Online Marketing in Bury St Edmunds Bonus

In the previous part of the course we looked at getting visitors to take action when they get to your website.

We concluded that the most valuable thing a visitor can give you is their contact details, because that enables you to begin and continue a relationship with them - which means you can build trust and create more opportunities to promote your goods and services.

We will look at the mechanics of email marketing soon, but I wanted to break in at this point with a look at what is probably the most powerful email subject line I've ever seen.

It will also be a great headline or sub headline on a sales latter, in the right context.

It's powerful because it not only hits an emotional hot button but also pre-qualifies readers, so only those who are really in the market for the product will read on. For anyone else, the headline will probably tell them they needn't read on, although it will still produce a visceral reaction if they used to be in the specific situation it addresses.

So, this headline isn't suitable for every business or every product, but if you can stir anything like this reaction with your services or products, you might like to adapt it.

The heart-stopping headline is:

Re: Your Unpaid Bill

Now, most of us have been in debt at some point. Even if we haven't, most of us have forgotten to pay an important bill at some time or another. But if debt has been a major issue of yours for any length of time, the memory of those unpaid bills will still be all too vivid.

The content of this email isn't important, but of course it was promoting a way to make money fast - the primary concern of anyone in serious debt. And the subject line stopped me in my tracks and it's just four words long.

Notice it uses the singular 'Bill'. This makes it more authentic, since one company wouldn't normally refer to money you owe to anyone else - they just want you to pay their bill, and soon.

Not many situations in life are as stressful as being in serious debt, and I won't offend anyone here by refering to events or situations that are even more traumatic, but whatever matters to your clients, whatever problem you help them overcome, must be an important issue for them, so stating it as starkly as this example could be all you need to do to get their attention.

We'll get back to normal with the next part, Part 10, of the online marketing course very soon.

Roy