How the health care bill can improve your marketing

Friday, January 15th, 2010 at 5:43 am by Anita Ashland

Today I’m mixing marketing and politics.

Oh oh.

But here goes…

Yesterday I came across an article with the headline,
“White House, Dems, Planning Massive Re-Sell Of Health Care After It Passes.”

My first reaction was to roll my eyes.

I mean, from a marketing standpoint, isn’t it pretty lousy
to have to do massive re-selling AFTER the purchase?

But then I thought about it some more and have to admit
that they are on to something…

After a customer makes a purchase you SHOULD keep
talking to them about what they purchased.

But not in a sales-y way.

You see, most marketers, after a customer makes a purchase, start sending pitches for new products.

On to the next shiny thing.

But imagine how that makes your customer feel about what they just purchased from you.

That’s why a series of consumption emails is so important.

These emails help the customer understand what they
just purchased and help them use the product.

There’s no selling in these emails, although there is a subtle
tone of re-selling of what they just purchased, to affirm that they made the right decision.

Yes, I’ve written about this before. I obviously need to keep harping on it because I still don’t see many marketers doing this.

If you don’t have any consumption emails, it’s probably
because you don’t have the time to do it yourself or can’t write scintillating, relationship-building copy.

So I’ll give you a 20% discount off my regular rate if you place your order for consumption emails before the health care bill goes to vote, sometime later this month or in February.

I’ll dig into your product and write about in a way that will make your customers want to start using it right away

Even better, the thought of asking for a refund won’t
even cross their minds.

And the best part?

They will be more likely to buy from you again.

I believe so strongly in consumption emails that I’m willing
to give you a discount.

So what are you waiting for?