Take your prospects on one adventure at a time

At the rate we’re going, we’ll probably have at least one superhero movie every year until we die. (Disclaimer: that’s not necessarily a bad thing.) One way that studios can help keep that momentum and interest in the audience going for the next film is to tease them about what to expect, often during an after-credits scene. It’s leaving a little intrigue for what’s been left out, and it can work just as effectively in your own marketing content.

In other words, don’t give away the whole show.

Rally Superhero

When you tell your prospects everything—introducing yourself, telling them about your company, asking several questions, and diving into the hard sell all in a single email—you remove that intrigue. In fact, you’re more likely to overwhelm them with too much information.

Obviously you didn’t mean to turn them off. You wanted to be transparent. But doing so often requires an incremental email approach. In our superhero analogy, it’s akin to going on one adventure at a time. Those “adventures” could include one email addressing a pain point that your prospects need to be saved from, another email about a market trend that could be affecting their business, and another about a case study that highlights overcoming a challenge with a previous client. Keep in mind that you aren’t selling yourself, you’re showing how you’re an authority in your market space meant for good.

But don’t show all. Keep the mask and the cape on a little while longer—at least until your prospects are ready and want to know more about who you are and what you can offer them.

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