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Start With A Strong Opening
Here's another tactic to get your readers' attention:
Use strong openings.
This should be the first line in your email (unless you use the Hi [FIRSTNAME] tag).
Here are some example strong openings:
“I'm fed up!"
"It was so difficult!"
“They called me crazy!"
Your readers will want to know what's making you emotional.
Write With Excitement & Emotion
There's no better way than to write in a exciting and passionate way. Your subscribers will sense it and that passion will shine through.
However, there's a fine line between feeling excited and being overly hypey. Find that balance and add your own voice to your message so you don't end up sounding like a cheesy salesman.
What's W.I.I.F.M.? It stands for What's In It For Me. With anything you offer, there must always be a reason why they should click your link, buy your product, opt-in and so on.
What’s the reason why they should buy your product or a product you're promoting?
People don't buy features, they buy based on what they'll get out of it.
Take this as a hypothetical example. We've got an acne cream we want to promote. One of its features is it gets rid of acne. Now, we don't just tell our readers it gets rid of acne. What does that mean to the user? We need to give them benefits. So I would put it like this:
This cream gets rid of acne, which means you'll feel a lot more attractive, you'll be able to stand tall and confident, and won't be embarrassed meeting people in person anymore.
Sales 101 - People buy based on emotion and then justify with logic.
Scarcity, Deadlines and Limits
Where an offer is limited, let your subscribers know. If there are only 100 copies of a product, include it in your subject line.
Example subject line:
[FIRSTNAME] - Brand New Fitness Report (100 Copies Only)
Your offer may not have a limit with the number of copies, but it may instead have a time limit.
Example subject line:
[FIRSTNAME] - Download Your Free Fitness Report (24 Hours Only)
Limiting the number of copies or using a deadline, creates a sense of urgency.
I have subscribers who buy my products straight away without even reading the full sales page because I set limited number of copies and timeframes.
Testimonials and Social Proof
Testimonials, feedback and reviews from your customers are precious. Some people only buy when they know your product has been tried and tested by other people.
Picture this. You're out with your friends looking for a good restaurant to dine in. There are three restaurants at a block you come across. Two are empty and the other is filled with happy diners. Which would be your choice?
Most people would choose the restaurant that's filled!
This is called social proof. People will do things that they see other people are doing.
Here's another scenario. Hotel booking sites integrate a review/feedback system where guests who book a hotel through the site can later leave feedback and rate the hotel. Other people can then see what other guests think about the hotel and then decide whether they would like to stay at that hotel based on the feedback given.
It's all so common especially nowadays with social media.
You could tell your readers how great your product is, but if they're skeptical, then they'll either delay buying your product or not buy your it at all.
Let's say you had been given positive feedback from a customer of yours. You can use your customer's testimonial in your email copy. It beats bragging on and on about how great your product is. Wouldn't it be better if it came from actual customers?
Focus On One Goal
People easily get distracted, especially in this day and age. A website with lots of buttons and links will easily distract a visitor.
When writing any piece of copy, make sure it is focused on one goal.
It could be to get your readers to click on your link to read more, buy your product, and so on. This is the "linear path” method of writing sales copy. The goal is to make them read from top to bottom without getting distracted.
The same idea goes when you're writing your sales copy on your website. You wouldn't want to promote 10 different products and have 10 different banner ads on one page. You want to get them to just buy one product.