As I mentioned in my last blog post, surveying your target market can demonstrate that you are truly interested in the success of their industry.
Developing an appropriate survey is dependent on:
1.) The needs of your target audience
2.) How your product/service solves those needs
3.) Developing the right approach to demonstrate the benefits you can provide
If you have a list of prospects with whom you are regularly emailing, doing an email survey might be the place to start. As with any email, the subject line is critical. It is important not to come across as if you are selling something. Your subject line might be:
- Help solve (one of the noted pains in the industry you are targeting) OR
- Do you have a solution for (one of the noted pains) OR
- Solving (the pain) yields more profits
Then, if you can, in the body of your email immediately tie your “story line” to the subject line. In this way, the reader will feel satisfied right away that you are truly continuing with what grabbed their attention.
Your story might be an example of a client’s success. It could be some statistics that show when (the pain) is solved what it yields. It is important to be short and informative… don’t get off subject. Your reader is busy and is reading to obtain some value or satisfaction.
Whatever your “story” might be, it should lead to prompting them to take the online survey. Try to give them a compelling reason to do this. Tell them how it can help them potentially solve a pain of their own. Think about it from their perspective… So that even if they don’t know you, they will see benefit in taking the 1 – 2 minutes to complete the survey.
If you don’t already have an email list, your best next step might be to cold call a list of prospects. You might be thinking… “no way!” Stay tuned… It isn’t as hard as you think… especially if you truly care about helping your target audience…
Let us know if you have any questions or if we can help in any way!
Until next week!
Helen & Mary Beth