=> 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 someone else?
- 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 for Leads"
- Pique curiosity - "Empowerism Has Uncovered the Secrets of Success"
- Write your subject line with a news angle - "Empowerism Launches RSVP For Those Who Want to Double Their Money Fast!"
- Offer Immediate Gratification - "With Empowerism RSVP, you can start the money wheels turning before the sun goes down tonight"
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 below).
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 prospect.
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.
- 
- 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 behind it.
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.
Make a list of every possible benefit your product provides. Do you have any idea what the distinction between features and benefits is? The product's features are described, whereas the advantages are the outcomes of using the product. Rationality justifies feeling, and emotion drives sales, therefore features appeal to logic (see below).
Here's a benefit rule of thumb: "What can my product or service accomplish for my customer?" you might wonder. Then start writing your message by telling your reader WHAT THEY WILL GET OUT OF IT. Tell them how much better their lives will be when they purchase from you. Tell them how much better it will make them feel. Tell them how their classmates will be more respectful of them.
=> THE FOURTH STEP - AN EMOTIONAL APPEAL
When selling anything to anyone, keep in mind that purchase decisions are made based on emotion.
Later, logic was used to back up the claim. Determine what emotional hot buttons you need to hit to "jumpstart" your prospect before you write a single word.
Are you in the business of selling health supplements? With "A Natural Way to Save Your Eyesight," go for the "fear of sickness" button. Is it legal to sell political bumper stickers? "Let the President Know What You Think of His Policies," press the "anger" button. Curiosity, greed, ego, vanity, hope, and/or fear of scarcity or security are some of the other buttons.
=> STEP #5 - A REPUTABLE NAME
You must persuade people to buy your product or service by convincing them that your offer is legitimate and that you (or your product) will deliver on your promises.
How do you go about doing that? Here are three strategies to establish credibility with your sales letter's readers:
- Make testimonials available.
- Include letters of recommendation from industry leaders - Be sincere and credible in your offer and promises.
=> GUARANTEE (Step #6)
Trying to sell something without a guarantee is a losing proposition nowadays. You have to have one. Your answer will be better if your guarantee is stronger. And, believe it or not, most people will trust your offer since they know you stand behind it, even if they don't ask for a refund.
You can provide a 24-hour, 30-day, 60-day, 90-day, or even a year's worth of service. And here's something else to consider: the longer the time period, the fewer returns you'll get! Procrastination is human nature, thus the longer time someone thinks they have to receive a refund, the more they'll put it off or forget about it.
=> STEP #7 - REMEMBER TO ASK
It happens on a regular basis. Someone gives a great sales presentation but fails to complete the business because he or she didn't ask for the order clearly or made the process complicated rather than straightforward.
The Influencer - Create Massive Fame Online*- From the Research Department: Statistics reveal that in order to close big sales, you must ask for the order at least three times. (According to some research, the number is as high as seven!)
If you can, provide your customers a variety of ways to order — people enjoy having options. "You're speaking directly to me and satisfying my specific requirements," it says. If you only have one method of ordering, make it very obvious how and how simple it is. Give a detailed description and request an order. Then inquire one more.
=> Step #8 - IT'S IN THE EYES
Large blocks of content are scary, and they often send people fleeing for the hills, or at the very least the Delete button.
What is the solution? Paragraphs should be broken up into two to four sentences. Throughout the email letter, use several subheadings. Use asterisks, dashes, and ellipses (...) to add rhythm to your writing. Use bullet points whenever possible to attract the reader's attention use them whenever appropriate.
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