How to Make More Sales
With the Help of ELO

image of ELO album cover

Launches have been on my mind a lot lately. Not just because of Jeff Walker and his PLF3 release, but because I have been on a crazy launch kick myself with several back to back. I have learned a fair bit about what to do and what doesn’t work so well, especially in the area of email promotions.

My main discovery, though, I gleaned from my Shy Networking launch. This launch was a pared-down affair, because of all the other launches taking place all over the world at the same time. I didn’t want to have a showdown with the entire Third Tribe!

Funny thing was, out of the blue I discovered the concept of ELO — and that we all need a little more of it in our email marketing.

Just add ELO

You’ll probably have guessed I do not mean the sweet, sweet musical stylings of the popular 1970′s pop and rock combo Electric Light Orchestra. So what kind of ELO am I talking about?

E: Emotion & Empathy

If you want your subscribers to connect with you and your offers then you are going to have to demonstrate empathy. Use emotional triggers to evoke feeling, as well as appealing to logic and reason.

Between the lines of your communication, through story and metaphor, you need to convey that you are a person just like them, almost like secret messages talking directly to your reader’s subconscious.

You don’t need to fabricate a history to fit into some loss and redemption story or a Wild West hero-type template. Draw on your own anecdotes and messages to show your audience that you understand what they’re going through, because you’ve been in their same situation.

L: List Leverage

You’ve probably heard that your prospects might need to hear about your offer many times before taking action. This seemingly conflicts with the equally oft-touted advice to avoid bombarding your audience with stuff they do not care for.

How do you keep communicating when so many people want to reduce email load?

The answer is to segment your audience into lists. Ask people to raise their hands if they are interested in a particular kind of product or service, and put them onto a list where they can find out more about that thing and nothing else.

You can easily launch two products at the same time without overwhelming either list, because each list will only be receiving the emails that promote the product in which they’ve expressed interest.

Another way you can leverage lists is to get your offerings in front of lists belonging to partners and contacts that exactly match your most ideal prospects. Offer valuable content to their subscribers that is tuned to their interests. You’ll get a great response rate and you won’t burn out your own subscriber base.

O: Objections

The best launches are a conversation rather than a broadcast. Check your assumptions, and listen out for problems as you go through the launch. Ask for feedback constantly so your list will feel encouraged to tell you about problems or resistance. Make sure you communicate clearly to address those objections and fix any points of resistance.

You might find out that there are problems you don’t really want to fix. You like using clever wording in your email marketing because you think it makes you one sweet talkin’ woman with a distinctive voice.

But you might just be causing confusion and convincing your list that your product really isn’t right for them. Listen carefully to objections and fix them before they derail your launch.

Works like strange magic

ELO might not put you on your way to setting a new world record. But by implementing these elements, you will gain many more sales and a deeper connection to your subscribers. Give it a try and watch the magic happen.

And the next time you’re planning a launch, ask yourself if you need to add more ELO.

About the Author: Chris Garrett is a professional blogger and the founder of Shy Networking, a program designed to help introverts connect to anyone with ease and confidence. He blogs at chrisg.com.

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Comments

  1. Whoa… ELO… talk about a blast from the past. Nice post!

  2. This is a great advice, Chris

    Having an emotional connection to your readers where you tell them relatable stories of your life makes you more personable. It also fosters a sense of community. I have learned so much about the bloggers that I regularly read about and hadn’t a clue about some of their upbringing.

    I’m going to have to definitely remember ELO.

    Karen

  3. Blast from the past? I listen all the time ;)

  4. Hey Great post. It was really informative.

    I agree with the ‘emotional’ trigger. It is human nature to feel attracted to wordings that cause emotional triggers. They can relate to them.

  5. As I prepare for my first launch (as soon as get the damn product finished), I definitely the see the value in your last point. A conversation rather than a broadcast is vital when you’re selling something that’s personal and emotionally driven (like an e-book on having a rockin marriage).

    As a consumer, I know I love it when marketing communication is clear and to the point about both what the product will fix AND what it won’t.

  6. I’ve now got songs stuck in my head that I haven’t heard since I was 8. Thanks Chris. :)

  7. Hey Chris,

    I never heard this term before. Thanks for talking about it. It is all about connecting with your audience. This is a great way to remember when writing an email to my list.

    Chat with you later…
    Josh

  8. Chris, what type of beer goes best with ELO audio consumption?

    Nice write!

