What Does Your Email Marketing Consultant Believe In?

I was talking with a new client today and it became apparent that one of the characteristics that had made their business successful in the past 30 years was their basic beliefs.

An email marketing consutant (which we are) is no different.  I felt it might help if we outline what we believe in so you know what to expect from us.

Human nature is immutable.

I heard this statement more than once from the first marketing man I looked up to–Jay Abraham.  I find this to be true.  The basic motivating emotions that drive human behavior have been the same for many, many years.

Greed, ego, vanity, fear, have been present for generations and don’t show any sign of changing soon.  We know how to connect marketing campaigns to these motivators so we know how to create campaigns that work.

Copy Rules!

The brand marketing experts and wonderful graphic designers hate when I say that, but wordsmore than anything motivate action.

I attended a seminar two years ago with a room filled with graphic artists.  They all told me I needed a new ‘look’ to have a strong brand.  Instead I rewrote my sales copy and doubled my lead flow.

Next time you’re reading a boring (but beautiful) static website that doesn’t help you solve a problem you’ll know what I mean.

Marketing is a skill and can be learned.

I talk with people who feel they are marketing experts because they see ads all day long and have opinions about which they like and don’t like.

But they don’t know the seven motivators of action, what AIDA means to a marketing campaign, or 12 styles of headlines that generate interest, or why knowing your cost of client acquisition is important.

I can drive my car, but I’m not a mechanic.

Measurement and Tracking are Mandatory.

Raise your hand if you have an unlimited marketing budget.  (Oh, and call me if you do!)  All of us have limitations on how much marketing money we spend.

You’ve heard the expression perhaps, “We know we are wasting half of our advertising budget–we just don’t know which half.”

By measuring and tracking your marketing activities you can do this.  In simple terms, do more of the type that brings the best ROI and get rid of the type that generates the lowest.

In recent years email marketing has produced the highest ROI of ANY marketing channel.  As an email marketing consultant we think we’re right in suggesting that you replace an under performing marketing channel with email marketing.

You’ll get better results.