Let's take our PRECISION discussion to the next step.
The purpose of the 7-Step Connection Process is to CONNECT with a prospect. It's not to convince him to do anything...it's just to CONNECT.
That's why every communication in the process is "short, personal...and EXPECTING a reply".
I measure success in the 7-Step Connection Process by the number of people you can ultimately connect with by telephone, or email.
People you can ENGAGE in a dialogue.
I'm not sure I've ever shared the real thinking behind these emails and communications...and why they work so well.
What I do when I'm developing any marketing sequence is start with the fantasy that my wish is their command.
Whatever I say...they will do.
One thing at a time.
So, I start with the first "command" and work forward from there.
If I really did have that power...my first command would be to "Open this email".
I start with that, and then once they open the email...my next command might be "Click on this link".
Once they've clicked on the link...it may be "fill out this form".
Whatever it is, I start with the COMMAND I would make if I could actually command them to do something, and then "Fluff it up" from there.
What is the MINIMUM I need to say to reach my secret objective?
The KEY to this thinking is to know ahead of time EXACTLY what you want them to do.
In the case of a "shake the tree" message, we want to engage them in a dialogue, so our secret command may be "reply to this email".
This way we see who we can get to start "talking" to us.
That's why Short, Personal and Expecting a Reply works.
It's almost impossible to ignore.
"Dean -- Message on your voicemail..." is almost impossible to NOT open...and then check your voicemail.
"Is this the correct email for Dean Jackson?" is almost rude to ignore.
"There's a real person behind these emails" is fantastic at shaking people out of complacency.
All 7 steps together...should get you in touch with two thirds of everyone who comes your way.
The power of the 7 Step Connection Process is doing all 7 steps...consistently...in a timely manner.
They are what they are, and you'll get what you get.
You can't control who responds...but you can certainly control YOUR end of it.
Just focus on following the steps and watch your CONNECTIONS improve.