Mark Silver
You know that little dangling thing-a-ma-jig that hangs on the end of your emails? Your email signature? I bet you don't pay it much attention.
But, all the same, you're kinda counting on it doing its job. You're counting on the perfect person reading it, clicking the link to your website, and becoming the perfect customer.
Unfortunately, most email signatures just don't deliver. Why not?
Email readers have been getting a workout.
Have you ever spent time in the gym, or jogging, or just out having fun in the sun, and gotten really thirsty? You know, -really- thirsty?
I exercise hard about three times a week, and let me tell you, during and afterwards I'm drinking a lot of water. If you want to ask me a question when I'm parched like that, I'm more than likely going to stop you in mid-sentence, "Hold on- I gotta get a drink."
Anyone I know who has email is getting a work-out. There is a LOT of email coming through. People in the midst of an email workout tend to read it, answer it, and move on to the next! Right? Isn't that what you do?
So what happens when you see a signature that looks like this?
"Spiritual business healing Mark Silver Heart of Business 503-282-3037 http://www.heartofbusiness.com "
That's right- you zzzzip! right past it, onto the next email. Chances are, unless you get a rare intuitive hit, you aren't going to click on it.
It's even worse if you participate in an online forum. At least if someone has emailed you, there's already a relationship happening. If you are posting something in an online forum, or in a yahoo discussion group, you want people to click through your signature to your website. But they don't.
Give the poor email reader a drink of water.
What you want is the signature equivalent of a drink of water in the middle of a hard workout- one that actually gives your email reader something useful, right now (just a click away). They aren't hard to write, and I think you'll have fun with them.
Ready to write some signatures that deliver a cool glass of water on a hot day?
Keys to Serving the Water
Your home page, even when it's written effectively, is meant to connect with people. But it doesn't necessarily give immediately useful information.
Instead, link to an article you've written. And, if you need a format for an article that works, I've got a link at the end of this article that will help you.
The key here is asking. Most signatures are statements. But, by asking a question, and especially a question that is relevant to what's true for them: "Are you thirsty?" it's hard for the reader not to engage with you- by clicking.
Then, once they click through, you have a strong action step at the end of your article: ask them to subscribe. Because they've just gulped down some of your water, they'll be more likely to sign up for a regular dose from you.
Which is what you were hoping with your original, 'home-page' signature. Right?
An example:
I wrote an article about how to hand off your most hated business tasks. So, I created an email signature that links to that article:
"In running your business there are things you love to do, and things you don't...
Wondering how to hand off your most hated business tasks? Read this article: http://www.heartofbusiness.com/articles/2006/Apr19.htm "
Notice I had a one-sentence summary of the main problem the article solves, and then I asked a question. And then the link. Very simple.
Always include the 'http://' in front of the 'www' - that ensures that nearly any email program will automatically turn it into a clickable link. Without the 'http://' your link may just be plain text- and no one will click - because they can't click.
Here's another one:
"No matter how much, or how little, your business earns, it always seems as if there's just enough... Is it ever possible to go from 'just enough' to extra?
Profitability: How to get from 'just enough' to having extra. http://www.heartofbusiness.com/articles/2005/July11.htm "
Go ahead and click through on either of those links to see what's at the end of the article.
And then write some new, thirst-quenching signatures, and go get those thirsty email readers some water.
Liked the article? Bugged you? Questions? Drop me a line.
And here's the article-writing resource I promised earlier, (in the form of a signature):
"You know you need to write articles for your business, because they position you as an expert, and create trust with your readers.
How -do- you write articles that get read, remembered and recommended? Read this article: http://www.heartofbusiness.com/articles/2006/Aug2.htm "
My very best to you and your business,
Mark Silver
About the Author:
Mark Silver is the author of Unveiling the Heart of Your Business: How Money, Marketing and Sales can Deepen Your Heart, Heal the World, and Still Add to Your Bottom Line. He has helped hundreds of small business owners around the globe succeed in business without losing their hearts. Get three free chapters of the book online: http://www.heartofbusiness.com
