Most people struggle with email marketing because they think email is … email.
But it’s not.
At least, not when you’re selling online.
When you’re selling with email it’s far more like talk radio than it is sending an email.
What do I mean by this?
Instead of thinking of your email marketing efforts as sending emails, a better description is …
Talk Radio in text
What does that mean, exactly?
Just like an online sales letter is like direct mail on your computer screen, email is nothing more than talk radio on your computer screen.
Take Rush Limbaugh, for example.
Love him or hate him, he’s the talk radio king, and every step he takes professionally has been carefully crafted.
He’s made hundreds of millions of dollars, spawned thousands of knock-offs and competitors — and has even changed the course of political elections — just by having daily conversations with his audience about their frustrations and emotions.
Without constantly pitching.
Without hard selling.
And without even hard teaching.
What’s his secret?
A big part of it is related to what actor Alan Alda once said about the TV show 60 Minutes when its creator Don Hewitt (Alan’s friend) died.
According to Alda, the reason 60 Minutes was so popular in its day is because it made the news fun.
He described the show like this:
It was like eating broccoli that tastes like a hot dog.
In other words …
Few people enjoy eating broccoli.
Just like few people like to digest hard information via the news (or email).
But most people LOVE a good hot dog.
It’s fun to eat, tastes good, but is more or less junk food, isn’t it?
And the trick with delivering information is to make it valuable (i.e. broccoli) while looking and tasting like a fun “hot dog.”
Well, guess what?
It’s the exact same thing with email
You just have to think of it like talk radio.
You’re feeding your list broccoli (value), but making it as fun to consume as a hot dog. They consume it, they want more, and when the time is right, they trust you enough to get out their wallets.
Does Rush Limbaugh provide hard value?
Usually he jokes, entertains, and tells stories.
Does he teach?
Maybe once in a while. Always a fun way, not a cold, dry lecture that puts you to sleep.
Does he pitch for 3 hours straight?
If he did, nobody would listen. Instead, he takes “profit center” breaks (what the rest of us call commercials) to air direct response ads.
So, what does this mean for you?
It means … don’t think of yourself as an “email marketer.”
You’re now a talk radio show host.
You’re writing to your audience each day in a way they find fun and interesting.
You’re not writing for everyone on earth. Like Rush, you’ve defined your audience and you communicate in the way that works for them.
When you teach, you make sure it’s entertaining.
You’re not constantly pitching.
You’re simply talking to them about a shared passion.
You DO sell in every email, but you do it strategically, making sure the timing makes sense and the offer is relevant.
This has worked like gangbusters for every market I’ve sold to.
And I bet it’ll work for your market too.
For a free eBook showing you 10 ways to use email like this (as well as some other cool tricks), click the link in my bio below and subscribe to my email list.
About the Author: Ben Settle is a direct response copywriter and email marketing strategist. Although Ben no longer accepts clients, he gives away over 700 pages of his bestselling ideas and insights free at www.BenSettle.com.
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