This is one of the most important, and yet I think one of the most overlooked aspects of an effective campaign.
You have heard the idea that you are only as strong as your weakest link. And I think that that is very true online. If you write great articles, great squeeze page script, but lousy emails, all of that work goes to waste. Same thing with the sales page or any other ‘link’ in your system.
But there is one thing that I think is important but overlooked. And this is the idea of the relationship that you form with your subscribers. You see, I really believe that there is a relationship, a connection that develops between you and your reader, your subscriber.
If you do not already believe that, think about this. You receive a few emails a day. I receive hundreds a day (maybe you do too, if you have been in this business long). I am subscribed to probably 200 opt in lists. So I get maybe 100 emails a day promoting something.
I consistently open emails from the same few marketers every day! And if I think about the people whose emails I open consistently, I notice that they all have the same type of personality that I do – a very hard-driving, demanding personality. Is that a coincidence? I think not. I think it is because I am able to better develop a relationship with people who think and feel the same way that I do.
So I think that what happens, at the very beginning, is that the person reading my articles that I use as my primary source of traffic, if they connect with me, they click into my squeeze page. If they do not click with me, if they do not relate to me and my writing style, they click out of the page, and I never see them again. So there is kind of a selection process that is going on there that predisposes people who get onto my list, to already have a bond with me.
Now, once they are on my list, they receive emails that are handwritten by me. I have found that, in general, if I send out a canned email from one of my affiliate partners, even if I put my name on it, the click through rate is a lot lower. Why? I think that it is because they are not relating to me the same way – my language is different in that email – because it isn’t me!
The same thing I believe happens with the sales pages. I have sales pages that I have written that convert to my list at up to 15%! That is incredible and almost unheard of, but I think that it is only because of the connection with my style.
So all of that said, I think that you have to learn to write all of your own content. Or, if someone else is going to write your content, have them write it all. Now, your subscribers will be bonding with the other writers’ style, not yours, but that is okay, as long as the writer is consistent. I think that one of the worst things to do is to buy content articles and then send the visitor to a squeeze page you wrote, and then have canned emails. Or if you write your articles, but someone else wrote your squeeze page – I think that your conversion rate on that squeeze page is going to be a lot lower than if you wrote it yourself. Now you may be thinking, well I cannot write a squeeze page. If you can write an article, you can write a squeeze page. Sure, maybe it will stretch you some, but I think that if you are reading this, you are probably willing to be stretched a little anyway.
One example here – a crazy one, but it will make the point.
Imagine a single guy who wants a date. He doesn’t have the guts to get a phone number from a girl, so he asks his best friend to go get the phone number. The friend uses the first guys’ name as his own, and gets the phone number. Then, this guy asks another friend to call the girl and secure a date for him. Now, already the odds are going down that the date will even occur, because the connection between the girl and the guy that actually got the phone number will be different than the connection between the girl and the new guy on the phone. But just imagine that the second guy gets the date – and then can you imagine what happens when the original guy shows up for the date! Now, this is a crazy scenario, but I think that it shows the importance of connection – often it has nothing to do with the actual words spoken, but just with the attitude, an unspoken connection between two people.
And I think that that connection is critical online. All of that to say – learn to write, and then write all of your own content.
Do you want to learn more about how I do it? I have just completed my brand new guide to article marketing success, ‘Your Article Writing and Promotion Guide‘
Download it free here: Secrets of Article Promotion
Do you want to learn how to build a massive list fast? Click here: Email List Building
Sean Mize is a full time internet marketer who has written over 400 articles in print and 8 published ebooks.