Jul 12

How To Find Your Starving Crowd: Cold Email Advice Inspired By Gary Halbert

By Jack | email strategy

Gary Halbert’s a copywriting legend.

Every self-respecting copywriter I know practically worships the guy. (No exception here.)

Born June 12, 1938. Passed away April 8, 2007, just shy of his 69th birthday.

He worked deep inside the direct marketing world in the 60’s, 70’s, 80’s and 90’s. He was famous for making prospects open his letters by taping dollar bills or bags of sand on the inside of the envelope — then making you read the entire enclosed 12 pages and place an order.

Because remember, back in those days, it was “salesmanship via snail mail.”

Anyway, here’s my favorite piece of marketing advice from the guy:

As you may or may not know, every once in a while I give a class on copywriting and/or selling by mail. During these classes, one of the questions I like to ask my students is: “If you and I both owned a hamburger stand and we were in a contest to see who could sell the most hamburgers, what advantages would you most like to have on your side to help you win?”

The answers vary. Some of the students say they would like to have the advantage of having superior meat from which to make their burgers. Others say they want sesame seed buns. Others mention location. Someone usually wants to be able to offer the lowest prices.

And so on.

Whatever. In any case, after my students are finished telling me what advantages they would most like to have, I usually say to them something like this: “O.K., I’ll give you every single advantage you have asked for. I, myself, only want one advantage and, if you will give it to me, I will (when it comes to selling burgers) whip the pants off all of you!”

“What advantage do you want?” they ask.

“The only advantage I want,” I reply…

“Is… A Starving Crowd!”

Think about it. When it comes to direct marketing, the most profitable habit you can cultivate is the habit of constantly being on the lookout for groups of people (markets) who have demonstrated that they are starving (or, at least hungry) for some particular product or service.

So. How can we translate this sage-advice from the medieval days of direct mail to cold email?

It’s not hard. It’s really just list building 101.

Don’t just think, “where can I buy a list of 5,000 business owners.”

That’s a rookie mistake. It much more important to ask, who are the people that need my SaaS product more than anyone else on earth?

Who are the ones that are losing sleep because of a problem that my SaaS can solve?

My favorite approach is to start by identifying target companies. Then find the best people to contact inside those companies.

How do you find the best companies to reach out to?

Narrow them down by industry, size, location, technology, who they’re hiring, how many followers they have, content they publish, conferences they attend, products they sell, what they’re working on…

Lots of ideas here. Then narrow down by target contact inside your “target company.”

Think: job title, keywords/skills, school, seniority, function, blog posts they’ve liked, things they’ve retweeted, article’s they’ve written, recent activity on LinkedIn, etc..

Your prospects out there leaving a trail of breadcrumbs on the internet. It’s up to you to do a little detective work and find your “starving crowd.”

Thanks Gary.


Jul 11

Your Facebook Ads Are Relevant. Why Aren’t Your Cold Emails?

By Jack | email strategy

It’s no secret:

Facebook ads work. So do google ads.


The ads are relevant.

Like dogs, yoga and live in San Diego? The ad for “bring your dog to yoga day” is relevant. So I click it.

Looking for tips on improving your email campaign? The ad for a free email marketing checklist is relevant. So I click it.

Relevancy works. So why aren’t you doing this with your cold emails?

Let’s look at an example.

Say you sell HR software to mid-sized B2B companies.

You could build a list of HR directors at companies with 50-500 employees. But that’s lazy. And you won’t get even close to the results you’d get if you were more relevant.

How do you get more relevant?

You could do a twitter search to find HR professionals like Rebecca tweeting about motivating employees. Then reach out with an email like:

Hey Rebecca,

Love the FastCompany article you tweeted about motivating employees. I found #4 – give and receive ongoing performance feedback – especially effective.

I have an idea that the article missed about giving better performance feedback. It has to do with a new tool that helps employees get real-time feedback on their work.

Can I share this quick idea with you?


That email will earn a reply 10X more than those crappy cold emails she’s gets in her inbox every day.

Sure it takes more work to be relevant, and your list will be smaller, but you’ll get more responses every time.

