This week I'm breaking down another email from New Market Health.
The email is using something I like to call a "solution trap."
When done correctly, a "solution trap" can make your offer so desirable that the reader can't help but click your links.
Check out the breakdown by clicking on the video below.
Transcript
Today, we're going to be doing an email breakdown.
This is an email from Newmarket Health, and the subject line reads Calcium WARNING.
I like how they use wording in the big letters to help it stick out in the inbox.
This is a deceptively simple subject line, but it is doing a great job of calling out their intended readers because it has a common pain point that they will address with their product later.
And that's weak bones for older people, especially women.
This is a common problem in the market.
Any woman over thirty-five has already started to hear from their doctors how they need to take calcium supplements.
And by the time you're in your 40s, that's just kind of a yearly physical check-in.
Hey, are you taking your calcium?
Also, as you age, you either have broken a bone or know someone has broken a bone, and it can be very damaging to your health.
It's something that many people never recover from.
So if you have any concerns over your bones, this subject will grab your attention.
Come on down. We see that. We've got the banner headline here
with the doctor to remind you who it's from, these guys.
Well, a lot of people there on extensive mailing lists, so it probably doesn't hurt.
At least it's a small banner headline.
I don't like them generally because it makes it a less personal feeling right off the bat.
They've called me out again.
They're looking for readers over the age of forty-five and most likely their entire mailing list.
The list they're buying is filled with that demographic.
And then they go on to say, please read this important message about calcium.
They waste no time, and in and out, they're trying to get that first click.
And if you've got a reader that is super concerned about calcium then or their bones, that very well may grab a good chunk of the audience that is reading right now.
Get those hot buyers that are ready to go find this information out.
And I wrote down that this is a deceptively powerful pitch because, again, all those things I just said, it's compelling because it is a huge pain point in this market.
Now, the exciting thing about the following sentence is their giving away the answer here.
But I'm going to tell you why it works many times in health copy especially. You don't want to give away the answer.
You want to get enough curiosity, get them to click through to the sales page.
But the exciting thing about this is they're giving you a fact that maybe you didn't know.
And they're not telling you how to fix it.
They're giving you this aha moment like, oh, no, I've had this doctor telling me to take all this calcium, but what's it?
They've never even mentioned it doing something to my arteries.
Right.
So in this situation, you can say here's the answer to the calcium morning, but you're not telling them how to fix it in the following two sentences, they kind of pile on that pain.
It's a bit negative future pacing.
What's going to happen if I don't find out this vital information?
The calcium keeps getting into my arteries.
Arteries keep getting more narrow, or I stop taking the calcium, and now my bones are more fragile.
Right.
So that's what makes this following sense particularly powerful.
So here's the challenge.
They're admitting to that right here.
You can't just get rid of the calcium because you need it for strong bones.
I'm calling this the solution trap because you've set up the scenario where there are only two options, and neither of them is good, and they're very logical and make sense.
I can either keep taking this calcium, keep my bone strong and my arteries get more narrow, or I can stop taking the calcium, save my arteries and then fall and potentially have a life-altering accident.
Now they're going to throw you that life preserver.
They're going to give you hope. The good news is there's an easy way to make sure calcium goes to your bones and stays out of your arteries.
Right. They have this answer, and all you have to do is take this one thing, got the call to action, or they've got the hyperlink there, the call to action in the following line.
And that solution trap where they have both felt the emotions of the situation, followed by this logic that they buy into, makes this a very effective email.
One thing that I would suggest is here in this line. All you have to do is take this one thing.
You're suggesting that I have to take something.
Maybe it's a supplement, and that might give me more objections.
I don't think it's necessary.
I think that they could click here to get all the details.
And it would be just as a compelling message with less chance for the reader to come up with objections.
Anyway, that's it for this week.
If you would like help with your emails, you can contact me here.
Thanks.