how to get more business & get into your email subscribers head

By on 28/03/2014

How to get more business

How to get more business, we all hand over our email addresses every day. You use it to sign up for blog subscriptions, forum accounts, information about a hot new trend or product, and so on. But have you ever sat down and thought about what “exactly” goes through your mind when you decide to sign up for something?

More important, have you ever thought about what emotion or logic prevents you from joining somebody’s list? Here are some things you need to know about the mindset of a subscriber.

#1. Harness the power of groups

  • Human beings are obsessed with groups. We need them. Even those kids who put on black eye-liner and try to totally disassociate themselves from the establishment end up hanging out with other kids in black eye-liner. We get married, make families, join sporting teams.
  • This is crucial to keep in mind when thinking about subscribers. When a person is on your blog or website and is thinking about handing over their email address, the first thing they are going to think about is whether they are alone in doing so. Has someone else gone before me?
  • Are they subscribing to a blog that is too old-school or too passé? This phenomenon is called social proof, and it is a really powerful tool. When you’re just starting up, you need to seem bigger (in subscriber numbers). When you are slow, you need to seem busier then you are.
  • Your readers need to see that other subscribers have validated their decision to join you. Until you can show them that, in any number of ways, you may just lose those potential subscribers. If you don’t have a big subscriber number to show yet, try one (or several) of these instead:
  • Using testimonials in your sign up page. Why not show them what other people are saying about becoming a subscriber? This is particularly effective if you can get a testimonial from someone respected in the industry. Don’t leave your testimonials to your testimonials page, try to put them where people see and need them.
  • If you have a good number, display it. If you get a lot of comments, be sure your comment number is displayed at the top of your posts. If your number of monthly visits is reasonably good, make it prominent. If you have a good Twitter following, highlight that. Large numbers immediately help new subscribers feel like they are becoming a part of something special, don’t let them think they are the only person going to be on your list.
  • Use exclusivity. In your call to action, you might talk about why signing up means becoming part of an outstanding community. Being part of a group is good. Being part of a group that other people don’t know about is even better.
  • Use social media. Encourage the happy visitors you already have to tweet your content, like it on Facebook, and otherwise use social media tools to demonstrate that you’ve got good stuff.

#2. Use a direct call to action.

Henry Ford (founder of the Ford Motor Company was once quoted as saying,
“Any customer can have a car painted any colour that he wants as long as it is black.”
Ford knew that (within reason) informing customers worked better than asking customers. So how does this relate to your blog or website subscribers?

Majority of us try to be polite and respectful, and that makes us ask rather than tell. But there’s a case to be made for telling, at least some of the time. A direct call to action generally converts better than a soft one that is trying to please everyone. No, it shouldn’t be obnoxious, but it does need to in still confidence.

Let’s take a look at some examples:

  • Soft: Why not join the Army? vs. Direct: I want YOU for the UK Army
  • Soft: Why not subscribe by email? vs. Direct: Enter your email today and get started

Soft: Get a free ebook vs. Direct: Download your free ebook now
When we are given strong “orders” by an authority figure, we often feel more secure and safe, because we assume the person knows what they are doing. When you use direct language for email sign ups you are conveying the message that they are doing the right thing.

#3. Try to face objections head-on

Selling is about overcoming objections. When a person is faced with a decision in life, their brain cells start to fire off messages about whether or not it is a good course of action.

Some marketing experts call it the “Oh shit!” response.

If something seems a little off (based on past experiences) the cells fire to warn the person, “Don’t do it!”
This is an objection that can potentially kill your sale. And getting email subscribers is a “sale” even though you don’t directly exchange money. You’re still exchanging two things that are valuable, their permission to email them and your content.

What kinds of experiences cause your email subscribers’ brain cells to fire off those warning messages?

  • So many updates
  • Messages that aren’t in line with what was initially offered
  • Messages used for a purpose contrary to the call to action
  • Email subscriptions that make it a lot complicated to unsubscribe

The worry (rational or otherwise) that their email address will be sold to spammers
If you want to convert more readers to email subscribers, you need to not only encourage them to sign up, but to overcome their mental objections.

Deal with their concerns head on, and you’ll find that people will be really happy to give you their email address.

 

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