Marketing Made Simple

Email #6: Sales email. In this sixth email, only ask for the sale. Don't sell, just ask for the sale. At this point, we don't want your customer thinking about anything other than whether to accept or reject our offer. This is a great time to bring up the limited-time offer. Is an opportunity going to expire? Is the bonus that comes with the offer going to expire? If so, bring that up in the P.S. of this email and you'll have great success.

Email #5: Paradigm shift. A paradigm shift email is another way of overcoming a customer objection. Many customers will feel like they've already tried whatever it is you're selling. If customers feel that they've already used your product or service and it didn't work, you're done. They rightly will not place an order. But if you can explain to them how you're different and that they actually haven't tried something like this, exactly, they'll be more likely to look at you through fresh eyes. A paradigm shift is language that says, "You used to think this, but now you should think this way."

Email #4: Overcome an objection. At this point many customers want to buy and maybe even know they are going to buy but have one doubt that is holding them back. In the fourth email, you want to help the customers overcome a common objection people have for not buying your product. Your potential customers likely have an emotional objection, and by bringing up a similar objection, you'll give that emotion a focus. By helping them overcome that objection, you'll help them overcome their emotional resistance to buying your product.

Email #3: Customer testimonial. They don't want to make an impulse buy. One of the feelings they may have is that they're going to be played for a fool. We need to help them understand they're safe. One of the ways we feel safe is if there are more people involved. That's one of the reasons customer testimonials are so important. Find someone who has experienced success with your product or service, and capture that experience in writing. Remember to keep the testimonial short and full of soundbites.

Email #2: Problem + solution. In the second email, perhaps sent a few days later, you'll want to identify the problem you're going to solve for the customers. Once you identify the problem, acknowledge and empathize with their pain. Then introduce your product or service as the solution that is going to resolve that exact pain point.

here is an easy first sales sequence you can create: Email #1: Deliver the asset. Likely, your first email will deliver whatever content/lead generator you promised when they signed up with their email address. This email should be nice and short and shouldn't sell anything. Just deliver the free content you promised. The only thing you should add is your one-liner, so your potential customers are reminded, once again, why you exist and what problem you solve.

Give them a short window in which to buy. You don't have to create a limited-time offer with every email, but if you can, you should. Tell the customer their opportunity to buy or to receive a bonus is going away. You'll notice in most movies the hero is up against a deadline. The fact of expiring time is forcing the action. If it works in movies, it will work in your marketing campaign. When clients know they don't have forever to make a choice, they're more likely to act. Unlike a nurture sequence, you don't want your sales sequence to be long or open ended. Create a sense of urgency and you'll get better results.

While a nurture email is trying to add value by solving a problem and then adding a call to action at the end, a sales email is going to make the call to action its primary focus. It's the point of the email. Every word, every sentence, and every paragraph must serve one purpose: to challenge customers to place an order. It is not good enough to ask them to place the order. In a sales context, polite requests sound weak and make you look like you don't really believe in your product. In a sales email, you are going to strongly encourage your customers to place an order.

Sales Email Campaigns While the nurture campaign is focused on adding value and building trust, the sales campaign will focus on closing the deal. Creating an email sales campaign is your opportunity to share the full story of how your product is going to help solve your customers' problems and actually ask them to buy it. The idea behind an email sales campaign is to give customers something to accept or reject.

What is a nurture email campaign? Nurture emails are designed to be ongoing email campaigns that continue to "nurture" your relationship with a client. Some people calls these drip campaigns because they slowly drip information to customers over a long period of time. With a nurture campaign, you'll be dripping information to customers about how you can solve their problems and offer them value.

Position yourself as the guide. You position yourself as the guide by expressing empathy and demonstrating authority or competency. Make sure you have a short statement about how or why you care that your customers are struggling and then let them know why you are qualified to help.