How to Market to Clients You Cannot Meet
I though that this podcast was worth the time to listen to. He offers specific, put-your-nose-to-the-grindstone approaches that could be productive. But who knows? He reassures his audience that this is the way to go. Give a listen. It's an interview of Ed Gandia by host Tess Whitty. Tess is with MarketingTipsforTranslators.
I though that this podcast was worth the time to listen to. He offers specific, put-your-nose-to-the-grindstone approaches that could be productive. But who knows? He reassures his audience that this is the way to go. Give a listen. It's an interview of Ed Gandia by host Tess Whitty. Tess is with MarketingTipsforTranslators.
Ed started out with a candy store in his garage.
In this episode he and Tess discuss a marketing strategy that was mentioned by Joanne Archambault as
working very well for her in episode 17, How to market your translation
services to clients you cannot meet. This strategy is called “Warm email
prospecting program” and was developed by Ed Gandia, a very successful
freelance coach, trainer, copywriter, author and entrepreneur. I am sure you
will find his tips very useful.
In this episode we discuss the following:
- What warm email prospecting is and
what it is not
- How warm email prospecting is
different from sending a sales letter
- Why we should avoid the “direct
mail” approach
- The most important element of a
successful email message to a prospect
- How to implement warm email
prospecting
- Examples of warm email prospecting
emails
Useful links related to this episode:
High Income Business Writing Podcast
He basically reviews what a "Warm Email" is. He branded it as "Warm email prospecting program." It's the opposite of cold-calling. Who innovative :-/.
It's not mass email. It's not copy and paste email. It's also about relevance. And there's a very specific reason or match between you, your value, your brand and their concerns and organization. Message has to be handcrafted to get better results. The more crafted and targeted you are, the better the response rate. A lot going on when you've received a warm email.
What's the difference between sales letter and direct email approach. A Direct Mail has its place. Everyone is getting the same message. You know that it's advertising, you know that it is marketing. Tendency is about formula prospecting. Resist the temptation to mass create these things. Goal is not efficiency but peronalization and relevance.
Most important of a successful email message? Ed has templates as well. By far the most important thing is a meaningful connection. It's the BRIDGE--it's the hey, I came across your website this morning, I noticed that you're doing this, or you're heading in this direction, here's what I do and here is why it is tied to what I noticed about you. It's a conncetion between what I offer and what I noticed about you. Here's a page on my website that tells you a little bit about me. Should we connect?
Meaningful connection should be in the subject line.
One organization writes a lot of white papers. You write white papers. The subject line could be "The Recent White Papers on Your Website." Prospect, Partner, Whomever. Once you open up, you have to continue that point. You can't start on a sales pitch. Don't want to give too much away in the subject line, but just tease your reader. Give them enough to show them that it is relevant. Purpose of Subject Line is to get them to open up the email.
Steps & Types of Emails: 3 Ways, Research Each one of them. Backdoor Approach
1. Routine Prospecting. Carve out time each week, read trade magazines/websites of your target industry or niche. We should stay on top of it. This is part of your prospecting. You're looking for potential ideas--expanding, moving, someone's getting a lot of press, anything that would cause a client to need a "translator." What are the triggers that signal these events. A couple of hours is more than enough. Come up with 1, 2 or 3 potential targets. Dig in their website and research; see if you can uncover a little more. Get their email address. Two hours a day.
2. Ad Hock Prospecting. We don't plan for. You get a newsletter from one of your target industries and you get an idea. Look for ideas that signify potentials for your service.
3. Hotlist Prospecting. Creating a list of 10 to 20 dream clients that you would love to work for in your career. You're digging a little deeper to find meaningful connections. This is a longer term effort, say 12 to 24 months. Send multiple emails.
How to get the email address for people you've never met. How do you get that contact person to contact. Several strategies for doing this. Most involve detective work. Don't buy or rent a list. Look for needs and possibilities first, and then dig deep. Use LinkedIn and Google. LinkedIn to find the name and title. It has an advanced search feature. Click on Advanced "company" and so forth. For the email, go to Google. Searche their name and the word "email." Search for very specific terms. Their name and email address on the web in PDF or PowerPoint presentation, and you can find it. Don't send it to generic departmental
Jane Smith under parentheses. And then @ ABCCo.com. Or, try a Star *ABC.com. Or guess, Jane.Smith. How would her email address be presented? Find the associated search terms that would precede her email address.
So if I don't find it, I can jigsaw.com. Datebase put together by all of us. It's called https://connect.data.com. It's current because it's user maintained.
Samples of what to say in the email? Sure. She's talking about templates. Less significant connection. Recent White Paers on Your Website. Body could read:
Hi Jennifer, I've come across your website a few times over the years because I do a lot of work in the corporate health and welfare area. I come across you site this morning, I noticed that you write a lot of white papers. Do you have an internal resource for this or do you hire an outside professional? I ask because I am a business writer who focuses on white papers, ebooks, and long form reports. Beacuse of my expeience in th wellness field, I may be able to get these reports done faster and more cost effectively. Here's some samples of my work. Should we connect?
