8 Steps to
Irresistible Email
Copy Every Time
Step #1
-Know your Target
Audience
Before you sit down
to write your email
sales letter, you`ve
got to determine
exactly who your
audience is. This is
a master key to
getting results from
email marketing.
Ask yourself these
questions:
- What do your
prospects/customers
want?
- What frustrates
your
prospects/customers
most?
- Who else is
selling something
similar to you?
- Why should your
prospects/customers
believe you?
- Why should
prospects/customers
respond to you
instead of someone
else?
- What kind of
appeals will your
target market
respond to?
Step #2 - Create a
Great Subject
Before an email can
generate results,
recipients need to
open it. But what
can you do to spark
their interest and
get their interest
“motor” revved up?
Your SUBJECT LINE
is the key.
There are four types
of email formulas
you can use as a
guide in crafting
your email. Each has
a different
PSYCHOLOGICAL APPEAL
that works like
magic on consumers.
Here are some
examples:
- State a powerful
benefit -
“Empowerism
Satisfies Your Need
for Leads”
- Pique curiosity -
“Empowerism Has
Uncovered the
Secrets of Success”
- Write your subject
line with a news
angle - “Empowerism
Launches RSVP For
Those Who Want to
Double Their Money
Fast!”
- Offer Immediate
Gratification -
“With Empowerism
RSVP, you can start
the money wheels
turning before the
sun goes down
tonight”
Here`s an important
“homework
assignment”: Write
at least 25 SUBJECT
LINES before you
decide on which one
to use. Take the
best two and test
them against each
other in your
marketing campaign.
(Save the “losers”
to use for other
purposes or spruce
up later.)
Step #3 - What’s in
it for your target
audience?
Sit down and write
every conceivable
benefit your product
has. Don`t know the
difference between
features and
benefits? Features
describe the
product; benefits
describe the results
of using the
product. Features
appeal to
logic…logic
justifies
emotion…emotion
drives sales (see
below).
Here`s a rule of
thumb for benefits:
ask yourself “What
can my product or
service do for my
customer?” Then
begin to write your
letter telling your
reader WHAT`S IN IT
FOR THEM. Tell them
how much better life
will be for them
after they buy from
you. Tell them how
much better they`ll
feel. Tell them how
their peers will
respect them more.
Step #4 - An
Emotional Appeal
When promoting
anything to anybody,
you must remember
that buying
decisions are based
upon emotion and
later backed up by
logic. Before you
write a single word,
determine what
emotional hot
buttons you need to
push to “jumpstart”
your prospect.
Selling health
supplements? Go for
the “fear of
illness” button with
“A Natural Way to
Save Your Eyesight.”
Selling political
bumper stickers? Hit
the “anger” button
with: “Let the
President Know What
You Think of His
Policies.” Other
buttons include:
curiosity, greed,
ego, vanity, hope,
and/or fear of
scarcity or
security.
Step #5 - A Name You
Can Trust
To convince people
to buy your product
or service, you must
make them believe
that your offer is
credible and that
you (or your
product) will
deliver as promised.
How do you do that?
Here are three ways
you can build
credibility with the
readers of your
sales letter:
- Provide
testimonials.
- Include
endorsement letters
from authority
figures in your
industry
- Make your offer
and promises sincere
and believable.
Step #6 - A
Guarantee
Nowadays, trying to
sell without some
type of guarantee is
a losing
proposition. You`ve
got to have one. And
the stronger your
guarantee, the
better your response
will be. And,
believe it or not,
although most people
will NOT ask for a
refund, they`ll
trust your offer
knowing that you
stand behind it.
You can offer a
24-hour, 30-day,
60-day, 90-day, or
even a full-year.
And here`s an
interesting fact:
The longer the time
period, the fewer
returns you`ll have!
It`s human nature to
procrastinate, so
the more time
someone thinks they
have to get a
refund, the more
they`ll put it off
or forget about the
refund altogether.
Step #7 - Don’t
Forget To Ask
It happens all the
time. Someone makes
a fantastic sales
presentation, and
then doesn`t close
the deal because
he/she didn`t
clearly ask for the
order or made the
process confusing
rather than simple.
- From the Research
Department:
Statistics show that
you need to ask for
the order at least
three times to close
substantial sales.
(Some studies put
the number at 7!)
If you can, offer
several ways for
your prospects to
order — consumers
love choice. It
tells them, “You`re
talking directly to
me and meeting my
unique needs.” If
you only offer one
way to order, make
it crystal clear how
AND how easy it is.
Describe it in
detail and ask for
the order. Then ask
again.
Step #8 - The Eyes
Have It
It`s a well-known
fact: Large blocks
of copy are
intimidating and
will often send
people running for
the hills or at
least the Delete
button.
The solution? Break
up paragraphs into
two to four
sentences. Use
several subheadings
throughout the email
letter. And use
asterisks, dashes,
and ellipses (…) to
give your copy more
rhythm. Bullet
points are excellent
eye-catchers - use
them whenever
appropriate.
Remember: Experts
Make It Look Easy.
Chances are
you get your brakes
changed by a pro.
Why take risks with
your marketing
efforts? Your
Marketing Efforts
can make or break
your business. Be
smart, be savvy, get
results. Get a Pro…
Contact
Gregor Anton
at
www.marketingworkshops.ca
or at 604.435.4459
for a FREE
15 minute phone
consultation!