Jon Benson is considered one of the top sales copywriters in the world. He wrote a book that was all about email marketing. He’s made tens-of-millions of dollars just by sending emails to his customers.
Most businesses will sell something to their customers, get their email address and then never email that client again. If they do, it’s usually not very often. I only hear from my dentist once a year with an email that says “Hey, come in for your check-up.” Only emailing your customers once a year is not a good way to build your relationship with them.
Building an email list is one of the most powerful, valuable things that any business will ever have because once you have your customers’ email, you can send out newsletters, reminders, and other offers to them.
NewYork Times Bestselling author Tracy Hickman has over 6 million fans. When the Internet rolled out he was very resistant to using it. He’d sold millions of books without it. Because of that, he failed to get email addresses from his fans as he travelled the country. Now that everything has moved to social media and email he is playing catch up to get back in touch with his fan base.
The idea using your client emails for marketing may be nauseating. Some of my clients are kind of turned off because in their own words: “I don’t want to be a spammer or scammer.”
When I look at that and ask: “When people come into your office, are you scamming them? Are you spamming them?” The answer is always no.
To which I reply, “Great, if you’re offering a valuable service, why do you not want to offer it to more people?”
I’m sure if you are a chiropractor you have a whole list of products that can make people healthier, lower their inflammation, improve their back pain, and help with their achy joints. However, most of your clients are probably completely unaware of this. Why? Because you’re not telling them.
It’s fine if you’ve got a poster on your wall and some brochures because you don’t want to be a salesperson. Yet how easy is it to send out a personal email?
Treat it like a message to a close friend. For example, what would you email be to a friend who asked, “What advice can you give me about living a healthier lifestyle?” You would send an email and say, “Here are things that people don’t realize. And this is what I personally take to help with these certain issues.”
You can do that with your clients. Just send your clients an email and give them the same sort of advice. Include in your email an opportunity for them to buy those things from you. Most of your clients are going to thank you for it and love you for it.