5 Dead Marketers To Bring Your Emails Back To Life

By Aaron Orendorff

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Today’s marketers are obsessed with all things new. The temptation is understandable. All around us stand new social media platforms, new automation tools, new delivery channels, and new apps. Each one has the same promise: “I am the answer to all your marketing struggles.”

Amidst this flood of “new,” however, it’s easy to lose sight of one thing: the forces that drive humans to buy – the psychology of influence and persuasion – aren’t new.

In the mad quest for metrics – some of which are pure vanity – we are forgetting the basic objective of marketing: to convert a lead into a customer. As legendary copywriter Brian Kurtz puts it in his (ahem) new book The Advertising Solution:

Products and business models change over time, but human nature does not… In order to get people to do what you want them to do, you have to understand what motivates them. You also have to know how to present yourself and your product to get their interest, their trust, and ultimately their willingness to call you, visit you, or send you their money.

How do you stop salivating over “the new” and get back to what works?

You look to the past and apply the timeless lessons from five long-dead direct-response marketers who can bring your emails back to life:

1) Start with how you want them to feel

Born in 1885, Robert “Bob” Collier was a pioneer of the self-help movement whose book, The Secret of the Ages, sold over 300,000 copies in his lifetime. A self-taught copywriter, Collier’s formula for writing a successful sales letter was simple: in order to persuade your audience, you have to first define how you want to make them feel.

Before you put pen to paper, before you ring for your stenographer, decide in your mind what effect you want to produce on your reader – what feeling you must arouse in him.

(The Robert Collier Letter Book, 1937)

Collier’s formula is also the key to a successful email. If you want your subscriber to lend you their undivided attention, it all starts with emotion. The point isn’t to start with what you’re actually selling – your product, its features, nor even its benefits – but instead to pick one driving emotion and let the rest of your email flow from that. “Feelings Wheels” (like the one below) are outstanding linguistic hacks to help you really pinpoint and vividly articulate these emotional states.

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Remember: Persuasion and Psychology in Boosting Conversion

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  • The post 5 Dead Marketers To Bring Your Emails Back To Life appeared first on GetResponse Blog – Online Marketing Tips.

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