| Working in businesses related to hunting and fishing | | | | first email there are a few things you'll want to |
| (guides/outfitters etc.) or working as a vendor who | | | | remember when marketing to an "online list" on a |
| helps theses types of businesses, you might be | | | | regular basis. |
| tempted to throw this tip out as "impossible" or "no | | | | First, you need figure out what to give away |
| way" or "not in my business" -- but if you're on my | | | | (information, a video tip, how-to guide, top 10 list, |
| list expecting conventional answers, then do us both | | | | etc.) in order to get people to commit in Step 1 -- |
| a favor...stop reading NOW and go back to hoping | | | | joining your list. |
| customers will find you this year, and maybe call you | | | | Second, you will need to be patient as you convert |
| for more information. | | | | people into paying customers. You're building a |
| This week's tip involves a very simple concept, but | | | | relationship. And relationships (online at least) take |
| it's one the hunting outfitters and guides just don't | | | | time. You build this relationship by emailing your list |
| seem to get: If you capture your customer's | | | | over time. Occasionally you mention a sale or an |
| information (online and offline), you will get more | | | | offer, but for the most part, you want to position |
| sales. In the online world, this is called "two-step lead | | | | yourself as a leader...and to do that, as strange as it |
| generation." In Step 1, you entice the customer's to | | | | may sound... you give advice away for free. |
| join your online list by giving them something for | | | | Here are a few tips when it comes to emailing your |
| FREE (yes, I said FREE). In Step 2, you end up | | | | list: |
| converting them to a customer (ideally). | | | | - First, don't email your list with something to sell. It is |
| I've learned the hard way that failing to capture at | | | | like having a 24 year old son at home that won't get |
| least a customer's email address and first name | | | | a job and asks for a hand out. You have to give |
| means no sales, cold-calling and begging for business | | | | before you can receive. |
| -- and people won't work with you if you're | | | | - Second, give your users useful and relevant |
| desperate. | | | | information. Fluff won't cut it. Give me something |
| In fact, here's a real world example -- a case where | | | | that's relevant to their problems or shows them a |
| a unsuspecting business owner lost about $4500. | | | | way they can solve a common problem. |
| I live in a house built in the 70s and our house is in | | | | - And finally, you have to stay in front of them on a |
| South Texas -- where we literally have 100+ degree | | | | regular basis. Great you say, but how often? Each |
| days for 4 months out of the year. Suffice to say it | | | | type of business is different and only you can find |
| gets HOT!...and in an older home you can bankrupt | | | | that out. However, if you're sending people really |
| yourself trying to stay cool. | | | | great information, you can get away with almost any |
| Last summer I decided to do something to fix the | | | | schedule. |
| energy efficiency of the house. I did some online | | | | The point here is that showing your customers "a |
| research, made some local phone calls and ended up | | | | little love" can be extremely beneficial. It can make all |
| more confused than before I had started. I realized I | | | | the difference between a causal browser, to a |
| needed to talk to someone. I searched online and | | | | die-hard customer. |
| ended up finding two sites that worked out of the | | | | Here are some quick ideas of relevant information to |
| San Antonio area. I filled out the "Contact Us" form | | | | send for couple of outdoor industries: |
| on the first site asking for information on what they | | | | Guides and Outfitters - Information on your town, |
| do and how they can help. The second site used | | | | where to eat off-ranch, entertainment spots, closest |
| what's call a "lead capture" form (I'll describe this | | | | cities, the "top 10 things people forget to bring" |
| later) and offered to send me free information for | | | | (where you tell them what to bring), a video |
| just my first name and email. | | | | slide-show (this will be in an upcoming tip) of the |
| Over the course of the next few days, the people | | | | ranch, or the river you're about to float or mountain |
| from site #2 emailed me energy efficiency | | | | you're about to climb, etc. |
| questionnaires, tips and tricks, and also a page of | | | | Ranchers/Deer Breeders - Information on your |
| recommendations from other customers. Each email | | | | breeds, your bloodlines, profiles of your cattle |
| discussed their consultation services and free | | | | manager or the vet that takes care of the animals |
| inspections. After the third email, I picked up the | | | | (all to indicate your level of expertise), your auction |
| phone and called them...I was sold. The next day, the | | | | schedules, video slide shows of the new calves or |
| owner of the first site called me and it was way too | | | | fawns. |
| late. That company was out $4500 because the | | | | Remember, capture the customer information for all |
| didn't understand how to capture and use website | | | | of your offline customers as well; ask if you can put |
| visitor information. | | | | them on your list and then follow-up. |
| Now...before you get all charged up and fire out your | | | | |