In business, the number “one” is considered a bad number.
One is a bad number in your business when you only have one person on your team. It’s a bad number when your only product fails on its latest launch. Or when your ONE client gets hit with a disaster and has to stop being your client.
So yeah, there are plenty of ways that one is not a great number in your business.
However, the number one is the ONLY number when it comes to conversion from email marketing. Especially if your emails aren’t getting great responses or click-throughs.
Well, nine times out of ten, when I review client emails that are not getting great responses, the problem is that the email is confusing. There are too many calls to action, and there’s too much going on.
In other words, when you’re sending out an email, think about that ONE thing you want them to get, or want your reader to do with this email.
When they come to your Facebook page, what is the one thing you want them to do?
When they come to your blog (you’ve been working so hard to keep up on those killer posts), do you just want them to read your post and leave on their merry way? Or do you want them to leave you a comment, so that you can have a conversation with them?
Sounds great, right?
Well, hold on a minute. Focusing on just one thing is not always so easy.
This is where the SOFT part of business success comes into play. I call this the “SOUL TRACK” of your business. It’s where you unknowingly get in your own way. We’re going to go there now.
Many entrepreneurs operate from a place of lack, and they don’t even realize it. What happens in that place of lack is that they grab. They fear. They can’t be clear because [gasp] “Oh, my God, when they come to my website they should know I do this and they should know I do this and they should see all my free offers… and I have to just tell them EVERYTHING!”
What ends up happening when lack fractures your ability to be clear?
Well, your customer gets confused. And a confused customer doesn’t take action. A confused customer doesn’t click. A confused customer doesn’t do anything.
They go away.
And everyone else and every distraction is just a click away.
So, ask yourself, “Am I operating from a place of lack? Am I fearful? Am I scared because people are going to come to my site and not know all of the brilliant things that I can do?’ ”
Turn that around.
Ask yourself instead: “What is the one thing I want them to do when they read this email?” “What is the one thing I want my customer or client or prospect to do when they visit my website?” “What is the one next step?”
Instead of fire-hosing them, think of one as the MOST powerful number in your business.
Typically, if you have a lot to say when you’re sending an email, what it means is that you’re not communicating enough. Yes, that’s right! You’re not sending out enough communications. If you’re only sending an email out once a month and you have 18 things you need to let somebody know about, news items, dates, whatever you’re doing, then you’re not communicating with your list often enough.
What you really need to do is take it down into bite-sized portions. Once a week. Without fail, your ideal clients are going to consume your content a lot easier, and they’ll be happy, and they’ll love you so much more for honoring your business and serving them at a higher level.
So now here’s one thing I want you to do right now. (Aw, come on! You KNEW I had to do that!)…
Leave me a comment below and tell me your ‘yeah but’… or if you’re already doing this have you noticed that it’s really working for your clients?
Editor’s note: This post was originally published in July, 2015 and has been given a slight makeover to keep it fresh and current.