and tweets. Impossible to sift through it all, so you have to make it STAND. OUT. I go short, use formatting to guide the eye and make sure I hit them with what THEY want/need first. That’s when I’ve got a line, a pitch.

It’s the other, the fishing for biz proforma emails, that sadly read too much like your bad examples. I need to go GGGR a little, remember my ABCs – Always Be Selling. Email is a chance to market ourselves, if we do it right. Thanks for the tips, FWIW.

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Marcus Sheridan January 30, 2012 at 11:51 am

Good stuff Davina, you know the right order to this, that’s for sure. Short, tell ‘em what they need to hear, pitch when it’s the right time.

Rock on lady, and as always, thanks for your amazing support,

Marcus

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Harriet January 27, 2012 at 5:49 pm

Hey Marcus,

This has been really interesting to read. I do a lot of emailing – not as buisness – as part of organising different things at uni and I find them so monotonus and boring sometimes! Thanks for the info, and nice video!

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Rochelle | Simply Natural Ideas January 28, 2012 at 4:15 pm

I appreciate your video very much Marcus.
I too am email challenged lol.
But my question is this…
Does this content stuff in emails work even if your final product is essentially content??
What I mean is… If you are selling information, how do your give away information without giving away your product?

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Marcus Sheridan January 30, 2012 at 10:54 am

Hey Rochelle! And thanks so much for the question….Here’s my take:

Yes.

Look at it like this. EVERYTHING that is sold for $$ can be affected by content. And I really mean that, everything.

Can you be a tremendous teacher without giving the farm? Yes, I think so. In fact, I do it everyday here on TSL.

Good luck with this Rochelle and keep pushing towards success! :)

Marcus

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Mike Colly January 29, 2012 at 3:29 am

As almost everyone has said, people get so many, too many emails and texts and tweets. Impossible to sift through it all, so you have to make it STAND. OUT. I go short, use formatting to guide the eye and make sure I hit them with what THEY want/need first. That’s when I’ve got a line, a pitch.

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Marcus Sheridan January 30, 2012 at 10:50 am

Nicely done Mike, sounds like you’re taking email pretty seriously, and that’s awesome man.

Continued success!

Marcus

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Joshua Gilmer January 31, 2012 at 4:43 pm

I think one of the reasons these types of emails fail is because of their automated nature. I don’t know if filling it with more blanket style content will help the individual sale, but I believe it does have the potential to do so. Above all though, I feel the email should start with content that is intimate to the relationship you’ve built-to-date with the potential client or customer.

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Marcus Sheridan February 2, 2012 at 8:41 am

I agree Joshua. I we don’t feel something was personalized for us individually, we immediately lose respect for the content found within.

Good stuff bud,and thanks so much for dropping by!

Marcus

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Adam January 31, 2012 at 5:43 pm

Very impressive video work Mr. Sheridan! Got a kick out of the lion roar.

Some great points about email marketing and I like your answer to Rochelle above about being able to make it work when you product is content — which is the case for many here. Taking a spin off of what Paul said about customizing, I wonder if it could be even more effective leading them to a specific landing page that exposes them to lots of content and links instead of a particular post?

Good stuff Marcus!

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Marcus Sheridan February 2, 2012 at 8:41 am

No question my man, a landing page can be a lot more effective. That’s also why I send out ebooks, which are VERY effective when read.

Thanks so much my man for dropping in, and glad you like the roar! :)

Marcus

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Jens P. Berget February 21, 2012 at 7:26 am

Hi Marcus,

I can’t believe that it took me this long to read this blog post and watch your amazing video. But, better late than never.

You’ve got a great point, and I have actually tried to implement this as a template for all employees at the University. I read the story about how hotmail started spreading, by included a link to their service in every email that was sent via hotmail (an incredible amount every single day). And I thought, why not add this as a template for all employees at the University. Every time they sent an email, it was a signature with a link or two to some awesome content on our site. It would probably have been too generic, but I know that close to 0% would have included links to content manually, so I thought that adding this as a template would be better. Unfortunately it didn’t happen :)

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Marcus Sheridan February 22, 2012 at 12:30 pm

Heck, I’m just grateful you stopped by at all Jens. ;)

Keep pushing all those folks at the college man, eventually they’ll catch your vision!

Marcus

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Jacob Voncannon April 25, 2012 at 3:54 pm

Marcus,

Just forwarded this post to a bunch of our sales guys! I think it’s one of your most applicable posts you have done connecting the sales-and-marketing teams!

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Marcus Sheridan April 30, 2012 at 8:44 am

Awesome brother, if they apply what’s in the post, it will make an amazing difference.

Keep it up,

Marcus

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Scott Painter June 2, 2012 at 6:26 pm

Wow, This should have been a no brainer for me as a professional wedding photographer. My first email including a link to photos to a prospective bride went out yesterday. She wrote back in all caps that she LOVED the pictures. We scheduled her engagement photo session for next week.

Now on to the next issue. Breaking the habit of using yahoo as my email address.

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