Most email programs are failing, dismal, weak and ineffective says Laurie Beasley. Failure is usually the result of poor copy writing (subject line and body) that leads to low opening rates and truncated sales.
The B2B buyer and consumer are not morons , she says (paraphrasing David Ogilvy).
In this podcast Laurie reminds us of the Six Universal Buying Motives which, when used religiously will lead to higher opening rates and more qualified prospects.
Managing email marketing technology has its daily challenges she believes, which take up a lot of the creative effort for email programs. We must return, she says to the benefits of product features and the reasons why people buy. She implores copywriters to think about what the prospect’s perspective is and not what the product managers and engineers have surmised.
These six universal buying motives are also covered in her blog: Improving Email Copy and Response Rates by Incorporating the Six Universal Buying Motives.
About our guest host:
LAURIE B. BEASLEY is co-founder and president of Beasley Direct and Online Marketing, Inc. which provides services in inbound and outbound marketing including: content creation, email marketing, search engine optimization (SEO), social media marketing, pay-per-click (PPC) advertising, Amazon Marketing Services (AMS), website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, marketing automation management, and database management for both B2B and B2C companies. Ms. Beasley serves as president and online marketing certification instructor for the Direct Marketing Association of Northern California. She also speaks on online marketing and demand generation topics for several marketing organizations, including the DMA, BMA, and AMA.