You're going
to build on your past achievements and learn how to consistently
write the irresistible sales copy that could potentially
put thousands of dollars, if not more, in your pocket.
I'm talking about the kinds of skills that don't just build
wealth...they build generational wealth. You can
put your great-grandchildren through medical school if you
get these steps right! (You think I'm kidding, but I'm not
- many people are doing just that.)
Step #1
Who do you think you're talking to?
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
A great subject is your object
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:
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.
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.
That's a wrap for this lesson. Next time we'll be saluting
"Triggers." No, not horses named in honor of Roy Rogers
old steed -- trigger WORDS that will have consumers begging
you to take the money out of their wallets.
That's it for Lesson #6, to proceed with Lesson #7
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