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Lesson #2: Different (and Profitable!) Ways to Use Smart Autoresponders
So, autoresponders allow you to automate the process of instantly responding to someone who 1) asked for more information or 2) did something (like buy from you).
Friend, when you start putting the wheels in motion to consistently follow up with your leads, you will start to see the amazing results this amazing tool delivers!
For example, you can use your autoresponder to…
1. Send instant information to people who request it;
2. Automatically follow up with your HOT leads;
3. Offer a multi-step course or offer lessons by email;
4. Publish your ezine by broadcasting to your opt-in list;
5. Convert inactive or “dead” leads to your current list;
6. And promote (ie “upsell”) backend products!
Why put your business on autopilot…
Let’s say you place a simple Internet classified ad for your product. It contains your offer and your email address so that your potential customers can contact you for more information.
Great. Now, let’s also say that your ad is seen by thousands of people and conservatively generates over 300 queries on the first day of publication. That’s pretty cool, right?
But here’s the kicker…
Each request for information you receive has a specific question to answer. Now, how the hell are you going to handle 300 requests for information without going insane?
For example, answering just one email can take you 10-15 minutes! If you do the math, you have 75 hours of work ahead of you… And that’s just the first day!
This means that on the first day you will only be able to respond to a third of those requests, only 100! The other 200 will still be waiting and will probably lose all interest at this point!
Your HOTTEST leads are now frozen! And that doesn’t take into account all the future requests you should receive on the second or third day after your ad is published.
You must “strike while the iron is hot!”
Prospects want information quickly. But they will lose interest if they have to wait for your response! Heck, some of them probably won’t even remember you when you reply!
And a bigger problem is that this is just for the initial response; You haven’t started following them yet! You see the damage and the frustration! — Can this cause you?
It is impossible to handle such a large volume of requests manually… At least, to do everything, and on time, especially when the client is “hot!” (Unless you have a staff of workers!)
If you think hiring staff is the way to go, don’t forget that on the Internet, people from all over the world see your ad, 24 hours a day, 24 hours a day. Can you afford overtime?
Advertise again with your classified ad. But this time, however, insert your autoresponder’s email address to provide more information instead of your staff.
When someone sends an email to this address, they get a response within seconds! Not in minutes, hours or days, but NOW!
Let’s go one step further…
By this point, I’m sure you get the concept. But now, let me show you how you can start to see the immense profitability of using “smart” autoresponders specifically.
Let’s say the people who requested your information received it, read it but put it aside… They’re just undecided at this point and want to “think about it”. It’s understandable.
But if you leave it at that, this is what can happen…
They are too busy and never move forward,
They have lost or lost your email,
They were filled with other emails,
They accidentally deleted your email,
They forgot about your offer,
They lost interest in your offer,
They found a better deal elsewhere,
They forgot how to contact you,
By increasing the number of exposures to your message, your prospects are more likely to never forget or miss your email, and your prospect will think of you first when they do!
If, of those initial 300 information requests, 10 people follow through, the remaining 290 are saved for you, added to your autoresponder cycle, and automatically followed up with…
… As many times as necessary!
Plus, they’re instantly added to your database, so you can contact them anytime, in the future, whenever you want! That way, you can start building a specific activation list!
In addition to getting automated and sequenced follow-ups, you can use it to publish an e-zine, promote JV partner offers or affiliate programs, or make special announcements!
By doing this, you have not only increased the chances of selling that customer, but you have also increased the lifetime value of that customer by increasing the number of sales… With the same customer!
For example, let’s say your company deals in car parts. Your initial response sends information about your company, or perhaps a specific part that a person wants more information about.
They then receive a follow-up email, once a week. Finally they decide to buy. But in a few weeks, you email them about, say, another party to go with the same car!
In other words, you can make them buy again and again! They’ve bought from you once, so trust is already established… Your customer acquisition costs are practically non-existent!
How to structure your follow-up sequence
In addition to sending email to an address, autoresponders can be activated from a form on your website, where the visitor will enter their information and receive an instant response.
But now you want to set up an “autoresponder” sequence so you can send more messages to your prospects at intervals you specify (such as two, five, or seven days later).
Here’s an example of an initial autoresponder message…
> Dear John Doe,
> Thank you for requesting more information about our
> previous products. I have attached to this email a
> document containing our price lists for
> Catalog of August products.
> Please read it at your convenience John.
> I will answer you on Wednesday at the same time
> with our special offers.
> Feel free to email me or call me on the phone
> toll free at 877-555-1212, if you want to talk about yours
> needs in more detail.
> Thanks again,
> Joe Bloggs
> Bloggs Business Supplies Inc.
By the way, the words in red were automatically added by the answering machine. You can capture and add a name, a full name, a month, a year, a few days ago, you name it!
You can also attach documents!
A series of follow-up messages are then sent over time at intervals of your choosing! Here’s an example of a sequence for tracking leads who have requested information:
The first message is sent immediately
The second message is sent 2 days later
The third message is sent 5 days later
The fourth message is sent 8 days later
The fifth message is sent 12 days later
The sixth message is sent 16 days later
The seventh message is sent 20 days later
(Also, keep in mind that the time frame may be different, depending on your type of business, product or market.)
An example of a tracking sequence
Next, I’ll illustrate how to set up your autoresponder with an appropriate sample sequence to follow up with people who, for example, have requested information about a particular product.
Automatic response: “Thank you” for requesting information
The goal is to thank your potential customer for inquiring and introduce them to your website or product. It is important to outline the main benefits and what is in it for them!
Tracking no. 1: Enter a deadline or limited time offer
After a few days, your prospect can easily forget about you. Not only remind them of your offer, but also give them a sense of urgency, such as “I better get this before it’s too late.”
Use scarcity, such as limited time offer or limited quantity. Maybe there are only 17 spots left in a seminar you’re promoting, or maybe only 200 copies of your book in print.
Tracking no. 2: Reinforce benefits to persuade potential customers
Sent 3-5 days after the original request, detail the offer reinforcing the benefits. Highlight the benefits they get from buying your product or doing business with you.
Tracking no. 3: Pile on the bonuses to get them excited
Highlight bonuses or bonuses (many people buy products just for the bonuses). Remind them that bonuses are limited and guaranteed for a few days. Again, use scarcity!
Tracking no. 4: Build value by comparing your product
Demonstrate value by comparing “apples to oranges.” If you’re selling a report on how to build websites, compare that to paying an experienced (and quite expensive) web designer.
Tracking no. 5: Increase Desire with Glowing Testimonials
Build trust. You are completely unknown to your potential customers. But they’ll trust you a lot more if you give examples of what other people have said about your company and product.
Tracking no. 6: Demand action and deadline reminder
This final step in your sequence is what makes or breaks the sale. Remind your prospect of the benefits of your product, and especially the urgency and scarcity, like a deadline.
(Potential) Follow-up #7: Do market research
Remember that even after the follow-up sequence is complete, your leads are still very valuable to you, whether they’ve bought or not. First, you can contact them to investigate.
Ask them why they didn’t buy from you. The information they provide can help you change your offer or even rewrite (or add something to) your autoresponder sequence.
Second, contact them regularly thereafter (using your autoresponder’s “broadcast” feature) to let them know about website updates, new products, special offers, etc.
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