How to Craft a Perfect Tell a Friend Message

Tell a Friend Scripts are internet tools to ferment word of mouth marketing. They can be very powerful, if you use them correctly. But if you do not know how to use them, they can be just without any impact, or even create big problems for a business.

Basic Functions
We use our “Tell a Friend” script for motivating people to inform their friends about an offer. The script makes it easy for our customers to spread the word. They need to fill only their own name and email plus the names and email addresses of their friends into a form, then press a button and, wow, the news goes out to 3, 4, 5 friends. Our script allows us you to offer an incentive if somebody sends the message out. We can also configure a campaign to reward senders if their friends take action after receiving the email, and we have control over the message which is passed along.

Why it Works
The basic power behind our tell a friend script comes from the fact that people love to share new and useful stuff with others. If the information they share is indeed new, surprising and helpful, it is like sharing a secret. And you all know that a secret must be shared with the “best friend”. If we add a carefully crafted reward into the picture, the system becomes even more powerful.

The Motivation
People share useful information and secrets (not readily available information) with several goals in mind. They may hope to …

  • provide value to a friend
  • strengthen a relationship
  • shine as an experts, who knows more than others about a certain field
  • earn an additional incentive
     
  • but, if not done correctly, a reward can devalue the information and act as an disincentive

The Message
Our tell a friend script allows us to control the message which is sent out. We limit the script always to send a message written by us, because otherwise people could use it as a platform for sending spam. This could spoil our name create trouble with our internet service provider and even with governments around the world. The message need also to conform to the FTC’s disclosure requirements related to product endorsements.

Message Attributes
How does a perfect message for word of mouth marketing look? Here are a few points:

  • It must be short and easy to understand
  • It must be interesting, even surprising
  • It must provide value to the recipient, even if he does not follow up with an action
  • It must induce a follow-up action
  • It must not feel and taste like spam, and neither be a hidden product endorsement or sales pitch

Composing a message for tell a friend scripts is copywriting. Every internet marketer needs to hone his copywriting skills continously in a cycle of testing and improving.

Message Examples
The program comes with a readymade message. Take that message as a placeholder. It may sound like

Hi [friends name]
I just found an incredible website offering the cheapest air tickets you can find anywhere, online or offline.
Check it out, click now on this link:
[Website URL].
You will not regret it.

I wish you all the best

[Sender’s name]

The Test
Would you like to send this message to your trusted friends? Could you hope to gain their respect as an expert, and to strengthen your friendship? And if you received such a message, would you act on it? As far as I am concerned: no and no. If you plan to use a tell a friend script with such a placeholder message, better save the purchase price and use the money to dine with your wife.

Another Example

Dear [friends name],
did you know that there are a few airlines out that allow you to reserve your seat for your family visit next Christmas already in January and then to wait with the ticket purchase until September.

I got this information from Johannes Stockburger.
You find the details at

[website URL]

I hope this information will allow you to reduce the fare of your next holiday flight.

All the best

[sender’s name]

The Same Test
Would you feel good to pass this message to a friend who travels frequently to see his family during the holiday season?
And would you mind to receive such a message from a friend who knows about your recent holiday travel adventures?

Follow the Rules
Our tell a friend script adds an opt-out link under this message, and we leave it there. It is just a sign that we and the person sending the message through the script accept the right of everybody else to decide which information they want to receive.
If the letter contains an endorsement, and the script offers at the same time an incentive to send the letter, we must disclose it. But we avoid endorsements and sales pitches in this message.

Conclusion
We try to craft a message providing immediate value to the reader. We avoid open or hidden sales pitches and endorsements in tell a friend messages. Otherwise we would have to include information about any reward offered for sending the email.
We take care that the system cannot be used for spamming, add an opt-out link to the end of the message and we do not allow the sender to change the message. Finally we safeguard the form with a CAPTCHA to prevent abuse and protect our reputation.

The Aim is Personal Growth

Why to bother with personal growth ?
It seems that we are already grown up persons, who have already achieved many things in our lives?
I ask this question at the change of the year, which is usually a time to evaluate our success, review our goals and refocus our actions and energy.
Usually on the list of our goals we find earning money, paying down debt, maybe a new home, furthering education, helping our children, nurturing the relationship with our spouse. But to what end? What do we really want from life?

Personal Growth Means Taking and Giving
You may already have noticed, that on my list of goals are both, getting and giving. Improving financial metrics, getting the means for an enjoyable and convenient life, like a nice home, and taking care of others, giving to our family, but also to others in need.
To grow means in way to increase our ability to get and to give. This is like a cycle, taking better care of our customers or clients, getting more money for it, improving lifestyle, thus getting better energy, give more to those in need, close to us and not so close, learn by giving.
Now there needs to be a balance between giving and taking. Without this balance, personal growth can easily change into personal decline.

Giving Without Getting Leads to Decline
He, who gives more than he has, runs into a debt problem, ending up at a point where he cannot give anymore. And he, who takes without giving, will inevitably disconnect himself from other people, end up in an emotional vacuum, and personal growth will again make space for personal decline.

