EP21: Marcus Sheridan - Crafting Sales-Based Emails Recipients Must Open

Marcus Sheridan is an internationally known speaker and bestselling author. He shares how he got his start selling above ground pools and also owns an award-winning content marketing agency.  He also talks about how many of the lessons he's learned on the front lines of sales and marketing can be applied to one on one email outreach.

Key Points from this Episode: 

Sending out individual emails from a sales perspective versus a marketing perspective can affect the success of the email. Get your customer's attention by having a great subject line and focusing  on the problem of that individual and use video instead of just text. Death by Subject Line: Following up, checking in, reaching out and touching base. The three simple best practices for one-to-one emails: include the name, video and something personal in the subject line. Specificity versus generic versus just checking in. Video is important for sales-based emails and over 80% of content consumption is video.Mimic the sale process as close as possible to what they would experience in person. Every company of any size should utilize a full-time videographer. This is better than the speed and expense of video production companies. With video, don't waste people's time. Immediately get to the nuts and bolts and start with the problem and then transition into the solution. 

Tweetables:

The moment, marketers, stop talking and teaching like marketers and start talking and teaching and thinking like business owners and sales leaders, everything starts to change.  @theSalesLion (00:01) 

we have found ways to ensure that we get people's attention. We focus on great subject lines. We focus on the problem that they are having individually. We're not generic or specific with how we speak to them. @theSalesLion (03:31)

The key is the specificity by which we say that we've got to send a signal that says this message was made for you. It's about you. And if you don't open it, you will miss something that could lead to error, mistake, frustration, pain, loss, et cetera. That is the key. @theSalesLion (06:39)

There's nothing worse than a false hope pipeline for a salesperson. @theSalesLion (09:21) 

We have to mimic the sale process as close as possible to what they would experience. If they were talking to a sales person, video is the essential key to that. @theSalesLion (15:48)

Links Mentioned In This Episode:

Marcus Sheridan on Twitter

Marcus Sheridan on LinkedIn

Impact Plus

The Visual Sale

Vidyards

Bomb Bomb

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