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Email Nurturing: The Key to Building Stronger Customer Relationships

April 8, 2024 by Tanya Brody Leave a Comment

In today’s competitive business landscape, connecting with your audience on a personal level is more important than ever. That’s why email nurturing is a critical part of your marketing efforts.

Especially with the growing influence of AI, being authentic and letting your current and potential customers get to know you and your business is the best way to make your business stand out amongst the competition.

One of the most effective ways to establish and nurture these connections is through email marketing, specifically through sending nurture emails. This marketing channel lets you speak directly to your ideal customers and keep their attention focused on you, instead of getting distracted by all the shiny objects trying to rip them away from your intended goal.

In this blog post, we’ll dive into the world of lead nurturing emails and explore how you can leverage this powerful tool to build stronger relationships with your subscribers, so they know, like, and trust you, and buy your product or service.

What Is Email Nurturing Anyway?

Email nurturing is a strategic approach to engaging with your email list subscribers over time.

Instead of bombarding them with sales pitches and promotions, which just feels slimy and turns a lot of people off, email nurturing focuses on providing value, building trust, and guiding your audience through their personal buyer’s journey.

By delivering relevant and personalized content to your subscribers, you can keep them engaged, informed, and ultimately, convert them into happy, paying, loyal customers. (That is the point of having an email list, after all.)

When you send a lead nurturing email campaign you help your subscribers get the information they need to solve the problem that drew them to your lead magnet and caused them to sign up for your email list in the first place.

What Are the Goals of Email Nurturing for My Business?

The primary goals of email nurturing are to build relationships with your subscribers, drive engagement, and ultimately, increase conversions.

By nurturing your email list, you can establish trust with your audience, position yourself as a thought leader and expert in your industry, and guide your subscribers towards making a purchase decision.

In essence, email nurturing is all about creating meaningful connections that lead to long-term customer relationships.

It’s also about serving your subscribers. This is just the beginning of your relationship with them. You want to show that you’re their go-to, reliable expert who understands them and genuinely wants to help them solve that problem that’s been keeping them up at night.

When you send them useful content, you can address pain points they’re suffering and share valuable insights on how to alleviate those pain points. This gives them exactly what they want and need to solve their problem and ultimately make a final purchase decision. Your subscribers will become loyal, repeat customers depending on their desire to change their situation and the length of your sales cycle.

Why Should I Nurture My Potential Customers?

Nurturing your potential customers through email is essential for several reasons.

First, email nurturing helps you stay top of mind with your audience, ensuring that they don’t forget about your brand. When you show up in their inboxes every week, they’re reminded of the reason they joined your email list in the first place.

Second, by providing valuable content and resources to your subscribers, you can showcase your expertise and build credibility in your industry. They’ll look forward to hearing from you and reward you by opening and reading your emails. This lets you guide them through your sales funnel to the point where they finally make a purchase.

Finally, email nurturing allows you to guide your leads through the sales funnel, increasing the likelihood of conversion and driving revenue for your business.

The Benefits of an Effective Lead Nurturing Strategy

An effective lead nurturing strategy can yield a wide range of benefits for your business.

From increased engagement and brand loyalty to higher conversion rates and revenue growth, email nurturing has the power to transform your marketing efforts.

When you speak directly to your subscribers in their inboxes every week, you give them a few minutes to focus specifically on solving their problem through using you product or service. You can do this through personalized emails that deliver dynamic content (depending on the capabilities of your ESP or CRM) or through standard “broadcast” nurture campaigns.

By delivering the right message to the right audience at the right time, you can nurture your leads towards a purchase decision and ultimately, boost sales and drive success for your business.

How Nurture Emails Build Relationships with Your Subscribers

Nurture emails are designed to build relationships with your subscribers by delivering valuable and relevant content that meets their needs and interests. Again, your goal is to serve your subscribers. To help them solve their problem, first and foremost. When you take this approach, the sales will follow.

By understanding your audience’s pain points, desires, and objections, you can tailor your emails to address their specific challenges and provide solutions that resonate with them. This lets you speak directly to their personal challenges and where they are in the buyer’s journey.

Not everyone will be ready to buy right away. As you build trust in your brand identity, show that you have your lead’s interests in mind and that they can rely on you, your subscribers will make the decision to become paying customers.

