Name, mailing address, phone number, tagline, free download offer, invitation to subscribe to a newsletter, link to a book on Amazon, list of degrees held.
The signature was longer than the text of the email itself.
Email signatures are useful because they keep repeating as you interact with the world. And repeating, as you may have noticed, is a critical element in any type of advertising.
Personally, I’m less interested in using that precious space to impress you, than I am to remind you of the problem(s) I solve.
What’s the goal of your email signature?
He contacted me last week after having been a subscriber to my newsletter for nearly a year.
At some point, and in so many words, I’ll ask my usual two questions:
What’s not working as you’d like it to? (What’s broken?)
Why don’t you fix this problem by yourself? (Why did you call me?)
Depending on the answers, we may end up working together.
Note that this feels completely different than the way it would go if I called him, looking for a problem that I might be able to solve.
Same two people, same problem(s), same solution(s).
But inbound leads (when they call you) and outbound leads (when you call them), while both leads, are not at all the same thing.
In the former, you’re an advisor. In the latter, you’re a salesperson.
Which would you rather be?
It was a “how to” video regarding headlight replacement (long story).
The host’s opening line was an enthusiastic, “Hi everyone!”
But here’s the thing. From my perspective, alone at my desk, there is no “everyone.” It’s just me.
So while the host may be imagining a large audience, for me it’s a bit of a disconnect.
All that to say, whether writing or speaking, try and put yourself in the shoes of your message’s recipient.
See you all next time. (You knew that was coming.)
Someone(s) tried to use it to buy a $1,200 computer.
I received a text message about the charge immediately (I have my credit cards set up to text me every time any charge is made).
Minutes later, I got another text from my credit card company asking me to confirm/deny what seemed like a suspicious purchase.
Five minutes after I texted back “deny,” I received a call from the fraud department walking me through card cancellation and replacement.
By the time the card thief tried to use it again at a pizza parlor in Brooklyn (apparently, one can work up quite an appetite committing larceny), the card was already shut down.
If I didn’t have all these alerts set up to notify me immediately, it could have been quite the annoying mess to untangle.
There are all kinds of tools (many of them free) to help your business run smoothly. It’s worth a little bit of effort up front to save time and aggravation down the road.
He first signed up for my newsletter in 2015, on the suggestion of his coach.
Two months later, he signed up for these short posts.
Early last year, he participated in three different live webinars I offered.
A couple of weeks ago, he hired me.
A few important things worth noticing:
- It took three years. If you sell a high-risk, trust-requiring service, people, understandably, tend to take their time.
- We’re a great match. Sharing your content filters in the right people. The more they get to know you before they call, the more likely you will click together.
- He contacted me. I wasn’t tracking, following or paying attention to him (I didn’t even know he existed). That’s a pretty efficient way to gain new clients.
2019 is upon us. If you want the phone to ring with great clients, commit to finding some way of staying in touch, over and over again, in a way that positions you as a likeable expert.