I wanted to share something with the world, I got a response to my email from today entitled “Missed Opportunities.” Here is the sum total of the email:

“Well aren’t you special! I don’t like the tone of your message. Who do you think you are talking to busy adults like this.”

I have a response to this. The email was a marketing piece designed to evoke a response. It did. Registration for the subgroup today increased just under 400%. It also got several responses to it via email.

Marketing Lesson:

The goal of any marketing piece is to get a response. I think this email accomplished that goal.

This piece used a technique called “challenging their manhood.” It revolves around challenging people into doing something.

“WHERE ARE THE REST OF YOU?” A very probing question. It steps on your toes. It makes you think why didn’t I attend?

“We go to get pains to put these groups on, the instructors donate their time and expertise to teach you. The content is for the most part outstanding. The people attending the groups are good people.”
Establishes a guilt/reciprocity effect. We do this for you why don’t you come?

“WHY AREN’T YOU THERE?” Again a step on your toes question making them wonder why they aren’t there after establishing a guilty/reciprocity effect.

“WILL YOU BE THERE?
I will and so will your competition.”

Fear of loss statement. Very powerful psychological mechanism.

Now lets go over metrics:

Delivered 962 emails
opened 224
click through 20
registration 15

That is a 23.3 % open rate. That isn’t bad would have liked it to be a little higher,
and an 8% click through rate with a 75% conversion rate.

Those metrics are decent, most people would kill for these metrics.

I received 15 registrations and about 17 emails saying they would be busy and ONE PERSON COMPLAINING. I think I have clearly demonstrated my methods work.

I guess I’m saying I’m sorry that my email stepped on your toes but IT WORKED.

DORN

P.S. It was a great subgroup meeting.

P.S.S. Anyone who has the nerve to say they are busier then me is crazy. Let’s see…four businesses, nine children, wife with three businesses, college courses, donating 15 plus hours a week to CIREIA and coaching sports, all on top of a real estate investing business and you ask how I can talk to busy adults this way?

Busy? I’ve been there, doing that, got the t-shirt.

P.S.S.S. I am the main speaker at the April meeting…the topic is marketing. I bet you won’t be there…or will you?