When somebody signs up to your email list, what’s the first thing you do?
If you’re like most people, you send the new subscriber a welcome email with links to their free download.
In my Email Mastery program I call this first email the “Jennifer Leather message." The reason I call it that way is because it mirrors what happens when you actually go to a Jennifer Leathers furniture store…
Have you ever been in one of those? Jennifer Leathers only sell leather sofas. But their genius lies in the very first thing they say to you when you enter the store…
You see, instead of the usual, “Can I help you?”... to which everyone responds with, “No, thanks, I’m just looking”…
They've figured out a way to approach you that eliminates the three big reasons why you'd leave without buying a sofa today. And it all happens in the first eight seconds.
It goes like this…
When you walk into the store they ask you, “Have you been to Jennifer Leathers before?”
When you say no they say...
“Welcome. Let me explain how it works. All the sofas that you see in the showroom are available in any of the leathers on the back wall, and they're in stock, and available for instant delivery, and they're guaranteed for life. My name is Dean, take a look around. If you have any questions, I'll be right here.”
Now think about it...
When somebody’s coming into a furniture store, they come with the intention to find say, a red leather loveseat. They’ve got a list of five stores they want to visit that day. And their plan is to walk in, scan to see if there’s a red leather loveseat, and if they don’t see it on display they’re going to leave.
And so, when you say, “Can I help you?” and they reply, “No, thanks, I’m just looking,” what they DON’T say is this: “I’m just looking for a red leather loveseat I can take home today.”
But when you greet them with the Jennifer Leathers message, you’ve told them that you DO have a red leather loveseat they can take home, even if they don’t see it on display…
Because now, they know any of the sofas they see are available in any of the leathers hanging on the back wall. And they can see there's five shades of red back there. And they know they don't have to make any special delivery orders.
You see, there’s a reason why your prospects raised their hand and downloaded your free book or report, or signed up for your free trial. And they’re hopeful you've got what they're looking for.
That’s why you must have your best kind of messaging right upfront in that first exchange, in your welcome email...
And eliminate the most common reasons why somebody doesn’t take the next step with you.