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Oct 1, 2015 - Marketing Manoeuvres For Growth-Obsessed Businesses. 5 Surefire Ways To Start An ... Great Moments In Adve
OCTOBER 2015 Marketing Manoeuvres For Growth-Obsessed Businesses

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How The Jez Was Won: The Jeremy Corbyn School Of Marketing

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Great Moments In Advertising: The Swipe Files: 5 Top Performing 3 Ultra-Powerful Sales Techniques Email Subject Lines Dissected For With The Potential To Ramp Up Your Pleasure And Profit Your Response And Revenues Right Now – Today…

5 Surefire Ways To Start An Engaging Marketing Email You Can Use Right Away

by Robert Tyson & Mike Anderson

IDEA 1: What’s the number 1 thing that keeps your readers up at night?

ust start by asking this simple question, and ideas should immediately spring to mind. For example, for my market it’s probably ‘how can I get more clients?’ Now, that’s a natural worry, but I’m instantly thinking: the interesting thing is that it’s misguided. See, it’s a darn site easier to get more money out of existing clients than it is to plough a new furrow. The most expensive part of anyone’s marketing process is always acquiring a new customer – but it’s all too

easy to focus on new business instead of going after the low-hanging fruit. And bingo – this inherent contradiction is fertile ground for an email… SUBJECT: Why new clients don’t matter It’s a familiar worry for all business builders. One that possibly keeps you awake at night… “How can I get more new clients?” Completely understandable… and also completely the wrong question to be asking.

Because the most expensive, and least rewarding, part of marketing is acquiring new customers. What will really help increase your profits is if you can market more effectively to your existing clients. And here’s how to do it… [Segue into pitch, proof elements, call to action…] IDEA 2: Piggyback off a book you’ve read

The great thing about this is it doesn’t need to be a book you’ve even read recently… anything is fair game – non-fiction, or fiction.

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But as it happens, I’m part way through Jim Mellon and Al Chalabi’s ‘Fast Forward: The Technologies and Companies Shaping Our Future’. It’s a fascinating glimpse of the near future - driverless cars, ‘reshoring’, and robots and automation apparently predicted to replace almost HALF of US jobs in the next 20 years! Which for me, can lead very neatly on to a message about the need to start automating your marketing now… SUBJECT: £800m Investor’s Big Prediction With an Oxford University study suggesting 47 per cent of US jobs are at risk of being replaced by robots within the next 20 years... “…we are on the cusp of a robotic revolution that will fundamentally reshape the way we live and work.” That’s just one of many striking predictions in megabucks investor Jim Mellon’s latest book, Fast Forward. Indeed the key point - from a man who’s built an £800m investment

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fortune by correctly guessing what will happen in the economy - is this: ...automation and robots are quickly taking over business - faster than you think. And marketing is no exception… IDEA 3: What lies are told in your industry?

Talk of lies is immediately emotive and intensely interesting to people – noone wants to feel they’re getting taken advantage of. Revealing industry dirty tricks can also help position YOU as the good guy. So, in my field, quite a few spring to mind immediately: 1. “I can get you on the first page of Google.” Well, it’s unlikely anyone can guarantee that unless they’re just sticking up an ad in Adwords… and in my book that doesn’t count. 2. “All you need is great copy.” Even the best copy in the world can’t fix a fatally flawed product… or sell to a market that plain doesn’t want (or cannot buy) something.

3. “You have to be on social media to succeed.” The world’s largest company, Apple, is not on Facebook or Twitter. Go figure. So… I can either peel these off one by one across three emails, or tackle all three at once.. Outline the lie or lies, and you can then segue into ‘what you really ought to do is x…’ SUBJECT: Lies, Lies, Lies Bewildering, confusing, constantly changing. These are some of the complaints many business owners have about online marketing. And unfortunately, some unscrupulous marketing consultants will take advantage… …trying to lure you in with too-goodto-be-true or just plain impossible claims. Here are three of the biggest fibs to beware of:

