The Newsletter Pro - Online


When it comes to converting leads and spurring growth in your business, the fundamentals are key. But the vast majority of entrepreneurs overlook the most basic principles, distracted by whatever new shiny object the business world is touting as the next big thing. For many businesses, sales are elusive. It’s difficult to nail down what’s working with customers, and they come and go with no rhyme or reason. Though the business is probably surviving just fine, it’s unlikely that it’s thriving. To fix this, I could rattle off a slick- sounding list of old sales gems you’ve probably already heard or try to outline some 10-point “system” that’s designed to work with every possible industry, but we all know it doesn’t really work that way. Instead, I’ll suggest you do just one thing that will guarantee you have more sales: long-term lead nurture.

newsletter in addition to an array of one-shot marketing campaigns and strategic phone follow-up. To even further encourage these prospects to convert, we made prospect-only offers using free-standing inserts in our newsletters to entice them. To be an effective marketer, you need to play the long game. Leads only “go bad” and forget about you if you let them. If you’re able to increase your follow-up touches, both online and offline, you’ll be at the forefront of your prospect’s mind when they’re finally ready to buy. Don’t be one of the businesses neglecting hundreds of “expired” leads. Keep in regular contact and discover the power of consistent lead nurture and follow-up. I’m confident you’ll discover your best business lies beyond 90 days.

If you’re thinking, “That sounds too easy!” or “I already know that!” you’re probably right on both accounts. But there’s a big difference between knowing you should do something and actually doing it. Most business owners use a short-term strategy without even realizing it. They make contact with a prospect and follow up once or twice over a couple of months. Then, they get impatient and throw the customer out of their pipeline. Last year, our company generated $1,300,000 in new customer revenue from customers who had been on our list for more than 12 months without purchasing a thing. Even after a full year, we turned these skeptics into buyers by focusing heavily on the importance of nurturing our leads. We followed up with prospects for several months with our weekend reading emails and our print




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