I was chatting recently with another marketing consultant.
He was struggling to get his emails delivered. And he had tried several strategies to solve this problem.
For example, he had checked blacklists and was sending on a consistent schedule.
He even purged his list recently of those who hadn’t opened or clicked in a long time.
But he was only getting temporary relief at best.
There was another bigger issue at the root of the problem.
His emails felt pitchy.
Every email sounded like copy going directly for the sale.
It made sense, because he is an amazing copywriter that knows how to convert visitors into sales.
But it wasn’t the right tone for every email.
Sure, you should run limited-time special offers where you go directly for the sale.
Plug-in mouth-watering bullets full of benefits and curiosity.
Watch a flood of sales come in, especially during the last 24 hours.
But if every email sounds like it’s your ‘last chance’, you start to feel more like a salesperson than a trusted advisor.
Be an entrepreneur on a mission instead of a salesperson with a cash register.
Write like you talk.
Communicate like you would to a friend.
Of course, how you speak to your friends may be different than how I do it.
We each have a unique voice.
And that’s good.
One person may integrate more personal stories. Someone else shares case studies. Others are better with humor. You could be more outrageous or flamboyant while someone else is more understated and relaxed.
I’ve seen email marketers who tried way too hard to copy someone else’s style…and it came off as insincere.
Instead of copying someone else, be the most authentic ‘you’ possible.
Share your mission.
Tell your story.
Speak to an audience that resonates with you.
Do it with infotainment and value.
Help your subscribers see the problem and the solution from a new perspective.
That’s one of the most valuable gifts you can give them through email…
Become a tour guide to a new world by sharing your authentic voice.
I talk about this in detail in my Autoresponder Alchemy course.
I give you 80 ‘email templates’ you can model, you’ll discover step-by-step how to use them to find your own voice.
In addition, you get videos and cheat sheets that lead you through a process of sharing your authentic message.