You probably get by now that blogging is a great marketing strategy.
It builds trust. It showcases how credible of an expert you are. It develops a relationship between you and your readers. Your blog posts can easily be shared on the interwebs so your community can grow.
But the problem is that it’s a big step going from writing a great blog post to getting people to read it, share it, and potentially buy from you because of it.
It takes numerous little steps of persuasion to get someone to do something as simple as click a link in your email.
So, how can you persuade people to clicky-click?
In today’s post I’m going to share a super simple way to get more people to do just that – click those links in your emails so we can get you more traffic, clients and sales.
I’m no statistician but let’s look at the numbers, shall we?
In the last 5 emails I’ve sent to my email list I’ve had an average open rate (people actually opening my emails) of about 32% (31.66% if you wanna get all statistical).
Of those 32% of people who open my email 11% (or, 10.56% again if you wanna get specific) actually click on a link in the email.
Now, please don’t compare yourself to my numbers – for better or worse – there are all sorts of factors involved in open rates and click-through rates (list size, relevancy, good copywriting…) and I’m not the one to teach you analytics stuff. Seriously. Stats 101 gave me nightmares in university.
My first stats exam I got a 67% and as a perfectionist straight-A student that gave me heart palpitations so I worked my ass off to end the year with an A-. What I’m trying to say is – you don’t want me teaching you about stats. It’s not my forte nor my cup o’ tea.
If you’re curious how you stack up against others in your field though, check out this Email Marketing Benchmarks post from MailChimp. They’re the ones to give you better insight on this stuff.
But, I’m telling you my numbers to illustrate a point. To a certain extent, persuasion – getting your subscribers to do something (like click a link) – is a numbers game. You have to think about all the steps involved in getting someone to take whatever action you want them to take. Then, the higher the percentage of people who do that thing, the more brownie points – and likely clients, fame, fortune… – you’ll get.
It might look a little something like this…
Step 1 – get them to open the email
Step 2 – get them to read (or at least scan) the email
Step 3 – get them to click a link
Step 4 – get them to do something on the page they’re taken to – read the blog post or sales page, for example
Step 5 – get them to do something after they read that page – like make a comment, share it on social media, buy something
See how it goes on, and on, and on?
This is why it’s so critical you understand the power of persuasion (and that I can absolutely teach you – numbers? That ain’t my thing! But writing and psychology? That is my thing!)
And today I want to share a little known way to get your subscribers to click a link in your email.
I call it the P.S. Strategy (super original, I know – apparently reading a bunch of legal stuff yesterday soaked up all my creative genius. I’ll try again next week!)
According to copywriting expert, and author of Cashvertising, Drew Eric Whitman, “The P.S. is one of the most important parts of any sales letter, and it’s often read first, before the body copy.”
So, if the P.S. is often read before anything else wouldn’t it make sense for you to put your most important call to action – the super important thing you want people to do – in that P.S.? Say like, a link to your blog post so people actually go to your site, read it, discover the awesomeness of it, and share it with all their friends?
The thing is, you don’t just wanna go with, “P.S. Click here to go over to my blog and check out the post!” Boring much?
You wanna jazz it up, give ’em a tease, hook ’em, prove to them that everyone else is doing it – who doesn’t have at least some FOMO (fear of missing out)?
You do this by getting creative with your copy. Now, before you say, “But Jenna, I don’t have a creative bone in my body!” I’m gonna stop you right there and say…
It doesn’t have to be complicated or totally unique, it just has to work.
Remember that whole numbers game thing? You just gotta get them intrigued enough to click – but not in a sleazy way. This isn’t about saying, “If you click this I’ll give you a million dollars!”
*Imagines a greasy used car salesman-like person giving two thumbs up and winking*
You wanna be genuine and nice – there should be no imagery of you holding a knife to their favorite stuffed rabbit threatening them, “Click now, or Mr. Velveteen gets it!”
So, what kind of stuff should you put in your P.S.?
The sky’s the limit really. It’s up to you and what’s most important for you to get across in your email.
I often use it as a way to get more people to click to read my blog post. I’ll say something like, “Don’t forget to check out what I have to say about the man with the carrots. I had no idea I’d learn so much about marketing from a man selling carrots – click here to check it out.”
I lay it on thick with the intrigue and get them wondering, “What’s the deal with the carrot man? I gotta click and find out.”
But you don’t have to use my strategy. You could use the P.S. to…
- Get people to sign up for your next webinar or teleseminar.
- Ask people to answer a question that relates to the blog post you’re sending their way – the whole, “What are you struggling with?” thing is a common one. For example, “What’s the hardest part about losing weight for you? Click reply and tell me” This is a great way to not only connect with your readers but get in some good market research, too.
- Give people the chance to take advantage of something you’re offering – like a course you’re launching.
- Or something else – whatever is most important for you to bring attention to.
To give you some more ideas, let’s look at 7 examples of P.S.’s in action.