How are you making sure your cold emails are relevant?

Apr 18

How to use live chat to grow your B2B SaaS

By Jack | email strategy

Imagine you and your co-founder are reviewing your B2B SaaS cash runway over coffee…

“Face it. We need more leads this month or we’ll run out of cash in 30 days.”

It’s now your job to bring in more leads. And you have 4 weeks to make it happen. So you down the rest of your espresso, sit back in your chair and consider a few ways to boost your B2B leads:

  • Rolling out a new ad campaign
  • Optimizing your website for more conversions
  • Or giving a keynote speech at an upcoming conference

STOP. There’s an easier way to get more B2B SaaS leads right now. (Especially if you’re already getting website traffic.)

I’m talking about installing live chat on your website. Why? It can single handily increase your monthly revenue by 25% as soon as you set it up.

2 B2B SaaS Live Chat Case Studies

1) According to Dave Rigotti, head of pipeline marketing at Bizible: “Contacts from live chat contribute to ~25% of our new monthly revenue each month.”

2) Hygiena saw a “40% year over year increases in lead generation” after installing live chat. (They also saw customer satisfaction rise to 97% after installing their live chat software.)

Live Chat Statistics

“44% of online consumers say that having questions answered by a live person while in the middle of an online purchase is one of the most important features a Web site can offer.

“38% of online shoppers said they had made their purchase due to the chat session itself.”

Plus, Live Chat could give your company a unique advantage over other SaaS providers in your space: better customer service. The bottom-line: Live chat will turn more website visitors into high-quality leads this month.

How To Get The Most Out Of Live Chat To Increase B2B SaaS Leads and Revenue

Use behavior triggers

Don’t just pop-up this message to random visitors: “Any questions?” 

Sure, this is better than nothing. But to start more conversations with your website visitors, use behavior triggers to serve targeted messages to your visitors based on the pages they visited or the links they’ve clicked. For example, if a customer has been on a pricing page for over 90 seconds, ask them “Thanks for checking out our pricing! Do you have any questions on the plans we offer?”

Imagine if your visitor is struggling to find the best pricing plan for their business or they’re looking for testimonials from related businesses. Wouldn’t your LiveChat pop-up help them make their buying decision? Best of all, your visitor can get this information without waiting around for a support email or (worse) being put on hold for long periods of time.

Provide customers with a transcript

Here’s an easy live chat tip that will boost your revenue: Email your live chat transcript to your leads after every chat. Why? The person chatting with your agent may not be the decision maker. But when you provide them with an easy-to-share transcript of your conversation, they can easily forward it to their boss so they can find out if your B2B SaaS is a good fit.

Bonus: Add a call-to-action in the email that contains the live chat transcript so you keep the conversation going. “Do you have any more questions? Click here to pick up your live chat where it left off.”

Add chat button to email

Once you start offering Live Chat to your website visitors, take advantage of this and extend the service to your email subscribers. How? Simply add a “Chat Now” button to your email signature. It will encourage more visitors who would otherwise not be inclined to start a conversation about your SaaS. Plus, it allows your customers to provide direct feedback on questions they may have regarding the email.

Integrate live chat with your CRM

Do your chat agents have access to the customer’s sales records? If not, they’re missing out on key information that could help them convert their next visitor “chatter.” For example, knowing if they’ve demoed your software before, but didn’t convert will tell them how to lead the conversation. Plus, it’s critical that your chat agents can update your CRM records after a chat session so your team keeps tabs on new customer insights for future reference.

Use Live Chat to update your FAQ page

Once you set up live chat on your B2B SaaS website, you’ll notice that your agents get asked the same kinds of questions. Often. So use your live chat transcripts to update your FAQ page.
This will give your visitors instant answers to their most common questions and help you rework your website for more conversions. Plus, it cuts down your agents chat volume so your live chat can support more visitors/agent.

Hire the right number of chat agents

Rule of thumb for hiring your chat agents: Good chat agents can handle 5 conversations at a time. On average, the percentage of web visitors engaging in live chat interaction is around 10%. So if you get 500 daily visitors, you’ll have 50 chats per day. Assuming those chats are spread out over a 10 hour window, one agent should be able to handle your live chat support. (If they can work a 10 hour shift.)

