America’s No.1 sales authority Jeffrey Gitomer recently wrote a widely syndicated article about an email he received from me, writes Robert Clay of Marketing Wizdom.
He told me after he received it that he really liked it and would be writing about it in a future book. I had no idea he’d actually written about it until a lovely lady who works for a bank in Iowa contacted me out of the blue citing an article he’d written.
I don’t consider myself to be a copywriter, so it was of course a very nice ego boost. But more importantly, the article makes some excellent points that are worth passing on about what made Jeffrey “click” on the link in email. Jeffrey kindly agreed that I could reproduce the post here, and here’s what he wrote:
I got an unsolicited email this morning that gave me no choice but to read it. My interest had to do with the subject line, the headline, the design of the content, and the copy.
The subject line was: Jeffrey, How to go from market penetration to domination. Ok, I clicked to open:
Then the headline: What one thing determines your success in business, more than any other single factor? Ok, I read it. The very tastefully designed letter said:
This is Robert Clay.
If you were asked what one thing determines your success in business more than any other single factor, what would you answer?
Perhaps you’d say it was down to the quality of your product or service, or your people, or trust, or competitive prices, or availability, or profitability, or the number of customers who return to do business with you again.
These are the responses I get all the time. While they’re all good answers, the biggest factor that determines your success in the marketplace is one that is hardly ever written or spoken about … and in ten years not one person, out of the thousands I’ve asked, has been able to tell me what it is.
Perhaps you’ve heard me speaking on the subject in the past, or read about it in my book. The point is, once you know that one factor that makes a world of difference, you can take a few simple steps to move your business from market penetration to market domination.
Just look at Google who now have 85% of the global search engine market; and Apple, now the world’s most valuable technology company, who dominate the market for music players, smartphones, computers priced over £600, and now tablet computers too.
When times are tough you REALLY need to work smart. You need to do what Google, Apple and others have done. You need to know that one factor that can change everything for you.
That factor is explained in my book on Page 10. And you’re welcome to download a copy with my compliments, with absolutely no obligation. Just click here, enter your name and email address, click the confirm link on the email you receive and you’ll be taken to a page where you can download the book immediately.
If you enjoy the book, let me know. If what you learn leads to the transformation of your business, as it has for some, then be sure to let me know!
Click here to get your copy of my book, with my compliments.
Marketing Wizdom Ltd
Ok, I clicked, subscribed and downloaded the free book, and immediately went to page 10 to find the answer… Eh, not so fast. That’s not what this lesson is about. The point of this article is for you to see what Robert Clay’s writing was about, what got me to “click,” and most important: how can you use these same elements in your communications – both as email cold calls, and email follow-ups.
The object of an email is NOT to get it opened and read. The object of an email is to get RESPONSE. Positive response.
Here are the “buttons” Robert Clay pushed to make me “click here” to get the free report and the answer to his headline question:
- He asked me provocative questions.
- He made me curious.
- The letter had value-driven engagement.
- The message had perceived value to me as a reader.
- The letter had a free “hook” offer that promised “value-first.”
- The letter had NO offer or obligation to buy anything.
- Clay offered new information.
- Clay offered success information.
- The letter offered something about or for ME!
- The letter had the lure of an “answer” about something I want.
- The letter met a now-need that I have (timing of the message). I want to know this, or have this, NOW.
The reason I’m sharing this information is not to prove a point, or even to provide an “AHA.” I’m giving you this information and challenging you to take a close look at the way you send emails, and the way they are responded to (or not).
Now that you have seen what makes me click, why not study what makes your customers and prospective customers click. What’s their button? What answers are they looking for? Where’s your value?
Or are you just “checking in” or “touching base,” making a feeble (and obvious) attempt at trolling for dollars.
In today’s world you have no choice but to be seen, known, and perceived as a person of value if you want to differentiate yourself, make the sale, and build the relationship.
Every sales oriented email you send should answer the question, “Where’s the value?”
If you want the answer to the question of what one thing determines your success in business, more than any other single factor? Go to www.gitomer.com and enter the word CLAY in the GitBit box.
Jeffrey Gitomer is the author of The New York Times best sellers The Sales Bible, The Little Red Book of Selling, The Little Black Book of Connections, and The Little Gold Book of YES! Attitude. All of his books have been number one best sellers on Amazon.com, including Customer Satisfaction is Worthless, Customer Loyalty is Priceless, The Patterson Principles of Selling, The Little Red Book of Sales Answers, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching!, and The Little Teal Book of Trust. Jeffrey’s books have sold millions of copies worldwide.
President of Charlotte, North Carolina based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at www.trainone.com. He can be reached at (+1) 704-333-1112 or e-mail to firstname.lastname@example.org.
What do you do to achieve a high response from your emails? What’s your response to Jeffrey’s challenge to the way you write emails? Do you have any other tips to share? Please share your thoughts below.
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