A common problem I see with many emails I get in my inbox is - they're not simple.
With hope as a strategy, the sender uses the shotgun approach:
they offer too many different reasons to buy
they tell too many stories
they outline too many benefits
they offer too many different products
they provide links to those different products
I guess they think they have to give the reader choices. Or, they’re scared that if the one idea they used didn’t work, they lose the possible sale.
The result is confusion. And a confused reader doesn't take action. Because they honestly don't know which action will serve them best.
Your job is to write email copy that makes it easy for your reader to agree and take action.
You do this with the Power of One
One reader: the one person you are writing to that represents your ideal buyer
One idea: the one big problem your offer solves that is tied to...
One core emotion: the one pain or fear your ideal buyer has right now
One benefit: the one outcome/result they want
One offer: the one offer you are selling
One action: all links lead to the same page
Here's what it looks like with a real product:
One reader: hospital administrator or manager of facilities
One idea: be compliant with HIPPA when you update document storage systems
One core emotion: fear of upcoming inspections that could lead to fines
One benefit: confident that patient and hospital documents are secure
One offer: lockable storage systems that reclaim space
One action: see the video that shows different configurations hospitals use
Here's another example:
One reader: restaurant owner
One idea: access to a bank line of credit, not based on personal credit, does not require tax returns
One core emotion: stressed because they've been denied credit yet need funds to keep the doors open (inventory, payroll, emergency repairs)
One benefit: the restaurant can stay open
One offer: access to capital when they need it to keep doors open and make payroll
One action: click the link to the details page for more information
And here's one more example:
One reader: human resource managers
One idea: integrate all employee data from all departments for ease of access
One core emotion: frustration because documents aren't filed correctly
One benefit: they can easily access all data related to human resources management
One offer: all-in-one HR management software to connect all of your employee data
One action: click the link to see a demo
If you've written the email and know it's too much...it feels like a sales letter and not a conversation...you have way too much but don't know what to cut...
You can break it up into two or three emails!
Does this make sense to you?
If not, ask a question in the comments.
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Talk soon -
Charlene Burke
Let's Connect
PS Want some guidance on emails you want to send?
I offer 1:1 email related consulting.
We can begin with 1 hour that gets your immediate questions answered >>> Talk With Charlene About Email Success
A sample of businesses I've helped with email copy and marketing…
Tech Companies - SaaS
B2B - Construction, Healthcare, Recruiting, Cybersecurity
Ecommerce - Pet Product, Phone Service, Yoga Apparel, Marketplace, Heavy Equipment
Coaches - Author Coach, Relationship Coach, Mindset Coach, Sales Coach
Consultants - Credit Repair, Social Selling, Fractional CMO, Fractional CTO
Service providers - Salons, Spas, Yoga, Social Media Managers, Online Ad Management, Media Buyer