Use Live Chat to boost your social

Anytime your live chat agent gets positive feedback from a “chatter”, have them ask them to like your Facebook page and leave a comment on it after the chat. This is as simple as asking, “Did you find this chat session helpful [first-name]? Yes? Great. Would you mind liking our Facebook page and leaving a comment on it when we’re done here? I would really appreciate it!” Boom. Done. More followers and social proof added to your social media presence.

Use Live Chat to bring in referrals

Before your “chatters” end the live chat session, encourage them to invite a friend for a free trial of your B2B SaaS. If you make this dead simple (like the drop-down menu below), you’ll see this one tips brings you new, highly qualified leads every week.
Userlike, a live chat provider, used this idea with their own product and it resulted in a 30% increase in their conversion rates.

userlikeOf course, winning with Live Chat is easier said than done. You’ve got to find good agents and software and train them to help visitors make a smart buying decision. But it’s well worth the effort. If you’re still not convinced, I’ll leave you with this:

Here's 3 more reasons to install Live Chat software on your B2B SaaS website today:
1. Live chat increases conversions by 20%. Live chat helps answer customer questions and remove buying objections and results in a more confident consumer.
2. Customers who chat are 3x more likely to buy. Live chat provides a method for more direct and
personal interaction with customers, resulting in increase in likelihood that they will make the
3. Live chat improves customer satisfaction levels. Chat offers customers a more immediate
and satisfying method to get their questions answered. As a result, customers walk away from
the interaction feeling more satisfied and positive about your brand.
Oct 29

How To Master Email Marketing Segmentation With Powerfacet

By Jack | email strategy

If you’re a self-respecting email marketer…

  • You know what segmentation is.
  • You know why you should segment your list.
  • You know how to segment your list.

But if you’re like the 52% of marketers surveyed by Hubspot, you have a “great need to improve your email database segmentation.”

So if you want to get better at segmentation, I’m about to show you a new and easy tool to do this. But before we dive in, let’s review why it’s so important to segment your list.

According to Mailchimp, these are the improvements you’ll see once you segment your campaigns: segmentation

The bottom-line: Segmenting your list gets you more opens, clicks and sales.

Why is segmentation such an effective way to improve email campaigns?

Your Buyers Aren’t All the Same

It’s true. Right now, without even looking at your email database, you know it’s made up of contacts who are at varied stages of interaction with your business.

Some subscribers know your brand well and are repeat customers.
Others may have just recently opted-in to your list and have no idea what you sell or why they should buy from you.

Clearly these 2 groups should not receive the same messages, right? So by segmenting this list, you’re creating relevant messages for each subscriber.

Of course, there are many other ways to “slice ‘n dice” your list than length of time.

For example, if you’re an SaaS company, you’d want to segment to send your list the right message at the right time. (Relvelancy is key to better email marketing.) This is why SaaS company Vero has divided their list into 54 different segments!

It’s also how the Obama campaign raised $500 million using email marketing. They segmented this to identify supporters who donated to their 2008 campaign. Then they send those supporters a releveant message about “renewing their support.”

Here’s the email they used:


Okay. You get it. Segmenting is awesome. But if you’re still struggling with segmentation, you’re not alone.

According to Hubspot, 32% of marketers say segmenting their email database is one of their organization’s top objectives in the next 12 months.

Why are we lacking in the segmenting department?
2 reasons.

  1. Segmenting is hard.
    Segmenting requires you to consider your audience, divide it into rational parts and create content for them. This isn’t easy, especially if you don’t have a dedicated email marketing dpartment.
  2. Segmenting takes lots of time.
    You’re already busy. And your email marketing is already effective right? But c’mon. You know it could be better if you only had time to dive into your ESP and figure out the details. Oh, and then there’s the time for creating the content.

I found myself thinking… If only there was another way… Until I spoke with the founders of Powerfacet. Then I got quite excited because they’re on a mission to make segmentation easier for every marketer.

