HOW TO WRITE A FOLLOW UP MESSAGE

Smart marketers know that follow up autoresponders
drive sales. But, many don't know how to write the
e-mail messages they need in order to use these tools.

Don't let that keep you from increased profits! Write
masterful messages with these simple steps:

* Pull the Reader in
* Introduce the Product
* Explain the Product's Significance
* Tell the Reader to Make a Purchase

(Examples in this article use the fictional product
"Green Garden Lawn Fertilizer". Any similarity to
actual products is unintended and coincidental.)

--------------------------
PULL THE READER IN
--------------------------

First, convince your audience that your text is worth
reading. Make your first sentence or two very
interesting: Make a bold statement, say something
seemingly ridiculous, or appeal to your prospect's
emotional side. Later, tie this grabber in with the
rest of your copy. For instance:

"Want to make your neighbors jealous? How about with
a lush, green lawn in just 2 weeks?"

--------------------------
INTRODUCE THE PRODUCT
--------------------------

What is the product you're advertising? What does it
do? Directly after your grabber, give a compact
explanation of your product. Keep this explanation
short, while still being very clear. For example:

"Green Garden Lawn Fertilizer is taking the
landscaping industry by storm. What else can give
you the lawn of your dreams in just 15 minutes a
day?"

--------------------------
EXPLAIN THE PRODUCT'S
SIGNIFICANCE
--------------------------

What will it do for me? This is the time for details -
make this section long and rich. Suggest a variety of
product uses, and give examples. Make the most of this
opportunity to directly target your unique audience!
Clearly explain how your readers will benefit from your
product.

--------------------------
TELL THE READER TO
MAKE A PURCHASE
--------------------------

You've come so far - you've laid out exactly what the
product is and how it will help your unique audience.
Now, seal the deal - tell your readers to purchase the
product!

This step may sound strange, but it's necessary. Often,
people hear about a product and are genuinely
interested, but fail to actually make a purchase. A
clear call to a simple action cuts down on buyer
ambivalence. Don't be pushy - just change your verb
tenses to the imperative. Instead of:

"If you think that you fit this profile, you might
want to think about buying Green Garden Lawn
Fertilizer."

Say:

"Click here to order Green Garden Lawn Fertilizer
today."

--------------------------
AN EYE FOR CONTINUITY
--------------------------

More and more opt-in e-mail is being sent around the
Internet. Remind your prospect that he requested your
messages by keeping an eye on continuity.

Start and end each message in a similar way. At the
top, let your prospect know who you are, why he is
getting e-mail from you, and where he is in the follow
up sequence. This can be as simple as saying:

"Last week, you requested more information about
Green Garden Fertilizer..."

Then, end each message with your own contact
information. Use your autoresponder's personalization
features to list details about your lead. Also, include
a way for the lead to unsubscribe. For example:

"This message was sent to Dusty Dan at
dustydan@needsanewlawn.com. On April 5th, Dusty Dan
requested information about Green Garden Fertilizer.
Questions? Call us at 000-000-0000. Or, to
unsubscribe, click here."

--------------------------
CREATE WITH CONFIDENCE
--------------------------

Don't sweat over follow up messages - your prospects
are waiting for you! Print and follow the guidelines in
this article, and follow up with confidence.