Have you ever had a man stop you on the street and say, “ My name is ______ may I just have a minute of your time to show you a _________ ” and then you bought what he was selling? No? This is probably because introducing yourself and then immediately selling never ever works. Never. Period. You know what does work? Selling slowly and nurturing. It will also make you rich.
Selling slowly is a little more work but the payoff in the end is ENORMOUS. The first part of any slow sell is the introduction.
“Wrap your hand in toilet paper before you meet someone. It’ll change how much people respect you. ” – Jarod Kintz
First impressions are huge. How huge? According to a Amy Cuddy a Harvard Business School social psychologist our first impressions indicate how strong and competent we feel that other person is. Furthermore, according to Ciceron “83% of brands do not make a good first impression with new email subscribers.” So how do you make a great first impression through email?
First impressions are formed within the first 5 seconds of meeting someone. You need to make a splash the second they see you. Creating an exciting subject line is the first step. A line like “Scratch to see what you could win” is a lot more persuasive then a subject line that says “10% discount.”
55% of a person’s opinion is determined by physical appearance. If you are introducing yourself through email make sure that your email has been tested in all clients and browsers and includes a clean crisp image and an easily readable font.
Choose your Words Carefully
Make sure to have great copy! Since this is an early encounter your content needs to be enticing. If you present your audience with something boring they will forget it. Copy that tells a story is the most effective approach.
Use Their Name
According to Aaron Corson of MarketPath “Personalizing marketing materials, or addressing potential customers by their name, increases the likelihood that they will respond by 36%”. Personalize your content.
This Diamond Candles’ Scratch-it is not trying to sell anything directly, instead it uses visual cues to invoke the curiosity of its viewer to “reveal” the new ring candle (their story). This brings their customers foot one step further through the door closer to being receptive to what I call the “slow pitch”. Ladies and Gentlemen, it is this easy to make a introduction that leaves your customer wanting more.
Takeaway: You don’t get a second chance to make a first impression.