Any thinking or method needs to be developed and innovated according to the current situation.
80% of people only write an email for one minute and then send it. How can they ask customers to reply seriously?
How can you make customers look at you differently and think you are a professional salesperson if you send emails just for the sake of sending emails?
Wanting to get big gains without spending time is completely waiting for the rabbit.
If you want to have emails with a high reply rate, you must try different methods and let the results speak for themselves.
And the results need a process to prove.
In fact, less than 20% of development letters are valuable and easy to be replied.
If you want to be in this 20%, you must understand the customer’s information, write development letters in a targeted manner, and make breakthroughs in a single item.
1. Why is the effect of development letters not as good as before?
In fact, it is because the threshold of development letters is too low nowadays, and most foreign trade people only copy and paste.
With the advent of e-commerce and the rise of the Internet, there are too many channels for obtaining information, and customers have more channels to contact suppliers.
With the rise of various social platforms, suppliers also have more channels to contact customers.
But has the road of development letters come to an end?
In fact, it has not yet.
But if we do not take the initiative to make changes and do not have our own core values, we can only kill in a sea of red and become the mediocre majority.
2. 10 misunderstandings of development letters
The first point: Customers often only pay attention to things that interest them and do not need irrelevant nonsense.
The second point: We don’t know whether customers are interested in the emails we write. We just searched for the possibility that customers may need to purchase such products. So the core issue is how to write the subject more brilliantly and cleverly to attract customers to open it.
The third point: In the past, the overly formal writing was more classical. It’s not that it’s bad, but it’s outdated today. In this era, emails should be as concise as possible.
Point 4: Avoid long-winded speeches. A few simple sentences will suffice to express the main point.
Point 5: Don’t use overly complex words. If you don’t use them well, you will easily make mistakes and be misunderstood. You can use tools to detect them, such as Grammarly, which Sir Yan recommended.
Point 7: Except for some words that are accepted by the public, other words should be abbreviated as little as possible to avoid unnecessary trouble.
Point 8: When doing business, mutual respect is necessary. You must be sure of the other party’s business. Don’t let people think that your email is a mass mail.
Point 9: Use Google and LinkedIn to find the recipient’s name as much as possible. This is also something that cannot be ignored.
Point 10: When writing emails, you must pay attention to the font and grammar. The words reflect the person. If the email is not well written, it will make the customer feel that you are unreliable.
3. Why is Development Letter 2.0 still useful?
First is the title part.
It is difficult for customers to find your email in a sea of emails, so you need to make the customer feel refreshed in the title.
It should be noted that “Re”: can be added or not in the email, and it is not considered a trick.
Let’s look at the body of the email:
The beginning of the email must be straightforward, the focus of the entire content must be in the middle paragraph, and the words must be simple, without any incomprehensible words.
First, tell the customer who I am.
Next, tell the customer that we have experience in exporting this product, and the endorsement proves that the product quality is good.
Every supplier will say that their quality is good, but if you want to stand out, you need to prove why it is good from the side.
And writing emails must have a strong focus. Inappropriate content is a pure waste of time, and there is no need to say more.
For example, if you want to write a resume for an online foreign trade training instructor, most of her copywriting is good, and there are also more attractive topics.
She emphasized that she is the general manager of a certain company, how much annual sales, how many years she has been working in a certain field, and that she is a consultant for a certain company. These are all very good content and very good titles.
But there is a flaw in the resume, that is, too many titles, such as XX beautician, XX yoga instructor, and XX psychological counselor.
If you think the more titles, the better, this is wrong. These extra things will not only not add points, but will also reduce points.
Because you are recommending a foreign trade course, you must focus on your core values, and all copywriting must strictly follow the core values. This is correct.
For example, if you want to publish a book on foreign trade, the author’s resume must include foreign trade-related work experience, and there is no need to write that it is a certain airline.
Many people think that they are fully developed and their side jobs are very good, so they tell everything, but this also needs to be determined according to the specific situation.
