Here's an email one of my doctor clients received in response to one of the weekly email columns I write for his local clinic (which goes out to nearly 300 patients and prospects):
Dear Dr. ******,
You may want to consider "giving a little" in these emails, information that is. This is only the third one I have received and I'm already starting to get frustrated. I realize it's to get people to call and make appts with you, however it may be a good idea to give a little in order to get a lot.
Chow
Lucy |
That was back in January. It was actually the fourth email. We did give away a fair bit of info (just not everything, not the most valuable, and not what she most wanted to know).
This was one of the few "complaints" we have seen, amongst numerous (and I mean like 100) positive comments, praise, etc. On top of that, my client's practice is picking up. Each week his services are more in demand and supplements are selling in increased numbers.
Anyways, when my client received that message, he forwarded it to me with a note:
| What do you think about this patient's comments? |
Here was my reply:
I think it's terrific! Great omen! Print it! Frame it! (I'm serious).
Beautiful! I'm so happy for you.
What do YOU think? Let me know, and we'll talk on Thursday, 9:15am.
She obviously wants to know what you know. You've made her aware of needs she's been ignoring and created a desire for them to be resolved. Yet, for whatever reason, she's not willing to pick up the phone, and book an appointment and pay you money. She wants it for free. Hence her frustration.
An antagonistic prospect is much better than a passive one. I can show you something you can do, easily, that will probably turn her into a loyal follower.
You may want to remind her you spent over $1,000 last month sending a 4-page, content-rich newsletter. That you respect your expertise and your clients' loyalty, and don't want to arbitrarily give rich info away for free. More on Thursday. But don't worry, that's fine. Check your removal rates on GetResponse, if it's under 20% you're doing fine. If it's under 10% that's excellent. |
(GetResponse refers to the email service we both use.)
As it turned out, of the 300 patients/prospects who opted-in for the weekly emails, only 5 have unsubscribed.
When I spoke to my client the following Thursday, I gave him guidance on how to handle the situation with this particular prospect. He followed through, and not only did the prospect apologize for her email, she also volunteered to help stuff envelopes for my client to make up. Unbelievable.
If you'd like the see the original email that got her all roused up, and to hear the strategy I used to get her back as a friend, order a copy of Email Strategies Explained through the link below. Send me the receipt, and I'll send you the original email and my win-her-over strategy. This offer is only available if you act within the next 48 hours.
To order your copy of Email Stategies Explained (which includes other free bonuses), click here...
Email Tactics Exposed
Capture, captivate convert,
John C. A. Manley
p.s. I'll not only include the email that got her roused up, but also the original version we planned on using of the email, which I scrapped because it was giving away too much.
Email Tactics Exposed
p.p.s. If you haven't listened to last Friday's TGIF audio seminar, where I share an interesting argument for long copy from Gladwell's bestseller "The Tipping Point" click below...
www.realitycopywriting.com/ezine/ecolumn-2007/march/09.htm |
