Continues the Total Marketing Clarity series
The Third of the 5 C’s of Online Marketing is “Capture”
… as in their EMAIL ADDRESS.
This is the key insight that my moment of Total Marketing Clarity showed me – that the best results are consistently derived from email lists.
Why? Because we don’t allow any old crap in our inbox. When people look at their emails, they pay attention to everything in there and then do one of two things:
- Devour a message, because it speaks to their bleeding neck
- Unsubscribe, because they cannot see what is in it for them
To get your Ideal Customer’s email address, you will need to make an offer. The classic offer is “give me your email address and I will send you this amazing free content”. This content must offer a solution – at least in part – the pain that your customer is suffering. This is a first taste of your cure!
Things Needed To Complete This Step:
- Email management software subscription
- Email capture form
- Free offer (usually downloadable content like this e-book)
- Pop-ups (seriously)
- Landing page optimisation (I’ll explain this later)
Once you have their email address, and permission to send them emails, your prospects expect the 4th C which is …