Many things are far from being as simple as they seem on the surface. It takes a lot of effort to understand the logic behind writing this email.
Version 1.0 is a pure self-introduction
Version 2.0 is concise and clear, optimize the content as much as possible, and don’t have any redundancy.
Version 3.0 shows professionalism from multiple angles.
The purpose of the development letter is to maintain communication with customers, so each of your emails should be a classic 2.0 version. So many emails combined together are a multi-angle professional display.
Of course, this is just to help everyone open up their thinking through cases. It is useless if you can only copy and paste.
Nowadays, the competition in the environment is more intense. Only by constantly innovating can you overtake on the curve.
4. Blade mail
The core is minimalism.
Through the subject and words, customers cannot judge who sent the email, so they are curious to click on the attachment.
Therefore, the content setting should also be clever enough, focusing on attracting customers to open the attachment.
But it should be noted that the name and format of the attachment should be formal, and PDF format can be used.
Misconceptions in thinking:
Don’t believe that one template can go anywhere. Emails must be targeted.
Don’t believe in mass casting. Only targeted and accurate development is valuable.
Don’t believe in any mass mailing software that is wrapped in a high-tech coat.
5. Open class Q&A section
How to write a more eye-catching title?
Answer: In the past, Europe and the United States had a powerful writing style, but now such sensitive words will trigger the spam mechanism. If you have email exchanges with customers, these will not be triggered. So my suggestion is to conduct a background check on the customer first. For example, look at the customer’s FB, what he usually cares about, what kind of person is the customer, is he a long-winded person, or is he very old-fashioned. Everyone is different, so be fully prepared before writing targeted emails.
How does Alibaba’s new store develop customers as a business?
Answer: If you don’t buy any rankings, the search volume is very low. But if your industry is not competitive, you may be searched. What you need to do is to set clever keywords, understand the customer’s search preferences, and various long-tail keywords. But don’t just stick to one platform, you must learn to take the initiative.
How to develop customers for customized mechanical products?
Answer: Tell customers what functions the product has. Don’t think that mechanical products cannot be quoted. You can tell customers the approximate quotes for certain products. The quotation is not to let customers know whether the price is acceptable to them. The quotation is to let customers know the price and the approximate range of your price. What market is your product suitable for, other customers have other equipment, have you recorded videos, and have they used it well? You can use Mail Group from different angles.
How to understand customer needs?
Answer: People who do business will have product needs. You need to understand whether his products match yours, where are the channel points, and whether they are bought from European and American traders or factories in mainland China? You can study customer websites, channel purchase points, FB exposure content, and understand customer needs. Some can be searched through customs data, and some can be avoided by agents. In short, make good use of search skills and provide yourself with analysis reports.
What are your views on B2B and B2C?
Answer: B2B is about doing big business through a small team, while B2C is about a small team that can only do small business. The C-end targets different retail customers and is very fragmented. It is true that profits are good, but people’s energy is limited. They have to take orders, ship goods, provide after-sales services, and serve countless individual customers every day. Assuming that B2C can do 200-300 orders, it will be saturated, while B2B can do tens of thousands at a time. If the C-end wants to do well, it must have a large team or a very special product.
The supplier has more than a dozen salesmen, and we are the middleman as traders. How can we do well?
Answer: The times are developing, and decentralization is inevitable. However, this is a dynamic balance, but some companies do not have core values and will inevitably be eliminated. So the key is what your core value is and what value you can provide to customers? The real core large orders will cooperate directly with the factory, but for small and medium-sized orders, customers will consider whether they can earn 10% for the trading company. Because the products of factories are usually relatively simple, and trading companies can integrate resources to make more products. Another way for Hong Kong traders is to do it as a brand. When customers want to cooperate directly with factories, they will need to pay some additional factory inspection and certification fees, and do it through service providers.
How can small trading companies of chemical raw materials survive?
Answer: This industry is relatively chaotic. Some people will forge goods or sell second-class products as first-class products. You need to find out your most core trading method, whether it is the control of quality or flexible payment methods. In short, you must highlight your selling points.