Taking Without Providing Leads to Decline
Why giving without taking does not work for a long time, is self explanatory. But why is it not possible to grow if somebody takes and takes, without giving? Think about it: If you see people suffer, and you know that you could help them out with ease, you will have to close your mind and hard, if you want to avoid giving. While closing mind and heart, you will not be able see, hear and feel other information. You have blocked the entrance door for it. This forces a person into decline.

Get More so You Can Give More
This means, the trick is: Getting more, to be able to give a bit more. This will lead again to get more, this will allow again to give more. In the process you will grow in spirit, in knowledge, and in happiness.
Obviously, you cannot help everybody, and you cannot help somebody forever. If Bill Gates would give only one Dollar per day to every hungry person in the world, it would not take a week until he for himself would have to beg, and then he would not be able to help anybody else.

You Can Change Only Your Own Life
Another example is a drug addict. Nobody can help him, before he makes a serious decision to change his life. And that is not only true for drug addicts, but for almost everybody. This is, because the ultimate help is not a material gift, but support in personal growth.
This is perfectly expressed in the old adage: “It is good to give to a hungry a fish. But it is much better teaching him fishing“.

Traffic – Conversion – Backend Sales

Making money in direct marketing (online or offline) follows a clear sequence of actions:

  1. Traffic Generation: You need to get visitors to your website, and lots of them.
  2. Initial Sale: To receive money, you need to gain trust of your audience. The willingness to give you money for a promised product is certainly an expression of trust. The price of the initial sale may or may not cover the cost of acquiring this new customer.
  3. Backend Sales: If you have earned the trust of your audience, and strive to earn their trust every day again, they will buy again and again. This is where the real money is.

This is a numbered list, because it is essential to go step by step. Why? It is much easier to sell to somebody, who has already bought from you, and was more than satisfied with your performance. You just need to tell him: “I have this, do you need it?” And he will at least consider your offer. But to come into this position, you must have made already a first sale (or at least built a relationship of trust with the customer).

To get a first sale, which means a sale to a person who never bought from you before, and who probably does not know you, you must have an excellent offer. And you need to present this offer in a very convincing way. You know this long sales letters and these product launches.
If you are not completely new to direct marketing, you know probably also, that the only way to get a real good converting sales letter or sequence of sales messages only by testing. There is no way to know for sure, which headline is performing better, which picture, background color, layout outperforms all others. But the difference between a conversion rate of 1 percent and 2 percent can be the difference between a big loss and a small profit, especially if you realize that you pay for your traffic. And you do pay, either with money, or with your effort.

To get valid test results, you need lots of traffic. If you run a split test only between two headlines or two pictures or two videos, you need at least 30 conversions on the weaker one, to have a reliable result. This means to test only two variants, you need at an average conversion rate 3000 visitors. If you do not have a strong stream of traffic to your website, you may just need a year or two to test every aspect of your sales process. In this case your product will be probably obsolete before you can roll it out.

To learn how the masters are using this sequence, read The Great Formula. Mark Joyner, the author, allowed me to offer you a free download.

Social Media and Search Engine Traffic

There are two types of traffic:

  1. Traffic which comes from internet users who find you thru search engines, or by following a link, paid or unpaid, to your site.
  2. Traffic coming from mailing lists or socal networks, which you can induce by sending an email to your list, or by making a post to facebook, twitter etc.

Know The Difference
I do not have direct influence, when people search for, lets say a flight from Mumbai to Frankfurt. And if they reach me, they are not very likely to trust me with their credit card information, because they do not have a real clue, who I am.
People, whom I reach thru my mailing list, or Facebook and Twitter, had a chance to learn a lot more about me. They have an idea whom I am. This makes it is easier for them to trust me.
And I have the opportunity to tell them about a hot offer, when it is available. And sometimes, I can give an advance notice, before a price is going up. This makes them much more likely to buy. Why? Because my offer is timely, and because they have a chance to know me as a person.

So, there is a sequence from first time visitor to member of a mailing list, and/or to connect via social media. This allows us to develop a relationship and trust..

Frank Kern ist a master teacher in that. Watch his free videos and read his detailed report.

How to Get Traffic to Your Web Page?

Traffic is like the blood of all online activities: If nobody sees you article, photo, video, there is no sense in publishing it.
But not all traffic is equal:
The people who see you message on their screen need to

  • be interested in the topic
  • believe that you can give a valuable input
  • give you at least some trust

You need to have that in mind if you start to channel traffic to you new web business, no matter what is the source of traffic. In essence you need to build an audience. This means you need to build a relationship to people who value your input, and who are willing to listen, if you send them a message.

If you have already an audience in the offline world, you can draw them into your internet world. This is the case if you have already a brick-and-mortar business. You can draw your existing customers and prospects into your internet activities by providing through the web enhanced service, like support videos, 24 hour ordering etc.

To get additional people into your audience, you can use many methods. Some of the more popular are:

  • paid advertisements
  • article marketing
  • social networks
  • teleseminars or webinars

About each of this methods there is a lot of material and training courses available. And it is important to master the ones you use. So, the best approach would be in the beginning to study one or two in depth.
I one of the next posts I will discuss some characteristics of each method. This will help to decide which is the best to start.