There's a lot of tactics for sending emails.
Do you want to educate your readers? Build your relationship? Tell a charming little story that does both?
When is the perfect time to make the sale in your emails?
In this week's video we jump back into Scientific Advertising where Claude Hopkins explains how advertisers waste money telling stories if they don't do this one thing.
Transcript
We're going to jump back into talking about Claude Hopkins again this week and in his book Scientific Advertising,
Chapter eight is all about telling your full story.
This is relevant because I see a lot of business owners in their emails not selling.
There seems to be this tendency to want to do a series of emails that warm the audience up, build this goodwill and get them to maybe a buying point down the road.
Now, Claude Hopkins talks about when you get a person's attention.
Then it's time to accomplish all you're ever going to hope to accomplish with them.
You need to bring all your good arguments to bear.
Now, I totally understand.
And there's a place always for these sequences where there's a launch sequence or you just daily emails or whatever you may be doing, but you can never count on your customer or your reader ever reading another one of your emails.
But when this really, you know, comes into play, mostly you can get by with it.
If you when you've got an email list of customers that love you, and they're waiting to see what you have to say, you know, you don't have to, you know, do a hard sell every day.
But when you are writing Facebook ads or cold emails for prospecting or a launch sequence or a landing page, it's vitally important that you hit your customer with all the arguments, overcome all the objections and make that sell every time.
The bottom line, people are not apt to read every successive advertisement so present to the reader once you get him every important claim you have.
And so that's it for this week.
And if you would like help writing your advertisements or your emails, let me know.