The Indispensable Condition for a Newsletter to Work
The greatest newsletter in the world cannot be successful
without good email lists and a special condition. And this indispensable condition is
the following: If you want your newsletter to work, you have to
enter a conversation that is already taking place in your
Speaking in other words, you must tap into a pre-existing desire. For example, if a person is not looking to buy a car, you will never succeed in selling him or her car. As a matter of fact, the quality of your newsletter is of minor importance. Once you’ve found out that this person is looking for a car to purchase, the newsletter work can begin. You can build your arguments for why the car you are selling is the best. But we can assure you that nothing will come of your reasons if your recipient doesn’t want to buy a car, is not going to search for a new car for several months or even a year, or has already got a new car.
Your efforts, no matter how skilled, are useless with this person. It is also nearly impossible to sell a product that addresses a problem or need that your prospective customer has never heard of. Newsletters yield results because they appear at exactly the right time. We mean, the time when your (let’s say) future customer is searching for buying a particular product, no matter whether this product is from you or from rivals. The question then is not whether your reader will buy, but from whom will your reader buy. If your letter comes along at just the right time; if it’s convenient for your reader to buy from you; if you make a good case for your product; and if the price is right, you have a great chance to make the sale. So to be successful, what you need is a way to find qualified leads relatively inexpensively—to find those people who want what you are selling. A poor sales letter can be successful when mailed to the right list, but a great sales letter is likely to fail when mailed to the wrong list.