Forcing a sale is hard... Staying top of mind is easy

But closing rates on average range between 15-20%... And for e-commerce they’re much lower...

Businesses are closing at most 1 out of every 5 people that they interact with. So the goal becomes trying to push as many prospects through the system as they can, with a focus on generating more leads.

I had the privilege of watching a genius marketer speak named Dean Jackson. He referenced a study which concluded that on average most people at Home Shows purchase a product roughly 6-8 months after interacting with a business. Additionally, they end up purchasing from a different company because the original business did not stay top of mind.

The reality is that most leads that you come into contact with won’t be ready to buy that instant... This is why it’s very hard to convince someone to BUY NOW.

BUT they will be ready at some point... Unfortunately most companies don’t continue the conversation and only focus on the 20% of leads that are ready to buy.

If you shift your focus from persuading people to buy right away, to nurturing ALL prospects and simply staying top of mind, then you’re bound to make more sales because you will be there for the remaining 80%. It’s also much easier to play the long game.

With that said, staying top of mind is even more important than the content of your newsletter. The goal is to be there when they’re ready.

You’re also likely to get more referrals. If you’re top of mind for a prospect, and they know someone who needs your service or product, they’re more likely to refer them to you — We’re all looking to feel like a hero when given the chance.

Not to mention, it’s a lot less stressful to be focused on generating valuable content rather than forcing people to buy.

The super signature is another great concept by Dean Jackson. It goes at the bottom of every newsletter underneath the signature. It looks like this:

The super signature allows you to lead the conversation with something valuable while gently offering your services at the end of the email. It’s sole purpose is to remind your audience how you can help them with your service or product... whenever they’re ready.

Focus on the latter, and eventually you will be there when they’re ready.

See you all next Thursday 👋

PS. Whenever you're ready... Here are three more ways I can help you become your most productive self: