Why less is more…
I could spend hours and hours putting lots of words onto a page, which isn’t really that surprising. It’s what I do. I write. I blog. I ramble. And I have what feels like an uncontrollable urge to explain EVERYTHING. It’s a pretty common plague among writers, but good writing doesn’t always mean lots of words, particularly when it comes to marketing.
When I’m writing sales driven copy – specifically sales emails – I need to refrain from filling up the page with excess verbiage. This isn’t as easy as some may think, but it’s crucial. A sales email’s sole purpose should be to hook your potential buyer in so they’ll be interested in your product or service – “hook” being the operative word here.
You should have a brief and clear cut message that explains the value of your product or service, shows recipients how they’ll benefit from it and have a call to action. And – sorry ramblers (myself included) – that’s it. People are busy in this day and age — they don’t have time to sift through your rant to find your message. Keep. It. Simple. And save the rambling for your blog 😉
Here’s an example of what you DON’T want to do:
(By the way, Task Tracker is not a real product. I made it up just to illustrate how to write – and NOT to write – a sales email)
Dear Business Owner,
Task Tracker is an amazing new product that does so many incredible things. It times you while you’re working and helps you to stay on task by helping you divide your tasks up and giving you ideas for how to structure your day.
Once you’ve programmed in the time needed to complete each task, Task Tracker will divide your day up and give you a schedule for your work week. You tell Task Tracker how many hours you want to work each day and for the week, and the app will give you your daily schedule.
A time is assigned to each task and ends when it’s time for you to move onto the next, giving you little breaks in between so you don’t overwork yourself. There are also exercises in the app that are designed to help you with your concentration, attention span, etc. and Task Tracker will assign these exercises to you throughout the day also.
As you can see, Task Tracker is such a great app with so many great features and it’s really great for everyone. It will really help you and your business to get ahead and if you don’t think it’s the right app for you, then maybe you can try it first. It’s easy to use but make sure that you read all of the instructions first so that you can understand everything about it. You can buy it today just visit our website.
Why The Above Email is NOT a Good Sales Email:
Too Much Information:
This is a perfect example of what WAY too much information looks like. It’s not necessary to include every detail about your product or service in one email. I know it’s tempting, but it will likely result in your email getting sent to the trash. Include all that extra stuff on your website. If people are interested, they’ll go there.
Makes Lofty Claims:
Using words like “amazing” and “incredible” to describe an app is probably going a little overboard. Unless you’re selling diamonds or Ferraris, avoid using too many superlatives to illustrate your point. Make your product or service sound appealing but be honest.
Most people on your list probably have no knowledge of your product or service, so what about this email is going to make them want to try it for the first time? There’s no discount for first time buyers, no free trial, etc. Incentives are GOOD. Include them if you can.
No Call to Action:
A call to action is something that prompts the recipient to click and buy or engage further. This email doesn’t have one. It just tells the customer that they can buy the app if they visit the website. ALWAYS include a call to action.
No Website Link:
Not only is there no call to action in this email, there’s no website link. And, believe it or not, I’ve seen a lot of sales emails with no link, whatsoever. How is your customer going to find you? If you refer to your website, please, oh please, don’t forget the link.
Here’s an Example of how a Good Sales Email is Structured:
Dear Business Owner,
How would you like to give your daily productivity a boost and watch the sales from your small business rise dramatically? Try Task Tracker – an easy-to-use new app that maximizes your time by breaking your projects up into manageable tasks WHILE making your workday fun.
Voted by “App World” as one of the Top 10 New Apps of 2013, Task Tracker is helping small business owners everywhere turn their side projects into successful, thriving companies. Click HERE [link] today to learn more and to receive a FREE 30 day trial of Task Tracker.
The Breakdown of a GOOD Sales Email (& how to structure it – the above accomplishes this):
Offer a Solution:
A solution-based intro for your target customer is a good way to begin your email. The above email, for example, addresses how productivity can affect sales, offering Task Tracker as a solution to help increase productivity.
Present Sales stats, Awards, Press, Testimonials, etc. if possible:
If you have stats or anything that can help back up your reputation and add value to your product or service, include them. Once again, keep it short. You’ll notice my Task Tracker email is just four sentences long.
Make a List:
A helpful trick is to make a list first, highlighting what you think the most important attributes of your product or service are and what solution they provide.
Think like a Customer:
Next, try to think like a customer who knows nothing about your product or service — imagine which key attributes on your list would make YOU want to do business with you. Only choose one or two and use these to hook your recipients.
Wrap it up with a Call to Action:
Close the email out with a call to action — having some type of customer incentive (a free trial, coupon, etc) included in your call to action is always a good way to draw people in.
Keep it Short:
If you can effectively do this in four sentences or less then you’re on your way.
Practice, Practice, Practice….
It’ll probably take some practice in the beginning, but once you start writing more and more sales emails, it’ll keep getting easier. And, of course, you’ll start to discover what works and what doesn’t work as you move forward — the proof will be in your sales numbers. Good luck out there!
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By Elizabeth, 4over Marketing Team