When copy chiefs and marketing managers create email marketing campaigns, it usually runs the same old sequence of really hairy, awkward sales tactics which not only irritate the recipients, but it often makes the sender feel sleazy too. It’s all too common to see the sequence of – 48 hours left to buy our product! – 24 hours left! – Okay you really should act fast now so you don’t lose out… 1 HOUR LEFT!
You get the picture. It’s neither effective nor clever, it’s very annoying, but it’s so common because it’s always been done that way. People assume that there’s no other way to do it effectively, which I call bull#$&% on.
Today I’m going to talk you through 3 little know conversion tactics that you can implement in your product launch campaigns today, to generate far more last minute sales and make sure your audience don’t just shrug their shoulders and ignore that countdown timer on your sales page!
Now before I get into the first trigger, I just wan to explain something which you may turn your nose up at and cry LIAR! But bare with me.
You are NOT selling urgency in the final hours of your product launch with your emails. Yes, I know if you’re a marketer then this isn’t going to sound right at all, you can stop reading now if you wish, but if you stop and think, it really makes sense. Urgency is not the most powerful precursor to get people to say yes in those final hours, in fact what you should be doing is encouraging:
Yes, if you encourage decisiveness, you are not threatening that the world’s going to end if they don’t buy from you there and then. Often the reason that people don’t buy is the fact that they don’t make a decision. It’s not that people come out with a “no” in their mind, it’s the fact that they are on the fence for so long, that when the opportunity to buy passes them by, they simply go “meh, too late now anyway” and get on with their lives. It’s your job to encourage that decision, one way or the other, and that’s what these triggers are going to help you do seamlessly.
Are you ready to start taking your product launch emails to the next level? Let’s get into it.
Trigger no.1 – Have a minimum Viable Commitment
Ever heard people coming out with stuff along the lines of “only join if you are 110% committed and ready to sacrifice yours and your loved ones lives”.
Okay, maybe i’m exaggerating, but the truth is many marketers set the bar way too high for people to actually feel comfortable enough to make a decision to buy. The fact is you wouldn’t get married to someone the same day you meet them, people get that as far as email engagement goes, but why does that go out the window when it comes to those final days of the launch?
Why don’t people use something that goes like this: “I like the look of this, lets see where this is heading and if it still feels right down the line, we’ll continue to do so for as long as is right”.
You shouldn’t be making people feel awkward about taking the next step, it should just be the next logical step. If you can have a little bit of empathy about your prospects situation and offer them a stress free invitation to give it a go, I promise you people are far more likely to just make a decision there and then. Not only that, but more subtly, you can actually explain how some of the objections the prospect has can be inclusive of someone who’s a perfect fit for your product or service.
So, let’s switch things up. Try these phrases in your next email campaign and track the difference in your sales conversions. I think you’ll be pleasantly surprised.
Maybe you’re [objection]
Maybe you’re [not sure if this is for you because…]
Either way, you appreciate having [guarantee] to put [Product/service] to the test to see if you can [achieve desired outcome]
Short and sweet, also highly effective!
Trigger No. 2 – The Quick Win
With most products and services, the big win or most valuable impact isn’t felt until weeks or months after purchase. Take personal training for example. When I was working as a personal trainer in the big box gyms here in the UK, I would work with people for months at a time. They wouldn’t see any visible change in themselves for weeks, because that’s not how it works.
To keep them motivated and happy with making the decision to work with me, I had to introduce a “quick win”, otherwise they may become disinterested and unmotivated. So what I would do is track their fitness levels and strength statistics. Even if their main goal was to lose weight, we would always test their one reps max on several compound movements, IE squat, bench press and deadlift. Every time they would beat their last PB, it was a little win for them which would carry onto the next session and beyond.
These wins are 1. QUICK and 2. VALUABLE.
So the big question is, what is the quickest most valuable win that your prospect can get out of the using your product/service? Once you have worked that out, your prospects will remain motivated enough to carry on with the purchasing process.
Trigger No. 3 – A Yes Or No
So if you have followed the first two triggers, by now you will have made the purchasing decision –
- Feel safe – MVC
- You’ve made the outcome feel justified and imminent
Now is the point you must get a YES or a NO, absolutely nothing in between. This is where you have the right to push people to one or the other. Your not rude or irritating about it, you’re just getting an answer one way or the other.
If you remember, most prospects fail to become paying customers, simply because of their lack of ability to make a decision. They abdicate responsibility to act and just let the opportunity to buy pass them by.
For this you mustn’t dance around the idea of them taking action, you make it as simple and clear cut as possible. In fact, you will position yourself against indecision, calling them out on it. You’ve already positioned your product correctly as the answer to their problems, given them the reasons they should buy and asked for the sale. Now you back that up by asking again and being very clear about it.
So there you have it, a completely different way of running your email campaigns during the launch of a product or service. As always it’s up to you to put these things into action and test the difference, but in my experience this is the way to go when launching a new product/service.