  9. @Dustin – Start the conversation now – make sure your product is hitting all the pain points required – talk to your prospects :)

    @Sonia – Hey, I was only just listening to these tracks. They don’t make them like they used to, get off my lawn, etc etc

  10. @Josh – I sincerely hope this is the first time anyone has mentioned it in relation to email marketing :)

    @Shane – whichever makes you feel the most mELOw

  11. Finally Garrett and I agree on music! Nothing better than the occasional dose of ELO — especially Mr. Blue Sky.

  12. Yay! Had to happen eventually.

    Eternal Sunshine of the Spotless Mind marketing kind of over-played Blue Sky but truly is a classic song :)

  13. Don’t bring me down, Garrett. ;)

  14. Not to mention that listening to “Mr Blue Sky” is a great way to set your mood to “upbeat” for the rest of the day…

  15. A weird connection. I have never heard of the band,
    but the points make sense. Emotional triggers are really important, I need to work on mine.

    Creative post, Chris

  16. I really need to segment my lists as right now it’s like I am shooting in the dark!

    Thanks for making that point, I will be sure to put it into action asap.

    Sally :)

  17. @Mars, I like this post as a nice combination of practical and warm-n-fuzzy. :) (Which is what Chris Garrett is all about, imo!)

  18. The most interesting part of this post, for me, was the segmenting of lists. I’m going to have to do some research to see how I can do a better job of getting people on the right list. Mass e-mailing to people who could care less about certain products just results in their unsubscribing.

    Thanks for something to chew on.

    Steve Benedict

  19. Wow, when scribes of the tribe start talking music…you can really tell the age differences. Sonia, are you sure you’re not cheating that “8″ by a few years? Doesn’t matter…it’s all good!

    ELO’s pop-classical fusion is still irresistible. Roy Wood, Jeff Lynne, Rick Price and Bev Bevan were visionaries and we’ve seen too few of those kind of bands in the last 20-30 years.

    Steve Benedict

  20. I was 8 in 1974, so I think that’s about right. :)

  21. Every launch is like a Livin’ Thing, each endowed with their own Strange Magic. But there have been too many recently, I can’t get them out of my head, but I’ll hold on tight, so it don’t bring me down.

    Let’s see what the spam filter makes of that!

    PS @Brian Clark – admitting you like ELO will do nothing at all for your bad ass reputation. Next you’ll be saying you’re sweet on Wagner, and that you like the way Pucini lays down a tune.

  22. Good Stuff Chris, I was wondering where Problem Solving fits in to ELO. I’ve been intrigued by Shy Networking and wondering how you came up with the concept.

  23. Great tips. “Between the lines of your communication, through story and metaphor, you need to convey that you are a person just like them, almost like secret messages talking directly to your reader’s subconscious. ” – I guess I have not encountered a person like this now. If they could only do this, it will do great help for their business :)

  24. I really hoped this post would be by Sonia so I could tell her to “Slow down you sweet talkin’ woman.”

    Damn.

    Still a nice article, Chris, particularly launches being about conversation rather than broadcast. There are a lot of marketers who forget that and bore their audience long before their launch goes live. It’s easy to create launch fatigue instead of a fun and energetic triumph for the tribe.

  25. Good post, thanks. The List Leverage section makes perfect sense. Allowing people to opt-in (and out) of your marketing increases customer trust and respect – which can only help profits in the long run.Cheers

  26. @stanford – I am an introvert myself so was something had in mind, but then intentionally asked my clients and audience what they struggled with and this was one of the challenges they had :)

  27. I still opt for a little Electric Light Orchestra…a group that I loved – and forgot to put on my Itunes list. Thanks for the reminder!

  28. Wow ELO. That brings back a memory or 2.

  29. Hey Chris:

    Great post–I love the acronym! As a marketing writer, I think the trick to using ELO effectively is to first get to know your audience segments. I like the fact that you mentioned segmenting your list, because many marketers don’t take this important step when they communicate to their audience. Plus, they have only a vague idea of their demographic. They don’t take the time to really get to know their ideal reader. This is such an important part of crafting the message, that I make this the first step in my client interview process.

    Who is your ideal reader? Let’s flesh him or her out and create a visual image of them in our minds. And not just age, sex and income–go deeper. Take away your product for a moment and think about them on a personal level. What issues do they face on a daily basis with work and home? What keeps them up at night? What news items are they reacting to today? How do they vote? What kind of personality do they have?

    Until I get a clear portrait of who the reader is, I can’t really “connect” with him or her on an emotional level with my message. Sometimes it takes a bit of digging to get this information, but the results are well worth it in better conversion, higher ROI and customer retention.

    Really nailing your ideal reader can lend wings to your ELO campaign!

  30. nice one, Chris! Great way to make a connection!! Tx.

  31. Hi guys,

    When I first read the title of this blog. I assumed you were talking about a new product. I like that phrase “ELO.” I will definitely keep this phrase in mind. Thanks for sharing.

    Kind regards,
    Sam
    X

  32. I really like this post! Good meaning behind it.

  33. I was lucky enough to see ELO in concert when they had the HUGE spaceship and all the lasers. What a show!

    Excellent blog post as well.