A Five Step Mantra to Convert Prospects into Fans

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Here is a five-step process for brands to convert their prospects into buyers. The next step is to get the consumer to purchase again, eventually converting the consumers into an ardent fan.

1. Make a connection - Target people with their preferences. If they have not provided you with preferences, then give them options via an email, social media, or a direct mail piece. Watch what they prefer, and add that to their preferences. Use this information to create targeted offers for them.

2. Try to create a memory - Make sure that your copy and image are interesting enough for the recipient to remember what they were looking at. Also, make the call to action stand out. In an ideal situation the recipient will click through to purchase. If not, coax them to review your offer or even perhaps add the offer to their shopping basket which you can store for them.

3. Provide a trigger - Let people purchase a tangible asset from you. Even if this is a small purchase, it is a foot in the door. Solicit their feedback, their opinion, and seek additional preferences. So even if you don't get the sale or connection, try to get them to engage with you a little more.

4. Follow up with more - Use the information provided to create a second order. Do this within 45 days and you will be well on your path to moving the one time buyer into a repeat buyer. Leverage this information to thank them and make them another offer within a 30 day period.

5. Keep score - Look at your results in real time. Test out offers, headlines, & prices. Listen to the buzz on social media channels. Keep an eye on your numbers and use this to come up with dynamic offers.