Lisa J. Lehr is one of the local contributors to this website. I’ll have more about our travels in Italy tomorrow. By the way, I really appreciate Lisa’s contributions and welcome anyone else who would like to contribute to this site.

by Lisa J. Lehr

Have you heard about the tool that can bring in 90% of your sales?

If you have a website to promote your business, product, or service, there’s one tool that could literally bring you 90% of your sales. If you’re using this tool, you’re in a good position to capture the lion’s share of your market niche; if you’re not, you may be getting only 10% of the sales that could be yours. And if you’re not—and your competitors are—well, good luck!

This powerful tool is an auto responder series.

You may have heard the saying that it takes “seven touches” to turn a prospect into a client. Auto responders are the perfect way to accomplish those seven touches. Here’s why:

1.      They’re automatic. Once you’ve placed the opt-in form on your web page, and composed and queued your series of seven (or more) messages, those messages go out to your list with no further thought on your part.

2.      You create top-of-mind awareness. When your potential clients need the product or service you offer, you’ll be the first one they think of.

3.      The system is flexible. You can add, delete, or edit your messages, and/or broadcast to your entire list at once if you need to announce a special offer or news item.

4.      No one gets angry with you. Part of the automated system is an opt-out link at the end of each message. If someone is tired of hearing from you, one click and they’re removed from the list.

5.      You can up sell. You may be able to split your list into those who’ve bought from you and those who haven’t, and offer things like higher-end products and services, continuity programs, and affiliate products to your satisfied customers.

6.      You can partner with other local businesses. You send your subscribers coupons for your partners’ businesses, they do the same for you, and you multiply your list of prospects!

Auto responders are particularly useful if your product is a one-time type of purchase, or a seasonal or big-ticket item that people buy only occasionally. You don’t want your prospects to forget about you between that first “curiosity” visit to your site and when they actually need what you offer.

An auto responder series is an important part of a complete marketing program; the other parts must be in place in order for them to be effective. You need good web copy, for example, so your site visitors will stick around long enough to fill out the opt-in form. A news release may lead to a feature story about your business, which could bring in a flood of website visitors.

Your auto responders must be written well too, and can be created around any of a variety of themes: based on case studies or testimonials; focused on particular products or services you offer; or written like informative articles, establishing you as an authority in your niche.

Auto responders can truly mean capturing 90% of your potential business—or letting your competitors have it!

Lisa J. Lehr is a writer and copywriter living in Grass Valley. She can help you promote your business with a full range of online and offline marketing pieces. A member of Empire Toastmasters, she’s available to speak to your business or professional group. Visit her website www.justrightcopy.com for more information, opt in for the message series, and receive a free Marketing Guide.
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Lisa J. Lehr
I write words that make you money–just ask me how.
www.justrightcopy.com
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