Nancy Harhut's second presentation of the day was on "Seven Super Effective Email Tactics You Can Use Tomorrow'

1. 7 Super Effective Email Tactics
You Can Use Tomorrow
Nancy Harhut
Chief Creative Officer
HBT Marketing

2. @nharhut
AGENDA
1. The ripple effect of the Consistency Principle
2. Why you’ll sell more using Social Proof
3. When negative can deliver positive results
4. What instantly makes you look better than
the competition

3. @nharhut
AGENDA
5. The one thing to say to increase response
6. The journalist’s secret that boosts email
readership
7. Which days are best for success

4. @nharhut
The one thing to know?
Everyone relies on decision —
making shortcuts

5. @nharhut
The ripple effect of
The Consistency Principle
1#

6. @nharhut
Once people commit, they
remain consistent.
First small yes leads to
subsequent larger ones.
— Robert Cialdini

7. @nharhut
Thanks for your ongoing
support. Want to help
out again?

8. @nharhut
Thank You for Registering
with VistaPrint

9. @nharhut

10. @nharhut

11. @nharhut
Cognitive
Dissonance
Robert Cialdini

12. @nharhut
ACTION:
Escalate your asks.
Remind people of their earlier yes.

13. @nharhut
Pro Tips:
• Start with an easy “yes”– small / low commitment
• Get people nodding in agreement
• Consider videos, tweets & social posts

14. @nharhut
Why you’ll sell more using
Social Proof
2#

15. @nharhut
We do what other people do
…especially if they’re like us
— Journal of Applied Psychology

16. @nharhut
Almost Sold Out: See Who’s
Attending Ad Age Digital Conf.
Your peers and competitors
have already registered

17. @nharhut
95% sold out

18. @nharhut
Your marketing peers’
top downloads from
the first half of 2017

19. @nharhut

20. @nharhut
We already have over 200
registered. Here are some
of the job titles attending…

21. @nharhut
ACTION:
Show your target others have already
done what you want them to

22. @nharhut
Pro Tips:
• Use testimonials – start at skeptical
• Many people or Very similar people
• Label most popular, recently sold out, best seller

23. @nharhut
When negative can deliver
positive results
3#

24. @nharhut
Loss Aversion
2x more motivated to avoid pain
than achieve gain
— Amos Tversky, Daniel Kahneman

25. @nharhut

26. @nharhut
…do nothing and your
registration will expire
on Monday…
Endowment Effect

27. @nharhut
7 emails you should never send

28. @nharhut
Don’t pay an extra
$300+ for INBOUND

29. @nharhut
Why your
Conversions
Suck (And How to
Fix it)

30. @nharhut
ACTION:
Help people avoid mistakes

31. @nharhut
Pro Tips:
• Focus on the pain they’ll avoid by responding
• Stress the pain they’ll feel if they don’t respond
• Trigger the Endowment Effect

32. @nharhut
What instantly makes you look
better than the competition
4#

33. @nharhut
The Authority Principle
People recognize and respect authority
Assume they’ve done the work for us
— Robert Cialdini

34. @nharhut

35. @nharhut
The Massive 110 Point
Ecommerce Checklist
You’ve Been Waiting For

36. @nharhut

37. @nharhut
Order the #1 New
Release Marketing book
on Amazon today

38. @nharhut
ç
Chris Kai author of
Big Game Hunting
ç
Fortune 500
companies like
Google, New York
Life, American
Express

39. @nharhut
ACTION:
Invoke perceived experts

40. @nharhut
Pro Tips:
• Choose the right clothes / props
• Endorsements, memberships, media mentions
• Consider celebrities, hometown heros –
but be careful

41. @nharhut
The one thing to say to
increase response
5#

42. @nharhut
Give the reason why
Because = compliance trigger
— Ellen Langer, Harvard University

43. @nharhut
Because we expect
your organization…

44. @nharhut
Because you are part
of our family

45. @nharhut

46. @nharhut
Since you are a
valued member…

47. @nharhut
ACTION:
Legitimize your request
with a reason

48. @nharhut
Pro Tips:
• Don’t assume people know why
• Lead with your reason
• Test some flattery

49. @nharhut
The journalist’s secret that
boosts email readership
6#

50. @nharhut
5 Ws + H
Use numbers and lists
— George Loewenstein

51. @nharhut
Who doesn’t want to make
their marketing easier?

52. @nharhut
What do 90% of your audience
have in common?

53. @nharhut
Where to Get Good Headlines

54. @nharhut
When it’s OK for your
brand to be risqu??

55. @nharhut
Why an online marketing
suite is a game changer

56. @nharhut
How to Guarantee a Decision Maker Meeting When
Selling to the Government – OnDemand Webinar

57. @nharhut
3 Reasons NOT to use Lead
Scoring to Generate More Sales

58. @nharhut
ACTION:
Offer to fill an information gap

59. @nharhut
Pro Tips:
• Use superlatives (the Best / Worst / Most / Top)
• Add a 6th W – “which”
• People are more persuaded by info they feel isn’t
widely known

60. @nharhut
Which days are the
best for success
7#

61. @nharhut
Holidays
Special celebrations
— Hedwig Von Restorff

62. @nharhut

63. @nharhut
A Lucky Friday The 13th
To You!

64. @nharhut
What’s today?
q International Bacon Day
q International Square Dancing Day
q Be Late for Something Day

65. @nharhut
Celebrate InsideCXM
One Year Anniversary

66. @nharhut
You’re Invited: Blue Penguin’s
17th Birthday Party, July 19th

67. @nharhut
Introducing Orange
Tuesday at PTI! – Only
24 hours to save big!

68. @nharhut
Happy National NANCY Day!

69. @nharhut
ACTION:
Piggyback on a holiday.
Or create your own.

70. @nharhut
Pro Tips:
• Refer to the day in the subject line
• Have fun with it
• Consider pre and post communications

71. NHarhut@HBTmktg.com
Nancy.Harhut @nharhut Nancy Harhut
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Nancy Harhut
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