Through consistent communication and personalized messaging, you can establish trust, credibility, and rapport with your subscribers, ultimately fostering stronger relationships and driving long-term customer loyalty. This leads to growth for your business, which enables you to serve your current and potential customers better. It’s a constantly increasing cycle.

Do Nurture Emails Work?

In short, yes. When done correctly, nurturing your email list can have a significant impact on your marketing efforts and business success.

By delivering timely, personalized, and relevant content to your subscribers, you can keep them engaged, informed, and motivated to take action. That can be anything from emails announcing a new blog post, podcast, or article about your business, to longer pieces that address a specific issue they may be having, or an upcoming product launch or sale.

Whether you’re looking to increase engagement, drive conversions, or build brand loyalty, email nurturing is a proven strategy for achieving these goals and more.

Where Does Email Nurturing Fit In My Sales Funnel?

Everywhere.

From the beginning when subscribers join, to the end when they make a purchase, and on to the next purchase, product, or service. Email nurturing plays a critical role in every stage of the sales funnel, from awareness and interest to consideration and decision.

At the top of the funnel, nurture emails can help you attract and engage new leads, introducing them to your brand and building awareness of your products or services. The best way to start is with a series of welcome emails, also known as an email welcome sequence. This is the beginning of your email nurture campaign.

As leads progress through the funnel, continued nurture emails can provide them with valuable information, resources, and incentives that encourage them to take the next step towards making a purchase.

By aligning your nurture emails with each stage of the sales funnel and including calls to action that guide subscribers gently and without pressure toward your sales page or buy button, you can move your subscribers towards conversion and drive continued success for your business.

How Do You Write a Nurturing Email?

When writing a nurturing email, it’s important to keep your audience, goals, and messaging in mind.

Start by understanding your subscribers’ needs, problems, and preferences, and tailor your content to address these effectively. You will know some of this from past customer experience and the rest you can research online or ask your current customers or members of your target audience.

Use a strong subject line to grab your subscribers’ attention and make them want to open your email. Every line after that should be designed to keep them reading the next line, and the next, and so on until they reach your call to action.

Use a conversational writing style. Write like you’re talking to your best friend about a problem they’re having, or about what it is you do in your business. Include personalized messaging, and engaging visuals to capture your audience’s attention and keep them interested.

Be sure to provide value, offer solutions, and include a clear call to action that guides your subscribers towards taking the desired action. This can be anything from directing them to a recent blog post or article about your company, to asking them to schedule a consultation with you, or even clicking through to your sales page.

By following these best practices, you can create compelling nurture emails that resonate with your audience and drive results for your business.

Addressing Your Ideal Customers’ Pain Points In Your Nurture Emails

One of the most effective ways to connect with your subscribers and build relationships is by addressing their pain points in your nurture emails. Your subscribers joined your email list because you can help them solve a problem. So help them!

By identifying the challenges, obstacles, and frustrations that your audience faces, you can create content and deliver relevant information that speaks directly to their needs and interests. Do it in a friendly, comforting way, that shows you have their best interests at heart and genuinely want to help.

Provide tips, advice, or solutions to common problems you know your prospective customers have. Share success stories and case studies that inspire and motivate your subscribers to say yes.

Addressing pain points in your nurture emails can help you establish trust, credibility, and rapport with your subscribers, ultimately driving engagement and conversions.

How Long Should My Lead Nurturing Emails Be?

When it comes to the length of lead nurturing emails, there is no one-size-fits-all answer.

While some subscribers may prefer short and concise emails that get straight to the point, others may appreciate longer, more detailed content that provides in-depth information and insights. The key is to strike a balance between providing valuable content and respecting your subscribers’ time and attention.

Personally, I send two emails a week. One short email, leading to a blog post that gives useful information. If you were on my email list, you received one of these short emails directing you here. The second email is exclusive content for my subscribers that covers everything from best practices, to how to find high quality leads, to making sales to their own lists, and everything in between. What you send will depend on your business and what you sell.

In general, aim for lead nurturing emails that are clear, concise, and focused on delivering a single message or call to action. If you have more to say, consider breaking up longer content into a series of emails to maintain engagement and interest over time.

