4 Ways to Sell to Your Subscribers
Your email list is one of the most important things that you will have in your business. Your subscribers are your besties, your peeps, your posse! They are the people that trust and love what you have to say so much that they don't mind having you in their inbox 1-2 times a week. They're pretty much one of the most awesome groups of people ever!
I'm pretty sure you already know all the value you should be sending them, BUT what about the times when that value has a price tag on it? How do you sell to your besties without spamming their inboxes?
Here are 4 ways to do it:
This is an aggressive approach to selling.
I suggest only using this method when there is some sort of urgency. Maybe your course has a limited time before it's closed for enrollment. Maybe your subscribers have 24 hours before your sale on your products or services is over. Maybe you're almost sold out of tickets for your event.
These are the kind of events where you would give your subscribers a hard sell.
My best advice is to not give a hard sell where it's not needed. If there isn't a good reason for you to come off so strong to your subscribers, don't do it. The entire point of having them on your email list is for them to open your emails. If you bombard them with a bunch of "BUY NOW" buttons all over the place for no apparent reason, it can:
- Scare them off
- Receive a reputation of being completely sales-driven
- Cause them to stop opening your emails
- Cause them to unsubscribe
When doing a hard pitch, I suggest using this format:
- Limited time urgency in title
- Mention of product/service
- Mention of product/service
- Limited time urgency
- Last mention of product/service
This way, your audience still gets tons of value, but you still make it very clear that your product or service has an urgency factor.
A soft sell is when you ease your audience into your pitch. It's a method of subtle persuasion.
When you send out emails with the intent of having your audience buy from you, you don't always want to have a big "BUY NOW" sign throughout the email. Sometimes, you want to prime and prep your audience first.
This is one of the best ways to sell to your email list. It's non-aggressive and has more of a conversational approach. When they receive an email from you, they are expecting tons of effortless value. Saving what you're selling to be mentioned more towards the end of your email really helps your audience to get their value FIRST before being sucked into a pitch.
I like to call it "educating your reader." You can't always assume that your readers understand the importance of what you're talking about. When you really dig deep and educate them on why something is so important to their blog, their business, or their life, it really makes their need for what you're selling even greater.
Clear sales path
This is an even more subtle approach to the soft sell.
Let's say you have a course that is launching next week, but your audience can currently purchase the course ahead of time. Maybe you have a bunch of freebies that your audience can indulge in while they wait.
Creating a clear sales path would be sending out an email that introduces your new course briefly, but really focuses on the freebies for your subscribers to start receiving immediately. Somewhere after the freebies, you would mention your course. Whether it's mentioning it at the end of an eBook, or having an intro video at the end of a free course, you would have something that leads your subscriber directly into your course after they've taken the time to consume all your free content.
This clear path makes:
- a smooth transition for your audience
- a way for you to show off your expertise before they actually make the decision to buy
- makes sure that they don't feel forced into buying anything
- gives them a sense of security that they made the decision to buy on their own
Don't pitch at all
I know what you're thinking. "If I don't pitch, how will they buy?"
This method doesn't necessarily generate the most sales, but it definitely gets your email list over to your sales pages and familiar with what you are actually selling. It puts your paid content in the front of their mind. I would recommend using this method on evergreen things such as a course you've had for a while or your coaching sales page.
How do you pitch without pitching? You tell them a story! You could tell a story about how the courses you created years ago didn't have half as much value as they do now. You could tell a story about your very first coaching client and how much your clientele has grown since then. Don't include any links. Don't mention any products. Just tell your story.
This is basically the softest pitch you can give, but it does leave your audience wanting more. If you're talking about how valuable your courses are, it makes them want to head over to your website, find your courses, and see just how valuable they really are. If you're talking about how much your clientele has grown, it makes them want to head over to your coaching sales page and see what all the hype is about.