About Max Response

Max Response magazine is sent to clients of Max Response (maxresponse.net) and Tyson Report VIP Members (vip.thetysonreport.com). Max Response, founded by Robert Tyson in 2010, comprises: www.maxresponse.net - direct and online marketing consultancy www.thetysonreport.com -free marketing tips for business owners and professionals www.vip.thetysonreport.com - premium online training and support for the same audience www.thefinancialmarketer.com - free marketing advice for marketers of financial products and services www.automarketingblueprint.com - free marketing automation seminar www.48hourmarketingmachine.com - two day intensive marketing implementation workshop Max Response Ltd, Kemp House, 152 City Road, London EC1V 2NX

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Marketing Manoeuvres For Growth-Obsessed Businesses

IDEA 4: Explain a personal ‘Eureka moment’

Success may be 99% perspiration and 1% inspiration, but we are still intensely drawn to the idea of brilliant breakthroughs, epiphanies, and ‘paradigm shifts’. And why not? Significant discoveries DO change the way we approach things… so share them. What’s great about this idea is it makes it almost impossible for you NOT to draw on your own story… and we are basically hard-wired to be interested in story – we CANNOT resist finding out how relevant stories unfold… SUBJECT: My Eureka Marketing Moment It’s 2005 in the back streets of Shoreditch – before the bearded, flatwhite-toting hipsters moved in. Crammed into the living room of my boss’s flat, trying to get our new business off the ground, something struck me… Our email list wasn’t just a spreadsheet of contacts, an administrative necessity for contacting customers. It was an almost limitless marketing goldmine. Because it was our very own marketing platform that we owned, and could market to whenever we wanted – at very little cost. And that meant we could: • Sell to new prospects – without having to waste time calling them • Upsell more products to existing subscribers – for easy additional revenue • Promote our events – to sell sponsorships and exhibitor stands • Sell advertising space to other companies In fact, we soon came to base almost

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our entire business around this list – a business which grew in 5 years from a 3-person start-up to an £11m stock market listed plc with over 100 staff.

It’s out to make money – just like every other profit-seeking business. And that’s exactly why it’s crucial you build your own platform – such as an email list.

That’s how powerful a good email list can be.

Because if you rely on Google, Facebook or any other third party to bring you traffic, they can – and frequently do – change the rules of the game.

So ask yourself: are you making the most of your email list – and building a reliable marketing platform? IDEA 5: Comment on industry gossip

This works particularly well if you’re in B2B. Recently I saw an article on TechCrunch entitled ‘Google Will Soon Start Punishing Mobile Sites That Use Annoying App Install Ads’. A good opportunity to remind people that Google is not your friend, but does what it likes to suit Google… And that the only sensible response is to build and retain control of your own marketing platform whilst simultaneously sucking whatever benefit you can out of the Big G, Facebook and all the rest… SUBJECT: Google Called (They Want Their Traffic Back) Ever noticed interstitial”?

an

“app

install

That could mean a sudden, dramatic and costly hit to your traffic – and nothing you can do about it.

So there you have it – 5 proven ways to open up your next marketing email. Incidentally, if you’re saying to yourself ‘this would never work for me, my emails are much more corporate’, my challenge to you would be: why? Email’s strength is as a ONE-TOONE medium. People don’t generally want email from corporations and when they see they’ve got one, their interest plummets and their defences immediately go up. Give them an email from a trusted advocate, humorous friend or brilliant storyteller however and they’ll read them all day… Want help creating emails? Download our copywriting service info kit at www.maxresponse.net/contact

I mean those pop-up banners when you visit a site on your phone that ask: “Would you like to install the mobile app?” From November, the search behemoth will start penalising sites that use these – at least where they obscure what’s on the page. So these sites will likely appear lower in Google search results.

