| As I have said before in a previous article, one | | | | of finishing every chapter with a cliff hanging |
| function of an autoresponder sequence is to maintain | | | | situation, leaving you reluctant to stop reading, |
| the customer's interest and anticipation, especially in | | | | especially if your lunch hour is over and you have to |
| the early stages of the relationship. You don't want | | | | get back to work! Obviously your eBook won't be a |
| to go on a hard sell from the word go - your | | | | thriller like that, but you can at least think about a |
| customers will soon figure it out and opt out in | | | | suspenseful ending to your chapter snippet, thereby |
| droves. | | | | encouraging people to want more. One of the great |
| There are several methods of building that interest | | | | maxims of stage comedians is to always leave them |
| and anticipation, the factors that makes your | | | | wanting more - a sports star should always retire at |
| customers always open your messages rather than | | | | the peak of his powers, so that fans will say "Why |
| someone else's, because they know that there will | | | | did you retire?" instead of "Why didn't you?" |
| be something of value in there. | | | | Incidentally, that's a quote from (I think) Ian Chappell, |
| If you are writing an eBook, for instance, tell your | | | | one of the great Australian cricket captains. |
| subscribers about it, what it's about, the stage you | | | | At the end of your teaser sequence, you will have a |
| are at in writing it. Perhaps you could invite their input, | | | | solid core of loyal readers. People who are not really |
| ask them what they would like to see covered in | | | | interested would have opted out of your list long |
| your eBook. As a bonus, if you use this technique | | | | ago, so the ones that are left must still be interested, |
| you probably have a guaranteed sale of your eBook | | | | and form a highly targeted market for what you |
| when it is eventually finished and ready for | | | | have to offer. With a bit of luck, they are eagerly |
| publication. Tell them when it will be ready, and that | | | | awaiting the release of the final product, and will snap |
| they will get a special reduced price for being one of | | | | it up as soon as it becomes available. I'm sure you've |
| your subscribers. | | | | been on the end of just such a sequence from one |
| Use your autoresponder to let them have a sneak | | | | or other of the super affiliates. This is how they get |
| preview of your product, leak snippets of information | | | | their phenomenal sales on the first day of a product's |
| in a logical sequence. Model your plan on the "teaser" | | | | release. They have built up such eagerness and |
| ads you see for new products or for upcoming TV | | | | anticipation that their subscribers are waiting with |
| programs. Just about every commercial break you will | | | | their checkbook in their hand! This is where you want |
| see a promo, telling you about programs coming up, | | | | to be. |
| and showing short scenes from the program, all | | | | In summary, use your autoresponder in three ways: |
| designed to make you want to see more. You should | | | | · By seeing how many of your subscribers do |
| do the same. | | | | not opt out, you will gauge the interest in your |
| If you are writing an eBook, publish part of a chapter | | | | product |
| on your website, and tell visitors that they can read | | | | · You can build up great interest and anticipation |
| more if they opt in, using the sign up box you have | | | | before your product is even released |
| provided on the same page. Load these new opt ins | | | | · Because of the above, you should have a huge |
| into your autoresponder, and get them into your | | | | amount of interest by launch day, and by the day |
| message sequence. | | | | after launch you should be checking your Paypal |
| I've just finished reading "The DaVinci Code", albeit a | | | | account and wondering what you are going to do |
| bit later than most, and Dan Brown does a great job | | | | with all that money! |