How Do You Come Up with Ideas for Lead Nurturing Emails?

Coming up with ideas for lead nurturing emails can be a challenge, especially if you’re writing to your subscribers every week. To generate fresh and engaging content, consider the following strategies:

1. Start with your audience:

Think about your subscribers’ pain points, desires, and objections, and tailor your content to address these effectively. For example, come up with a list of questions your prospective clients ask regularly. Then answer one question per email.

2. Look at your data:

Analyze your email engagement metrics, such as open rates, click-through rates, and conversions, to identify which types of content resonate with your audience.

3. Keep it relevant:

Stay up to date with industry news, trends, and events, and use this information to create timely and topical content that speaks to your subscribers’ interests.

If there’s something relevant that has happened in your personal life, or if you’ve got an exciting announcement, make sure to include those stories too. You want your subscribers to get to know you and like you. People buy from people they know, like, and trust.

4. Get creative:

Exeriment with different types of content, such as how-to guides, case studies, success stories, and customer testimonials, to keep your emails fresh and engaging. Consider your audience’s preferences in your content marketing and make sure you notice what they do and don’t pay attention to, so you can give them what they want.

5. Repurpose existing content:

As mentioned earlier, send subscribers to your blog posts, videos, webinars, and other resources to repurpose content for your nurture emails, saving time and effort while providing them with valuable information.

By following these tips and staying attuned to your audience’s needs and preferences, you can generate a steady stream of ideas for lead nurturing emails that keep your subscribers engaged, informed, and motivated to take action.

What If I Get Stuck Staring at a Blank Screen or Don’t Know Where to Start?

I recommend clicking on the button below to download my list of 30 Subject Lines to Keep Your Subscribers Opening and Reading Every Email.

This list gives you 30 proven subject lines, along with accompanying writing prompts, to jumpstart your writing process.

DOWNLOAD MY LIST OF 30 SUBJECT LINES TO KEEP YOUR SUBSCRIBERS OPENING AND READING EVERY EMAIL NOW

In conclusion, email nurturing is a powerful tool for building stronger customer relationships, driving engagement, and increasing conversions. By delivering valuable, relevant, and personalized content to your subscribers, you can establish trust, credibility, and rapport that lead to long-term loyalty and success for your business.

Whether you’re looking to attract new leads, nurture existing subscribers, or guide prospects through the sales funnel, deploying a nurture email sequence is a proven strategy for achieving these goals and more.

By understanding your audience, addressing their pain points, and providing consistent and engaging content, you can create compelling nurture emails that resonate with your subscribers and drive results for your business.

So, take the time to craft thoughtful and strategic nurture campaigns that connect with your audience on a personal level and watch as your relationships and revenue grow. Email nurturing is not just about sending emails; it’s about building valuable connections that last a lifetime.

How to Attract Your Ideal Customer and Prove You Have the Perfect Solution to Their Problem

January 23, 2024 by Tanya Brody Leave a Comment

This post was originally published on October 20th, 2020. I have since updated a few things to make attracting your ideal customer even easier.

Let’s be honest, one of the hardest parts of marketing is convincing someone that your product or service is right for them. It can feel like pulling teeth sometimes to get people to buy.

Unless you know the secret to attracting and persuading your ideal customer right away.

Once you know this secret, sales start flowing in and your business grows fast.

Here are 4 steps you can follow to attract your ideal customer and prove that your product or service is the perfect solution to their problem. (And yes, I’ll reveal that secret. Keep reading.)

[Read more…]

Fanning the Flames of Your Buyer’s Journey – Or Why Your Potential Customers Aren’t Buying Right Away

May 15, 2023 by Tanya Brody Leave a Comment

You’ve put together social media and PPC campaigns to promote your product or service. You’ve sent out emails. You’ve built landing pages and sales pages.

You’ve got an email capture form on every page of your website. You’re offering a lead magnet/downloadable freebie or a coupon to get people to opt-in.

You’re doing everything right. Everything all of the marketing gurus and the blogs say you should be doing.

But no one’s buying.

No one is coming into your store, coupon in hand. No one is clicking your “Buy Now” buttons. No one is calling for an estimate.

