How Do I Get My Subscribers to Pay Attention?

Here’s a question I received recently from one of my blog readers.

“I know everyone says the money is in the list, but I’ve been building my list and I feel like my subscribers just aren’t paying attention. There is a lot of competition in my market and I can’t seem to figure out how to stand out.

Melanie”

This is certainly not an uncommon problem. People are so inundated with email in general, it’s tough to get attention in an overflowing email inbox. Now, there are plenty of things you can do to get more attention (ex. testing your subject lines, teasing readers about your next email, etc.), but I’ve grabbed an excerpt from the Email Marketing Reform School that goes right back to the beginning and might help.

Before you even start a list, it’s important not only to define your target market, but come up with what makes your list unique - often called USP (Unique Selling Position) in terms of your overall business.

AND NOTE: You should define this your target & uniqueness for each and every list because each list serves a different purpose, even if the target markets are similar. This is what helps you relate to your audience more specifically and what makes them feel like you understand them, offer them value and that they can’t get enough of you!

Here’s the excerpt from the Reform School:

“UEP (Unique Emailing Position): UEP is an acronym I made up for our purposes (you won’t find it in any copywriting or marketing guide that I know of) and it stands for Unique Emailing Position. I have chosen this name so that you can really try to imagine your USP in the terms of your email marketing.

In short, your UEP is what sets you apart from others in your market using email to reach their prospects and customers. Put another way, a UEP is some unique thing you offer to your readers that competition is not. It’s the reason your subscribers sign up to your list, stay subscribers, open and act upon your email.

Here are just a few examples of a UEP. Your UEP will likely be very different as these examples won’t necessarily be appropriate to all types of lists. These ideas is just to help you start thinking about your own UEP.

o Do you offer more in-depth information on specific topics?
o Do you provide the honest reviews other people are afraid to do?
o Is your list attractive because you provide easy-to-understand condensed information?
o Does your mailing list motivate people into taking action?
o Is your list a humorous look at your topic?
o Do you send more frequent up-to-the-minute information?
o Are you dedicated to answering your readers’ questions and engaging in dialogue with them (Mind your time on something like this and look at the tips in the “Asking” section a little later in this lesson)?
o Do you offer exclusive interviews to people of influence in your target market?

UEP (or USP) is a concept that is often difficult for people because every business and mailing list is different. You need to really sit down, brainstorm and figure out your UEP because if you don’t, it’s hard to stand out from the crowd and compete in your market.

Here is one of the most important questions you’ll ask yourself when formulating your UEP:

“Why would my subscriber sign up for my list, instead of someone else’s? Why would they continue to stay subscribed?”

Take a look at other mailing lists / newsletters in your target market. What are they doing that you can do even better? If you’re on any customer lists (if not, try to get on some), see how your competitors treat their customers via email.”

It’s a small starting point that can make a big difference in your email marketing. Once you have your UEP down, you can more effectively market for new subscribers and get your existing ones a whole lot more responsive.

By the way, Reform School starts Monday, so be sure to book your spot now.

Registration Ends Soon: Email Marketing Reform School

Registration for the Email Marketing Reform School is in full swing and filling up nicely. I’m looking forward to delivering the first lesson (Growing Your Targeted List) on Monday and getting started.

As you may know, I’ve been conducting a few of these types of coaching programs and I just love them. It’s great to see people take the lessons and apply them directly to their businesses. The interaction in the program is great as it allows each student to ensure that they’re doing the best for their own unique business.

If email has been a monkey on your back or if you’ve avoided it because you felt it was too much work or had too many hassles - let me help you change that.

Registration Deadline: Sunday, May 18, 2008 (or when we reach 25 students…it may very well before Sunday)

Course Info: 4-week intensive program designed to help you grow your list, understand what your list really wants (including the products they want to buy), improving your communication results and maximizing your profits all through email marketing. Full info is here.

Where to Register: Click here.

Can’t wait for Monday!

This Bugs Me - Blame the Mom and Pops

A couple of days ago, Lynette Chandler posted about an interesting discovery she made in the Q&A section of PC Magazine.

