If you’re old enough, you might remember the Tonight Show skit Johnny Carson used to do – Carnac.
Carnac The Magnificent was a seer and a sage. He was able to predict the answers to questions that were “hermetically sealed in envelopes and kept in a mayonnaise jar on Bob Howard’s porch since noon today.”
They were my favorite Johhny Carson moments from my childhood. It was fun to work backwards. Hearing the answer and then the question. And the fact that it was topical humor made it even more challenging for a young kid.
Carnac’s skill at ascertaining the question were legendary.
As a database driven marketer, you don’t need to be as gifted as Carnac.
Your prospect may have everything you need to know hermetically sealed in their mayonnaise jar, but automation and data will help you predict their question.
The real power in marketing using automated email is your ability to read the minds of your prospects.
By tracking their actions, you can ascertain their wants and needs.
For instance, someone who visits 17 pages on your website is probably a better lead than someone who only visits two. They deserve a follow-up phone call from your sales rep.
If a prospect visits your page about the benefits of Brass Coffee Cups, send them a special offer for a one-day discount on Brass Coffee Cups.
Click on a link in an email about yodeling? Start them on your free Yodeling with Confidence email course.
These are some of the things automation allows you to do.
Yet, most email marketers still base their marketing off of their calendar.
“I’m going to do a launch in June.”
“Time to send out my monthly newsletter.”
Instead, start thinking like a concierge. How can you serve your prospect? What questions are their actions implying they need answered?
Build a system that allows you to stay one step ahead of your prospects. They will think you’re Carnac The Magnificent and reward you with their business.
…the answer to “A mule, a horse, Billy Carter”? Name three things that go to the bathroom outside. Sorry. It was probably funnier back in the 70s.