“Why?” You scream. “Why aren’t you people buying? I’m doing everything right! You’re supposed to respond like Pavlovian dogs, according to everything I’ve read, and seen, and paid obscene amounts of money to learn the secrets I have to offer…”

Really?

Why should they buy? Is your customer poised and ready to buy anything and everything they see, hear about or try? Or is your customer overwhelmed, even jaded by the amount of advertising they see every day?

See, everyone, regardless of what problem they need to solve, has a point at which that problem is foremost in their minds. I like to refer to it as being that thing that is on their desk and ***ON FIRE!!!*** (Yes, the emphasis is deliberate. Because that’s how your customers feel.)

That’s the point when they finally come into your store or click your buttons, or email you to ask questions. Truth is, your customer may be genuinely interested. They may just not be ready to buy.

“But why?” I hear you pout. “Why aren’t they ready to buy? I do all the right things. Dammit! They should just buy!”

Yes, they should. But they have to be at the right place on their buyer’s journey.

The what?

The Buyer’s Journey

There’s something called the buying cycle, or the buyer’s journey. Everyone goes through this cycle (including you) every time they make a purchase.

It has 4 basic phases:

Awareness: A potential customer becomes aware of your brand and your product.
Research: A potential customer researches your product to see if it will solve their problem.
Consideration: A potential customer weighs your product against others to determine if your product is a better solution than others available on the market.
Purchase: A potential customer buys your product and becomes an actual customer.

Until your potential customer reaches the consideration and purchase phases, nothing you do will affect their desire to click that buy button or hand over their credit card.

Another way to think of the buyer’s journey is to look at it in terms of how “aware” your potential customer may be.

Gene Schwartz, legendary ad man and copywriter chronicled the 5 stages of awareness of the average potential customer:

Unaware – Having no clue there is even a problem in their lives.
Problem Aware – Knowing they have a problem but have no idea how to solve it or even where to start.
Solution Aware – Aware there is a solution out there, but not really knowing what it is and where to find it.
Product Aware – Knowing there are products and services out there that will definitely solve their problem, but not sure which one will work best for them.
Most Aware – Knowing which products and services are available and having a good idea of which one will solve their specific problem with the most desired outcome.

The last two to three phases fall into the research, consideration, and purchase phases in the image above. Ultimately, that’s where you need to catch your potential customers in their buyer’s journey.

So what’s a savvy business owner to do? How do you lead your potential customers along this buyer’s journey and to your checkout page?

Funnily enough, you probably have all of that set up and ready to go. You may just need to tweak it a bit.

Becoming the Guide

It doesn’t matter how hard you try. If people aren’t ready to buy, they’re not going to respond to all of your advertising, follow-up and selected promotions. Your customer has to have a problem. They have to need something. And until they need something, you’re not the solution to their problem.

So how do you fan the flames of your buyer’s journey? How do you make things so hot that they just need to make that purchase or sign the contract to engage your services?

You guide your potential customers along every step of the buyer’s journey.

I’m going to get a bit geeky on you for a moment.

Joseph Campbell, the famous anthropologist, documented something called the “hero’s journey.” If you’ve seen Star Wars (preferably the original trilogy) you’ve seen this journey in action. This is what the buyer’s journey is based off of.

At the start of their journey, the hero must receive the call to adventure, refuse the call and then meet their mentor, the person who guides them along their journey to their final victory or accomplishment. In Star Wars (the original trilogy), the hero is Luke Skywalker. The guide is first Obi-Wan (Ben)Kenobi, then Yoda.

In the buyer’s journey, your potential customer is the hero. You are the guide.

Yoda sitting in his seat on the Jedi council being the guide - buyer's journey

Really.

A lot of companies make this mistake. They assume they are the hero in the buyer’s journey. They position themselves as the hero in all of their marketing, which turns off the buyer completely.

If you want to get the customer, you are the mentor. Your job is to help the buyer to find their destiny. Which is ultimately your product or service. So channel your inner Yoda and learn to guide your potential customer to their ultimate destiny; becoming your customer.

Fanning the Flames of the Buyer’s Journey

I always joke with my clients that until their marketing needs are on fire on their desk, they don’t think of me. So I keep tossing matches at their desk until they pay attention. This isn’t far from the truth in terms of the buyer’s journey.