Enter Powerfacet

Powerfacet is a software company that lets marketers segment their audience in one click. Best of all, they take the guess work out of segmenting your list!

Their vision is to automatically segment based on your list and the keywords in your email… but that’s another story.

This week, the founders gave me a look behind-the-scenes at their product. They’re doing some amazing things that I’m excited to share with you:

1) Fast Segmentation Tools

With the unique Search and 1-Click Segments features, you can easily locate campaigns, build recipient segments, and export to ESP in record time so you can send better messages – faster.

2) Keyword Analysis

Use Powerfacet’s detailed keyword analysis of your subject and message to build segments that increases response rates based on campaign data.

3) Smarter Segmenting

Instead of using “friction inducing keywords” that appear in email subject and body, Powerfacet will help you use the keyword metrics provided by the search results or campaign view so you know the best keywords to use.

4) Visual Email Campaign Metrics

Easily compare key metrics of many campaigns in a single view. Learn from the best performing keywords to increase response rates and decrease churn.

How does Powerfacet work? It uses 3 features that help individual users perform

Data Extraction
Campaign and response data is continually pulled from your ESP. This is a multi-pass incremental process, depending on ESP restrictions the ETA for completion may vary.

Content Insights
Using NLP algorithms, keywords and entities are extracted and correlated with campaign response data. Final data is persisted for search and segmentation.

1-Click Segments
Using innovative UI and efficient analytical techniques, 1-Click Segments simplifies the process of building your segments from response data, and keyword metrics.

Want to try Powerfacet? Click here for an invite.

SaaS Customer On-boarding Emails
Oct 14

4 SaaS Customer Onboarding Email Tips

By Jack | email strategy

SaaS customer onboarding emails

Photo courtesy of intercom.io

“40-60% of users who sign up for a free trial of your software or SaaS application will use it once and never come back.”

– Patrick McKenzie

So… You got another free trial sign up for your app?

Well done. But hold off on your celebration dance for now…

Saas customer onboarding party

Because most likely, your newest user will log in, kick the tires and disappear for good.

Think about this for a moment…

1 out of 2 users who sign up for your free trial won’t even try it twice!

(Say goodbye to money you paid to acquire those leads.)

So before you can worry about converting your free-trial users to subscribers, you must focus on your activation rate.

So how can you boost your activation rates? With email. In fact, BugHerd increased their activation rates by 35% using email.

4 ways to boost your SaaS activation rate with email

  1. Send a semi-personal welcome email.

    Want an easy way to engage new sign ups? Add a text-only email that’s triggered 15 minutes after sign up. You want the email to look personal, so use text only and use the founder’s send email address.

    This message should do 3 things: Welcome them to your app, give a few tips and ask if they have any questions. Not only will this give new users extra support (as long as you respond back of course) this email will give your team insight on ways to improve your software.

    Bonus: Call every new user who signs up to welcome them and ask how you can help.

  2. Use support emails to drive sales

    Fact: Support is an extension of your sales process. You can improve activation rates by answering any and all of your customers questions quickly. If you’re support isn’t top-shelf, test what happens to your activation rates if you extend your support hours.

    Your free-trial users aren’t sold yet. And a major selling point is knowing that you’re there to help. (This is why Close.io answers support requests at 4am.)

  3. Send emails when people get stuck in your funnel

    Map out your ideal customer flow. Then use your analytics to find exactly where people are dropping off. (Hint: Try cutting down the number of steps users have to take.)Saas email onboarding tipsWhen you see people getting stuck, send them emails to encourage them to take the next step. This is why you need a triggered email campaign. (Sorry autoresponder.)

  4. Send emails that help people see the value in your software

    “Counterintuitively, a product-focused message was not the best performing post-signup email.” – Close.io

    Don’t be annoying with your onboarding emails. No one wants 3 follow-up emails that asks them to “complete your profile” for some app they just signed up for. Instead, focus on highlighting how your app can improve your customers lives. Then show them how to do it.

    In talking to our users: they simply don’t care about “getting more out of their Groove account.”They care about real things.

