Doctor Spin’s Autoresponder Strategy: The Priming Wheel
Many brands do one sales email and then one or two reminders. When I suggest setting up a more sophisticated email autoresponder, a client might ask me, “But how on Earth do we come up with what to write for so many emails?”
“The best persuaders become the best through pre-suasion — the process of arranging for recipients to be receptive to a message before they encounter it.” — Robert Cialdini (author of Pre-Suasion)
Setting up an email autoresponder can be a study in progressive persuasion.
To visualise this progression, I’ve put together the priming wheel:
A twelve-step program for priming (pre-emptive persuasion).
The Priming Wheel’s 12-Step Program
Each priming stage can be bundled with adjacent steps — depending on how many emails to send. You can arrange them differently to fit your product/service and narrative.
Curiosity trigger. Make the email reader take action to know more. Example: Make the reader click something to get started.
Emotional hook. Make the email reader identify emotionally with your message. Example: Tell the reader a relatable story.
Social proof. Make the email reader less anxious by showcasing third-party success studies. Example: Provide testimonials.
Small ask. Make the email reader commit to something relatively easy. Example: Ask the reader to describe their challenge for a reward.
Value demonstration. Make the email reader see a clear example of the benefits in action. Example: Visualise the benefits rather than the solution.
Mutual benefits. Make the email reader trust the sender. Example: Explain why their success is financially essential for the sender.
Trust test. Make the email reader do something to see if they trust you enough. Example: Ask the reader to share something with their network.
Common enemy. Make the email reader understand you’re facing a more extensive picture together. Example: Give your enemy a face, a voice, and an appearance.
Negative reinforcement. Make the email reader see the consequences of not complying. Example: Demonstrate the worst-case scenario without holding back.
Big ask (the sale). Make the email reader understand that the time to buy is now, not later. Example: Put forward the offer with a countdown.
Feedback loop. Make the email reader confident about their purchase or decision. Example: Encourage the reader (now customer) and express companionship.
Referral ask. Make the email reader know that you respect their opinion and their network. Example: Ask the reader to refer two industry colleagues for a reward.
Affiliate: I use Mailchimp as my default email list manager.
Please support my blog by sharing it with other PR- and communication professionals. For questions or PR support, contact me via jerry@spinfactory.com.
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.
The Cover Photo
The cover photo has nothing to do with public relations, of course. I share for no other reason that I happen to enjoy photography. Call it an “ornamental distraction”—and a subtle reminder to appreciate nature.
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