Tips on Writing Auto-responders with PUNCH!

Auto-responders are a business owners best friend. But what exactly is an auto-responder?  To give you an analogy, think about when you meet someone and you say "How are you?" Most times the automatic response you get back is "Fine thanks".  People don't even think – the answer just automatically comes out of their mouths.

Now – transfer this analogy to your computer. Most people have experienced one of the "sorry I am holidays so can't answer your email" type of autoresponder emails. You are fully aware that the person is not there answering their email – the computer sends the email automatically.  This is the most basic form of autoresponder – one email triggers one response.

But a decent autoresponder package can do so much more. When people contact you via email or using a net form they expect a fast answer. Generally they expect an answer within a few hours. This is where an autoresponder program really makes your life easier - they can answer and respond instantly on your behalf. 

Let's start with a simple example where someone submits a form on your website to be sent out a brochure. You can set up an autoresponder to receive the email and then email back out the brochure without you having to lift a finger.

You can also set up autoresponders to manage subscriptions and unsubscribes to newsletters. They can also be set up to deliver e-books or MP3 downloads on successful purchase over the net. You can also deliver a broadcast email or newsletter to everyone on your list at the touch of a few buttons.

Another of the other great features of autoresponders is you can create a series of follow up auto-responder emails to be sent out at pre-programmed times in the future.  Research has shown most sales people give up after 2-3 follow up contacts. Autoresponders will keep on sending out the emails you have programmed long after your sales person has given up. All you need to do is write it once and then let the sequence run over and over again.

Here's my 10 step formula for writing auto-responders with PUNCH.

The best auto responders are like mini direct mail letters - so you need to cover all of the regular elements of a long copy direct mail letter in a very succinct way in no more than 5 paragraphs!

1. Subject line – Your subject line is your headline. People will make a decision whether or not to open your email by your subject line. You need to make it interesting, intriguing and tempting enough for them to click open your email.
2. Headline – You also need a strong headline to grab their attention once they open your email.
3. Body copy – Your copy should reflect a problem – solution approach. This means you should hint at a problem the reader may be having and then quickly provide a possible solution or solutions.  Remember, you need to focus on the benefits of your product or service and not the features.
4. Links – You should link through to your sales page in the first few paragraphs of your copy as well as at the end of the copy.
5. Proof/testimonials – You should include at least one testimonial or some other proof of your claims to build your credibility.
6. Guarantee – Take the risk away by offering some form of a money back guarantee.
7. Call to action – You need to have a clear and compelling call to action. Make sure you tell people exactly what you want them to do or the action you want them to take.
8. Create urgency – You need to create a reason for the reader to take immediate action.
9. Signature
10. PS – PSs are always read. Make it compelling and reinforce your core messages.

A typical autoresponder sequence promoting a new product or service is as follows:

1. Initial email
2. 4-7 days later – restate your offer and reinforce the urgency of their action
3. 4-7 days later – reinforce the benefits, pile on more testimonials and perhaps offer added bonuses. Combine this with a reminder of the deadline or other reason they need to act today
4. If they still don't buy, then you could ask for feedback on the offer at this stage
5. Keep the person on your email list and regularly keep them updated with newsletters and other broadcasts

Autoresponders are like your silent salespeople. If you take the time to set them up correctly and program them for success, you can automate your business and create more time for other business growth activities.

Ingrid Cliff is a Brisbane freelance writer and the Chief Word Wizard of Heart Harmony - her writing services studio that helps put your business into words. Ingrid writes a free weekly newsletter packed full of small business tips to help both you and your business grow www.heartharmony.com.au.