Categories
Content Marketing

“What’s In It For Me?”

As marketers we often forget that this is the question our audience will be asking whenever they receive our communication – “What’s in it for me?”

In actual fact, it’s a question we all ask ourselves on a daily basis, without even being fully aware of it:

  • “John wants me to join him at his sales meeting. But what’s in it for me?”
  • “My wife wants me to help with the shopping on Saturday morning. What’s in it for me?”
  • “Frank needs a hand moving his stuff this Sunday afternoon. What’s in it for me?”
  • “These guys from Manalytics send me information about email marketing, but what’s in it for me?”

Let’s be honest for a second – as much as we try, we are seldom moved to action if the action doesn’t have any tangible upside for us. What are you selling? What makes your offer so special? What’s in it for the consumer?

These are questions you should be asking yourself every time you send out any marketing communication. Anyone can get a snazzy email template built, get a Mailchimp account and call themselves an email marketer.

What’s in it for you? Why should we be handling your email marketing? Because we are a bunch of email marketers who don’t charge for work. We back ourselves to make money building you an email marketing strategy and then we share in the profits.

Drop us a line if you are looking for a serious email marketing partner.

Brendan

Categories
Email marketing

I Reckon I Could Take Roger Federer If He Wasn’t An Expert

It goes without saying that Roger Federer is an expert at playing tennis. He might not do his own tax returns, or cook for his family, but when it comes to tennis, you would put him in the expert category, wouldn’t you? A quick Google search of the word ‘expert’ will reinforce what you already know. An expert – is a person who is very knowledgeable about or skilful in a particular area.

When building an audience, why is it important to be seen as an expert?

TRUST is the answer.

We trust expert opinion. If someone has spent 10 years studying to be a cardiac surgeon, we TRUST that they have the expertise to get the job done.

When you take your car to the local mechanic, you trust he will do a good job. You don’t know for a fact that he has the skill, but because he has a signboard on a wall that says auto-service, you assume he is an expert in the field of repairing cars.

Do we trust more than we should? Probably. But that isn’t the point. The point is we rely on trust every day to make pretty big decisions.

Marketing is all about trust.

Brands spend billions of Dollars on building trust with customers. Trust leads to a sales funnel that doesn’t have resistance.

Every time you walk into a McDonalds you don’t question the process, the cost or quality. They’ve done enough to earn your trust, and as a result you pull a handful of cash out of your pocket and spend with ease.

Do you have your customer’s email addresses? Are you communicating with them via email?

Are you coming off as an expert?

In my last few blog posts, I’ve been highlighting different email marketing strategies that you can use in your quest to connect with your email list.

The Storyteller weaves a story and takes the reader on a journey. The Giver, hands his best work away for FREE because he wants to add value and build trust.

The Expert, well the expert makes it his mission to be seen as an expert, because he understands the immense value we all place on expert opinion.

What do you need in order to become an expert in the eyes of your target audience?

• A dedicated focus to one thing (you can’t be a professional tennis player and a Michelin Star chef)
• A plan to communicate about your expertise, to your email list, on a regular basis
• A desire to be the best at what you do (because it will come through in your communication)

Anyone who makes a living doing something specific, can call themselves an expert in my mind.

Even people who sell beds can argue that they are the experts in the art of creating blissful sleep. The trick is to tell everyone the buck stops with you when it comes to a good snooze!

Need some expert help with your email marketing? Drop us a line.

Until next time.

Brendan