Why your follow-up could be costing you a fortune
Published: Fri, 05/20/16
One way I generate revenue for businesses is through email.
In just the past year or so, I’ve written and reviewed hundreds of emails for clients.
Of course, like you, I’m also on the receiving end of many emails from companies pitching products or services. And, unfortunately, what often shows up in my inbox causes frustration.
No doubt, you feel the same way too.
People you don’t know begging you for business -- stealing your time and energy.
Making matters worse is they repeatedly send follow-up emails when you don’t respond.
Irritating, isn’t it?
Look, I understand the reason for all the follow-up emails. Since the dawn of commerce, sales and marketing gurus have hounded the importance of one “fact”:
The fortune is in the follow-up.
Yet here’s the deal:
Follow-up is worthless if you don’t first have attention and interest.
In fact, it’s likely costing you a fortune because you waste time and resources on people who will never buy. Furthermore, when your first email gets ignored, follow-ups only reinforce the decision to disregard your message.
If you regularly use email to reach out to prospects and really want to grab attention and interest, start by solving their problems.
Remember, people don’t need products or services -- they want the outcomes your products or services provide.
So give strong, actionable advice in your emails.
It’s not a numbers game. Email outreach is a process for creating relationships.
The best business emails are like messages written to a friend or family member. You don’t need fancy templates or graphics.
Just deliver value.
Now go grab that attention and build interest in what you have to say.
Talk soon,
Tom
P.S. Email is so effective because it allows you to close deals without buying leads or spending more money. During last month’s online training, I shared a simple 4-step email sequence that creates and closes leads.
Some of you already put the process in place. And I have a feeling others still need a little help …
… or would rather just have me write the emails -- so they get done.
If you’re among this group, let’s talk.