How to Structure A Follow Up Series

By Beka Ruse

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Marketers the world over use follow up autoresponders to
increase sales. But, many struggle to write a compelling
message series. Don't let that keep you from your share
of the profits! Print and follow these instructions;
you'll soon be following up with finesse.

(Examples in this article use the fictional product
"Green Garden Lawn Fertilizer". Any similarity to actual
products is unintended and coincidental.)

Message 1 - Big Benefits:

Many of the sales resulting from your follow up series
will come after the very first message. Keep this message
short. Just take 500 or so words to flesh out a handful
of your biggest benefits. For example, part of the Green
Garden Lawn Fertilizer company's first message might read:

"A Lush Lawn:
 Green Garden Fertilizer will give you a lush lawn in just
 2 weeks! Density will increase up to 50%..."

"No More Brown:
 Watch your lawn become 3-5 shades greener with regular
 treatments"

Message 2 - Establish a Need:

Use your second message to explain why your product is
necessary. First, lay out the situation leading to a
need for your product. Then, show that your product will
meet that need. For instance:

  "Lawns across the country are looking dull. Homeowners
   water and mow to no avail. But, not those who use
   Green Garden Fertilizer! They've created lush, beautiful
   lawns"

Message 3 - Tool Talk:

In your third message, show the lead how he will go about
actually using your product. Detail any tools or
supporting material that you offer. In the case of our
fictional Green Garden Fertilizer, part of this message
might read:

  "This treatment is a cinch: Simply attach the included
   diffuser to the end of your garden hose, creating a
   sprinkler. Run the sprinkler for 15 minutes each week.
   You will see an improvement after just one treatment!"

Message 4 - The Wildcard:

Customize message four for your unique product. Try one
of these ideas:
- Have a customer case study? This is a great place for
  it.
- Selling complimentary products? Detail one of them
  here.
- Selling a real-world product? Explain shipping /
  tracking now.
- Have a bricks and mortar office? Invite the prospect to
  visit. Include directions.
- Are you personally a visible part of your brand?
  Include your bio here.

Message 5 - Questions? Comments?:

Your lead may be waiting to purchase until you explain one
particular thing. By asking outright, you can speed the
sales cycle to a close.

Start the fifth message by asking your prospect if he has
any questions. Give him several ways to reach you, and
include your hours of operation and time zone. Take the
rest of the fifth message to answer some of the questions
your prospects ask most often.

For instance:

  "Are you excited about the lush lawn you'll have with
   Green Garden Fertilizer? I hope so! Let me go over
   some questions our customers have asked in the past"

Message 6 - Testimonials:

With your sixth message, show off your satisfied customers.
Choose several of your best testimonials, and list them
here. Look for quotes from customers who are obviously
excited about your product, but that still sound believable.
For instance, choose:

  "I'm thrilled with my Green Garden Fertilizer! Just two
   weeks, and my lawn looks better than it has in years."

Instead of:

  "Green Garden Fertilizer is miraculous! It turned my
   back lot into a rolling meadow in days - and that lot
   is PAVED!"

(The testimonials in this article are made up examples.
All of your testimonials, however, must be real.
Fabricating testimonials is illegal.)

Message 7 - Last Chance:

Your final message serves as one last reminder of your
product.Briefly reiterate its most impressive features.
Then, throw in a few testimonials or a very short case
study. Round out this message with your contact
information. Our example product's final message might read:

  "Over the past several weeks, you've heard about how
   Green Garden Fertilizer can turn your lawn around.
   Customer Dusty Dan tried it, and he says, 'My lawn has
   never looked better...'"

Follow Up With Finesse

Automation means that good follow up doesn't have to be
time consuming. Now, creating a message series is just as
easy!

Beka Ruse fights spam as the Business Development Manager
at AWeber Communications. Ad tracking, live stats, and a
strict anti-spam policy. Aweber is a powerful Automated
E-Mail Follow Up Autoresponder used by many successful
Internet Marketers.
Get It Now: