AutoResponders - Use The Right Tool For The Job
One of my clients contacted me today to basically say, "I don't
think this AutoResponder stuff is working. I've been with you for
30 days and don't have any leads. I think I'm going to try PPC
Advertising instead.".
I just sat there a minute and stared at my screen. I was dumbfounded.
Don't misunderstand the use of your AutoResponder.
When a carpenter sets out to build a house, he doesn't go to the
hardware store and just buy a hammer. Sure... the hammer is going
to come in very handy when it's time to drive nails. But what about
a measuring tape? What about a saw? What about some screwdrivers?
How about some lumber? It takes a variety of tools and an assortment
of materials to build a house, right?
Can you imagine this carpenter going back to the hardware store
and saying, "I bought this hammer 30 days ago and my house still
isn't built. I think I'm going to buy a saw instead."
An AutoResponder is a tool. It is a GREAT tool. But it is a tool
designed for a very specific purpose.
The carpenter isn't going to use a hammer to cut the lumber to size.
The electrician isn't going to use a hammer to attach wires to switches.
The plumber isn't going to use a hammer to unclug your drain pipes.
But each of these professionals carries a hammer for when they
need to do something like drive a nail, right? When I used to
work in constructions, I even used the claw end of a hammer to
dig a small hole, pry up a loose board, etc... These were a few
"non-traditional" uses of that particular tool but it was a
great and quick way to get the job done.
So the point is that we need to understand the role of our AutoResponder
in our overall marketing strategy.
This user, for example, had the right idea to use PPC and/or many
other forms of advertising. Where they went off course is when they
said "instead" of using an AutoResponder.
The AutoResponder is the perfect way to convert the prospects that
come to their site from their PPC advertising. They could (and should)
use that PPC advertising to direct responses to a lead capture page
that has the subscription form for their AutoResponder.
This way, their AutoResponder is capturing targeted prospects' information
and building this members list for follow-up. If you've had any experience
with PPC Advertising, it can quickly become pretty expensive. The visitors
you get as a result are very valuable. The BEST way to protect that
investment is by using your AutoResponder to capture their information
so you can follow up with them again and again and again
Running banner ads? Direct the responses to your AutoResponder.
Running ezine ads? Direct the responses to your AutoResponder.
Running classified ads? Direct the responses to your AutoResponder.
Using a sig line? Direct the responses to your AutoResponder.
Posting to forums? Direct the responses to your AutoResponder.
Do you see a pattern developing here?
ALL of my advertising directs the responses straight to my Autoresponder
subscription form so that I can build my list. As a result, I have a
mailing list of several thousand subscribers that are very targeted and
interested in what I have to offer. By managing that list effectively,
I can generate profits literally with the click of my mouse button when
I send my offers and follow up letters.
Don't advertise INSTEAD of using an AutoResponder!
Advertise like CRAZY and send the responses TO your AutoResponder!
_________________
Brian Rooney
TrafficWave.net LLC
Email Marketing With Autoresponders
http://www.trafficwave.net/
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