    • Happier customers.
    • More efficient workflows for their team.
    • That’s what those emails had to deliver. And so that’s what we set out to do.

    Takeaway: There could be a huge gap between what you’re telling your customers, and what they want — or need — to hear. The only way to find out the truth is surprisingly simple: ask. – GrooveHQ

Now use those 4 tips to improve your activation rate. And if you need more inspiration, check out these great posts:

How to use emails to improve activation

5 Conversion Optimization Experts Weigh In On An Email Remarketing Campaign

SaaS Customer Onboarding: 3 Steps to a Successful Welcome Email

The 9 Biggest Customer Onboarding Mistakes to Avoid

May 28

A New Era of Email Marketing

By Jack | email strategy

I watched the “Fight of the Century” between Floyd Mayweather Jr. and Manny Pacquiao at my neighbor’s house.

I’m still trying to understand how both fighters walked away that night with a combined 300 million dollars…

…But while I was watching the fight and guessing how much they were making per minute (they made $50,000 every around three-tenths of a second), I get introduced to a couple.

We say hello and they ask me the 2 “nice to meet you” questions:

(In this order.)

  1. “Hey, what’s your name?”
  2. “What do you do?”

It gets old, right?

And honestly, I don’t love answering the second question.

Why? Well it’s not because I don’t love what I do. (Email marketing lets me grow awesome companies and work with incredible people every day.)

But when I said “I do email marketing” I got a common reaction from the couple:

“Oh, that’s like spam right?”

(The 2nd most common reaction is, “Do you have a card?”)

Now, most the time I don’t get into the difference between permission based email campaigns and spam with strangers. But it’s frustrating that spammers have given email marketing a bad name.

That’s why we need a new era of email marketing.

I’m looking forward to a day where “spam” and “email marketing” are 2 clearly different things.

When every brand realizes that the most profitable email marketers today are the ones not with the largest list, but with the strongest relationships with their readers.

If you’re wondering what the new era of email marketing looks like, take a look at an email that my email coaching client Renee received from one of her readers:

“Btw, your newsletters have been really good lately. I think you’ve done really well making them interesting to read (wanting to read it, instead of delete it because of email overload [or maybe that’s just me…] because they aren’t too long and they’re fun & interesting and well done including graphics & layout) & correlating snippets from your life and linking it with a product. The words aren’t coming to me right now… but as opposed to all the other ones I receive, yours have been just right and for lack of what I’m trying to say better, I think you’ve “arrived” in your marketing in the newsletters. Loved the jury duty one! :-)”

Want to join the new era of email marketing? Email me at jack@emailsthatsell.com and I’ll give you some tips to become a better email marketer.

May 26

How To Use Selling Points To Turn Your Leads Into Customers With Email

By Jack | email strategy

Some people have a “thing” for shoes…

Others are into wine…

My girlfriend Michelle has a thing for water bottles.

It’s true.

(I’ve watched her go through about a dozen “high-end” water bottles in one summer.)

But let’s get to the point… (And how this relates to your email marketing.)

She was considering buying one of these two bottles:


Kleen Kanteen


They’re both top-of-the-line water bottles made for camping hiking and stuff with similar price points.

Take a look at the “selling points” for both bottles:


  • Large (Wide Mouth) opening
  • Double Wall Vacuum Insulated
  • Keeps Hot up to 12 Hours
  • Keeps Cold up to 24 Hours
  • BPA-Free
  • 18/8 Stainless Steel
  • Signature Powder Coat Finish
  • Lifetime Warranty

Kleen Kanteen

  • Sport Cap 3.0 with soft silicone spout, 25% higher flow rate and “chirp” free hydration
  • No BPA, phthalates, lead, or other toxins
  • 18/8 food-grade stainless steel, no liner
  • Doesn’t retain or impart flavors
  • Slim design fits in most cup holders
  • Rounded corners are easy to clean
  • Stainless steel threads
  • Fits large ice cubes
  • BPA-free polypropylene (pp#5) caps
  • Stainless accessory caps available
  • Dishwasher safe (handwash painted bottles)
  • Fits in the Kanteen Bike Cage
  • Lifetime warranty

She considered those features and then went with the Hydroflask.


