"Marketing Strategies that EMPOWER Success" course and
you`re doing great.
Today, you`re in for a treat. 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.)
8 Steps to Irresistible Email Copy Every Time
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
- 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
- Pique curiosity - "Empowerism Has Uncovered the Secrets of
- Write your subject line with a news angle - "Empowerism
Launches RSVP For Those Who Want to Double Their Money
- Offer Immediate Gratification - "With Empowerism RSVP, you
can start the money wheels turning before the sun goes down
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
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
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:
- Provide testimonials.
- Include endorsement letters from authority figures in your
- Make your offer and promises sincere and believable.
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
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.
- From the Research Department: Statistics show that you
need to ask for the order 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
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.