 Fond of Autoresponders? Write
'Em Right!
By
Meredith Pond
© 2005
Autoresponders
are one of the most popular forms of marketing today. The reason for this
is a simple one: they work. However, writing a truly effective autoresponder
series can frustrating, even for the professional marketer.
To come up with an effective series of autoresponders without boring your
prospects can be difficult. To help you, here are a few general tips.
1) In my line of work, I see a lot autoresponders. Most of these are one
to three pages long, which is generally appropriate for a sales letter. In
an autoresponder series, however, keep in mind that your prospects are going
to be reading multiple messages from you. Try to keep them each down to about
a page and spread the juicy details around a bit. Don't tell them everything
at once.
2) Now let's talk content. You'd be wise to try to give your autoresponders
some continuity so they hang together well. Start with the basic details
of your offer, then gradually reveal more and more. When you start a letter,
rehash (very briefly) what you told them in your last letter. At the end
of each letter, make sure they stay tuned by enticing them about what they'll
find out next time.
3) A word about hype. It can definitely work if you have the right audience
and the right product. Feel free to use bold letters, exclamation points,
etc., but don't overdo it. The last thing you need is for your prospects
to feel that your message is being jammed down their throats. In any case,
it might be helpful to use some imagery. Have your prospects imagine how
your product or service can enhance their lives or their business. Use vivid
words, describe feelings or circumstances, and then tell them how you can
help them achieve those things (or how you can help get them out of where
they are right now).
A well-written, well-targeted series of autoresponders can do wonders for
sagging sales. For tips on writing effective copy for autoresponders, see
http://www.drnunley.com/copywriting.htm.
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