The ‘Game’ Is Changing, Are You?

October 28, 2008 by  Filed under: other 
 

It’s happening. Again.

The Internet marketing ‘game’ is rapidly changing… again.

Email marketing is under attack like never before…

Pending legislation. Spam filters. Email overload.

Internet users’ inboxes are full. They are loaded with junk

and they are tired of the hassle. Opt-in rates are on the

decline — and they will continue to fall.

So the cries are coming from many Internet marketing

circles…

“Email marketing is dying — it’s only a matter of time.”

That’s right. Many people see Email marketing dying

completely. Many marketers are already positioning

themselves to do business without it.

Why are they preparing to do without it? Because it’s just

going to be too much of a hassle to get people to opt-in.

And if that’s not enough, it’s going to be such a hassle

to get around spam laws, filters, and other nuisances.

Well…

Do you want to know what *I’m* planning on doing?

I’M PREPARING TO MAKE MORE MONEY THAN

EVER FROM EMAIL MARKETING.

That’s right. I’m planning to make more money than

I already do with Email marketing.

(And I have some single lists that are generating 6-figures

a year in profit — automatically. And that’s just their

affiliate income; it has nothing do with my product sales.)

As more and more marketers RUN AND HIDE from

Email marketing, I am positioning myself to CASH IN

like never before…

And I’m suggesting you do the same.

But first, where are many marketers running “TO”?

As an alternative to Email marketing, many of them are

running to start BLOGS.

If you haven’t heard of it yet, “blogging” is basically like

keeping an interactive diary on a web site. It’s another way

to publish information on the Internet.

Blogs ARE a good marketing vehicle. In fact, there are many

people that are profiting quite nicely by running a blog.

My friend, Jason Cain, is one of these people. Jason is a diehard

“blogger” and he has a fantastic marketing-related blog at:

http://www.goldblogger.com

You should check it out. He writes a lot of great stuff and it’s

fun to read the “comments” that some of the readers post

on the blog’s site.

Jason also has a great course that teaches people how to

profit from running a blog, and you can check that out at:

http://www.goldblogging.com

But let’s get something straight! Blogs are *NOT* going to

replace Email marketing. It’s not gonna happen.

I do think blogs ARE a great publishing tool for increased

exposure and can improve someone’s marketing, but

Email marketing still has many major advantages.

Without going into a long tirade about why Email marketing

is the ultimate marketing tool, I’ll just put it like this…

If your marketing message can be delivered to the same

place that a personal note from Grandma is, it’s more

effective than any alternative. I’ll just leave it at that.

So again, blogs aren’t going to replace Email marketing, but

they are a great *additional* marketing tool to use. Heck,

I’ll probably end up with a little blog for MarketingSecrets.com

sometime soon. Anything that brings you more exposure

(i.e. more prospects) is a “good” thing.

But back to Email marketing…

As it becomes harder and harder to use Email marketing

it represents a fantastic opportunity for marketers willing

to put in the extra WORK.

Gee, what a novel approach. The more WORK you do,

the more money you make.

If you haven’t figured it out yet, the people making the big

bucks online are some of the hardest working folks around.

That “work” usually translates into DIFFERENTIATION. Being

different from other marketers and competitors to separate

themselves from all the “noise” online.

But most people aren’t willing to do the extra work, and so

those that are end up making more money as a result.

Email marketing is going to be the exact same way.

Aside from having to comply with legislation (i.e. most likely

using double opt-in methods and keeping detailed records

of all subscriptions) and getting around spam filters, the

biggest challenge will be getting the opt-in.

Opt-in rates have been on a steady decline and it’s no surprise

as to why. People are just overloaded with email. In order

to get someone to opt-in to YOUR list, it’s going to come

down to the OFFER — the backbone of selling.

The Opt-in itself has evolved a lot in the past 14 years that

I’ve been marketing online. You used to be able to put up

a simple form that just said, “Get my newsletter” with no

other description and people would opt-in by the truckload.

It’s not that easy anymore — and it’s only going to get worse.

So how do you adapt? It’s easy…

SELL THE OPT-IN.

Now I don’t mean “sell” as in charge money for it. I mean

“sell” in relation to salesmanship and marketing. You need

to make your opt-in a compelling OFFER.

It’s going to become so hard to get people to freely opt-in

to your list or autoresponder course that you will really have

to WORK to get them to do it.

But before I go any further, I will say this. THE WORK WILL

REALLY PAY OFF. Mark my words. Marketers that ARE

able to successfully continue using Email marketing will

CLEAN UP in the near future and beyond.

(Because most marketers will stop using Email marketing

because of all the work involved.)

So What’s The Best Way To Get An Opt-In?

It’s simple. It’s called a SALES LETTER.

And, YES, I’m being serious.

Now, this sales letter doesn’t have to be very long, but all

the powerful elements of a typical sales letter need to be there:

1. A compelling benefit-driven headline.

2. Some descriptive text.

3. Intriguing bullets.

4. Testimonials.

5. An implied value.

6. A “bribe” or gift for taking the call to action. (Opting in.)

Now all of this seems like a lot of work. And it is, initially.

But once you create this page it will work by itself.

Again and again and again.

This page only has to be a couple scrollable pages in length.

You can create a very short version of this that will be very

effective.

So you will have a benefit-drive headline that is related to

WHAT THE HECK THEY WILL GET OUT OF joining your

list.

Then you will briefly describe why they should get it

and also use several bullets to illustrate this.

You should use a few testimonials from other happy subscribers.

You need to give it an implied value. You can do this by

saying, “This course is a $97 value.”

Then the most important part of all — A BRIBE. Offer a free

bonus gift if they opt-in right now.

You might be reading this thinking I’m off my rocker. I can assure

you, I’m not. In fact, I’ve been using this exact opt-in model

with several of my projects (non-marketing related) for nearly

two years now. This *IS* the future of the opt-in. Mark my words.

And here’s some else…

You’ll also find, like I have, that the more ‘effort’ it takes your

prospect to opt-in (such as reading a little sales letter) the

more RESPONSIVE they will be to offers from you. It’s a FACT

and I have several years of data to back it up. But the reason

for this is simple — they are more qualified by the time they

join your list.

Here’s How You Should Be Positioning Your Marketing…

Right now you are probably using pop-up or pop-over boxes

to capture opt-ins — whether on entry or on exit. You might

also be using a little opt-in form mixed in with content on

some of your web pages. CONTINUE to use them to collect

opt-ins. Keep using them until the opt-in rate drops so badly

that it isn’t worth wasting that precious online real estate

on your site.

But while you continue using these methods, and looking into

the future, you NEED to also setup a SEPARATE PAGE for

each opt-in list you’re building using the “mini sales letter”

model I have described above.

On all your opt-in boxes that you are currently using you can

have links such as “Click here to learn more…” or “Click here

to learn how to get a $197 gift today…” etc. etc. And those

links will go to this new sales letter opt-in page — because that

page WILL “close” (i.e.get them to opt-in) some people that

would not have joined from the small opt-in form you are currently

using.

Here’s another tip. Register a domain name specifically for

your list. When you send messages to your list, your “From”

address, unsub URLs, and everything else mentioned in those

emails will promote this domain name. If a subscriber ever

wonders what list they are on or why, they can always go

to that domain name. And what will they find when they get

there? The mini sales letter that sold them the opt-in. This

will reinforce their decision to KEEP their subscription.

So don’t run and hide from all the Email marketing challenges

that are appearing. EMBRACE THEM AND PROFIT.

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