Many businesses make the mistake of looking for new customers before they engage with existing connections and past customers, however if you are talking to them on social media and sending out a newsletter and maybe networking once in a while what more can you do to get them back on board and buying from you?
With many clients I help them send out the perfect “Why Us” letter.
A one page, no waffling letter that enables new connections and warm relationships to turn into leads, new business, repeat business and up-scaling products and services, it also helps ensure you are remembered and on your target audiences radar for when they are ready to buy.
Be mindful that you must have a joined up approach to your marketing, here are some exampales of what could damage that;
My experience with coaching businesses is that they are often doing many of the right things but there are missing links in their approach that don’t include the companies needs, the planned growth (or lack of clear goals for the company and team) or planned outcomes and that damages results.
Therefore start by looking at your sales funnel and ensuring you actually know who your target audiences are. These course can help you get that in order fast –www.mandiie-holgate-business-life-coach.teachable.com
When you know you are saying the right things to the right people then you can use the power letter to get in the door and create a great sales funnel and build a powerful positive relationship.
I see this work well with companies who create a power letter, then they have a strategy that means they email them one week later after the initial letter and then phone 4 days after that. Your strategy for follow up on your Power Letter will be unique to you. And will need to match;
I have seen clients who now have a 60% conversion rate on power letters with people asking to do a number things as a result of the Power Letter;
And here is how your write your own;
No one is going to open or read your email unless it has a title that really connects and hooks your target audiences (can you see why you need to do the finding your niche audiences? It really focuses your mind on to finding the right audiences for what you say and the way you say it.)
Think of the issues that new customers say when they first call. Those words and emotions need to come across in your opening power title. A word of caution, most businesses make the mistake in communicating using their terminology and not the language a customer would use.
You may see it as a “this process works” and you are proud of it way of communicating, where as your target audiences don’t care about the process, they care about results and that will be around the areas of;
Get the power in your title with emotion and the pain clients experience.
When you’ve ensured they want to read your email it has to then pull them into the email. So the next step is to really hone in on the issues they face. When I do this with clients we tend to have 3 to 5 bullet points that that customer is probably facing. Something like;
(Including stats and facts rams the point home and it can be good to add where your stats are from.)
This is still a short paragraph or 3 to 5 bullet points. Remember this person is not in love with your company yet and they need to know how you actually achieve something they currently feel is impossible to do. Make it succinct and very relevant to their perceived issues. Ensure you use the words that are likely to feature in a customers reasons for saying No. ie,
“It takes less than 2 hours and £200 to be compliant and save fines starting from £400.”
This tells customers it is quick (they may assume it will take up lots of their time) and it’s affordable, less than the fine (which tells them it is a no brainer in cost and results.)
This again is short, the whole Power Letter needs to look good on an A4 piece of paper with plenty of space so it is easy to read. So concisely explain what results the company got, ie:
– Reduced absenteeism by 40%.
– Every KPI for 90% of the company was achieved.
– Increase profit margins by 30% within 6 weeks.
Don’t waffle. Consider what matters to the potential client.
A mistake I see people make a lot is they write great content or share great ideas but they don’t lead people in the direction they want them to go in!
Don’t forget to finish your Power Letter with a clear call to action. I’ve seen clients do this with a choice of calls to actions too. Ie
A power letter can be about creating new sales with just one email however it is more likely to be the way to open the door to build relationships and gain a lot more than just a one off sale.
As always if this is of benefit to you, let me know.
If you want more ideas email or message me and I will create them for you.
And if you benefit from the Power letter a donation would make this blogger very happy. Thank you, let me know what results you get.