8 Steps To Irresistible Email Copy Every Time

8 Steps To Irresistible Email Copy Every Time


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?


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 THEM?

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.

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