Just like every friendship, romantic relationship and even parent-child relationship takes love and nurturing to ensure success, developing and maintaining a relationship with your customers is the foundation on which you can successfully build and grow your business.
Additionally, the rate at which you are able to establish a relationship between yourself and a stranger is the rate at which you can scale.
Let me restate that once more because this statement is the critical foundation to this entire training.
The better you are at establishing a relationship with a stranger has a direct correlation to how quickly you can monetize that relationship.
Humans crave social interaction. They want to be part of a tribe and feel like they belong and that the people they associate with are like them (or better than them).
Knowing this fundamental principle of human needs tells us the number one thing we should be doing is focusing on our relationship with our leads, our prospects, our current customers and our past customers.
Now, maybe you're thinking this is simply common knowledge -- and I'd agree with you. However, I bet the way you communicate with your customers and prospects is anything but the 5 key relationship principles I outlined above.
I see some basic mistakes that happen on a regular basis from clients who have lists in the hundreds of thousands to those in the tens of thousands. I even see this type of behavior from "marketing gurus" and internet celebrities.
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Disclaimer: There are unlimited ways to reach success. Some are well earned, others maybe less so. How you do business and how you engage people will ultimately determine what comes back to you in this world.
I say this because you certainly can throw $50,000 a month on Facebook ads, grow a massive list quickly, and then convert a small number of those people.
Due to the volume of ads you run, you will achieve a certain level of success (and spend a huge sum of money doing so).
This is possible, but it is not sustainable.
You will run out of options eventually, and you won't have a company with loyal customers.
I focus on growing a list of raving fans, of loyal customers and of people that feel like they know you personally. This is how I work and consult with my clients, and this is what I am going to teach you today.
Developing a relationship takes time.
It means you have to follow my 5 key principles and you have to stay at this.
In the spirit of the 5 key principles, I am going to provide you with specific details on how to develop a list of loyal customers.
Hint: It does not involve hammering them with sales emails and newsletters every single month.
This simple free quiz will inform you to whether you are leaving money on the table and losing sales due to a lack of love.
People want to know who they are buying from, and they want to know this early on. If you read my blog last month, then you know there is a severe shortage of readership in the United States who read above an 8th grade level.
Add in the additional factors such as the reader's attention span and ability to hit their inbox, and your chances to make yourself known drop significantly.
The Indoctrination Campaign should consist of 2 emails. The first email should welcome them into your "family" and explain who you are and why you are running your business.
When it comes to Email #1, there are several things you should NOT do, if you want to begin to establish customer relationships and loyalty.
Now that you know what not to write into your first email using the Indoctrination Campaign, let's cover the things you should put in there.
There's another great feature about creating an Indoctrination Campaign like I mention above -- by doing it, we also knock out the second Key Relationship Principle with this one campaign.
Bonus: If you can add in pictures of yourself and/or videos during the Indoctrination Campaign, it makes it all the more better and authentic.
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Not only can you see how I did my own, but you'll receive a free training every month just like this one. Always cool, always free. 🙂
We now move on to the third key relationship principle which states that humans desire to be part of a movement that is bigger than them.
Photo courtesy: Tom's Shoes
We see this with religion, we see this with associations, clubs, organizations, with countries, teams and with brands.
Look at some of the most successful, recent campaigns that were founded on a bigger picture of hope, change and helping others.
Photo courtesy: ALS Association
Photo courtesy: Warby Parker
Photo courtesy of Shepard Fairey
Customers who feel happy, confident and, important from their purchase, are the customers that are going to buy from you.
The old saying goes, what you put into something is what you get out of it. I couldn't agree more.
You know that to keep your list warm you need to email customers on a regular basis. You also know that a list tends to grow cold over time -- which is why you need to have a regular influx of new subscribers.
Before I show you how, you might be expecting something big and fancy. But actually, it's quite the opposite.
The key to improving your list health, increasing engagement, lowering churn (and ultimately increasing sales) is directly related to the quality and level of relationship you have with your list.
This means, concisely, that if you have a deep connection to your list then you will see plentiful sales.
I'm a visual person, so here is the perfect picture to explain this principle:
Photo courtesy of the United Nations.
Your relationship with your list is like an ocean. The deeper the level of relationship you have with them, the more plentiful the opportunities that exist within its depths. The value you provide is the health of the ocean. Dump trash and you'll see the population (of sales and opportunities) diminish.
If you are emailing your list sporadically, rarely adding value to their day, making it a one-way conversation and...even worse...bragging about how great you are... then you have a shallow ocean filled with trash.
This is something that, unfortunately, many online marketers do, thanks in part to "gurus" claiming to help them get rich quickly by doing "x, y, and z."
There's no sustenance within the shallow depths and this forces the opportunities and sales to dry up and seek a richer, deeper, friendlier ocean to reside in.
The key to avoiding this scenario is making sure you are communicating on a regular basis and that you are adding value and ensuring you provide a two-way conversation with your customers.
Treat them as humans, because they aren't just email addresses. In line with all your emails asking them to buy your product and to attend your next event, ask yourself,
Quite the opposite.
You see, we are humans, we crave connections and we want to be part of something bigger than ourselves.
Our social structure is based on relationships, and if you are just firing out one-way communications that only ask customers to buy and tell them how great you are (and how bad their life sucks) well... let's just say this: I wouldn't be your friend if that was our conversation every time. You sound like a selfish Debbie Downer, and those kinds of people don't have close friendships.
Remember: The level of relationship you have is a direct correlation to the level of sales you can generate.
You can have a 10 million person list, but if no one knows you, likes you or trusts you, no one is going to buy from you. (Think spam)
I covered a lot of this in key principle 4, but I'm going to mention it again in case you missed it.
I want you to take a few moments to review all your communications to your list -- take the time to really read what you wrote to your customers and prospects.
If you answered, "Yes" to the first 3 questions and said, "No" to question #4, you need some help! You might be that person nobody wants to be friends with -- and I guarantee you that is hurting your sales.
I can help you fix that. It's a turn-key campaign that has over 20 touch points of value to engage and nurture your list. All the copy is written; the campaign is completely turn-key. You do nothing at all as long as you have Infusionsoft.
I call this masterpiece "The Ever-Lasting Love Campaign" because the way I built this, it runs forever and runs custom to every person in your list. It's the answer for nearly every business owner's question of, "How do I create an engaged, responsive list without writing a ton of emails and blogs?"
It's yours today for only $247. Click here to claim your copy and never worry about having to "love on your list" again!
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