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The Forgotten Art of the Follow-Up (And Two Ways To Use It In A Digital Age)

While the days of cold calling aren’t what they used to be, that doesn’t mean the tactics that made them effective aren’t important. Most prospects had to be contacted 5+ times after the initial contact before the sale was made.

Now?

The nature of social media and websites has made for a whole new throng of wannapreneurs that crowd your Facebook wall.

It’s turned into a Carly Rae Jepsen song gone bad.

“Hey, I just met you and this is crazy. But here’s my fat burner and buy it maybe.”

No value or follow-up whatsoever.

Take it or leave it.

Personally, I think it’s great. It means that if you’re willing to put in the work to make the sale, they’re a lot easier to come by. And the follow-up is one of the best tactics you can use to keep raking in the sales while the one-pump chumps swing and miss.

While I’m never against picking up the phone and giving a prospect a call, there are easier ways.

In fact, I’m going to share two of them with you today.

The Autoresponder

“Free Make Money From Home Blueprint”.

“Free Fat-Burning Cheat Sheet”.

You’ve seen these offers everywhere. And if you don’t already have one that pertains to your business, you need to create one ASAP. The lead magnet is one of the most effective ways to get leads. But that’s for another day.

Today, let’s talk about what happens after they sign up for your lead magnet. If you just give them the lead magnet and don’t follow up via email after, you’re missing out on quite a few sales.

In fact, you should be following up with an additional 5-10 emails. Send them testimonials. Send them ideas on how to get more out of your lead magnet. Send them valuable content. Send them SOMETHING.

Regardless of whether they initially intended on buying, your lead magnet caught their eye.

They’re interested in you.

Keep them interested. Keep sending valuable content with a few sales pitches sprinkled in. You’ll be amazed at how much high your conversion rate is.

Retargeting

If you don’t have a basic retargeting ad set up, you’re losing money. I don’t care if you just have a basic sales page that you direct people to from social media and email.

Every single person that views your sales page and doesn’t buy needs to keep you front of mind. This is where retargeting ads are invaluable.

Better yet, it’s something you can do yourself. You can go to Udemy and find a great course on retargeting for $10. It’ll teach you more than you’ll ever need. They take some basic technical knowledge, but they’re not too hard.

If you’re not familiar with retargeting ads, think about the last time you went on Amazon. You browsed a few products, maybe even put one in your cart, but didn’t buy it. Then you start checking out other sites only to see ads showing you that exact product you were just looking at.

And guess what? If you wanted it, you’ll probably go back and buy it. That’s the power of retargeting.

The Big Picture

Ok, so you have your two “must-have” follow-ups. Let’s take a look at a before and after for John, a local plumber that I made up for the purpose of the post.

John Without Follow-ups

John wants to attract new customers. So he posts a link to his lead magnet, “John’s 7 Plumbing Quick Fixes” on Facebook.

Out of his 500 friends, 12 sign up for his free lead magnet. Out of those 12, 3 actually read his lead magnet.

Then maybe, just maybe, one of those is actually looking for a new customer.

John gets a sale.

Woooooo!!!

Now, I’ll be honest, even that’s a bit optimistic. With Facebook’s atrocious organic reach, it’s doubtful he’d get that many people to sign up for his lead magnet.

John WITH Follow-ups

Those same 12 people sign up for his lead magnet.

Then they get 7 follow-up emails that explain the quick fixes, show testimonials, and provide valuable information.

Now John is seen as a plumbing expert. Out of those 12, 9 agree that John is a really good plumber and knows what he’s talking about.

So 3-4 of those actually call John after a few emails.

Already doing better, but it doesn’t end there.

Some people just don’t need plumbing services right now. They’ll check out his sales page out of curiosity, but don’t actually need help.

That’s where retargeting comes in. John set up a 90-day retargeting campaign (which are buckets cheaper than traditional ads) for people that viewed his page but didn’t buy.

Weeks pass and plumbing issues inevitably come up for a few more people. They’re on Facebook one day and they see John’s retargeting ad and are reminded of his services.

So they give him a call and John gets a few more customers.

Now you start to see how this works even better with larger email lists and paid advertising? The differences between the two are astounding. And what’s best is that it can be all automated.

The email sequence and the retargeting campaign just need to be set up once. Sure, you might have some tweaks, but it’s basically set it and forget it.

So before you start your next campaign or offer, don’t forget the follow-up. It’ll easily triple your sales without having to do much extra work.

Two Shiny, Golden Tickets To Your Prospect’s Inbox

Want to make sure your emails are getting into your prospect’s inbox and not their junk mail?

Then they should whitelist you. Not saying you can’t make it to their inbox without it, but it makes it a LOT easier.

And let’s face it…whitelisting sucks.

If you’re not familiar with what it is, it’s the act of getting someone on your list to “give permission” for you to email them.

Usually, it comes in the form of asking for it in the first email you send them. Something like,

“And if you’d like to hear more about my super awesome stuff, make sure you whitelist me/add me to your safe list/add me to your address book, etc.”

Don’t get me wrong. That works. But it can be awkward.

Starting off a new relationship and you’re already asking them to put you on speed dial.

But fear not, there’s actually a much easier way. And the best part? You actually come across as super helpful and not just asking them for something.

So, here they are.

Inbox Ticket #1

The easiest way to have your emails whitelisted is to have your prospect reply to your emails.

The easiest way? Have them ask you a question.

For instance, let’s say you run a personal training studio. In exchange for their contact information, you’re offering a free workout.

Pretty standard, right?

So your first email goes out which provides them with the coupon or code for the free workout.

From there, offer to answer any fitness-related question they have. Check it…

“Hey John,

Thanks for requesting your free workout.

Here is your free workout pass.

I can’t wait to see you. Our facility is state-of-the-art and our trainers are the best in town.

Now, I know you’ve probably tried other gyms in the past and just haven’t gotten the support you need. So before you come in, I want you to shoot me your most pressing fitness question.

Whatever it is that is holding you back…I want to hear about it. Simply reply to this email and let me know.

See you soon,

Mark

Mark’s Fitness

P.S. Don’t forget to send that question. I promise I’ll get back to you within 24 hours.”

See, nothing fancy but it shows that you’re helping them. And it whitelists you in the process for future emails.

Inbox Ticket #2

As we learned in the last inbox ticket, the easiest way to be whitelisted is to have them reply. Here’s another way that I picked up from one of Dan Kennedy’s recent emails. This works really well if you sell physical products that require a shipping address.

After they buy something from you, send them an email verifying their shipping info. Something like…

Hey Jill,

Thanks for your order of “Jillian’s Super Fat-Burning Book”.

I know you’ll love it. It’s all packaged up and ready to go. But before I send it out, I wanted to make sure we’ve got the right shipping info on file. We’ve got…

Jill Smith

123 Main Street

Pleasantville, NH 12345

Is that correct? Just let me know and I’ll send it out ASAP!

Yours in health,

Jillian”

You’re building excitement for the product of your they just purchased and you’re getting whitelisted all in one email.

And this works particularly well with small businesses. It puts a more personal touch on the sale by showing that you’re an actual person.

The Reply Is The Key

Both of these methods work great, but at the end of the day, the reply is the key. Any way that’ll get them to reply is a surefire way to get whitelisted.

Got another way you like to get whitelisted? Drop it in the comments.

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