Use email as a 3-step strategy

When you think about using email as a lead generation or sales tool it's tempting to go for a knock-out punch. By that I mean, you throw all your info in the one message, hoping for an immediate response.

But this article at BtoB Magazine reveals the reality behind some common email myths. In particular I really like the last point about using a 1-2-3 strategy when making contact and presenting offers via email.

Message 1 - explain who you are
Message 2 - explain what you do (services, products etc)
Message 3 - send an offer for your prospect/client, presented as "here's a special offer just for you".

Bottom line: Don't rely on discounts to get attention. Communicate in bite-sized chunks. Educate, build trust, and foster understanding. This is much like the 'incremental marketing' strategy I present in this article.

Try it out. It works!