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How can you write a prospecting email that effectively addresses emotions and feelings?

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Prospecting emails are a crucial part of sales outreach, but they can also be challenging to write. How do you capture the attention of your prospects, convey your value proposition, and persuade them to take action? One key factor is to address their emotions and feelings, not just their needs and goals. In this article, you'll learn how to write a prospecting email that effectively appeals to the emotional side of your prospects, and how to avoid common mistakes that can hurt your response rate.

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1 Why emotions matter

Emotions play a vital role in decision making, especially when it comes to buying. According to neuroscience research, people rely on their emotions to evaluate options, form preferences, and justify choices. Emotions also influence how people perceive and remember information, and how they respond to messages. Therefore, if you want to connect with your prospects and move them along the sales cycle, you need to tap into their emotions and feelings, not just their logic and reason.

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Keely Flood

I help recruitment entrepreneurs solve their sales bottlenecks by giving them a repeatable process to win clients without feeling salesy.
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Do not get me wrong, I love data but almost everything I have purchased in life emotion came first and then rational data came second (justifying why I need to buy what I want to buy) With that in mind consider how you would feel receiving an email with a ton of great data, but no emotion or story (a great way to convey emotions) attached to it. You will quickly look to delete it because it just doesn't "feel" important/relevant to you

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Ricardo D.
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Création de Connexion : Les émotions créent une connexion humaine. Les prospects sont plus enclins à s'engager avec un message qui évoque des sentiments et qui montre une compréhension empathique de leurs besoins. Mémorabilité : Les messages émotionnels sont plus mémorables. Les prospects se souviendront mieux d'une interaction qui a suscité une émotion forte. Influence sur la Décision : Les émotions influent fortement sur les décisions d'achat. Les prospects sont plus susceptibles de prendre des mesures lorsque leur décision est guidée par des sentiments positifs. Différenciation : Un email de prospection émotionnel se démarque dans un océan de communications professionnelles. Il attire l'attention et suscite l'intérêt.

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2 How to identify emotions

Before you can address your prospects' emotions, you need to identify them. This requires some research and empathy. You need to understand who your prospects are, what their pain points are, what their aspirations are, and what motivates them. You can use various sources of data, such as social media, online reviews, industry reports, and your own CRM, to gather insights about your prospects. You can also use tools like Crystal or DISC to assess their personality types and communication styles. The more you know about your prospects, the better you can tailor your email to their emotional triggers.

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3 How to appeal to emotions

Once you have identified your prospects' emotions, you need to appeal to them in your email. To do this, try using emotional words and phrases that they can relate to, such as "frustrated", "excited", "relieved", or "impressed". You can also tell a story or share a testimonial that illustrates how your solution helped someone in a similar situation as your prospect. Alternatively, you can ask a question or make a statement that provokes curiosity, urgency, or fear of missing out. Offering a compliment or a challenge that boosts their ego or stimulates their interest is another way to appeal to them. Finally, showing empathy or gratitude that builds rapport and trust is an effective technique. However, remember to use these techniques sparingly and authentically, and to balance them with facts and benefits that support your value proposition.

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4 How to avoid mistakes

When writing a prospecting email, it's important to appeal to emotions in a way that is clear, relevant, respectful, and courteous. However, mistakes such as being too vague or generic, overly emotional or manipulative, pushy or aggressive, and informal or casual can backfire. To avoid this, follow the best practices of email writing such as having a catchy subject line, a concise body, a clear call to action, and a signature. This will ensure that your email is professional and effective in reaching your prospects.

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Keely Flood

I help recruitment entrepreneurs solve their sales bottlenecks by giving them a repeatable process to win clients without feeling salesy.
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One way to avoid mistakes is by having a set of email framework for you to follow, creating your email, then checking the boxes to ensure it hits on all the framework pieces. For example, I have created what I thought was a great email only to compare it to my framework (such as Pain-Agitate-Solution or Before-After-Bridge) and realize it missed a key piece of info

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5 How to measure results

Finally, after you write and send your prospecting email, you need to measure the results and see how well it performed. You can use various metrics, such as open rate, reply rate, click-through rate, and conversion rate, to evaluate the effectiveness of your email. You can also use tools like Mailchimp or HubSpot to track and analyze these metrics, and to test different versions of your email to see which one appeals more to your prospects' emotions. The key is to measure the results and learn from them, and to optimize your email accordingly.

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Ricardo D.
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Définir des Objectifs Mesurables : Avant de lancer une initiative, je m'assure que les objectifs sont clairs, spécifiques, mesurables, atteignables, pertinents et limités dans le temps (critères SMART). Sélectionner les KPI Pertinents : Je choisis les indicateurs clés de performance (KPI) qui sont directement liés aux objectifs fixés. Cela peut inclure le chiffre d'affaires, le taux de conversion, la croissance du pipeline, etc. Utiliser des Outils d'Analyse : J'utilise des outils d'analyse tels que les logiciels CRM, les tableaux de bord de vente et d'autres solutions technologiques pour recueillir et analyser les données en temps réel.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you write a prospecting email that effectively addresses emotions and feelings?

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2

3

4

5

6

1 Why emotions matter

2 How to identify emotions

3 How to appeal to emotions

4 How to avoid mistakes

5 How to measure results

6 Here’s what else to consider

Sales Prospecting

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How can you write a prospecting email that effectively addresses emotions and feelings?

1

2

3

4

5

6

1 Why emotions matter

2 How to identify emotions

3 How to appeal to emotions

4 How to avoid mistakes

5 How to measure results

6 Here’s what else to consider

Sales Prospecting

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