- One thing you need to know about your customers to write copy that sells
- How to inject transformational benefit in the copy that you write for higher conversion
- Learn how you should write your emails to convert your email subscribers to paying customers
Resources/Links:
Summary
Danny Bermant is director of Brainstorm Digital. With over 13 years in digital marketing, Danny is one of the UK’s top lead-generation experts, helping companies and organizations generate new business through their social media activity. He has a particular interest in education, B2B and in the pharmaceutical and healthcare sectors, although he has worked with many other sectors too. As well as delivering the majority of our training courses, Danny is a sought-after speaker who regularly addresses conferences on how social media can be used for client acquisition.
In this episode of Marketing the Invisible, Danny shares how they engineer online sales funnels that deliver enquiries, leads, and sales
Check out these episode highlights:
- 00:45 – Danny’s professional background as a digital marketing expert
- 01:12 – His ideal clients: clients who are basically selling a product or service that requires a lot of nurturing in order to get a customer to end up buying
- 2:06 – The conversion problems he helps solve for his clients for them to write and send e-mails that get results
- 2:58 –The symptoms his clients experience when trying to solve their conversion problems
- 3:26 – What’s an acceptable open rate?
- 5:07 – Dany’s Valuable Free Action (VFA): Stop talking about yourself. Most brands what they do is they talk all about themselves their products their office and the audience not that interested. It’s really not about us. That’s the problem. The audience you want to talk about they want to talk about is talk about them.
- 5:54 – Danny’s Valuable Free Resource (VFR): bit.ly/emailpodcast
- 6:18 – What’s the one thing you really need to know about your customers to write copy that sells and what is the one thing you need to know about your customer to write that copy that will transform the relationship you have with them? You need to understand the real reason they’re attracted to you.
Tweetable Takeaways from this Episode:
“Stop focusing on your product. Ultimately focus on what is that transformation that you want to achieve for your customers. That's what we need to be selling.” - @dbermant Share on X
“Most copywriters are not direct response copywriter which means they don't know how to write sales copy. And then they have to write copy that is designed to get or audience to hit your reply button on e-mail.” - @dbermant Share on X
Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)
Tom Poland: Hello everyone. A very warm welcome to another edition of Marketing the Invisible. My name is Tom Poland joined today by Danny Bermant. Where you hang out man?
Danny Bermant: Hanging out in London.
Tom Poland: London one of my favorite cities in the world to visit. It’s just a fascinating cosmopolitan smorgasbord of cultural diversity. Yum yum yum. I on the other hand live in a very bland Little Castaways Beach near Noosa in Queensland Australia where there is essentially just sand and waves and that’s about it.
Danny Bermant: Sounds pretty good to me.
Tom Poland: Yeah. Both places are pretty good for holidays. I would suggest so folks that you don’t know Danny. He’s one of the United Kingdom’s top email marketing experts and his forte which we’re going to cover in this seven minute blast is How to Convert E-mail subscribers into New Clients. Can’t wait. Identity must be a lot of money left on the table by people not knowing how to do this.
Danny Bermant: Absolutely.
Tom Poland: All right. Well let’s see if we can get some of that money off the table so our seven minutes is starting now. Question number 1, Danny. Who is your ideal client?
Danny Bermant: These are clients who are basically selling a product or service that requires a lot of nurturing in order to get a customer to end up buying. It’s not generally low value products. It’s something that’s quite an emotional sale. And it requires you to gradually build that most relationship a really good example is if you’re selling for example aesthetic treatments botox treatments like that.
Tom Poland: What about consultants? People offering advice that are going into a long term relationship with someone.
Danny Bermant: Absolutely. I think it’s all about where you enter the long term relationship where you’re making a big investment. You are making a big change to your life. You know it might be your parents might be making a big change to your business. It’s something where you really really need to invest in building that relationship. I’ll just do it with a quick e-mail.
Tom Poland: That’s pretty much every subscriber to this podcast. So we’ve got the right guy. Everyone’s in the right place. So question number two six minutes left. What’s the problem you solve?
Danny Bermant: We are offer templates to businesses that send e-mails that don’t get results. They’re not getting results in their email. These are people who don’t know how to write copy that converts.And they don’t have time to go on a copywriting course to know how to write copy. The particular skill to writing like combating emails they don’t necessarily have those skills that time poor business owners they don’t get those skills they just want a lot more is the formula. What do I need to say my e-mails to get results.
