In the interest of helping people get the most from their email marketing, I developed some suggestions to keep in mind when responding to a request for help. These tips are aimed at the people who actually provide a requested product or service, such as the residential real estate agent.

1: Thou Shalt Know Thy Prospect

Before you respond to a request for help, you should visit the prospect's Web site to see what kind of business it is, what condition the Web site is in, and to see if what you do might fit in. Don't respond blindly, thinking that what you do will automatically apply to everyone. You'll end up wasting a lot of effort.

2: Thou Shalt Know Thy Benefits

In your response to the prospect, you should state the three main benefits of what you offer as they apply to your perception of what the prospect needs. Your benefits should be personalized as much as possible to the individual prospect.

3: Thou Shalt Know Thy Competition

After you list the three main benefits of doing business with you, you should state how and why you're different and better than your competition. Be very specific and avoid using the standard cliches that have long ago lost their meaning.

4: Thou Shalt Know Thy Advantages

You should state why what you do and the way you do it are important and meaningful to your prospects and customers. What problems do you solve? What frustrations do you alleviate? What desirable results do you get for people?

5: Thou Shalt Know Thy Offer

At the end of your response, you should make an irresistible offer that will motivate prospects to immediately contact you or visit your Web site. This should be much more than the standard (and meaningless) "Free Estimate," "Free Quotation," or "Free Evaluation." Your offer must have specific, relatable and tangible value to your prospects.

6: Thou Shalt Not Have a Slow-Loading Home Page

The last thing you want is for prospects to arrive at your site and wait...and wait...and wait...for your home page to load. You will lose up to 80% of your visitors if you have a slow-loading home page.

7: Thou Shalt Not Use Large Useless Graphics (LUGs)

Your home page should begin with a compelling headline that tells visitors what's in it for them if they read your page and surf your site. LUGs, large logos and welcome messages are not headlines.

8: Thou Shalt Not Be Self-Serving

Your home page should repeat, reaffirm and reemphasize Commandments #2, #3 and #4 at the top of the page. All your pages should be customer focused. Delete all boring "name, rank and serial number" text and replace it with interesting, benefit-laden copy.

9: Thou Shalt Not Have Missing Images or Broken Links

Visitors will judge you by the professionalism of your site. If you have missing graphics or broken links, many people will dismiss you as a person who is careless. Why give visitors reasons to click away before they get a chance to know you?

10: Thou Shalt Not Omit Complete Contact Information

It's amazing how many online marketers attempt to remain anonymous yet expect people to do business with them. To build credibility, trust and confidence, you should provide complete contact info on every page of your site. This includes your street address, live-answered phone, and fax numbers.

Bonus Commandment:

11: Thou Shalt Set Up Thy Referral System

Referrals from satisfied customers and clients can be the most profitable form of marketing you can use. Why not make it easy for people to refer business to you?

• Prepare a general-purpose email response that your customers and clients can send to people who may need what you offer. Be certain to include the info from Commandments #2, #3, #4, and #5.
• Contact your customers or clients immediately after you think they've experienced the main benefit(s) of what you do. Ask them to describe how what you do has helped them. If you get a positive response, ask the person to be a referral agent for you. You may want to offer some sort of referral compensation.
• Send the referral agent your general-purpose email response and ask her/him to use it when making referrals to you. Be sure to include some sort of coding that tells you where the referral came from.
• When you get an inquiry from a referral, respond promptly. Then immediately send a thank-you message to the referral agent. Let the agent know that you'll keep her/him posted on the status of the referral.
• Pay referral compensation promptly or reciprocate in some other meaningful way. This will keep the referral spigot wide open.

Nick Nichols helps you get more listings and qualified buyers. You can learn more about how to grow your business faster, and with less effort than you ever dreamed possible, by visiting Nick's Web site at http://www.successplace.com. Nick's new "Quick Start" program is a 20-step system of low-cost ways to make your business profitable in the next 30 days. Mention Agent News and get a 20% rebate.

Also See: The 10 Commandments of E-Mail

Editor's Note: Content on this page reflects the opinions of Mr. Nick Nichols only and not necessarily the views of this or any other publication, organization or Website owner.

Published: July 15, 1998

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