Getting Customers and Subscribers on Board – Building Relationships Pt. VIII
Well, we’re finally here – the second last part of Building Relationships for the Long Term. I sure hope you have learned a lot about running a successful newsletter and building lasting relationships with your customers and subscribers. This post is long, but for the sake of winding down, I decided to do it this way. In this second last post, I’m going to talk about getting customers and subscribers on board – how you can get them to give you exactly what you want by appearing like you don’t really want it at all.
A lot of the email I get is from people who are trying way too hard to sell me something. In other words, they really want my money and it shows. I can almost smell the desperation in their email and being desperate to get something from people is a surefire way to make them not want to give it to you.
When you desperately want something another person can give you (no matter what it is) you attach an extreme amount of value to that thing and it makes them not want to let it go because whatever you’re asking for now has more value than they thought.
People hold onto things of value.
I’ll give you an example.
Have you ever offered someone something you personally didn’t see much value in and they got a little too excited about it? Didn’t it make you reconsider giving it away?
That’s because that thing you were just about to casually give away apparently had more value than you thought.
As soon as people sense they have something you desperately want, they either won’t give it to you or they’ll make you work too hard to get it. Just from my own personal observations I’ve found that people like to hold onto things that other people find valuable even if those things have no real value to them.
You have to detach yourself from the outcome of what you’re doing. When you write to people, write because you want to and because you want to help them. In other words, you should try to never tip your hand and show how much you really want something they have (their money) if you expect any fair chance of getting it. That’s the importance of getting customers and subscribers on board.
Of course you want to present your product offers, but when you present an offer without putting all kinds of crazy expectations in your head about how much money you’re going to make, you won’t come off like you desperately need people to buy from you.
People always want to feel like they’re doing something for their reasons and not because you “forced” them into a decision.
Your main focus should be on writing something helpful even when you’re making a product offer. Give people some information they can use even if they don’t buy from you. Even if they don’t buy from you at the moment, you’re still working on getting customers and subscribers on board and giving them what they want/need.
Think about that the next time you write. When you write with the idea in your head that it doesn’t really matter if people order or not because you’re writing to help them, the action you want them to take won’t have a feeling of desperation (or added value) attached to it.
I guarantee that when you create a newsletter, special report, or anything else for that matter with the mindset of helping people and not on selling a million copies, that people will in turn not only buy from you, but praise your efforts and tell other people about your work.
Writing in a way that gets people to buy from you boils down to one thing really – write in a way that makes it seem like you care. If you really do care that’s even better but at the very least you should always make a conscious effort to make it look like you do.
If not, you’ll get lumped into the same pile most of your competitors get tossed in and that’s not where you want to be.
Is it dishonest to make it seem like you care? No. Here’s why…
The person you are right now is a sum total of every action and decision you’ve made up to this point of your life and since you can’t travel back in time, you can’t change who you are.
But, through your future decisions and actions you can change who you will be. By consistently taking the action of writing to people in a way that makes it seem like you care, you are changing yourself into a person that actually does care about helping your readers – “Fake It til You Make It”. It’s so true, and you will begin to change. You’ll be amazed at how easily you’ll start getting customers and subscribers on board.
When people read what you write, they should easily come to the conclusion that the only reason you wrote to them was because you wanted to help them do something they couldn’t do before or to share something about your personal experiences so they can learn without having to make their own mistakes.
Remember, people connect with others who seem to offer them the best chance to achieve their goals or at least other people who seem to want to help them reach their goals the most.
And the thing is, you never really have to write about anything that spectacular. Sharing what has worked for you, your opinions, your ideas or anything you believe would benefit someone reading your material is infinitely better than mindless hype you can’t back up.
The goal of any information you put out there to get people’s attention isn’t to try and sell them something.
The #1 goal of anything you write and send out to other people is to give them the impression that you are someone who is worth buying from by either truly caring whether or not your information helps them or at the very least putting forth the effort to make it seem that way.
Again, whether you care about other people, want to help them out, value their time, or not, when you write to others it has to seem like you care, want to help them out and value their time. You can’t assume people will automatically know what kind of person you are and that you’re in business to help them. Getting customers and subscribers on board can be as easy as “keeping it real”.
Consciously do things to make them see the kind of person they would want to do business with.
People draw conclusions because the mind is always trying to fill in the gaps between what is explicitly known and what can only be guessed at. If you’re trying hard to help people with your free information, they assume (their mind guesses) that you try just as hard or harder with the products and services you sell or recommend to them.
I hope you’ve learned a lot over the last few days about running your own successful customer relations newsletter. I’ll see you again tomorrow, for my last installment in this series.