The Purpose of Email Marketing is NOT TO GET YOU A BOOKING?
Now I know that sounds odd coming from someone who’s created an email marketing solution, 2nd to none in the entire UK to get you more business. (Yes, I can see how you might be thinking ‘she’s lost the plot’)
Okay, so this is a really bold statement, but true – “You’re UNLIKELY to get a booking – YET!”
A few of you using White Wedding Pages’ email marketing are having difficulty. Why?
Most say that they’ve had 3, 4 sometimes 10 emails from brides on the list looking to pick up their offer.
“What did you do with these, I ask?”
The response, is often, “I’ve sent them all an email, but ‘THEY’ haven’t got back” Or, “I’ve given them my website and asked them to visit me there”
When a bride sends you an email, what she does not want is an email back. She wants a call. She wants to get your offer. This can only happen if you speak to each other.
If she hasn’t given a number, then the only email you should send – is one asking for a phone number.
Email marketing is a ‘process’, a journey of many ‘touches’ with the bride that you must begin.
Now I want you to write this down, either on the back of your hand, on an A4 piece of paper stuck to the wall, or on a Post it stuck to your phone. It doesn’t matter where you write it, so long as you can see it, every day. It’s meant as a reminder that if you want to win the prize, you’ve got to do all the training, get in the right mental zone to be a winner, and ENTER the race. One more thing, you are never in a race to win on your own. There are always many more, like you who’ve limbered up for the challenge.
The Purpose Of Email Marketing Is To Get You, a MEETING!
Unless you are Brad Pitt or Angelina Jolie out to get a dinner date, an email on it’s own, will not get you what you want, which is a face-to-face with a fresh new business lead.
Yes, it starts with an email introduction from you, through our marketing solution. Maybe you’ll get replies by phone or email, but these initial contacts are not buying signals and NOT invitations to you, to ask for the order.
This initial email is only an introduction – a handshake, the chance to say ‘Hello, what can I do for you?’
One thing I learned early on in my marketing career was ‘Never Propose On The First Date’.
Few of us ever would in our everyday lives. It’s considered madness in the UK to ask someone to marry you on the back of a basic introduction. We’re all programmed to want to get to know a person before making a commitment, find out what’s behind the person, what are they good at, what things do they care about – and inevitably, would they make a good father or mother to any children.
I digress, but it’s natural to want time to consider any proposal, be it marriage or a purchase of something. And let’s face it, there are few who would accept a marriage proposal without the diamond ring upfront, the hearts and flowers on a regular basis and the promise of an endlessly happy outcome.
In the business sense, it’s no different. The purpose of email marketing is to get you the following:
- Arrange an informal meeting – either at your home office, a local hotel foyer, or even a Starbucks coffee house
- Chance to exchange your phone numbers
- Opportunities to chat over information about the wedding, date, venue
- Get postal addresses
Remember, this is a process of action. A purchase is not inevitable – certainly not ‘on the first date’. Plus, there are many of your competitors chasing the same booking. This requires action on your part on many occasions. There should be no expectation that the bride does any of the running.
Get the postal address. Why?
I have used what I call, Chocolate Box Marketing with great success and want to recommend it to you now.
There is a marketing principle widely known as The Law of Reciprocity.
When we give someone something unexpected, there is a natural instinct engaged in us where we want to give something back – usually of greater value. We don’t want to be in someone’s debt.
To demonstrate the point, I rely on a book titled ‘Influence’ by Robert B. Cialdini. (I recommend you buy a copy right now from Amazon)
In his book R. Cialdini describes a situation where inadvertently you fail to send someone a Christmas card. Two days before Christmas, their card arrives and you feel awful because you know, they didn’t get one from you. In order to relieve your pangs of guilt, you make a promise to send a card for New Year. But the one you send has to be a handpicked one (not one from a bumper box of 100). You have to spend more on it. This card has to override the debt of their card arriving in the absence of yours. You forgot and you have to pay higher to redress the balance!
This principle works in the same way for business. If you received an unannounced surprise gift from someone you contacted, out of the blue, you feel obligated to reciprocate.
It could be a box of chocolates (I like that one because chocolate is one of my favourite things). It could be a boxed china coffee mug, personalized key ring, useful gardening or kitchen implement. Anything that’s easily boxed and mailed, but it has to be inexpensive. I find £5 max an inoffensive pitch. If it costs a lot, a potential customer may be put off or offended being unable to offer a reciprocal ‘return’
The upshot of this exercise is that the bride receives your surprise gift – possibly with a simple ‘thank you for contacting me’ on it. By the law of averages, the receiver feels pleased you took the trouble to send a gift and the Law of Reciprocity engages, prompting her to want to return the favour. If nothing else, she will welcome your next call to her, immediately knowing who you are. This is the perfect opportunity to ask for a face-to-face meeting, because she wants to show goodwill to your generosity.
If nothing else, a meeting should ensue, where you are able to describe all the benefits of your service, leaving the door wide open to you and closed to your competition.
Another tip I suggest, is when making any communication by email or post, before the meeting can be set up, attached a photo of your good self. People appreciate a picture to put a voice to, meaning you will not be a stranger when you do meet up for your all-important, ‘getting to know you better’ meeting.
And one last thing: never send a letter or email without giving your full name, and your direct line telephone number. You’d be surprised how many business owners fail in this with an even greater number not even posting it on their Facebook page or website. It’s bad for business and cohesion, if a potential customer has to ask first what to call you.
Good Luck with using these suggestions. All feedback truly appreciated.
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