This is true for any potential customer of any type. Whether you’re a brick-and-mortar shop, an online retailer or provide a service (like I do) you have to consider where your potential customer is with their buyer’s journey and fan that flame.

Your potential customer isn’t going to come into your shop and buy a shirt until they need a shirt. That has nothing to do with you. You can’t casually spill wine all over their best dress shirt to increase their need. That would be rude and unconscionable, not to mention impossible in most situations.

But you can gently remind them of your existence (toss matches) until they realize that they need a new shirt. And as I mentioned before, you already have most of this in place.

Here’s how:

Retargeting: Facebook, Google Search and Google Display Network all allow you to retarget ads to anyone who has visited your website. The allotted times vary, but each has a minimum of 30 days. This is a great way to keep your product or service top-of-mind.
Email autoresponders: You should have a welcome sequence for every email address you collect. Emails can be as close together as once a day or as far apart as 3-4 days, depending on what you’re selling. Five emails is a standard sequence, but you can use more or less, depending on your buying cycle. Each email should guide your potential customer along their buyer’s journey.
Nurture emails: Once a potential customer has gone through your email autoresponder/welcome sequence, they should be added to your newsletter or regular nurture email list. That way you’re still showing up in their inbox on a regular basis.
Coupons and discounts: Your customer may not take advantage of the deal you’ve offered right now. But keep offering. Sooner or later, they’ll need your solution and take advantage of your offer.

Here’s a really important tip;

Help, Help, Help, Sell.

This advice was given to me years ago by Nick Usborne, a well-known web copywriter and marketer. He promotes the idea that to get customers, you have to give them something in return.

You don’t want to overwhelm your potential customers with opportunities to buy. This is a very common mistake and one that has caused me to unsubscribe from many email lists.

You must give to receive. Give your customers useful information. Give them a reason to trust you, your product and your brand. That way, once they’ve reached that point of comparison and purchase, you’ll be the one they turn to for that solution they’re seeking.

You have to build a relationship where your subscribers know, like, and trust you before most of them are willing to shell out their hard-earned cash on whatever it is you’re selling.

Help your potential customers do their research by directing them to appropriate blog posts that will convince them you’ve got the right solution to their problems.

Commiserate with them and show them how you’ve already solved the problem they’re having.

Become that trusted expert that demonstrates your knowledge about their problem and shows them the clear steps they need to take to solve it. (Including using your product or service as one or more of those steps.)

Giving your subscribers valuable information that they can use, even if it is part of your sales pitch, builds that relationship and helps fuel that fire.

Your Customer’s Need – On Fire

Sooner or later, your diligence will pay off. But you need to be patient. Someone may have downloaded your case study or coupon, but they may take a while to purchase.

The most important thing to remember in marketing is that people are incredibly distracted. They have a lot going on in their lives. Until you’re top-of-mind, they’re not going to pay attention to you or your marketing.

Meanwhile, you just keep flicking helpful matches at their desk until it does catch fire. Then you’ll get the results you’re looking for.

Nurture Emails Are One of the Best Ways to Flick Those Matches

Of course, the best and easiest way to deliver all of that valuable information I mentioned above is through regular nurture emails.

And while I’m certain if you were face to face with your potential customers, you’d be able to give that information easily, you may freeze up if you have to actually sit down and write something (gasp)!

Fear not!

The truth is, everyone has a nurture email type they’ll open, read, and buy from.

You just need to know which one is best to fan the flames of your subscribers’ need and desire. Then writing those weekly nurture emails will be easy as flicking those matches.

You can find out which nurture email type will ignite that fire in your subscribers’ hearts by clicking on the button below to take my 60-second quiz.

DISCOVER WHICH NURTURE EMAIL TYPE IGNITES YOUR SUBSCRIBERS’ FIRE NOW

I promise, once you start that fire, it will burn until they absolutely have to buy to quench the flames.

This post was originally written in July of 2016 and recently updated with new, more relevant information.

Improve Your Marketing Message by Listening to Your Customers

April 17, 2023 by Tanya Brody Leave a Comment

This post was originally written in 2017. It has been updated to include new information and to focus more on helping you with your email marketing, as that is my primary focus now. However, using your customer’s viewpoint to improve your marketing message works in all aspects of your marketing and I highly recommend following past me’s advice below.

