|
HOME | BLOG | GOALS | EZINE | RESOURCES | COACHING | LINKS | CONTACT |
||||||||
|
Ecolumn - Thursday, January 18, 2007
Internet Marketing For Small Businesses
Last month a doctor called me up and said, "You need to teach me how to write emails the way you do."
So for the last month I've been coaching him on how to write emails to his list of patients. The results in the first two weeks have been promising. I'll share with you how much money his second email made him in a moment.
I recommend that my clients (alternative health practitioners) send out two emails a week to their patients. Currently this particular client (let's call him Dr. Smith -- as he doesn't want his competition knowing what he's up to) is only sending out one a week, while he gets the hang of it.
I'd say he's mastering the medium quickly. Since December we've been doing a 30-60 minute coaching session each week on the phone.
His first email, from two weeks ago, received some positive replies from his list. With the exception of a cranky few, they appreciated his efforts at opening the lines of communication. Nobody booked an appointment, though.
Now, I wasn't too surprised. Many of his patients he hadn't contacted for over a year. Every business (including a copywriting business) is in the relationship business (whether you like it, know it, want it or not) and it's always a little rocky trying to re-establish contact.
Before sending out the second email he ran it past me for a quick critique. I normally charge $250 an hour to critique sales copy -- but because email and newsletter copy doesn't (and shouldn't) be as sales-orientated as, say, a website or Yellow Pages ad, I only ask for $120 hour.
I did a 20-minute critique ($40). He went with all my suggestions and sent out the email.
A few hours later he already had two appointments booked ($90 backend sales of supplements) from patients citing the email he sent out.
I talked to him the other day, and he had one more appointment booked, plus two other people who emailed/called saying they need to get the money together.
$270 from one email with only half his active patients opted-in to the list. And that's just the immediate return. He may have easily reactivated three clients who will now continue to book more visits this year.
Plus, simply staying in contact on a weekly basis with his patients, keeps him in their mind. When they need help, they remember him. Or, even better, when a friend of theirs has a problem, they'll tell them to call his office.
There are a few things you need to know about email marketing, though, if you want to make money selling your services to clients...
Some of that may sound contradictive. It's not. You just need to know the subtle lines that must be drawn. You need to know what to say in an email, and how to say it.
Likewise, for your own copywriting business, I can't see why you wouldn't be using emails as a low-cost way to keep in contact with prospects. It costs only $20 a month for an email distribution service -- I recommend GetResponse...
www.realitycopywriting.com/resources/get_response
Now, I'm not guaranteeing every email you send out will make $270.
But every email you write could easily double the average value of your client's clients. That can quickly add $10,000, $20,000, $50,000 or more to their yearly income.
No exaggeration.
I'd imagine they'd be willing to pay you well for that? I'm charging my clients $125 to write an email like this one. It takes me an average of 30-45 minutes (including any interview time). I'm also using a lot of advanced strategies I learned from this website...
Capture, captivate, convert,
John A. Manley
Copyright John A. Manley © 2007
This ecolumn is protected by copyright. All rights reserved. Reproduction of any portion of this ecolumn is strictly prohibited without the express written consent of John A. Manley.
|
||||||||
|
HOME | BLOG | GOALS | EZINE | RESOURCES | LINKS | COACHING | CONTACT |