125 words or less. Force yourself with this limit. The shorter, the higher the chances that someone will read it.
Event goer: Has to do with a show or event.
Subject: Warm leads at the Nikka Show.
Check this out: marketing tips for Realtors.
Marketing tips for Small Business.
He basically reviews what a "Warm Email" is. He branded it as "Warm email prospecting program." It's the opposite of cold-calling. Who innovative :-/.
It's not mass email. It's not copy and paste email. It's also about relevance. And there's a very specific reason or match between you, your value, your brand and their concerns and organization. Message has to be handcrafted to get better results. The more crafted and targeted you are, the better the response rate. A lot going on when you've received a warm email.
What's the difference between sales letter and direct email approach. A Direct Mail has its place. Everyone is getting the same message. You know that it's advertising, you know that it is marketing. Tendency is about formula prospecting. Resist the temptation to mass create these things. Goal is not efficiency but peronalization and relevance.
Most important of a successful email message? Ed has templates as well. By far the most important thing is a meaningful connection. It's the BRIDGE--it's the hey, I came across your website this morning, I noticed that you're doing this, or you're heading in this direction, here's what I do and here is why it is tied to what I noticed about you. It's a conncetion between what I offer and what I noticed about you. Here's a page on my website that tells you a little bit about me. Should we connect?
Meaningful connection should be in the subject line.
One organization writes a lot of white papers. You write white papers. The subject line could be "The Recent White Papers on Your Website." Prospect, Partner, Whomever. Once you open up, you have to continue that point. You can't start on a sales pitch. Don't want to give too much away in the subject line, but just tease your reader. Give them enough to show them that it is relevant. Purpose of Subject Line is to get them to open up the email.
Steps & Types of Emails: 3 Ways, Research Each one of them. Backdoor Approach
1. Routine Prospecting. Carve out time each week, read trade magazines/websites of your target industry or niche. We should stay on top of it. This is part of your prospecting. You're looking for potential ideas--expanding, moving, someone's getting a lot of press, anything that would cause a client to need a "translator." What are the triggers that signal these events. A couple of hours is more than enough. Come up with 1, 2 or 3 potential targets. Dig in their website and research; see if you can uncover a little more. Get their email address. Two hours a day.
2. Ad Hock Prospecting. We don't plan for. You get a newsletter from one of your target industries and you get an idea. Look for ideas that signify potentials for your service.
3. Hotlist Prospecting. Creating a list of 10 to 20 dream clients that you would love to work for in your career. You're digging a little deeper to find meaningful connections. This is a longer term effort, say 12 to 24 months. Send multiple emails.
How to get the email address for people you've never met. How do you get that contact person to contact. Several strategies for doing this. Most involve detective work. Don't buy or rent a list. Look for needs and possibilities first, and then dig deep. Use LinkedIn and Google. LinkedIn to find the name and title. It has an advanced search feature. Click on Advanced "company" and so forth. For the email, go to Google. Searche their name and the word "email." Search for very specific terms. Their name and email address on the web in PDF or PowerPoint presentation, and you can find it. Don't send it to generic departmental
Jane Smith under parentheses. And then @ ABCCo.com. Or, try a Star *ABC.com. Or guess, Jane.Smith. How would her email address be presented? Find the associated search terms that would precede her email address.
So if I don't find it, I can jigsaw.com. Datebase put together by all of us. It's called https://connect.data.com. It's current because it's user maintained.
Samples of what to say in the email? Sure. She's talking about templates. Less significant connection. Recent White Paers on Your Website. Body could read:
Hi Jennifer, I've come across your website a few times over the years because I do a lot of work in the corporate health and welfare area. I come across you site this morning, I noticed that you write a lot of white papers. Do you have an internal resource for this or do you hire an outside professional? I ask because I am a business writer who focuses on white papers, ebooks, and long form reports. Beacuse of my expeience in th wellness field, I may be able to get these reports done faster and more cost effectively. Here's some samples of my work. Should we connect?
125 words or less. Force yourself with this limit. The shorter, the higher the chances that someone will read it.
Event goer: Has to do with a show or event.
Subject: Warm leads at the Nikka Show.
Subject Line: Warm Leads at Nikka Show. “Event—goer”
Hi, Sam.
I
saw that you’re going to be exhibiting at the Nikka show in October. I’m
writing because I’ve worked with companies like ___________ and ____________
and __________ to turn more of their booth visitors into warm leads and
customers. Here is a link to a case
study that showcases how I did this for ____________ at the IEC show last years. Would you be interested in scheduling a 20-minute
discovery call to see how I may be able to provide you with similar results at
Nikka this year. You can reach by email or
at the number below.
Check this out: marketing tips for Realtors.
Marketing tips for Small Business.
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