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Seven steps to persuading someone to promote your products or services to their list
By Brenda Thomson
Having someone with a large list promote your irresistible offer, your event or your products or services is a great way to expand your own list and generate more clients and make more sales. But what do you need to do to persuade someone with a large list to take action on your behalf?
There are never any guarantees however there are seven critical factors which will significantly increase your probability of success.
1. CHOOSE THE RIGHT PERSON TO ASK
Make sure that the person you are asking has the same target market as you. If their list of email recipients consists predominantly of small business owners interested in business advice, they will not be likely to send information targeted at new mums looking for parenting advice. And PLEASE don’t make the assumption that “everyone” is interested in your product or service. The more tightly you can niche and the better the match between your niche and the niche of the person with the list… the greater your probability of success.
2. EARN THEIR TRUST
By promoting your products or services the other person is aligning their reputation with yours. They will be unlikely to promote your products or services unless they are confident in their quality and integrity. What can you do to earn their trust? Can you offer them a free trial? Let them experience the service in advance? Provide them with a number of testimonials? Introduce them to someone who has benefited from the product or service?
3. WHAT’S IN IT FOR THEM?
While you may find people who are willing to promote you out of the goodness of their heart, remember that they are doing you a significant favour by putting your products or services in front of their list. What can you provide to make it worth their while? Don’t assume that they will be happy to do it just because you think their list will be delighted to learn about your amazing service. But also don’t assume that they will be interested in a financial incentive. Find out what’s important to them!
4. WHAT’S IN IT FOR THEIR LIST?
Everyone gets a lot (too much) email these days. People who care about the people on their list will only send emails that they genuinely believe will add value to their readers and that they believe their readers will be thrilled to hear about. If you want them to send information about your products or services you need to give them a value add to justify the special email.
What is the extra benefit for their readers that they can include to make their readers feel special? Consider things like special discounts or added bonuses or some sort of exclusive opportunity only available to recipients of this particular email.
5. MAKE IT EASY FOR THEM
When asking someone to send a promotion of some sort to their list you need to provide them with all the tools they need to do the job. Make sure that you let them know you will provide:
- an email template that they can copy and paste or edit if they wish
- text for tweets or Facebook updates if they are also going to promote you on social media channels
- a link to a landing or offer page
6. MAKE IT EASY TO GET RESULTS
Perhaps this one should have come first. There is no point in asking someone to promote your products or services if you don’t have a compelling offer and a well written and effective landing page and sales page. Your potential partner wants to provide the people on their list with a quality experience when they open the email and click on the link. They also want you to succeed and to get great results from the promotion. If you don’t have a well written and compelling offer and a well presented and effective landing page/website you won’t get results from the promotion and there is no point in continuing.
7. CLOSE THE FEEDBACK LOOP
OK this one comes after the event but make sure you get it clear up front. Let your potential partner know what information you will provide them about the results of the email they send out on your behalf. Also make sure that they will be able to provide you with details of the number of people who opened the email and the number of people who clicked on your link from the email. This is essential information to help you to improve your marketing strategies for the future. This will confirm for the person with the list that you are taking a professional approach to the promotion.
There you have it… seven things to do which will significantly increase the probability that someone with a large list will agree to promote your products or services. Miss any one of these and the odds are that they will, quite rightly, say NO.
And two final tips:
- If the answer is NO:
- Ask why – this may help you refine your presentation with the next person you ask and may also open the door to ask again in the future.
- Thank the person anyway and ask if it is OK to ask them again in the future.
- Just because one person has said NO, don’t give up. Keep learning and refining and keep asking until someone says YES.
- If you don’t ask, the answer is always “NO” so never be afraid to ask.
Until next time…
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CEO and Founder, Synergy48 Group
Brenda has an honours degree in organizational psychology and a Graduate Certificate in training and development and she is an experienced trainer, facilitator and counsellor. She is a firm believer in mutual collaboration combined with a practical, hands on tools, strategies and systems as the most effective way to achieve real results in business.
Brenda has over 20 years of experience training in communication, team work, time management, productivity, organisation and strategic planning in large organisations. She is also the developer of the Business Benchmarking Toolkit used by Synergy48 Group members and clients to identify areas for improvement in their business processes.
Brenda is a sought after mentor, speaker and trainer in the areas of strategic partnerships and networking with a difference. She is passionate about actively giving back to the community. In addition to donating her speaking fees and a proportion of every Synergy48 Group membership to provide microfinance to help women in Malawi to start their own businesses, Brenda has climbed the Himalayas to raise money for Kids Help Line and helped lay a pipeline to supply water to a remote village in Tanzania.