How “anti-avatar” emails can create raving fans & consistent sales
Published: Sat, 07/25/20
And, he asked me what my customer "avatar" is.
I told him I don’t have a clear-cut avatar, to which he admitted he was in a similar situation — and that it was a problem for a lot of marketers he knew.
And it certainly can be a problem.
For example:
If you sell to overweight women who are busy single parents, or 60+ year old golfers riddled with pain, or men plagued by prostate problems who get up 7 times per night to try to squeeze out a wizz only to get a few drops out at best… it’s a helluva lot easier to spank out daily emails each day talking about the same “round robin” of problems, fears, insecurities, solutions, etc than it is if you sell something to multiple demographics, with varying & possibly contradicting kinds of problems, fears, pains, insecurities, desires, and so on, and so forth.
This is why your Pal & long-suffering Narrator doesn’t have an “avatar.”
I tried building one once for my main list.
But it didn’t take.
There are way too many different types of business people in my Hearty Horde — there are copywriters & “influencers”… there are brick & mortar business owners… there are coaches & consultants… eCommerce sellers, info-publishers, business professionals (accountants, financial planners, attorneys, etc), alternative health providers, podcasters, businesses who sell commodities, MLM distributors, and the list goes on. Each of these businesses has a whole slew of different challenges, problems, pains, dreams, desires, demands, and even those can be subdivided depending on their psychographics & demographics.
The only reliable thing they have in common?
They want to build bigger businesses, make more sales, and use email to do it.
But the boogey men plaguing them & under-the-surface desires they have?
All over the place.
The solution?
Is surprisingly simple but admittedly brutally hard for most people.
It is also something I think everyone should be doing more of in their emails — even if you do sell a clear-cut solution to a well-defined customer or client avatar.
And it’s something that’ll soon be mandatory either way, in my opinion.
Especially as more and more start selling online.
What is this solution?
That, my eager young apprentice is in the August “Email Players” issue. The entire issue is about a special way of writing emails you might see maybe 1 in 1000 businesses (and that is being generous) do. And even then, they do it once in a while, completely on accident, don’t have the will power and/or ambition to do it regularly, and, thus, make only a fraction of the sales they could and should be making.
I speak of a way that can potentially create a proverbial army of raving fans.
A proverbial battalion of seething enemies & trolls.
And, yes, a proverbial pile of consistent sales — regardless of your market, niche, or industry.
The only caveat:
You have to be willing to think deep about your topic. You have to let go of the swipe file you cling to. Embrace the potential fallout of going against the grain. And, stop looking to make “friends” and “allies” at the expense of building relationships which are far more important and are what ultimately lead to more shillings in your righteous coffers.
This way of writing emails is truly what separates the boys from the ghouls.
And there ain’t nobody else teaching this to my knowledge.
Ain’t hardly anyone else who even really does it, either, quite frankly.
But you will.
That is, if you subscribe to “Email Players” before the deadline to get the August issue.
Here’s the link:
https://www.EmailPlayers.com
Ben Settle