Create an automated marketing system for your business Last few spaces at our two-day intensive implementation seminar:

But why? Well, I hate to break it to you but Google is NOT your friend.

www.48hourmarketingmachine.com

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Reader Invitation: Join Me At This Free Event…“The 5 Step Automated Online Marketing Blueprint” How To Free Your Time & Grow Sales Using Simple, Inexpensive Technology By Robert Tyson

Anyone with a brain knows that marketing is changing FAST... And the biggest, most revolutionary change in its early stages right now? Automation. Put simply, if in the next 3 years if you haven’t implemented AUTOMATED online marketing systems, the truth is you are going to get taken to the cleaners by competitors that have. But let’s flip this coin… How much time, stress and worry could you save yourself if you knew that marketing was taking care of itself each month – automatically and visitors even after they’ve consistently bringing in new business left your site through your website? The no-hassle way to follow up with prospects - and save In this 2-hour free seminar, I’ll explain yourself a bag of time every how you can do just that – by setting week up a reliable marketing system in just Book your place at this free 5 steps.

popular belief, the most important part of SEO is NOT your website content, but the incoming links or ‘backlinks’ you have coming into your website – but how does it really work, and where do you get backlinks, legitimately? 12 sources explained in detail in this PDF report.

event now: Join me from 11am-1pm on Saturday www.automarketingblueprint.com So even if you get nothing out of the 17th October at The Thistle Hotel in On the day, you’ll get the Automated Euston and I’ll show you: Marketing Blueprint Workbook (worth How to target your ideal audience £47) to take away with you. online – and stop wasting money PLUS: as soon as you register for the on irrelevant traffic How to reach the right audience event, I’ll email you with access details for these two extra bonus gifts: for less and turn more website visitors into customers More Sales, Leads and Traffic with How to harness powerful, LinkedIn (Value £37) – how to take inexpensive technology to fill advantage of the fantastic targeting your order book in record time options in a lead-generation source that 3 simple ways to turn more really means business. 1 hour online website visitors into clients video. 2 reliable tools to build trust and increase sales The SEO Backlinks Foundation A low-cost, low-effort way Formula (Value £27) – contrary to to keep marketing to website

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Book your place at this free event now: www.automarketingblueprint.com

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How The Jez Was Won: The Jeremy Corbyn School of Marketing by Robert Tyson

So how did 100-1 outsider Jeremy Corbyn thwart the pundits and win the Labour leadership in one of the biggest news stories of the year?

squizz at Jez’s leadership bid website (www.jeremyforlabour.com) in the run up to the vote, you’d have seen some decent work going on.

Of course it wasn’t all down to online marketing, but had you had a quick

Very simply, what Jez has below is pretty much a ‘squeeze page’ – he very

clearly wants your EMAIL… and that’s about it. Though there are other, understated menu options, Jez is patently NOT focused on trying to get you to read any content… or in fact do ANYTHING

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other than join his email list. You’ll notice Obama (www.barackobama.com - below) does the same…

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But Donald Trump (www.donaldjtrump. com - over the page) goes one better… Yes fellow conversion geeks, that is a ‘two-step’ optin on The Donald’s website!

In other words, only when you click the ‘Join Us’ button do you see the email signup form – which is generally proven to increase conversions (the theory is the act of clicking the button is a kind of ‘micro-conversion’ that

Marketing Manoeuvres For Growth-Obsessed Businesses

‘invests’ us in the process… and once invested, we’re that much more likely to go all the way).

know opt-in email marketing is still the key to the kingdom…

Notice that none of these ultra high-stakes marketers are leading with Facebook, Twitter, Pinterest, Persicope or anything else?

How does your site stack up in this regard? Are you unambiguous and direct about capturing data, so you can stay in touch? If not, there is a lot you can learn from Jez.

That’s because – despite the social media hype – their campaign teams

P.S. Of all the three slogans below, Trump’s (‘Make America Great Again’)

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is – to my mind – very clearly the best. Packed with emotion and means anything you want it to. But you do wonder how many people feel inclined to donate to a guy with a $4bn personal fortune . For our landing page rates, grab our copywriting service info kit at www.maxresponse.net/contact

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Great Moments In Advertising: Part 1 By Clayton Makepeace

Cracks me up when I see folks who seem to believe advertising is an American invention. Fact is, it’s been with us as long as people have bought, sold and traded with one another.

worked – because it lit an explosion of newspaper advertising that continued for nearly a century – until the early 1700s when some idiotic monarch, politician or bureaucrat imposed an exorbitant tax on advertisers.

If you had taken a stroll down a busy street in downtown Babylon fivethousand years ago, you’d have seen some of the first known instances of advertising all over the place – a bush over a wine shop door, for example.

