Do your prospects find your messaging relevant? Do they care about what you’re saying, or do your emails just go to spam? If you’re not providing solutions and adding value to those you want to do business with, you’re wasting your time with every email you send.
Here are five components of effective messaging to become more relevant in the marketplace and get your prospects to say ‘yes” to doing business with you.
Your subject line is your first (and maybe your last) impression on potential referral partners. In many ways, your email subject line is more important than your email body. After all, a great email is worthless if it never gets read.
Make sure to create a lasting impression with a subject line that makes your prospects want to know what you have to say.
Get to the point! Identify the challenges that you believe your prospect is facing and offer solutions. Now you don’t want to get too specific and give away the farm. Just show them that your email is relevant by explaining the benefits of doing business with you through the problems you solve and the value that you add to get them to move forward in the relationship.
If you want to create a deeper connection with the prospect:
- Show a little empathy.
- Let them know that you understand the challenges they’re facing and what it’s like to be in their shoes.
- Give your prospects proof that you understand their world and how they can overcome challenges through utilizing your experience.
Invite your prospects to discuss their needs with you and how you can solve their problems.
Example: “Please reach out to me if you’d like to know how I can help you increase listings right now. I can get you more exposure in the market every time you do an open house.”
Keep your message focused on what your solution is without giving them the answer. If you solve their problems before securing the business, you’re just giving your expertise away for free.
Make the next steps easy. Friction at the beginning of a relationship is a turnoff. Let your prospects know how to reach you efficiently and effectively with just the touch of a button.
In closing, remember that people are being messaged on every device and every platform multiple times a day. Don’t get discouraged if you don’t always get a response.
Follow-up is key. Now that you’ve sent your email, you can follow up with a phone call referencing the email you sent and continue moving the relationship forward.