You've got your business, you've got some ads ready to run, and your site is
ready to take orders. All that's left is to buy some advertising and get people
coming to your site. But should you send people straight to your site from your
ads or set up some auto responder messages and direct them to those?
Hmmm. Good question. Here's some thoughts to help you with the decision.
When NOT To Use an Auto Responder
In general, if you're selling a single product, something that's not really that
complicated, only requires a limited amount of information to stimulate interest,
or you are using the excitement of the moment to make the sale, do NOT use an auto
responder. Just direct people straight to the site.
For example, ebooks. Generally, any information you need to stimulate interest
can be done on a single page site. You don't want to give away too much either,
and if you are setting up multiple messages in an auto responder, what are you going
to talk about?
When You SHOULD Use an Auto Responder
A more complicated topic, products or opportunities that require a somewhat larger
investment, or plans to cover multiple products or multiple benefits, require the
use of an auto responder.
Auto responders give you more time to explain your business or product. Or, you
may just need to keep in touch while your prospect considers a way to come up with
the money for what you are offering. In these cases auto responders are excellent.
You simply provide more information or feature different benefits in each message
and then direct prospects to your site to learn more or to make a purchase.
Exceptions
No rules are perfect, so we should all learn to put what we read into perspective
when considering our own businesses. So, even if you're product is expensive or
complicated to understand, if that's better 'shown' at a web site than 'told' in
an email, send people directly to your site.
As well, you can use email information courses to keep referring people back
to your site for just one simple product.
Ways To Compliment A Site With an Auto Responder
I've had quite a few hits on an auto responder I placed on my site. I simply
ask, "In a hurry? Want more information by email?" and provide a link. That way,
even though everything is right there on my site, if they are intrigued but don't
want to spend much time right then, there is a way they can get more information
later, and I still get to keep in contact with them.
Also, you can offer different information courses through auto responders and
put them on your site. This way, even if people don't buy from their initial visit,
you'll get repeat contact and get multiple chances to convince them to return.
Auto responders are extremely useful. There's no replacing them. It's just a
matter of considering your product or opportunity, and your options when deciding
how best to use them.