Fortunately, our American politicians weren’t quite as moronic as their brethren in London – so no advertising tax was imposed in the States. As a result, the Colonies quickly replaced jolly old England as the stage upon which most advertising innovations would make their entrances.

Ancient Egyptians are famous for carving ads onto stone tablets and also introduced the world’s first billboards: Pillars along the roadside which often advertised rewards for runaway slaves. The Egyptians put ads on paper, too – like this one, found on an ancient papyrus … “The man slave Shem having run away from his good master, Hapu the Weaver, all good citizens of Thebes are enjoined to help return him. He is a Hittite, 5’2” tall, of ruddy complexion and brown eyes. “For news of his whereabouts half a gold coin is offered. “And for his return to the shop of Hapu, the Weaver, where the best cloth is woven to your desire, a whole gold coin is offered.” I love that ad. Good old Hapu the Weaver needed his slave returned, but he couldn’t resist inserting a plug for his shop: “…where the best cloth is woven to your desire…” The entrepreneurial spirit never changes. Heck. That copy sounds like something Hopkins, Caples or Ogilvy might have written. Priceless. At any rate, the ancient Greeks and

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Romans continued the advertising tradition. The Classical world is littered with signs advertising taverns, property for rent, even – er houses of ill repute. The Greeks introduced the concept of the town crier – a guy who’d wander around your neighbourhood shouting about some product his client was trying to sell. The effect was kinda like watching today’s TV ads, only without the volume control or on-off switch. I expect Greek town criers got more than their share of rocks thrown at them – which come to think of it, probably turned out to be the precursors of the modern remote control. In 1472, moveable type made mass print advertising possible – and the English took to it like ducks to water. The first English handbill – advertising a prayer book – appeared on church doors that very same year. By the 1600s, ads began populating the pages of British newspapers – the first offering a reward for the return of twelve stolen horses. It must have

The first newspaper ad in the U.S. appeared in 1704, and the first known magazine ad appeared in Ben Franklin’s The General Magazine in 1741. Now, most of these early American ads were pretty basic. They were generally undesigned, featured the atrocious, “make-it-up-as-you-go” spelling in vogue at the time (our forefatherf fpelling ftunk), and made no pretense at being anything but what they were. Most simply listed product features. If someone was selling a piece of land for example, the ad would cite the location, what it was suitable for, its size, and price. Ads for manufactured products told what they were made of and what they did. A nail was two inches long. A plow was made of wood and steel. An all-too familiar problem arises … By 1880 – 177 years after those first American print ads appeared – advertisers had a serious problem. There were so many ads in every newspaper, consumers couldn’t possibly read them all – even if they wanted to; which they didn’t, of course, so they didn’t (sound familiar?). So along comes the irascible John E. Powers – former publisher of The Nation Magazine, the world’s first

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professional copywriter and our vocation’s patron saint with an idea. Instead of listing product features like everyone else did – or outlandish, unbelievable claims as some had taken to doing, Powers began writing ads that: 1.

Presented the arrival of a new product in his client’s store (Wanamaker’s), as front-page news written in a similar style to other headlines and subheads in the local paper …

2.

Did so in short, brutally honest, concise, frill-free, “just-the-facts- ma’am” copy. “Fine writing,” said Powers, “is offensive.”

Once when asked to write an ad for Wanamaker’s, his copy read, “We have a lot of rotten gossamers and things we want to get rid of.” The ad sold out the lot in hours. As the story goes, when a reporter from an advertising publication entitled Printers’ Ink asked Powers for an interview, it was short and sweet: Powers: “I don’t care for an interview.” Reporter: “Do you read Printers’ Ink?” Powers: “Never read any of those advertising publications. They ain’t worth reading.” Reporter: “Well … how do you go about writing your copy?” Powers: “The first thing one must do to succeed in advertising is to have the attention of the reader. That means to be interesting. “The next thing is to stick to the truth, and that means rectifying whatever’s wrong in the merchant’s business. If the truth isn’t tellable, fix it so it is. That is

