Marketing To The Maybe’s: Tom Ruwitch at Market Volt

TweetI attended a seminar on email marketing from Tom Ruwitch, owner of the email marketing platform Market Volt.

The presentation was absolutely outstanding.  If you are interested in marketing your business using email marketing, you should contact Tom for more information.

I truly have not heard someone logically lay out the fundamental reason that email marketing is an absolute MUST HAVE the way that Tom does during this seminar.

Although there are many points made during this seminar, below I will talk about one point that was made by Tom that was a real “AHA” statement for me.

“The vast majority of people you are marketing to are MAYBE’s.”

In other words:

• They are not a “Yes”
• They are not a “No”
• They ARE a “Maybe”

Allow me to illustrate with a hypothetical:

Dale sells HVAC services.  He runs a print advertisement in the local paper.  On that print ad he includes a phone number.

Susan is a home owner.  Her air conditioning and furnace are doing quite well, thank you.  She looks at the print ad and she says to herself  —

“hmmm… well… maybe I am interested in having someone have a look at my furnace before the winter sets in but not right now.  I am too busy and the furnace seems to be working fine”

The problem is that when Susan decides it is time to get the furnace looked at, Dale had better hope she remembers the name of his business.  Fat chance.

Consider the alternative:

Dale runs a print ad in the newspaper.  At the bottom he leaves his phone number (in case you are a “Yes” right away) and he also puts an offer that reads:

“Get Your Free Report.  9 Proven Ways To Reduce Your Energy Bill.  Visit Our Website at www.dalesheatingandcooling.com”

Susan sees the ad.  She isn’t ready to have the furnace looked at but she is definitely interested in reducing her energy bill.  She navigates to the website where she opts into Dale’s email marketing system to get the free report.

Dale begins sending Susan updates every month or so on special offers he is having along with other useful information for a home owner.

Susans furnace breaks.  Susan calls Dale.  Susan changes from a “MAYBE” to a “YES.”

Sound over simplified?  It isn’t.  This is how smart marketers are keeping their message in front of their target market.  These prospects have (as Tom Ruwitch puts it) raised their hand and asked for your marketing message.

Deliver your message to those that have asked for it  and watch your MAYBE’s become YES’s.