Because she like how the Hydroflask bottle doesn’t get cold even when you fill it with cold water. (Thanks to the vacuum insulated double wall.)

Here’s the email marketing take away:

Out of all the reasons to buy one bottle or their other, the insulated double wall was the “selling point” that got her to buy.

And whatever your product or service is, you’ll have many different features/benefits and selling points.

Each one of your customers are unique. And each potential customer has a selling point that will get them to buy. So it’s your job to pack each (educational or entertaining) email with a different selling point.

And when that reaches the inbox of a future customer, maybe that will be the selling point that converts them.

Keep providing value in each email and mix in different selling points to turn more subscribers into customers.

scarcity email marketing
May 26

Email Persuasion Series Part 6: Scarcity

By Jack | email strategy

I got a free lesson on “scarcity marketing” during my last month’s couch shopping trip.

(Use this story to send more profitable emails.)

My girlfriend and I walked into a modern furniture shop in downtown San Diego. We took a short lap around the show room and stopped at a comfy leather couch.

It was on sale. And it was orange.

Now, of course I had no chance of convincing my girlfriend to buy this orange hunk of leather no matter how what the sale price was. (To be fair, who buys an orange couch?)

But I tried…

“What do you think about this couch?” Before she said no, a salesman (who saw us standing next to the couch) walked over to sprinkle some scarcity on our buying decision.

Salesman: “I see you’re interested in this couch. Just letting you know, if you like it you’ll have to let us know soon because that’s the last one on sale and we won’t be getting anymore of this model back in stock.”

Did finding out that we were sitting on the very last couch make us buy it? No.

But we almost did. We spent an extra 5 minutes on the couch, trying different sitting positions, testing the comfort levels and wondering if orange wouldn’t look so awful in our living room.

Just thinking some other couple could snatch up this couch made us carefully consider if we should buy that ugly thing. That’s the power of scarcity.  

The scarcity principal states that opportunities seem more valuable to us when their availability is limited.

As Influence author Robert Cialdini points out, “The idea of potential loss plays a large roll in human decision making.” And that couch buying experience proved it.

Here’s 2 examples of using scarcity to sell something:

Example #1: Insulation

Homeowners told how much they could lose from inadequate insulation are more likely to insulate their homes than those told how much they could save.

Takeaway lesson: If you offer a service that saves money, focus on the cost of not taking action.


Example #2: Washing Machine

(I discovered this example in the book Influence, but it sounds very similar to my couch buying experience.)

A couple strolls into an appliance store and seems moderately interested in a washing machine on sale.

A salesman walks over and says, “I see you’re interested in this machine. I can see why, it’s a great machine at great price. But unfortunately it sold to another couple about 20 minutes ago. And if I’m not mistaken, it’s the last one we have.”

The shoppers become disappointed because the loss of availability makes it more desirable.

Typically, one of the customers asks if he can check in the back for an extra model. That’s when the salesman locks in the deal by saying, “It is possible, and I’m willing to check, but do I understand that if I can get it for you at this price, you’ll take it?”

This sales trick works like a charm and salespeople use it all the time. The next time you’re out shopping, keep your eye out for it.

Why does scarcity get us to buy more? 

In economics class, you saw a Supply vs. Demand chart, like this:

economics5 - via Investopedia.com. illustrating scarcity and email marketing

I won’t bore you with the details. But here’s the bottom line:

If supply goes down (scarcity increases) and demand (and price) goes up.

So if you can increase scarcity on a highly demanded service or product you can demand a higher price point.

Email Marketing Takeaways 

If you sell a product or service, find a way to increase scarcity to sell more. How? Open course registration for a limited time only, add time-sensitive bonuses or increase the price at a defined date in the future to increase scarcity for your products/services.

You can also offer your service or product to a limited number of clients and close the doors once you’re sold out.

