For any endurance type sport, you can’t just dive in – you prepare, you train, you build endurance. Otherwise you’re curled into a ball on the field with a Charlie horse going Seabisquit on your hamstring. Medic!
You have to crawl before you can walk. Just as you must vigorously prepare for any email campaign you set out into the world.
How your life insurance agency handles one campaign sets the precedent for how it will handle the next one – to run a success you’ll have to get organized, execute like a pro, and follow through on your pitch.
Get ready to e-rumble
There is a time in everyone’s life where one must embrace spontaneity – fly by the seat of your pants so they say. Email campaigns are not one of those times.
It would be just lovely to live and work on a whim, but this isn’t a fairytale – it’s your livelihood and it takes methodical precision to run it up the ladder instead of into the ground.
Take the time to properly prepare beforehand, it will save you loads of time and stress in the long run.
Allow sufficient RSVP time. You’re going to have to Goldilocks this one – in other words don’t ramp up too soon and risk going cold with your public and don’t wait until the last minute with a five alarm fire blazing its way through your office.
Own the room
This is where you fill the money bag my friend. All the preparation in the world won’t mean a thing if it ain’t got that swing.
No great orator was ever remembered for the grueling hours spent before they took the stand – they were remembered when they laid down the final execution at the podium.
Terrified of speaking in public – find a coach. Not good with the techy smoke and mirrors – test your equipment to gain confidence.
Horrified with the thought of having to interact with others – find a new job. This is sales, baby, you have to flaunt it to get it.
Can you handle the truth?
There’s a reason they call it constructive criticism – you’re supposed to build from it. Too many hands in the cookie jar can cause a backlog but you should always listen to someone willing to give it to straight.
Send at least one reminder notice out prior to the event, at least a few weeks out. Open it up to questions from prospected attendees.
Don’t blast people with constant reminders – you’ll blow your wad early. That’s a reference to the old days of muzzle loaded firearms so stop blushing.
When it’s all said and done, follow up from patrons and get their feedback. Receiving brutal honesty in person from someone is a rare find – people will be more inclined to share their ‘nays’ in private quarters.
Wrap it up…
I saw in a movie once, a character said, “I don’t believe in stretching. Have you ever seen a lion stretch before it takes out a gazelle?”
We’d all love to be that wicked cool, but the truth is that any well laid plan goes down only with a trail of hard work behind it – just like an e-mail campaign. Insurance and financial marketing services involve planning no matter how you cut it.
No title, cup, championship was obtained without leaving some blood on the field. Take the time to nurture your projects until their ripe for the picking – you’ll be glad you did.