8 Steps to Irresistible Email Copy Every Time
Looking for some tips to create irresistible email copy every time?
I’ve got you covered.
=> Step #1 - Who are you talking to?
Before you sit down to write your email copy you`ve got to determine exactly who you’re speaking to, who the copy should attract.
This is a critical step in writing irresistible copy.
Ask yourself these questions:
- What do your ideal people want?
- What frustrates them most?
- Who else is selling something similar to you?
- Why should your ideal people believe you?
- Why should they respond to you instead of someone else?
- What kind of offers will your target market respond to?
=> Step #2 - Don’t gloss over the subject line…
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 - "Automation is the number one tool to increasing your leads"
- Pique curiosity - "The #1 Question I Get Asked About Automation?"
- Humanise it - "The Most Embarrassing Thing Happened (I Can’t Believe I’m Telling You!) "
- Offer Immediate Gratification - "Want to start bringing in leads immediately...you need this in your business"
Want to put this into action? 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. Speak to the brand new day they’ll experience with this product and how it will help solve that big pain point they are experiencing.
=> 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.
Examples of some emotional buttons include: fear, curiosity, greed, ego, vanity, hope, anger, 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.
You must build credibility with your audience.
How do you do that? Use stories or case studies of past or current customers who had similar challenges to the ones your potential customers are facing now and show what you did for them. Testimonials from real customers talking about real experiences with your business show your value in action.
=> Step #6 - A GUARANTEE
Nowadays, trying to sell without some type of guarantee is a challenge. 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 purchase or made the process confusing rather than simple.
Statistics show that you need to ask for the purchase 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 purchase -- consumers love choice. It tells them, "You`re talking directly to me and meeting my unique needs." If you only offer one way to purchase, make it crystal clear how AND how easy it is. Describe it in detail and ask for the purchase. 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 page close or back 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.
There you have it - 8 steps to creating irresistible email copy.
Do you have other tips and strategies to turn your copy into a magnet for your ideal customers? Let me know in the comments.