Auto-Responders Tutorial
In the last issue, I briefly mentioned the potential of providing information on your website that is related to your woodworking product. By making it available through an auto-responder, you'll be able to collect potential customers' e-mail addresses. Our specific example was for a company selling custom baby cradles, and I suggested offering a special report about crib/cradle safety.
In this issue, we'll look at auto-responders in more detail. I'll start with the basics, and then explore how this technology can be used on your woodworking website to help you sell more.
First, what is an auto-responder? It's a service provided by your web hosting firm that will automatically send a pre-determined e-mail message in response to any e-mail you receive at a specific address. More elaborate versions can send multiple e-mails at scheduled intervals.
Here's an excellent example of how to use an auto-responder. Right now, send a blank e-mail to twmswoodworking@sitesell.net (This is the auto-responder address for an excellent mini-course in website copywriting, delivered via e-mail, so you'll find it useful.)
Really, send the e-mail now so you can see how this works. In the rest of this article, we'll be taking a close look at the response you get back.
OK, that's better. I sent an e-mail to that address too, as I started writing this. The response came back within 30 seconds. That's all there is to an auto-responder.
Now, why would you want to do this? If you want to provide some free information, you could easily create a separate page for it on your website. Why bother with an auto-responder?
Well, take a good look at the example you received from Ken Evoy. Sure, Ken is "giving away" some good stuff. But, he's also trying to sell you his book. Ken is a very smart guy when it comes to Internet marketing, so it's worth understanding how this works in some detail.
The mini-course in website copywriting is what Ken calls a "backup offer". When someone comes to his website looking for information on copywriting, Ken hopes to sell them his book. If he doesn't get the sale, the offer of a free e-mail course in copywriting is the backup offer that Ken provides. Check out the website to see how this works.
So, people who use the auto-responder are fence-sitters. They're interested in what Ken has to sell, but not sure if it's worth the money. (By the way, I've bought Ken's book, and it's definitely worth it!) The genius of the auto-responder is that these potential customers have asked for Ken to keep trying to sell them his book.
Here's the marketing theory that Ken is putting to use:
- Most people do not return to a website after the initial
visit, even if they bookmark the page. That's why it's so important
to get the e-mail address. If the potential customer won't come back
to you, at least you can go to her.
- Most people require several exposures to a sales message before they make a purchase decision. By sending out a series of e-mails, you can reinforce your message and get the repeat exposure you need.
It's a brilliant technique, and it doesn't cost you anything to implement. (Most good website hosting plans include at least one free auto-responder as part of the package. If yours doesn't, check out my recommendations page for one that does.)
Auto-responders for Woodworking Businesses
Now that you know what auto-responders are all about, how can you put one to use in your business? Here are some suggested topics for "free information" that you could provide with an auto-responder on your website. Just remember to work your sales message into the content.
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Tips on how to fix scratches and blemishes in furniture. |
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What to look for in custom furniture; how to tell good from bad. |
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How to select a finish for your furniture. |
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Information on various species of wood; which ones are best for furniture. |
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Are wooden toys safe for kids? |
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What to look for in kitchen cabinets. |
As you can see, anything that's related to your product focus is a candidate for an auto-responder. But, the best bets are any topics that help the customer evaluate your work. For example, if you provide a list of "the 10 things to look for in custom-made cabinets" you are strongly implying that you meet those 10 criteria.
That's a powerful sales message right there.
What other ideas can you think of for auto-responders? Tell me your suggestions, and I'll include them on my website. Just send a note to todd@BridgewoodDesign.com
