So about a year ago I had this amazing, brilliant business idea.
It was going to be the next big thing.
It was going to be…a lunchtime discount card.
I thought so at the time.
And so I did all of the usual wantrepreuner things…I thought up fancy marketing plans. I cold emailed a few people. I paid someone to design me a cool logo. I printed off a zillion flyers and handed them round my neighbourhood.
Then I lost interest and moved on to something else.
We’ve all been there.
I still think that idea has potential….
But you know the most annoying thing about that whole experience?
The constant emails I now get from the company I printed the fliers from.
Bear in mind I PAID FULL PRICE FOR THESE FLIERS and then never visited the website again.
And guess what captivating email the print company ‘Instant Print’ sent me today?
“We’ve rolled down the prices on banners!”
Ooooh…..with a headline like that I just had to dive in, right?
I get spammed by offers like this week in week out….20% off fliers! 30% off leaflets! (Read: You paid full price for 1,000 leaflets you will never use and you didn’t need to you mug!)
It seriously STUNS me that a company as big as Instant Print can’t afford to hire someone to put any effort into writing their emails.
Or perhaps they can, and this is the best they could come up with?
Like life after death, it’s an eternal mystery….
And the craziest thing of all is, many big brand companies are exactly the same!
Anyhoo, something inside me just snapped. Most people would probably just unsubscribe from their list. After day after day of this drivel, week in week out, I couldn’t take anymore:
I wrote a better email.
And it was so easy!First up, let’s take a look at why their email is so incredibly terrible:
Copy: pretty much just states the price, as if a discount is all you need to make people go: wow i have to buy this right now!
Image: nice, but screams corporate so a lot of people will delete the email before they read anything.
It pretty much just has a nice animated image, states the reduced price and says ‘shop now!’
This is not enough.
Especially in the midst of all the tonnes of promotional prices thrown at us through our inbox, postbox and phone every day.
Here’s the email they could use instead **drum roll**:
That took like 5 minutes of thinking, and I know nothing about banners, but already it is so much better!
1. I give the reader something
I gave them tips on how to design their banner. I didn’t just hit her/him with BUY MY PRODUCT BUY MY PRODUCT.
2. I made the email more interesting
Admittedly, this didn’t take much effort. But if you bore your readers, they sure as hell ain’t gonna read your email.
3. I spoke to them like they were a real person
Are you going to an exhibition this summer? Neat!
Always speak to them like you were having a real conversation, rather than giving a corporate presentation to your boss.
Which one would you prefer?
4. I outlined the benefit
I told them it would get them more visitors to their stand. This is the number one benefit business people are looking for in an exhibition.
5. I inspired them
I showed them a picture of a typical banner, which makes them think ‘holy crap mine is like that!’
And then I inspire them to do better.
This method is called ‘the soft sell’ and it works much better than ‘the hard sell’.
You give the reader something, and then casually mention your product at the end.
Because you have given away free content, the reader feels pretty good about you.
They like you and they trust you.
This makes them way more likely to buy your product.
BUT, if they don’t, that’s cool too.
Because you’re building up a positive relationship with them.
This will pay you back 10 fold over time.
Not every lead will give you an instant sale. Every marketer knows this, but no one tries to build up a positive relationship.
If you follow this technique they will remember you because, like those cool banners, you will stand out from all your competitors following the herd.
Therefore, logically:———> the next email you send, they will are much more likely to open rather than delete than your competitors.
And when a product they actually WANT finally comes up, you bet they’ll pick you over your competitors and click that ‘buy now’ button without hesitating.
Because they trust you.
They won’t even bother doing any background checks or googling for alternatives.
They will be all over that buy now button.
I expect you to be. This is quite a mindshift from traditional marketing methods.
You’re probably wondering how exactly you can implement this in your business.
Fortunately, I’ve created a free checklist.
It outlines the key steps to sending emails that people will LOVE to open.
Print this out and look at it every time you go to send an email to your susbcribers.
You’ll thank me later.
Get the free checklist now.
Be sure to let me know your results!