about all there is to it.” Long story short: Consumers read Powers ads, believed them, went to Wanamaker’s and promptly doubled the store’s sales to $8 million a year (more than $158 million in today’s dollars!). Mr. Powers did OK for himself too. Not only did he become the world’s first professional copywriter, he became the world’s first six-figure copywriter. The success of his “News-Of-The-Store” approach won him a salary of more than $200,000 a year (today’s dollars). Powers explained his approach this way: “Print the news of the store. No ‘catchy headings,’ … no smartness, no brag, no ‘fine writing,’ no fooling, no foolery, no attempt at advertising, no anxiety to sell, no mercenary admiration; hang up the goods in the papers, one at a time, a few today, tomorrow the same or others.” Would YOU run an ad like this one? In My Life in Advertising, Claude Hopkins tells a great story about Powers — a story with implications for everything you’re working on right now, today … “A clothing concern was on the verge of bankruptcy,” says Hopkins. “They called in Powers, and he immediately measured up the situation. He said: ‘There is only one way out. Tell the truth. Tell the people that you are bankrupt and that your only way to salvation lies through large and immediate sales.’ “The clothing dealers argued that such an announcement would bring every creditor to their doors. But Powers said: ‘No matter. Either tell the truth or I quit.’ “Their next day’s ad read something like this: We are bankrupt.

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We owe $125,000 more than we can pay. This announcement will bring our creditors down on our necks. But if you come and buy tomorrow we shall have the money to meet them. If not, we go to the wall. These are the prices we are quoting to meet the situation. “Truth was then such a rarity in advertising that this announcement created a sensation. People flocked by the thousands to buy, and the store was saved.” THE MORAL OF THE STORY Powers’ breakthrough is as effective today as it was 135 years ago – and suggests three ultra-powerful sales techniques with the potential to ramp up your response and revenues right now – today … 1) News sells. Powers’ innovation – presenting your ad as if it were a front-page news story … and then telling “the news of the store” in an objective, straight-forward, nononsense way – is still a powerful way to get attention and establish credibility. But it’s only the tip of this iceberg. Topicality – tying your major theme, headline and opening copy to an event that’s at the top of the news is one of the nuclear weapons of the marketing world. I’ve had scores of opportunities to test this writing for investment newsletters. In test after test, the timely, newsy test panels – focusing on a major on-going news story – left evergreen straight benefit and USP leads in the dust. Why? Because if it’s in the news, your prospect is thinking about it. If he’s thinking about it, he has feelings about it. Connect with those feelings, and you’ll make your copy nearly irresistible.

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Next time you choose a theme or write a headline or lead, ask yourself, “What important, long-running news story could I hitch a ride on?”

Have a solid, believable, even selfrevealing answer for these questions, and your credibility will soar – along with your response.

2) Always have a reason. Always, always, ALWAYS.

3) When everyone else in your market is writing unbelievable “blind-‘emwith-bullshit” headlines and ads, the simple objective, unvarnished truth in a headline lifts you head and shoulders above the din.

Explain why you’re writing this ad (or advertorial) … why you created the product … why you’ve decided to offer your discount – maybe even how you arrived at the amount of your discount … why you’ve decided to “bribe” your prospect with a premium and why this premium … why you need the prospect to order in the next 24 hours or the next 10 days.

Self-revealing themes and headlines – revealing a non-fatal flaw about yourself, your business or even in some cases about your product are refreshing. Admitting a past failure is a great way to billboard your superiority today.

More than that: Showing a vulnerable side immediately endears you to your readers … evokes feelings of empathy … makes everything else you have to say 100% believable … validates your guarantee … and establishes you as a transaction partner your prospect can trust. Plenty to chew on – see you again next month! This article was first published in The Total Package. To sign-up to receive your own FREE subscription to The Total Package and claim four FREE money making e-books go to www.makepeacetotalpackage.com.

Improve Your Online And Direct Marketing Results – Send For Free Info Kit “It’s hard to find copywriters who can really produce result-getting copy and marketing strategies,” prospects continually tell us. Do you have that same problem? If you do, please complete the simple form at

ads, emails, sales letters, direct mail packages, newsletters, brochures, white papers, and audio-visual scripts for clients all over the UK and beyond.

done in your field… a fee schedule listing what we charge for web copy, emails, direct mail and other assignments… and a couple of helpful articles on copywriting and advertising.

