I love spy shows. James Bond movies are thoroughly entertaining with all their gadgets and adrenaline pumping scenes.
The goal of James Bond movies is to catch the bad guys while using an array of fun and surprising gadgets with the occasional display of gun powder.
If we are talking about a business that is online, the goal is to create relationships. You may be saying, no, the goal is to sell a product or service. Agreed, but better than this is cultivating a relationship.
Before successful selling of a product or service can occur you have to build know-like-trust. And then after selling, you still want know-like-trust. Most online gurus will tell you that the truly successful businesses do not aim for one sale but for multiple sales from a customer. Some times this is referred to as a lifetime customer.
How can you build know-like-trust before and after the sale online? Sounds like it involves a lot of time and money. Yes, there is time involved but not as much as you may be envisioning and money, none beyond the website.
The secret weapon for British Intelligence is James Bond in the Bond movies. He captures the bad guy every time in the so far 23 movies.
The best way to capture know-like-trust of your online audience is through email. You may be thinking, it can’t be that simple. Pretty much yes.
The big picture is you attract people to sign-up for your email list by thinking like them and offering something that can’t refuse – a report or video or recorded webinar that shows them how to get results on a problem they have been struggling with. You send them an email with a link to your offering but this is only the beginning. You immediately start to send them an email with no promotion, but reaching out to them on a personal level, offering to help. Then a couple days later you share a bit about yourself that shows your humanness – some call if vulnerability. Nothing long or detailed but has your voice, your brand in it. Along the way you also share some other valuable tips and resources that help them more with their struggles.
After two weeks of this process of personal, short and branded emails you then introduce your offer for your product or service if they want to solve more of their stuggles. For the prior two weeks you have built up know-like-trust so you can guess their answer – in most cases yes. The conversion rate into a sale with this process is 60% and more. The term for this online relationship building process is email relationship marketing.
There is no mind game involved, it is old fashioned helping, helping, helping and then asking for a favor in the form of a sale. Sound familiar? Yes, this is also called the NPR (National Public Radio) model where they offer free, high qualify radio programming and then a couple times a year run pledge drives to cover the costs of the broadcasts. Die-hard listeners are happy at this point to contribute monetarily as they received a huge amount of benefit from the free programming.
Remember, before and after the sale. So after the sale you continue to connect with them with personal, branded and valuable emails. The focus on relationships building and strengthening in this model is critical. Does this work? Is it worth the time? Here are some businesses that are extremely successful with this model: Copyblogger, Guest Blogging with Jon Morrow, Johnny B. Truant, Mari Smith, Firepole Marketing
Here is a really tough question for you? Which of the Bond movies was your favorite? Mine – For Your Eyes Only with Roger Moore as James Bond.