Psychologically (and you may already know this), a real relationship is built using many different mediums. Conversations, video’s, in short questions, long questions, etc. I could list one hundred different ways for you to build a relationship with other people.
One hundred different ways that are REAL.
Fake is one way – like a billboard or a Google ad.
Email marketing, when you only use one kind of email to communicate with your list (or just 2 kinds in most marketers cases), for the most part, feels subconsciously like a cheap imitation – it just feels like a fake. Like you are a cheat.
And fakes cannot be trusted.
That is why so many marketers find that their readers do not trust them or bond with them. The emails they send out seem “fake.”
They can be delivering great content, but if the relationship itself feels fake, then no bonding occurs. No bonding means you are not connecting at the subconscious level where the prospect can learn to trust what you are saying.
And you MUST have bonding in order to build relationships.
And you MUST build relationships to build long-term customers.
And you MUST have long-term customers in order to have coaching clients.
Coaching clients don’t enroll primarily based on the words on the sales page. Instead, the words on the sales page simply give them the information and the boost (the push) to take action. But they choose (subconsciously) to coaching with YOU because of the relationship that has ALREADY been developed.
And you could send them a full book each day of great content, but it wouldn’t build relationships. And only a very rare person would ever join your coaching program.
Maybe one way to look at this is that your email campaign is designed to build relationships so that people will trust you. Then they enroll in your coaching and purchase trainings so that they can learn from you.
Each email style in your email campaign is just a tool. Remember that. But you need many tools. You can’t just send a hammer everyday. Or just send a wrench everyday. But one day a hammer, one day a wrench. Then one day a screwdriver, and soon you have the whole toolbox.
If done properly, your email campaign will build such a relationship, your clients will look forward to your emails – just to see what “tool” you have sent them that particular day!
Use email marketing simply to build a relationship with your clients. Do not try to sell them through the emails. You may mention a new product, service, etc. and “how this might be something you could use.” That should be the extent of your selling through the email. Just provide a link and say, “You can check it out and get more information “here” (and provide the link).
Let the sales page do the selling. The sales page will provide all of the information the prospect needs in determining if the product is “right” for them.
Do not try to “sell” using email marketing. Use your emails to build trust and to “bond” with your client. Provide useful information FREE of charge through your emails. Then, when you do offer a product, service, etc. – the client will figure “This must really be good! If the stuff he/she gave away worked… this must really good stuff!”
Relationships. Bonding. Trust. Those are the ONLY things you need to concentrate on using email marketing.