Tom Poland:] And it’s actually a specialty. I mean I think there’s a misconception that a lot of people to go to copywriting automatically good at writing e-mails that convert.But It’s actually you know if you look at the full gamut of different types of copywriting from books sort of landing pages, sales papers, every one of those is a specialty.
Tom Poland: So if someone needs your services or they need to learn how to write high converting e-mails, how would they know that? What are some of the symptoms they’re going to be experiencing where they’re going oh I need to figure this out.
Danny Bermant: They’re experiencing things like lower open rates. The fact that pretty much never or very rarely does anyone actually applied to the emails. So very very low open rate but also very high an unresponsive list, subscribers rates and also large numbers of subscribers are dormant.So you know a lot of numbers are just not open to anything. It’s not just they’re not clicking anything or not replying to anything but they’re just not in any way taking any notice whatsoever of the e-mails you’re sending.
Tom Poland: What’s an acceptable open rate. I know that’s a broad question because there are so many different. But if someone has an email list and are sending out thousands of e-mails what should they expect.
Danny Bermant: Correct. It varies from industry to industry but generally would be looking at writing at least 20 percent. OK. I want to get you into the mid 20s. The more relevant niche or less the higher would be.
Tom Poland: All right. Thanks for that. When people are aware that they’re not getting responses to their e-mails and perhaps people aren’t clicking to join in webinars or they’re not getting a reply or people aren’t completing the surveys or whatever else they’re going to rush off and try some stuff before they find you. What are some of those mistakes that people might make when they’re trying to solve that problem?
Danny Bermant: Lot of things I might do is they might try and hire a copywriter but there are millions of those copywriters out there. They might try to hire someone who comes from a journalist background to write it. Problem is most copywriters are not direct response copywriter which means they don’t know how to write sales copy. And then they have to write copy that is designed to get or audience to hit your reply button on e-mail. That is a very niched skill that most copywriters don’t have. And it’s also a style of writing which shows empathy with your audience. So when you write to them the audience feel like they’re looking in the mirror you know what’s being with is reflecting that.
Tom Poland: Now question 6,3 minutes to go so plenty of time to question 5. Still plenty of time. One valuable free action that an audience member could take. That’s not going to solve the whole problem but it would take them maybe a step closer. And I know we’ve got a free resource coming up but but one thing that something can do in the meantime.
Danny Bermant: Well I say stop talking about yourself. Most most brands what they do is they talk all about themselves their products their office and the audience not that interested. It’s really not about us. That’s the problem. The audience you want to talk about they want to talk about is talk about them.
Tom Poland: Right. Great advice 2 and a quarter minutes left.Question 6. What’s one value free resources you could offer folks that are going to help him with this problem.
Danny Bermant: Okay so I just talked about it, gave you some advice now about the audience a lot of them said they’re not let on to you then to themselves and they want to know what transformation you can achieve for them. So a resource that we got to offer is our guide to to high converting email and it’s all about secret that copywriters used to create e-mails that sell and copy that you can use to in order to sell.
Tom Poland: And it’s dub dub dub dub bit dot L Y so www.bit.ly/emailpodcast. We’ll publish the link below the video but if you’re listening to it and I tunes or Stitcher or something like that dub dub dub dub bit dot l y forward slash email podcast. So question 7 almost 90 seconds left. Incredibly, generous what’s the one question I should have asked you but I didn’t.
Danny Bermant: What’s the one thing you really need to know about your customers to write copy that sells? What is the one thing you need to know about your customer to write that copy that will transform the relationship you have with them? I think what you need to do is, you need to understand the real reason they’re attracted to you. Most people think “Oh my customers they’re buying the product.” They’re not any customer is buying transformation. So just give you a very good example I specialize in the aesthetic market, right? When someone’s buying cool sculpting which is a treatment to get rid of unwanted fat. Right. Well they’re not they’re not buying the treatment what they’re buying is the ability to wear fitted shirts right. This a guy is a girl it might be that they want to be and what they’re buying is a booty to wear dress they’ve always wanted to wear so it’s just remembering that. Stop focusing on your products ultimately focus on what is that transformation that you want to achieve for your customers. That’s what we need to be selling.
Tom Poland: Very clever. Danny Bermant. Thanks so much for your time. My pleasure.
Tom Poland: Thanks for checking out our Marketing of the Invisible podcast if you like what we’re doing here. Please head over to itunes to subscribe,rate us and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fiveHourchallenge.com.