Here’s a portion of the advice I gave to a client recently about one of the emails they wrote for their initial welcome sequence…
“I like it, but I wouldn’t use this as the 3rd email. It is a straight pitch email, and it would work better around the 7th email.
Instead, I’d run one of the emails that give some value, link to one of your Youtube videos, tell your before/after origin story, or something else that demonstrates the uniqueness of your approach while helping them.
Those first few emails should link to your offer, but at the same time they should make a customer better off even if they don’t purchase your product (they give an exercise they can use, a new insight that will help them make better decisions, inspire them to improve themselves, etc.).”
Of course, there are exceptions to this, because we’ll often drop in a 2nd email on the first day that goes for a direct sale of our initial offer.
But generally, I like to build value while moving new subscribers toward the offer.
How do you make a customer better off with each email you send?
Email isn’t a great medium for in-depth teaching. Videos, courses, and blog posts are all better for that.
Email is more like a free sample. It’s a small taste of the bigger meal.
But you can still deliver value in your emails while moving readers closer to your products and services.
Here are 3 ways add more value…
#1: Deeper Insight into the Problems
Your audience has desperate problems they want to solve (or burning desires they want to fulfill).
Your products and services solve those problems.
Dive deep into the problems and their full implications in your emails.
Often you can do that through sharing your own story or stories from your clients.
Let’s say you sell a prostate supplement. Share experiences about getting up multiple times a night, being tired during the day, searching for a restroom, and trying other supplements.
What are the root causes of the problem?
If you can describe the problems in more vivid detail than your audience, then you bring those problems to light and demonstrate you’re someone who can also help your subscribers solve them.
#2: Inspire Readers
Be a hope dealer.
No matter what someone is going through today or what is looming in the future, tomorrow can be a brighter day.
What actions could your audience take today that will transform their lives for the better tomorrow?
Of course, they could buy your products or services, but what about beyond that?
What are you inspiring them to do?
Or even better…
Who are you inspiring them to become?
#3: Quick Tips
What golden nugget could you drop in your email?
Share quick bites of wisdom that demonstrate your expertise.
For example, if we went back to the prostate supplement, you might recommend specific foods that can reduce symptoms.
They won’t solve the problem fully, but your audience is still better off for having read the email.
And of course, that could lead you into talking about why your supplement is so much more effective.
Great emails entertain and educate while leading someone toward making a quality decision for your offer.
My Golden Glove Persuasion Map course is about creating a clear message that attracts your ideal customers and clients.
Module 1 goes into detail about how to use my 5-step persuasion formula.
Module 2 goes into different types of writing including emails. Discover how to write more effective and more profitable emails using the Golden Glove…
