What Does It Take to Communicate, Connect & Convert with Your Email List?

By Daniel Bussius | Funnel Building

Jun 26

I hear from small business owners every day who struggle with how to communicate to their existing customers and prospects. How do you truly connect while offering the right message at the right time … to ultimately convert?

You don’t build a house by walking up to a piece of land and start building walls.

So why would you randomly start trying to build your sales and marketing​ funnel without having a proper plan that is customized for you?

Connect & Convert with Your Email List

This is a common stumbling block for nearly all small business owners.  

They get caught up in the hype of some "guru" telling them how they can simply use his/her secret strategy or sales funnel and, all of a sudden, a windfall of cash and eager customers are at your digital doorstep.  

Connect & Convert with Your Email List

I don't want to burst your bubble but the probability of you having success using some plug n' play strategy or funnel is just about as good as you winning the lottery... and a lottery ticket is way cheaper than some guru's swipe files!

Let's get back to reality.

I am now going to show you a sensible, simple and proven method to develop 

Connect & Convert with Your Email List
Your small business marketing automation plan should be simple:
  1. Dream It.
  2. Build It.
  3. Plan It.
  4. Launch It.

QUITE POSSIBLY YOUR BEST GIFT EVER..

The fastest way to success using this strategy you are learning in this blog post.  

Enter your details below and you'll receive:
  • A FREE Done For You Campaign pre-built with copy!
  • A FREE recording walking you through the entire campaign
  • A FREE PDF outlining the training
  • A FREE One-On-One Consultation with Daniel Bussius

For this post, we’ll envision that we all have the same dream: to engage our current email list, build rapport with each of them, and identify what it is they want to buy from us.

Basically, completely understanding our customers and their needs.

Connect & Convert with Your Email List

In the planning phase, we determine the way in which we will reach our goal, as well as the tools we need to get us there.

Connect & Convert with Your Email List

Here’s what we must remember: We are speaking to fellow human beings and humans want the same quality of communication that they would get in real life as in digital.

The easiest way to explain how to effectively communicate and convert is using this short story.  

Let's begin:

We’re driving on a road trip and we start to get hungry.

Connect & Convert with Your Email List

Every few miles, we see road signs for restaurants, but we keep driving.

Connect & Convert with Your Email List

We know we’re hungry, we know there are nearby restaurants, and we’re beginning the process of deciding just where to eat.

Finally, everyone in the car decides where they want to eat. You pull over, park the car and walk into the restaurant.

Connect & Convert with Your Email List

The hostess meets you at the door and tells you to buy the liver and onions, as it’s on special and they only have a few left! You need to buy them right now!

Not your typical dining experience, right? Of course not!

Connect & Convert with Your Email List
Moral of the story:

If you’re blindly sending emails to your list without having a conversation with them first, YOU ARE THE HOSTESS trying to sell them liver and onions at the front door.

This part I am certain you know...​

Connect & Convert with Your Email List

The pushy hostess most likely doesn't have any fans.

Connect & Convert with Your Email List

And that restaurant?  

That restaurant probably turns away a huge amount of hungry customers. Turning away hungry customers typically results in lost sales.  Lose enough sales and you're out of business.

Your party, of course, left the restaurant with the pushy hostess and went down the street. You walked into the restaurant, were greeted warmly, you sat down, they provided you with silverware and water, you could browse the menu, your waitress offered you the specials, and answered all your questions.

Connect & Convert with Your Email List

You placed your order. And it wasn’t for liver and onions.

Rethink that short story for one moment. Do you want to be that hostess? Do you think if you acted like her that you'd win many customers?

What about that restaurant? You think they'd be in business for long or that they'd be struggling for sales? Do you want your business to be like that restaurant?

Hopefully not! They key is how you communicate and connect with your customers will determine how successful your business is.

You should now understand, ​walking into a restaurant that treats you properly is nearly identical to how your online business should be engaging your customers, prospects, basically everyone!

That is the exact experience you want to provide to your email list.
  1. The person enters your list. You greet them warmly.
  2. You provide them with free value (a glass of water), educate them about your specialty (what you do best).
  3. You ask them what they’re interested in.
  4. Based on their answer, you then provide them with a solution, aka your product or service.
  5. They order (buy your product or service).

Do you notice a similarity there?  

Connect & Convert with Your Email List

Your real life experiences should match your online experiences.

Connect & Convert with Your Email List

When I work 1:1 with clients, I counsel them to offer this same experience.

Greet your prospects, introduce them, ask what they want, offer them your product that satisfies their needs, and if they aren’t ready yet, continue to check on them with emails that nurture them through the buying cycle.

Once you’ve planned how to reach your prospects or re-engage your current email list, you’re ready to launch your marketing automation campaign.

Always be sure you’re providing value throughout the whole experience!

QUITE POSSIBLY YOUR BEST GIFT EVER..

The fastest way to success using this strategy you are learning in this blog post.  

Enter your details below and you'll receive:
  • A FREE Done For You Campaign pre-built with copy!
  • A FREE recording walking you through the entire campaign
  • A FREE PDF outlining the training
  • A FREE One-On-One Consultation with Daniel Bussius

Questions? Comments? Feedback?  Write yours below!

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About the Author

Daniel Bussius is an executive marketing consultant, marketing agency CEO and Infusionsoft Certified Partner