Emails That Sell

Answer: Give your future customers want  they want

This is simply doing a lot of listening, maybe even asking, your ideal clients and prospects what it is that would actually help them get ahead and then actually help them with it.

Too often we look for the big strategy or tactic when right in front of you are the easy answers…the low hanging fruit.

Here are a few of my favourite ways to give my audience what they want…

1. A simple checklist: one that your audience can use straight away to get something done.

If you haven’t seen it already, here’s my Marketing Checklist. It goes through ALL the events you need to have on your marketing calendar. And more importantly there’s nothing else distracting that will throw you off your game.

Get these events down, work towards them and you’ll be focused on the main things are specifically designed to add profits to your business. That’s it. It really doesn’t need to be any harder.

2. A step by step process to get your clients their big hairy audacious goal.

Now, there’s no way you can provide the all-out solution. Clearly there’s more in the detail, but what you want to do here is provide a guide that cuts through the chaos and the overwhelm.

Let’s face it – there is so much information on the interwebs. What your audience will appreciate is simplicity and clarity, don’t you think? So something like my 5-step pre-selling framework which has been extensively used by clients to pre-sell their product or service before creating a shred of content.

Answer: Because I don’t promote BSO’s.

Almost all of the hottest internet product launches are BSO’s (Bright Shiny Objects).

They’re a distraction you don’t need.

I do promote partner products from time to time, but they have to meet 3 qualifications first.

1. The product has to be excellent and worth at least 10 times the investment. The reason why I know this is that I will actually take the time to try out the product myself and put it to the test.

2. It must be evergreen. It needs to work just as well next year as it does today.

3. It must be aligned with our own mission statement which is to help position your business for maximum growth and profits.

Answer: No.

You could create a pen name instead.

If you use a specific ‘Super Hero Writing Method,’ you could even think of your pen name as your alter ego.

In fact I would recommend doing this for beginning email marketers as it helps them become more confident using this alter ego persona.

One additional caution. You do need to have your business name and address on emails. It doesn’t have to be your home address. It could be a box you rent.

Answer: No you don’t have to, but you want to tell stories.

And it always helps to have your personality injected into your writing.

Some of your best stories may be about your clients. Or you could tell a story one of your friends recently shared with you.

You could even talk about a book or movie character.

You could create a “parable” to illustrate your point.

Stories are simply a method of communication which work really, really well to engage your audience.

Answer: Write more entertaining subject lines.

Quit worrying so much about your open and clickthrough rates.

Sales are what matter.

We’ve had emails with 2,000 clickthroughs and 5 sales…and other emails with 350 clickthroughs and 122 sales. Which one would you rather have?

But to increase your open rates, try benefit + curiosity subject lines. You offer a benefit plus make viewers curious about what you’ll say this time.