There’s a reason the phrase “The customer is always right” is so often repeated. Our customer base knows what they need and why they need it. They rely on us to deliver it.

Listening to your target market helps you figure out what they want, which makes delivering exactly what they want that much easier. And it helps you position your product or service as the exact thing they want.

I learned this firsthand a few years ago when I was at Digital Marketer’s Traffic & Conversion Summit in San Diego, CA.

Put Yourself In Your Customers’ Shoes

Prior to the pandemic, the Traffic & Conversion Summit was the “who’s who” of Internet marketing. To be fair, it probably still is. I haven’t been since 2017.

Some of the attendees are hard-core marketers who have made millions selling products to other marketers. Some are small business owners, like me, who want to learn new techniques and tactics, improve lead generation and grow their businesses.

I was there with a marketing technology client that was new to me at the time. This was a 72-hour immersion for me in how to sell (and therefore market) this product.

I spent a lot of time talking to people over the weekend. But I also spent a lot of time listening.

I listened to my colleagues talk about the product, so I knew more about how it operated and how to use it. I listened to the client’s current customers talk about how the product helped them become more successful. And I listened to prospective customers asking questions about how the product works and how it can help them.

This last one was most important to me. And it should be most important to you too. These questions are going to tell you a lot about what your prospective customers think about your product now, and what they really want your product to be able to do.

Why Listening Matters When It Comes to Your Marketing Message

I was very interested in the questions our prospective customers asked. I was able to answer all of the questions regarding the benefits of our product, as well as some of the technical ones. But I regularly turned to my colleagues for the “serious” tech answers.

As I listened to these answers, I did more than just pay attention to what my colleague was saying. My marketing brain frequently went into overdrive, as I worked to position this answer into a benefit I could use in our future marketing efforts.

I also paid a lot of attention to questions that I had to answer with, “no, it doesn’t do that.” As much as it may hurt to tell a prospective customer your product or service doesn’t do what they want it to, these questions are great future product and development ideas.

My client at the time not only had several of the requested ideas in the works, but they also paid attention to these questions and incorporated some of the ideas into future iterations of their platform.

How Listening Can Help You Develop Your Marketing Message

I realize that I’m a copywriter, and positioning my clients’ products and services is part of my job. However, this is something that you can apply to your business too. And it’s a great way to develop your company’s marketing message.

When someone asks a question about your product or service, they’re looking for a solution to a problem they have.

This is true whether you’re talking to them in person or they respond to an email you sent about the product or service.

This should prompt you to ask yourself two questions:

How can I reposition my product so that it does solve this person’s problem?
How can I improve my product so that it is the solution this person is looking for?

Repositioning Your Product to Become the Solution

You may have a firm idea of what your product or service does for consumers. You created it. You know how it works, you know why you created it and you know what you think the end result or benefit is for your customers.

However, that doesn’t mean your customers believe the same thing.

If you’ve ever watched a child play with, well pretty much anything, you’ve seen that the human mind has many ways of approaching any given problem or situation. We tend to be very creative with how we see the world. The object the child is playing with may have a certain use. But that doesn’t mean the child is using it that way.

A classic example is the toddler who pulls a couple of pots out of a cabinet, turns them over, then starts banging on them with the nearest stick-like object. The manufacturer never intended its pots to be used as drums, but they do make a good, loud noise.

Another example is shown below where someone rigged a Slinky to stop squirrels from raiding their bird feeder.

(I don’t think the original creator of the Slinky had this in mind when he created his toy in the 1940s. But it’s a great example of a product being a solution to a problem that the creator never thought of.)

Responding to Your Potential Customers’ Questions

Sometimes, your customer will ask a question that feels like it knocks your product or service out of the running to be the “perfect solution.” However, you know it will actually solve their problem and give them the long-term benefit they’re looking for.

Your job is to figure out how to re-position your product or service so that you can show this customer the benefits you can deliver.

Listen to your customer’s question. Ask them more about what problem they’re trying to solve. If your product is the solution, find a way to respond to their question that meets them where they are.

