Warning: only use if you’re really lazy…or really smart
A few weeks ago we talked about building the ultimate Twitter growth machine.
The goal of the Twitter growth machine is to grow your email list automatically with no effort on your part (once the initial system is set up).
The question is: what next?
Option 1: Spend hours and hours every week grinding out new blog posts in order to sell your product or service….
This works but it’s time consuming and will probably lead to burnout.
Option 2: Create an autoresponder sequence that automates your sales funnel (so every new twitter follower who turns into a subscriber, then turns into a customer).
Option 2 takes a little work up front, but the payoff is a completely automated system that sells your products or services even while you sleep.
The Advanced Autopilot Sales Technique
In the next 5 steps, I’m going to show you how to strategically create and deploy an autoresponder sequence to turn leads into sales.
Step 1: Identify the Premium Product You Want to Sell
Creating an effective autoresponder sequence is all about working back from the goal.
At the end of the day, you want people to buy your most expensive product.
That said – you’re not actually going to SELL your premium product in your autoresponder – not at first at least. Instead, your autoresponder should be set up to get people ready to make a big purchase.
By identifying the premium product you want to sell, you can work backward, asking the question: what would lead me to want to buy this product?
Which brings us to step 2…
Step 2: Wireframe Your Autoresponder
Before you start writing emails, outline the topic of each email and why each one is important leading, ultimately, to the premium sale.
How Long Should an Autoresponder Be?
There’s varying advice on how long an autoresponder ought to be before you sell something. Some people say one or two emails, others 7 to 10 emails, others 20+ (well, maybe not that many…).
The answer is: it depends.
If you’re selling on authority (education, training, etc.), 7 – 10 emails helps to build trust.
If you’re selling on status (high end watches, suits, perfume, whatever), no need to build trust: just sell. One or two emails might be enough (especially if you show a celebrity using your product).
Same goes for discounts – no one needs time to build trust before buying a Groupon.
How to Structure Your Autoresponder
Regardless of how long your autoresponder is, you need to consider how each email progressively leads to the goal (premium purchase).
I mentioned in step 1 you’re not selling your premium product at first. Instead, you want to get the customer to consistently saying “yes”, first through engaging with your content (open and click through rates), then through their wallet (by getting them to make smaller purchases).
Nathan Barry, who has made hundreds of thousands from powerful autoresponder campaigns, builds trust over the course of 7 – 10 emails, hinting at and then finally hard selling the premium product he wants to sell.
It goes something like this:
- Email 1: introduce yourself and what you do (and remind readers why they are on your list)
- Email 2: educate
- Email 3: educate
- Email 4: educate + introduce the product
- Email 5: educate
- Email 6: educate
- Email 7: hard sell the product
- Email 8: educate
- Email 9: educate + soft sell the product
As you can see, Nathan is trying to build trust with his readers because he sells on authority (training, education, etc.). Every piece of education is something that primes the reader for the meat-and-potatoes of his offer: one of his premium products.
However many emails you include in your autoresponder, make sure each one has a purpose and progressively moves the reader to your product.
For more on how to build an autoresponder sequence, check out Nathan Barry’s awesome article on email marketing.
Step 3: Write Awesome Emails
Nobody cares about boring emails.
That’s probably so obvious it’s painful to read but the reality is: how many newsletters actually deliver fun, valuable content?
Neville Medhora is a “kopywriter” who helps business owners sell more products and services through effective copywriting.
Key word: effective (notice that the keyword is not: “grammatically correct” or “spelled correctly”).
What is effective copywriting?
Ultimately, it’s copywriting that leads to a sale…
BUT, to lead someone to buying something, you have to create engaging content (otherwise you’ll be ignored).
- Start with an exciting or interesting headline
- Short introductory sentences that are very clear and lead people down the email
- Format for easy reading and scanning (lots of space; no wordy, multi-line paragraphs; use of images; use italics, bold, underline to make a point, etc.)
- Clear call-to-action at the end
If you want more details on what makes effective copywriting, a great resource is Neville’s “Kopywriting Kourse” – you can grab it here.
Step 4: Implement and Initiate
Next, you need to plug your emails into an email delivery service and draw attention to your offer.
Here are a few different email services that provide autoresponder features:
- Mailchimp (my favorite; simple, cheap, robust)
- Infusionsoft (for the serious professionals; not easy (or cheap) but very flexible and powerful)
Each one provides tutorials on how to get your autoresponder campaign set up and activated, so I won’t waste time here on that.
More importantly, we want to answer the question:
How do we drive people to our autoresponder?
Step 5: Drive Traffic to Your Autoresponder
A couple weeks ago I hopped on a call with Bryan Harris of VideoFruit.com.
If you don’t know Bryan Harris yet, you will.
The guy is a master at converting traffic into subscribers.
In a 30 minute call he inspired me to turn my entire email optin system on its head.
Instead of the conventional approach (write blogs, hope people visit, hope people subscribe by having tons of optin forms, maybe throw out a generic optin-bribe or two, etc.), Bryan focuses on the strategic deployment of content and hyper-targeted optin-bribes…for EVERY blog post.
This means, instead of writing a blog post about hair-replacement surgery and then having the standard: “sign up for the hair Dr.’s newsletter” at the bottom, you’d remove the generic offer and create a specific “upsell” optin-bonus for the blog post (“7 tips to prepare for your first hair-replacement surgery”).
He does this for just about everything he writes now.
Does it work?
Yes – Bryan has more than doubled his optin conversion in the past few months through this tactic alone.
A couple time-intensive (but worth it) ways to incorporate this with autoresponders:
- Create an ecourse around the product you’re selling and anytime you write about it, include an optin at the bottom of the post for people to learn more (I use a combination of Leadpages.net and Mailchimp to create this; here’s an example).
- Create multiple email autoresponder sequences for the same product but with different angles (focusing on specific selling points of the product)
Whether you decide to create unique autoresponders for every product, or multiple autoresponders for the same product, or a mix of both, you’re conversion is sure to skyrocket.
Putting it To Work
So that wraps up The Advanced Autopilot Sales Technique.
Five steps that take some work, but once it’s set up: magic.
The beauty of this autopilot technique: you can continue to build out new and interesting autoresponder sequences, meaning you can have a whole army of email robots working and selling for you 24 hours a day.
Pretty awesome, right?
If you found this useful, share it with a fellow entrepreneur or business owner (they’ll thank you for it).
If you have any questions, don’t hesitate to reach out.