How To Design Follow Up Newsletters

Most sales happen after the first website visit - on the second, third, fourth, fifth, or even twentieth contact, making follow-up essential for maximizing revenue

Eben states 'many, many sales are made after the first time someone visits your website. Many sales are made on the second contact, the third contact, the fourth, the fifth, the tenth, the twentieth contact'

Follow-up content must be relevant to the prospect's specific interests, fears, frustrations, anxieties, and desires to build meaningful relationships

Eben explains relevancy as 'a good match for what the person is interested in' and connects it to 'what the prospect is afraid of, what their frustrations are, what their anxieties are about, or what their desires are'

Include specific techniques and action steps in follow-up content because prospects believe they can solve their problems if they just had the right magic trick

Eben states 'People love techniques. They love action steps. They love tricks. An idealistic prospective customer thinks that they could probably solve their problem if they just had the right magic trick to do it'

Make follow-up content involving by asking prospects to contribute questions or take action steps while consuming the content to build trust and relationships

Eben explains 'you can ask them to write in and ask you a question' and 'you can get them to do exercises or take action steps while they're watching your video or reading your newsletter. Involvement is a key to building a relationship, to building trust'

Create fascinating content by showing prospects new ways to look at problems with insights that promise quick results - if it's not fascinating, throw it out

Eben states 'we show them a new way to look at something, an insight that promises to get very quick results' and 'if you don't look at the thing that you're writing about or speaking about and say, this is just really fascinating... you want to throw it out'

Focus on news and discoveries in your follow-up content because any kind of new information is automatically perceived as much more valuable

Eben explains 'Any kind of new information is perceived as much more valuable' and 'People love to hear about things that were just figured out'

Use a three-part formula for follow-up content: introduction and theory (why and what), action steps (how and what if), then the offer to buy your product

Eben outlines his 'very simple format': 'introduction and theory... the action steps... And then the third part is the offer. Sending them to go buy one of my products'

Checking email and voicemail first thing in the morning guarantees low productivity by unconsciously saying what others want you to do is more important than your priorities

Eben explains in his example: 'we're unconsciously saying what other people want me to do today is more important than what I think I should do. We're basically giving other people control of our lives before we get anything done'

Invest the first two hours of each workday in important business-building, money-making projects before checking email or voicemail to double productivity

Eben's specific recommendation: 'invest the first two hour block of work time each day in an important business building, money making project' and claims this will 'double your productivity and actually work less time'

Don't create follow-up content about different topics - choose your best topics and cover each from multiple angles to maximize impact

Eben advises 'Don't make every video or newsletter or follow-up campaign piece about a different thing or a different topic. What you wanna do is choose a few strong topics, your very best topics, and then cover each of them from several angles'