How to Structure a Follow Up Series

Marketers the world over use follow up autoresponders
to increase sales. But, many struggle to write a
compelling message series. Don't let that keep you
from your share of the profits! Print and follow these
instructions; you'll soon be following up with finesse.

(Examples in this article use the fictional product
"Green Garden Lawn Fertilizer". Any similarity to
actual products is unintended and coincidental.)

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MESSAGE 1 - BIG BENEFITS
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Many of the sales resulting from your follow up series
will come after the very first message. Keep this
message short. Just take 500 or so words to flesh out
a handful of your biggest benefits. For example, part
of the Green Garden Lawn Fertilizer company's first
message might read:

"A Lush Lawn: Green Garden Fertilizer will give you
a lush lawn in just 2 weeks! Density will increase
up to 50%...

"No More Brown: Watch your lawn become 3-5 shades
greener with regular treatments..."

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MESSAGE 2 - ESTABLISH A NEED
--------------------------

Use your second message to explain why your product
is necessary. First, lay out the situation leading to
a need for your product. Then, show that your product
will meet that need. For instance:

"...Lawns across the country are looking dull.
Homeowners water and mow to no avail. But, not
those who use Green Garden Fertilizer! They've
created lush, beautiful lawns..."

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MESSAGE 3 - TOOL TALK
--------------------------

In your third message, show the lead how he will go
about actually using your product. Detail any tools or
supporting material that you offer. In the case of our
fictional Green Garden Fertilizer, part of this message
might read:

"...This treatment is a cinch: Simply attach the
included diffuser to the end of your garden hose,
creating a sprinkler. Run the sprinkler for 15
minutes each week. You will see an improvement
after just one treatment!"

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MESSAGE 4 - THE WILDCARD
--------------------------

Customize message four for your unique product. Try
one of these ideas:

* Have a customer case study? This is a great place
for it.
* Selling complimentary products? Detail one of
them here.
* Selling a real-world product? Explain shipping /
tracking now.
* Have a bricks and mortar office? Invite the
prospect to visit. Include directions.
* Are you personally a visible part of your brand?
Include your bio here.

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MESSAGE 5 - QUESTIONS? COMMENTS?
--------------------------

Your lead may be waiting to purchase until you explain
one particular thing. By asking outright, you can
speed the sales cycle to a close.

Start the fifth message by asking your prospect if he
has any questions. Give him several ways to reach you,
and include your hours of operation and time zone.

Take the rest of the fifth message to answer some of
the questions your prospects ask most often. For
instance:

"Are you excited about the lush lawn you'll have
with Green Garden Fertilizer? I hope so! Let me go
over some questions our customers have asked in the
past..."

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MESSAGE 6 - TESTIMONIALS
--------------------------

With your sixth message, show off your satisfied
customers. Choose several of your best testimonials,
and list them here. Look for quotes from customers who
are obviously excited about your product, but that
still sound believable. For instance, choose:

"I'm thrilled with my Green Garden Fertilizer! Just
two weeks, and my lawn looks better than it has in
years."

Instead of:

"Green Garden Fertilizer is miraculous! It turned
my back lot into a rolling meadow in days - and that
lot is PAVED!"

(The testimonials in this article are made up examples.
All of *your* testimonials, however, must be real.
Fabricating testimonials is illegal.)

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MESSAGE 7 - LAST CHANCE
--------------------------

Your final message serves as one last reminder of your
product. Briefly reiterate its most impressive
features. Then, throw in a few testimonials or a very
short case study. Round out this message with your
contact information. Our example product's final
message might read:

"Over the past several weeks, you've heard about how
Green Garden Fertilizer can turn your lawn around.
Customer Dusty Dan tried it, and he says, 'My lawn
has never looked better...'"

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FOLLOW UP WITH FINESSE
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Automation means that good follow up doesn't have to be
have to be time consuming. Now, creating a message
series is just as easy!