Establish trust with a brand identity.
Nowadays, marketing messages flood people's inboxes daily. In order to stand out, you might think the flashier and shinier the template design, the better. You’d be dead wrong. If you constantly change the format and template of your emails, readers will be left scratching their heads as to who the email is from. You’ll only increase confusion and decrease reliability. Instead, stick with a consistent look — even if it’s super simple. By doing so, you’re establishing a brand aesthetic. Over time, your customers will come to understand your core identity and they’ll feel as if they can rely on you. When you reach that level of influence, your subscribers will trust you. And if they trust you, they have a greater affinity to buy from you. Pick a template, make it yours and stick with it. It’s never too late to start creating standards and establishing consistency. Not sure where to begin? Kim Robbins, an AWeber email designer, put together this great brand standards worksheet to get you started.Create authority and likeability through great photography.
Marketing teams spend thousands of dollars on captivating product shots. That’s because fantastic high-quality images help guide our decision making and accelerate the purchasing process. They add professionalism and authority to the content. While product photography is a skill that can take years to hone, it’s now easier than ever to take fantastic shots with some very basic photography tools (some of which you may already own). Take the examples below. Both skateboards are listed on Etsy. The one on the left is a basic shot that shows the product. While you know exactly what you’re buying, the image is amateurish and doesn’t show off the board’s uniqueness. It also doesn’t create much of an emotional desire to like or buy the skateboard. By simply changing the angle, location and lighting, though, the photos on the right become more professional and appealing. You can easily see the features and characteristics that make this board different from other ones on the market. They lend clout and instant likeability to the product. The best part: You can shoot photos like the ones on the right with an iPhone. Natural window light + an iPhone + a simple background = the formula for inexpensive but high-quality product photography. If you want to go a step further, I recommend getting a lightbox to use with your iPhone or a DSLR. This folding one is worth the small investment if you're selling small goods. For larger products, you can use a seamless background paper roll. The photographer of the skateboard on the right (above) probably used something similar to shoot those images. In addition to those tools, here are some other tricks to accomplish this level of photography:- Get closer to the object to decrease the amount of clutter in your image. You want your reader to focus on just the product — not, say, the bookshelf or the buildings in the background.
- Change your angle from the expected human eye level to something more dramatic. For instance, try lying on the ground or standing on a ladder. Your reader isn't used to seeing the product from these new perspectives. This instantly makes it seem more interesting.
- Shoot the small details as well as the full product. The more aspects a buyer can absorb without actually touching the product, the more likely they are to want it.
Build a community with visuals.
Belonging is a basic human need. We have an inherent desire to be part of a group — a family, a workplace, a team, a club, a hobby, an online group, or a religion. Capitalize on this sense of belonging in your email designs. If you can make your subscribers feel as if they’re part of a community by owning your product, then there is a greater chance they’ll buy from you. Here are a few ways to visually do that:- Show a behind-the-scenes peek of the product creation. This creates the feeling of exclusivity. Subscribers feel like they’re privy to a process that not everyone gets to see.
- Showcase an aspirational lifestyle. Take shots of your ideal customer using your products in the wild. It gives your subscriber something to desire. They start to picture themselves as the model in the images.
- Create FOMO (fear of missing out). Include user-submitted images of other customers using your product. (Always ask permission before sharing.) By doing so, you’ll provide social proof of others using — and, essentially, recommending — your product. We take cues from others. So if your reader sees others using the product, they might take action and buy.
The post 3 Ridiculously Clever Ways to Get Subscribers to Buy Your Stuff appeared first on Email Marketing Tips.
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