Selling Your Vision: Adapting and Evolving - Avoid conceit
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Avoid telling the subscriber how great your features and benefits are. Continue giving relevant information and endeavor not to tell us how horrible the competition is and how you are the very best. You can put that on your sales page, or on an offer, but to hear it week in and week out in a newsletter gets nauseating.
Be as honest to your readers as possible. If a service you offer has certain aspects which can be done by users, you can offer DIY courses for it on your website (like an SEO professional offering free “DIY SEO courses”). You will discover that most people would still out source the service to you simply because they do not want to do the work -- plus they trust you! After all, you have their best interests at heart, and you don’t just want their money.
After the sale, say thank you
Off line businesses do it, and some get awards for it. For online businesses it is not a habit yet, but a sincere and heartfelt "thank you" after a sale, for subscribing to a newsletter, and a free gift (ebooks, discounts on products) as New Year and Christmas “thank yous” actually goes a long way. If you say thank you for an action performed today, the user may perform another action just to get another thank you (my editor does it, and it works). Go for that big thank you (and offer another product) and study the response of your users. If it works, send me an email, comment on the blog, and say thank you.
Change is normal, prepare for it
Be prepared for your industry changing, even your product becoming irrelevant. Ideally you should be the first to make your product irrelevant; you should change your email vision before circumstances dictate you change it. You should not simply respond to the competition's new strategies and new products. Your competition may change the industry, and some day you may not be able to catch up. Now let me take some of my own medicine -- thanks for reading my article!
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