Remind your readers about your offer…Wisely

It’s smart to tell your audience about your offer, but don’t get too “noisy.” You can send “Two hours left! This is your last chance”, but don’t send an email every hour on the hour. If it is a 24-hour only promotion, perhaps use the a schedule of 8AM, 12PM, 4PM, and 9PM.


email authority
May 13

Email Persuasion Series Part 5: Authority

By Jack | email strategy

Meet Drew Eric Whitman.

(That’s him in the lab coat above.)

No, he’s not a doctor. He’s an advertising consultant, speaker and author.

But he wears a lab coat when he gives keynote speeches. Why?

To build more authority into his speech.

According to Robert Cialdini, “We feel a sense of duty or obligation to people in positions of authority.”

It’s why the Got Milk? ads used celebrities to get Americans to drink more milk.

It’s why Camel cigarets paid doctors (and actors dressed as doctors) to endorse their brand of cigaret. 

And today, it’s why companies like Unbounce.com use Authority signals like big brand logos on their website:

Authority Unbounce Email Marketing

Authority on  Unbounce.com

Now, let’s get back to Drew Eric Whitman in the lab coat. You’re probably still wondering, if dressing in the lab coat boosts his authority?

Just as people trust the word of their doctor, dentist or optician, they’ll generally accept the authority of any official looking person who endorses and advertised product.

Yes. In fact, just by looking more like an authority figure (with lab coat, 3-piece suit or official uniform) people will automatically see you as more trustworthy, credible and even taller!

Fact: Studies find that someone being introduced as a professor is seen 2.5 inches taller than someone being introduced as graduate student.

How to add authority to your email marketing.

To harness the power of authority with your email marketing, you must first establish yourself as an authority figure.

But don’t just say you’re an expert or an authority or guru… Prove it. 

Start by “knowing your turf” and don’t try be and the foremost expert in board categories like marketing or education. Pick your section of your market and claim authority there first.

Then, blog, publish a book, get featured in media, guest post and/or speak at events to become an authority.

Here are helpful articles that will get you started on becoming an authority figure in your niche:

How to Become an Authority Blogger – Copyblogger

How to Self-Publish a Book – Lifehacker

How to Get Major Media Coverage For Your Business

Advanced Guest Posting – Quick Sprout

How to Make It Onto The TED Stage

When you’ve got these authority signals in place, leverage them with your email marketing.

Tell stories, case studies or lessons learned from your authority building activities.

Here’s a helpful article on 10 ways to establish authority with your email signature.

The bottom-line: Build your authority and let your readers know in your email messages.



May 04

Email Persuasion Series Part 4: Liking

By Jack | email strategy

Imagine that you’re picking out some ripe avocados at your grocery store.

And just before you wheel your cart into the check-out line, a total stranger walks up to you and says, “Excuse me, but would you mind dropping me off at the airport next week? I really don’t want to pay for parking.”

If you’re like me, you’d say something like, “Sorry, but I can’t” and you’d power walk outta there. You might even drive home thinking about “the nerve” that stranger had to ask for a free ride.

But what if you’re best friend asked you the exact same question? You’d say “yes” in a heartbeat, right?

What’s my point? As a rule, we prefer to say yes to the requests of someone we know and like.

But strangers can use this simple “liking” rule in hundreds of ways to get you to comply to their requests.

That’s why Robert Cialdini calls Liking the “friendly thief.”

So how do perfect strangers use liking to get us to say yes? Let’s look at the infamous Tupperware Party to find out.

How Tupperware Parties Use ‘Liking’ to Sell

Tupperware parties have sold 4 billion dollars of containers because of the selling power of Liking.

The entire Tupperware party has Liking built into the sale. Think about it…

The sale does not come from the Tupperware rep. It comes from your friend who invited you to the party because everyone knows that the % of sales goes to your friend.

And we’re more likely to agree to requests made by people we already like. Even if that request is to buy more of something we don’t need.

I hate to be invited to Tupperware parties… I’ve got all the Tupperware containers I need. But when a friend invites me to one, I feel like I need to be there. And when I get there, I feel like I need to buy something.

The “endless-chain” sales method

Watch how this door-to-door salesman uses liking to increase his sales by 50%.