Here are 2 examples of how I’ve used the P.S. in my emails to persuade people to click a link and head over to my blog…
In this P.S. I’m giving people the opportunity to show off their smarty-pants-ness. Who doesn’t love to feel smart?
It encourages people to click the link, check out the blog post, and leave a comment showcasing their word-nerd awesomeness.
It also paints me as someone who isn’t threatened by the knowledge of others – which is a good thing. No one wants to work with a know-it-all who scoffs at other people’s opinions and advice.
This P.S. is a 2-fer. I tell people I’m gonna make their life easier by just giving them a solution outright. And I’m also giving them the opportunity to have direct access to me to talk about what they’re struggling with.
It’s a one-two punch (without the black eye).
I’m inviting my readers to have a conversation with me – making me approachable. And I’m making their life easier by doing the heavy lifting for them so they’re more likely to click that link and get the done-for-you solution. One-two jab!
Here are 5 more examples from other marketing experts who’ve used the P.S. really well…
This P.S. is from an email from digital strategist Nathalie Lussier.
Nathalie spent the better part of the email persuading people to subscribe to her podcast where you can get a behind-the-scenes look at how she runs her business. So, this P.S. is like the cherry on top where she’s giving you the opportunity to peek into someone else’s business, too.
I see a lot of people use the P.S. to get people to sign up for teleseminars and webinars like this.
If you have a teleseminar or webinar coming up, make sure to send out some emails to let your list know. And, in your regular weekly, bi-weekly, or monthly emails, include a P.S. talking about it so people have even more chances to sign up.
This P.S. is from an email from “tough love business guru” (and all-round awesome person to hang out with) Matthew Kimberley.
Matthew was selling access to his mastermind program in this email and he’s smart to tackle an objection a lot of people might have come up with while reading the email.
I cannot tell you the number of times I’ve heard, “Ya, that worked for you/him/her, but it probably won’t work for me. I’m different.” We like to think we’re all special little unicorns. I hate to break it to you, friend – you’re not as special as you think you are. *Gasp!*
Well, yes, you are special, but not in a “my business is totally different from everyone else’s business” kinda way.
We’re constantly thinking that there’s something about us that makes us different than all the successful people out there. Something that makes it impossible for certain strategies to work for us. We fall back on this “difference” thing time and time again and it stops us from buying.
“It’s great it worked for her, but she has a virtual assistant and no kids to take care of. I’m a solopreneur and full-time mom. How am I going to find the time?!”
So Matthew is smart to say, “It’s for everybody who’s serious about getting more clients”. Genius way to make sure the “special flower syndrome” doesn’t wreck havoc on his sales.
This P.S. is from an email from online marketing expert Marie Forleo.
MarieTV – Marie Forleo’s award winning Youtube show – has a lot of fans. She releases a new episode via email every Tuesday. She knows that her viewers are expecting that email to be in their inbox so this P.S. gives her the opportunity to get in front of a lot of eyes.
They’ll open the email, excited to see the latest episode, and scroll down to see she’s hiring.
This P.S. is from an email from traffic and conversions expert Derek Halpern.
During a launch you’re typically sending more emails than usual to your email list. When Derek launched Blog That Converts he probably wanted to make sure that the people who weren’t necessarily opening or reading his more sales-y emails – the ones focusing specifically on getting people to join Blog That Converts – knew that it was about to close down.
He played on the whole “limited time” copywriting trick – the one where you let people know there’s only a certain amount of time or space left (it’s a big motivator to buy) – to encourage more people to sign up for the course.
He’s smartly using space in his regular weekly email to remind people about his course so he can hopefully get more sales.
This P.S. is from an email from Facebook marketing expert Amy Porterfield.
I love how Amy puts the emphasis on “YOUR questions” in this P.S. It’s not just anyone’s questions, she’s going to answer YOUR questions. It gives a personal touch, like she actually cares about each person on her list.
(I’m sure she actually does care, but you get what I mean – when you’ve got a ton of people on your list you want to make sure each and every one of them feels understood and heard by you).
She’s also smart to say, “be the first to submit your questions” – no one wants to be seen as a follower. Most entrepreneurs I know want to be trailblazers – leading the way. So she jumps on the chance to pull that driving force out of you and spring you into action.
Now, throw out all the rules and just give ‘er.
Please, for the love of cake, don’t over analyze these examples, copy them, or fret over whether you should start your P.S. with “Next week” or “Next Monday”.
Just test it out. Everyone’s audience is different. You know (or you should know ) your audience best. Test it out, see what resonates. Don’t be afraid of breaking stuff.
Sometimes you just have to throw out all the rules and just give ‘er!
Tell me in the comments below…
Are you going to use a P.S. next time you write an email? What’s it gonna say?
Tell me about it in the comments below and I’ll help you tweak it to be that much more powerful.
See you in the comments, friend!
Lots of love,
P.S. Know a friend who needs help getting more eyes on their blog? Email ’em this post and tell ’em to try using the P.S. Strategy next time they send an email to their subscribers.