In e-mail conversation, it is important to grab the reader’s attention. With the current levels of crammed in-boxes, competition for attention makes it more challenging than ever to achieve this goal. You must immediately speak to the prospect or customer’s fears, desires, or frustrations. The next step is to convince them to read the message because it can bring value to their lives.
What’s in it for me?
The first thing email readers want from you is to be convinced that your product or service will, in fact, meet the very specific need they have in the moment. Your copy must connect with emotions the prospect has about your email topic. It must describe and demonstrate the benefits the prospect will receive. The prospect or customer must be seduced, not sold. Rather than your saying: “You’ll love me. I’m great because I can do this and this…,” and assuming the reader will accept that statement, you want to seduce them into arriving at the thought: “Wow, what an awesome offer. I really can’t live one more moment without this.”
Who are you and why should I trust you?
For prospects and customers alike, it’s important to keep building credibility. Product or professional qualifications don’t require 10 pages. They do, however, need to be included, with links to any authority sites that affirm those qualifications. Customer testimonials that prove your product or services have delivered the goods or ended the pain for others should be included. Customer ratings and professional reviews also add credibility.
How is this relevant?
Write a clear, succinct message that tells the prospect or customer exactly how your promise will meet their fear, desire or frustrations. A common mistake is content loaded with irrelevant information, including topics that don’t add value or don’t sell the benefits of your one product that make it the only really viable solution to the reader’s problem. Stay on point throughout the email and speak directly to the needs and interests of one person. Even though your email may be going out to many readers, it must be relevant and appear that it was written specifically to the one individual receiving and opening this email.
What is your guarantee?
Remember “everyone is a critic.” Make sure your prospect or customer knows you will deliver. The guarantee should be written in a way that makes it clear you stand behind the product or service because you have total confidence it will deliver the specific benefits you’ve promised.
What do I do next?
Always have a call to action that is easy to find and easy to use. Smart email marketers will generally have numerous links for a response mechanism. Make it easy to use…a quick click…and make it visible. Most website links will automatically come up on the email in a different color, but there are other tools you can use also, including buttons, arrows, and other devices to draw attention.
Anyone who opens your email is doing so because, like all humans, they have fears, desires and frustrations. If they’ve signed up to receive your emails, they already have a belief that you could present a solution. Every email must convince them that your service or product will meet their needs and bring them closer to the life they were meant to live.