Apparently, Neil J. Rubenking, the software expert at PCMag was asked for advice on avoiding spam when giving out email addresses. Part of Rubenking’s shocking answer included the following quote:

“When you buy something at a small, lesser-known online store, there’s a decent chance they will sell your address to spammers.”

and

“Sign up for a newsletter? Your address could certainly get sold.“

Reading Lynette’s post, I was rather peeved. Not at her, of course, but at this guy’s assignment of blame on the little guy, when most of us truly experienced know that it’s not Kate’s Pretty Bows (made up name, of course), operating out of Kate’s basement that is selling information. It’s the BIG companies with their 40-page long terms and disclaimers.

As I wrote on Lynette’s blog:

“That’s quite an assumption [on his part]. Morals and ethics aside, I don’t think most smaller online retailers are aware of or would know how to get into the lucrative opportunity of selling personal information. It’s the big companies that know and do this, unless they explicitly state they don’t.”

So, what do you think? Whose really selling our information here?

Dude, He’s Got a List

Yep, a second edition of Wednesday Words from You today. This is a great quote from Product Launch Expert, Jeff Walker.

The power of the list cannot be underestimated…and of course, I’d love to give you a hand to realize the same.

Early Bird Discount Ends Today

Just a quick note to let you know that the Early Bird Discount for the Email Marketing Reform School ends tonight. This special offer entitles you to $50 off personal one-on-one guidance to improve your results from your newsletter and email marketing. Click here for all the details.

If you need help:

Building your targeted list

Communicating more effectively with your list.

Selling more to your list.

Streamline your email marketing process and streamline your routines.

…it’s all included and I’m here to help you every step of the way.

Classes start Monday and I’m really looking forward to getting started. Click here to get started.

Email Marketing Reform School - Registration Open

Over the past couple of weeks, we’ve been talking a lot
about email marketing. We’ve discussed the issues of building your list, connecting with them and getting them to buy more of your stuff. But we’ve BARELY scratched the surface.

The truth is (as you know), every business is
different…and yours is no exception. What may work perfectly for Jane’s list may not work as well for Jack’s or John’s.

That’s why I’m ready to go the extra mile and work side-by-side with you for a full 4 weeks to help ensure that you get the most of YOUR email marketing.

If you’re looking to build a bigger, more targeted list that buys more stuff - without working yourself to death - this is the perfect opportunity for you.

I’m talking about -> “Email Marketing Reform School”

Registration has finally opened and you can find all the details (and a very special $50 Early Bird Discount) by clicking here.

This Program Can Make All The Difference

This is NOT just an ebook or self-study course. This is something that can make a real DIFFERENCE to the way you approach & profit from your opt-in mailing list. You get
hands-on lessons and practical assignments that you apply DIRECTLY to your business.

Plus, I am here to help you every step of the way. You are NEVER left alone to figure things out on your own.

Again, all the information is right here and the Early Bird Discount is available until this Wednesday, May 14, 2008…so grab your spot now by clicking here.

Only 25 students will be accepted into the program and I’m pleased to have you as one of them. I look forward to working with you!

At Least Your Bum is Only Sore from Sitting on It All Day

If you’ve ever worried about selling or felt battered by an angry recipient of your email marketing, take heart. It could be worse. A whole lot worse.

And maybe it’s time to be thankful our butts are just sore from sitting on them all day. We could be facing something more like this on a daily basis.

I’ll proudly take email marketing any day. How about you?

Email Marketing Reform School - Early Bird Info

As you may know, registration for the 4-week one-on-one Email Marketing Reform School coaching program opens on Monday.

Full Details Will Be Published Monday

At that time, all the week-by-week details will be released and you’ll have an opportunity to learn more about this unique program designed to help you reduce your workload and increase your profits with your email marketing.

Early Birds Save $50

Today, I just wanted to give you a heads up that there WILL be an early bird special that will save you $50 off the registration fee, but it will only be available for 2 days. In other words, only the truly early birds get to take advantage.

Keep on eye on this blog for details or better yet, sign up for the Email Marketing Reform School Notification List, so you’ll be the very first to know when it all goes down.

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