What’s the difference between your current marketing and your customer’s question?

Sometimes, it’s language. Your potential customer may be phrasing their question in a way that makes it seem like they’re looking for a different answer, but your product or service really is the solution.

Sometimes it’s a lack of knowledge. Your potential customer may not know enough about the problem they’re trying to solve. By asking them a few questions, you can get enough information to show them that yes, your product or service is what they’re looking for.

You may also be coming up against an objection. This is where your potential customer is trying to talk themselves out of buying your product or service.

In this case, your best option is to remind them of the pain points that caused them to look for a solution to their problem in the first place. Then you can show them how your product or service addresses those pain points and how they’ll not only end their pain but reach the goal they’ve been trying to achieve.

You can also show the differences between you and your competitors, to help overcome objections and demonstrate how your product or service is the better option.

In all of these situations, use the response you give your potential customer to improve your marketing message.

Adapting Your Words to Serve Your Target Audience

Once you’ve figured out what you said to convince someone that your product or service was the best solution to their problem, think about how you can add that to your marketing.

Share these new messages in your email marketing campaigns.
Use the main points in the conversation as bullet points on your sales page.
Incorporate these new marketing messages into your target audience profiles and think about how each customer avatar might react.

Building a Better Product, and a Better Customer Relationship

If your product isn’t a “perfect fit,” it’s a good idea to say, “No, it doesn’t do that. However, that’s a great idea. Let me take your contact information. That way I can let you know when I’ve added that feature to my product or service so it does meet your needs.”

Obviously, you shouldn’t do this unless you’re genuinely interested in changing your product or service, but this idea is great for customer service and product development. It will also help you grow your email list.

Once you’ve added the new feature to your product or service, use your prospective customer’s original question and need to adjust or add to your current marketing message using the methods above.

If your new feature was an idea from a specific potential customer, contact them and let them know you’ve added the feature that will help them. Ask them if it’s okay to acknowledge them in your marketing message, and thank them for the idea.

If it was something several potential (and current) customers asked for, acknowledge that in your marketing message. Make it clear that you listen to your customers and want to help them solve their problems. Thank them for helping you make a better product that serves their needs.

Incorporating Your New, Brilliant Marketing Messages Into Your Weekly Nurture Emails

Now that you’ve got these awesome new ways to convey how fantastic your product or service is, you should be sharing them with your intended audience, your email subscribers.

These people have all raised their hands and said “Yes, I’m interested in what you have to offer.” They’re literally your target audience. Which means they’re the perfect group to introduce your new marketing strategy to.

One of the best ways to do this is in your weekly nurture emails. For example, you could:

Tell the story of the interaction with a customer who said yes after you repositioned your product or service to fit their needs.
Show how your product or service addresses your audience’s pain points and helps them achieve their goals.
Demonstrate why purchasing your product or service over that of your competition just makes sense.

Of course, you have to write these emails on a regular basis, so you can build an emotional connection with your subscribers and grow the relationship. Regular communication with your subscribers will increase your “know, like, and trust” factor, so yours is the company they turn to when they’re ready to make their purchase.

Which means you need to know the secret to writing great nurture emails, so you can include this new messaging.

That secret is… (drum roll)… Knowing your subscribers’ nurture email type.

Everyone has a type of nurture email they’re most likely to open, read and click on, including your subscribers.

You just need to know which one appeals to your subscribers, and you can start including these spiffy new marketing messages in this email type on a regular basis.

Find your subscribers’ nurture email type by clicking on the button below to take my free 60-second quiz.

Then you too will know your subscribers are always getting a good marketing message that appeals to them and will convince them to click on your call to action and buy.

DISCOVER YOUR SUBSCRIBERS’ NURTURE EMAIL TYPE NOW

How Do You Want Your Customers to See Your Business?

March 15, 2020 by Tanya Brody Leave a Comment

Let’s face it. We’re in the middle of a global crisis at the moment.

Because of this, I’ve been flooded with emails from companies trying to reassure me that they’re “on top of the situation” and they care about me as their customer.

This is probably true. I do pay many of them money and they want to make sure that keeps happening. But really, this is all about customer perception.

My question for you is, how do your customers see your business and are you happy with what they see?

[Read more…]