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Whether you have an immediate project or a future need or are just curious, I urge you to download this information kit. It’s free… there’s no obligation… and you’ll like having a proven copywriting resource on file – someone you can call on whenever you need them.

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You’ll get a comprehensive ‘welcome’ letter that tells you all about our copywriting service – whom we work for, what we can do for you, and how we can work together.

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Our 5 Most Listened To Podcasts 1. 2. 3. 4. 5.

Respond now and you can also get a free report, ‘9 Secrets Of Successful Selling In Print & Online’. Go to:

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#15 Google Analytics The Important Bits Part 1 #33 5 SEO Mistakes That Are Easy To Avoid #17 The Art of Good Copy: An Interview with Glenn Fisher of @allgoodcopy #34 6 Email Marketing Mistakes To Avoid For More Effective Campaigns #20 Unbeatable Sales Tips From The Godfather of Salesmanship Richard Denny

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The Swipe Files

5 Top Performing Email Subject Lines Dissected For Your Pleasure And Profit

By Mike Anderson

Here’s an analysis of our top 5 subject lines by open rate at TheTysonReport. com over the last 3 months and 70odd emails… #1: You’re scaring me {!firstname_ fix} This one knocked it out of the park! Using personalisation in the subject line will always give you a bump in opens – indeed I see some people do it every single email. We use it sparingly, partly because we stopped collecting first names a while back which puts a limit on the number of ways you can insert personalisation and still have the email make sense for everyone who gets it. But also because I think over-use tends to remind us that we’re getting commercial email. After all, would a good friend use our name in the subject line? Very rarely in my experience – and our goal is to become that good friend… Anyway, this is a pure curiosity subject and when using these you have to have a very strong tie-in with the content or people feel cheated. (This particular email was about the way in which prospects feel very scared about potential new suppliers, so the tie-in was absolute.) We email most days and I’d only drop a subject like this once or twice a month; otherwise it becomes a bit schlocky and loses the impact. #2: 6 Heinous Email Marketing Crimes That Kill Response List-type subjects like this will always

tend to do well because they create almost irresistible curiosity. People wonder both ‘am I making mistakes?’ and ‘I wonder if the mistakes I have in mind are the same as the ones he’s thinking of?’.

Another list-type subject. Note again ‘mistakes’ – people are generally insecure and worry that they’re making mistakes.

So this general format is a bit of a staple, but it’s elevated here by word choice: ‘heinous’, ‘crimes’, ‘kill’.

The point about the addendum of “(#1 Is An SEO No-No!)” is that this hint heightens the curiosity, while bringing in promised insights into another area of great interest for our audience, SEO.

All very emotive, and tend to stick out in the inbox… especially an unusual word like ‘heinous’.

And ‘tragic’ is a good word that implies these are bad – or even better, bad and easily fixable – errors.

#3: 8 Tragic Website Mistakes To Avoid (#1 Is An SEO No-No!)

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#4: The Jeremy Corbyn School of Marketing As Clayton Makepeace says in this very issue, ‘tying your major theme, headline and opening copy to an event that’s at the top of the news is one of the nuclear weapons of the marketing world.’ Well, this email went out on a Friday, the day before Jeremy Corbyn won the Labour leadership and when interest in him was arguably at it’s peak. Plus – we all know what Jez stands for and it ain’t marketing… so there’s an interesting contradiction inherent in this that generates curiosity. For us, Fridays are noticeably weaker

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for open rate so any other day of the week would have probably shot this into the number 2 spot. Anyone can do this kind of ‘The X School of Y’ subject line – and we’ve used it several times in the past (The Jeremy Clarkson School of Marketing, The Guns N Roses School of List Building). Just pick a celebrity that’s somehow relevant or in the news, and ensure you’re able to link between what they’re up to and what you have to say. You’re pretty much guaranteed a good open rate.

I know this to be a recurring question in our market. Plus – everyone in our market will want a new website at some point. Picking these kinds of broad interest topics is a simple way to improve readership. Any time you hear a question repeatedly from your market, it’s a sign you should create a piece of content around it. Want help creating emails or other sales copy? Download our copywriting service info kit at www.maxresponse.net/contact

#5: “Will a new website hurt my SEO?”

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