First, a salesman presents a product for sale.

As soon as the homeowner is interested in the product, the salesman says, “You seem to be enjoying the [name of product]. Who else do you know that would also appreciate learning about it?”

The salesman makes a list of the new prospects and the friend who referred them.

The key to success with this method is that each new prospect is visited by a sales person armed the with the name of a friend who “suggested I call on you.”

Sales increase (by 50% on average) because turning that sales person away after that is now harder to do. Why? It’s almost like rejecting a friend.

Liking Tips From The World’s Greatest Car Salesman

Getting friends to recommend a sale works great for Tupperware parties and door-to-door salesmen, but what if you don’t have a friend recommended you or ask for the sale for you?

Take a lesson from the best car salesman on earth and get your prospects to like you.

Joe Girard was named the “world’s greatest car salesman” by the Guiness Book of World Records.

He sold 5 cars and trucks everyday he worked!

How did he do it? He had a simple strategy: A fair price & someone they liked buying from.

How To Get People To Like You

Here’s what science has told us on getting people to like us…

1) Physical attractiveness matters. Research shows that we automatically assign traits like talent, honesty, kindness and intelligence to the good lookin’ ones.

In fact, in U.S. courts, attractive defendants are twice as likely to avoid jail as unattractive ones.

2) We like people who are similar to us.

Do you have similar backgrounds/struggles/interests with your readers? If yes, don’t hide it! The more you can relate to your target audience, the more similar you will be seen as. And studies show that we are more likely to befriend and buy from people who are similar to us.

3) Give complements (I like you)

Joe the cars sales man, every month, sent his 13,000 former customers a holiday card with one sentence, “I like you” There was Nothing else on the card besides his name

Why does this work? We are phenominal suckers for flattery. It works even from a car sales man. Even when we know it’s tied to a sale.

See how Noah Kagan uses the same, powerful “I like you” phrase to collect leads? Try testing this with your optin-box.

4) We like things that are familiar to us

According to the psychology of attraction, the more familiar something is, the more we’ll like it.

Familiarity definitely plays a huge role. The mere exposure effect states that “people tend to develop a preference for things merely because they are familiar with them.”

Email Marketing Takeaways

Get Your List To Like You

Holy Grail of Marketing

This is truly the holy grail of marketing. Why? Because if you’re list likes your emails (and you as a person) you’re sales will come in much easier because psychology has found that we are more likely to buy from people we like.

So if you’ve been using your email marketing to get the one time sale, focus on building a relationship with your readers. The sales will follow.

Create An Email Referral Program

Just like the Tupperware parties and door-to-door salesman used friends to find new leads and sell their products, create a referral program where your customers do the same. Then tell your customers about your referral program in your emails.

Get inspired with this list of 47 awesome referral programs.

Here’s a great resource on implementing your customer referral program with your website and emails. 

Relate To Your Readers

If you want to sell more, get your list to like you. And one of the fastest ways to do that is to relate to your readers and show them that you are similar to them.

So ask your readers to see what they struggle with. Then tell them a story about when you used to struggle with the same thing.

For example, I used to struggle with Email Marketing. Really. I tired everything and got zero results. But I knew how important it was. Then I realized it was all about building a relationship with readers then asking for the sale in the right way. (Plus, writing awesome email copy.)

So if you’re struggling with email marketing, I feel your pain. Let me help you.

Show Off Your Good Looks

So if you look good, let your audience know. Seriously. Studies shows it increases sales. So add a nice headshot on your bio and/or make video part of your content marketing strategy.

Flatter Your Readers

When a new subscriber signs up give them a compliment. It’s a sure-fire way to get someone to start liking you (and looking forward to your emails.)

Tell them they’re smart for signing up for your list. Tell them they must care about their future and they’re doing the right thing because they signed up for your list. Say that you’re honored/proud to have them on your list.

Email More Frequently

Get your readers used to seeing and reading your emails for better results. Thanks to the Mere Exposure effect, the more you see someone, the more they will like them.

This could explain why messages that get sent 4 times a month have a higher open rate than emails sent once a month.

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