How To Write Emails That Sell Without Being Salesy
Aaron Caister
Convert More Leads By Fixing Your Leaky Funnel | Don't Just Add More Leads - Have A System That Converts Them First | Marketing | Copywriting | Messaging |
Email sells, there's no denying it.
The best emails sell without being salesy and they all have something in common.
They use a basic but powerful formula.
Ready for it?
Now I could be an absolute gem and leave you with that BUT I like you, so I'm going to delve a little bit deeper into this.
Hook
The hook is used to grab the attention of your prospect.
You do this with the subject line and the first paragraph of your email.
The internet is full of different tactics for coming up with hooks.
Keeping it simple and relevant to the audience usually works best.
The job is to simply get them to open the email.
If you read to the end, I've got a juicy bonus for you to help with writing subject lines.
Next up is the first paragraph.
This is where you reel them in even further to read the rest of your email.
The way you do this is by entering a conversation that they're already having in their head.
One of the best ways to do this is by looking at the kind of problems that your audience is having and then offering a solution.
A good way to do this is by asking a question or using an If/then statement.
To do this, the more you know about your readers - the better.
Story
We all have stories to tell.
Stories are a great way to relate to your audience, build social proof, be entertaining and much more.
They can be about literally anything.
I've written emails about dressing up in period clothing, launching a motorbike from a standstill and even how to photograph a car on a smartphone.
The key is to find a connection between your story and the value part of your email.
This can be tricky, but practice makes perfect.
Story examples can be:
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Value
Without this section, you're just a storyteller which is cool and all but you're not going to sell much.
The value will give your readers a reason to read and to read your next emails too.
Because not everyone will buy the first time around and you want to build a following.
So the value that you've cleverly linked to your story can be:
Offer/Call to Action
Congrats if you've made it this far.
This is where you make the money!
Although it doesn't always have to make you money...
Let's delve into that.
Traditionally the standard end is an offer for whatever you're selling.
But one of the biggest mistakes people make is to sell, sell, sell, sell with their emails.
That's a great way to burn through your list.
Your email should either...
Sell the click to a sales page for your product/service/to book a call etc.
Then you let the copy on that page do the final push of getting people to part with cash.
Or...
You can give a non-selling action with a link to a video/article/social post or to reply to the email.
This not only helps your open rates but will help engagement on social media.
Finally
If you have any questions, comments or hate towards this, then get in touch. I'd love to hear them.
P.S.
That juicy offer I mentioned earlier.
If you want to learn more about creating great subject lines that hook readers into your emails, then sign-up for my email newsletter below and you'll get my guide to improving open rates with better subject lines.
Aaron