Now that you have traffic coming to your new web site, it's time
to capture the contact information of as many interested visitors
as you can. Today you will learn how to get more qualified
prospects on your list and how to create a compelling and useful
follow up series that closes the deal.

(If you missed the first 6 steps, you can catch up here)
http://kenleonardjr.com/step1

While you will create a sales letter web page for your product or
service, most of your promotions should not directly point your
prospects to it. Instead, create a separate "gate house" for each
offer you run. Doing this will build a strong list of targeted
prospects that you can follow up with regularly. A powerful
follow up message can turn these prospects into customers.

Your gate house is a web page with a short teaser for your sales
page. The only way to get access to the information is for them
to enter their contact info. Creating a gate house is easy if you
can work with simple web pages with an editor like Dreamweaver or
FrontPage. You will also need to have an active account with one
of the autoresponder services, like this one:
http://followup.ken-recommends.com

First, create a blank web page with a colored background. Next
insert a table that is about 600 pixels wide by 1000 pixels tall.
Give the table a white background with a black border. Insert
your content and the form code that will let your visitor sign up
to your email list and redirect them to your sales page.

To get the form code for your gate house page, login to your
autoresponder account and open the control panel for the
appropriate autoresponder. Click the link that says "generate
form code" (or something similar). Then copy and paste the code
into the table html just below your headline and content.

The last step to building your gate house page is to add code for
a popup that activates when the gate house page is closed. The
sales letter web page that they would have been redirected to
after submitting their contact info will be displayed in a full
page popup.

This method is very effective for building a list of quality,
targeted prospects. Your business is not just about making sales,
it is about building your "house list" of prospects and customers
that you can send promotions to time and time again.

This is the key to the long term success of your home business.

The quality of the follow up series that your list receives will
greatly impact your sales. Make each email fairly short and to
the point. If you want to provide other information or resources,
link to it from the follow up email.

Each follow up message should leave the prospect anxiously
awaiting the next. Provide information that is useful to your
target customer all by itself.  Use compelling email subjects to
get your reader to open the email, then use a conclusion that is
a teaser for the next part of the series.

As far as how many follow up messages to send to a list, you
should think with no limit. Once a prospect has signed up for
your specific list, you can send on topic messages to them until
they tell you to stop. Gather your leads using responsible
methods and sources and you won't have a problem doing so.

A good way to gain the trust and loyalty of your list is to offer
them truly useful resources and free gifts, especially
unadvertised surprises. If your reader trusts you and likes you,
they will be more inclined to buy from you. One of the best ways
to get your readers to warm up to you is to write in a personable
manner which speaks directly to one reader at a time. Develop a
writing style that uses "you and your" instead of "I, me or
mine". Use this method along with the personalization features of
your autoresponder and your prospect will enjoy reading every
message you send.

In case you would like to produce a live newsletter or ezine
instead of an autoresponder follow up series, don't miss Step 8
of this tutorial. In Step 8 we will cover the finer points of
producing and mailing a weekly or monthly ezine. Do this the
wrong way and you will get poor results at best. See you next
time... 

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