Towards fully automated marketing

I did something today I should have done a long time ago: Put the marketing of my book on 100% autopilot.

Previously, every Tuesday I’d write a fresh new newsletter to prospects.

No more. I have enough content by far to put all of my newsletters on autoresponder. Every prospect gets a series of newsletters for about six months. Each issue provides more content than most newsletters, plus a small pitch for my book and/or consulting services.

After six months, they get a notice that their subscription has ended, and a final request for them to check out the book. I’ll still send my list of contacts messages as new news comes up, but six months of free information is about right for a prospect to make up his or her mind to hire me or not. (And I’m testing that hypothesis, so that I can add more content if needed).

I have too much going on with other start ups and clients not to have my marketing on autopilot. Thanks to Google, a web site that gets prospects involved, and an automated newsletter, I can focus on other things.

By the way, I sincerely hope you have subscribed to my newsletter at http://www.itprosuccess.com. Even though it’s on auto-pilot, the content has been very well received.

How about you? Do you have a newsletter? Is it on autopilot?

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  • http://www.rswarren.com Robert Warren

    Yes, I have a weekly copywriting newsletter; it covers business communications/writing issues for small business and creative design firms – articles, an opinion column, reader insight pieces, etc. I changed over to the weekly format not long ago and it’s been very well received.

    Maybe I might feel differently about this in another year or two, but it seems to me that putting a newsletter on complete autopilot (no personalization from issue to issue, just reordered articles) may be a mistake for many businesses. I suppose it partly depends on your field; in mine (marketing copywriting), my clients are primarily looking for someone who can connect well enough with them to understand both the tone and message they want to get out to their clients. Writing at least a new editorial each week is the simplest way I’ve found to stay in contact with a few hundred people each week, while demonstrating my status as a human being. If I went fully automatic, I think I’d lose readers as The Stapler would ultimately turn into one big billboard ad.

    The other advantage to not going full auto is that you can involve your readers more, solicit their opinions, get them into the discussions, and springboard the newsletter into a small community. Doing that helps cement your own editorial credibility and also increases the chances of your newsletter getting passed around. It tells your readers that it’s a newsletter that contains an ad, and not the other way around.

  • Amirsan

    Hey. I agree with Robert, however I also agree that Adrew’s solution can be very useful to many.

    Btw, your link to your site is broken, you need to add the “http://” before the www. ;) Nice Blog btw.

    —–
    http://www.stratcommandcenter.com

  • aneitlich

    Amirsan,

    Thanks for heads up on link.

    I stand my ground on this blog. Newsletters about marketing and sales (and copywriting for that matter) cover a few key themes that are largely timeless. They apply to readers whether they subscribe today or in six months.

    If new information (e.g. a great article, book, new framework, new case study) comes up then by all means update the copy.

    But autopilot seems to be working fine in my situation.

  • Amirsan

    what about for a local real estate company? Do you think this should work? My client, which is the owner of a Local Real Estate company (largest in the city of around 100,000). He wants me to increase the hits of his site, so I suggested a newsletter.

    And so he said almost the same thing as you, however the company he mentioned sends the SAME newsletter and content as the other customers the company has…

    So you think this will be profitable for him?

  • aneitlich

    Amirsan,

    I’ve worked with real estate companies to improve their marketing, too. Here is my advice: I’d put half the newsletters on autopilot, say every other one. Those should cover content where answers are consistent: how to minimize closing costs, about inspections, financing basics, etc.

    But customers of real estate firms also want updates about the current market. So every other newsletter I’d provide a market update: homes they have sold, asking price, selling price, time to sell, and comps.

    At the same time, his newsletter should offer access to a variety of free reports, perhaps in the form of pre-recorded messages, about numerous topics.

    Andrew

  • http://www.payperclickadvertising.info ozgression

    Good idea… it has made me think of how I can do something similar.