We’re all familiar with this problem, aren’t we? You go to write an email, and you get caught up in “so sorry”, and “thank you”. Our innate politeness and general horror at asking for anything or inconveniencing anyone in any way is not only a timewaster, but it can also be the death of your email campaign.
Here’s why – you want to disrupt someone’s day. You want them to give you their attention. You want them to open and read your email. But in order to get that to happen – and then obtain results from it – you need to get over the chronic politeness and learn how to sound confident.
You’re offering real value and a good deal, here, so make sure your emails convey that. Only that way will you be able to increase the success rate of your marketing emails.
Use your real name
Believe it or not, using your actual, real name is a power move. First of all, the reader is more likely to trust a person than a random brand name they’ve never heard of. This is a person emailing them.
That lets them know that they’re not being targeted for weird spam emails trying to swindle them out of their money. The last thing you want is to be relegated to the Spam folder, together with all the Nigerian princes of the week. Yes, that’s still a thing – and it’s costing us billions.
To increase the chances of people clicking through and actually reading what you’re writing, stick to your real name and don’t make the subject line massively clickbait-y.
Also, putting your real name down signals to the reader that you are serious about your work and are willing to put your reputation in the game. You can’t be a swindler or a spammer in that case, can you?
Address people directly
The other thing you should think about is doing away with addressing the “mailing list”, or the “subscribers”. That’s bizarre and impersonal. Most of all, it doesn’t actually make you sound impressive; just insecure. Who needs to be boasting about the length of their “mailing list” all the time, right?
Instead, address people directly – like you would a mate. That denotes way more confidence, and it makes the reader more likely to keep reading. You won’t be surprised to hear that people really don’t like to feel like they’re being sold something. So, lay off the hard sell and allow things to come out naturally.
Start by greeting them normally; and instead of going into your usual spiel, explain things naturally. You’ll be surprised how much more confident you sound when you don’t come across like you’re relying on a marketing template. This makes the email more personal and it helps it sound less like a sales tool.
Do not apologize
Whatever you do, don’t apologize – for asking for a few minutes of their time, for sending them a cold marketing email, for sending them too many emails, etc. Apologizing doesn’t make you sound considerate, or polite. It makes you sound weak and like you’re not confident in your product or service.
The impression you want to convey is that what you want to say is so valuable and important, that they’re lucky to have received the email in the first place. You may thank them for their time, but you have nothing to apologize for.
Offer something valuable
Now that you got them to click and open your email, don’t waste their time. That wins you a one-way ticket into Spam purgatory. So, get straight to the point without waffling. Rambling denotes insecurity and it bores the reader to the point where they may click away.
You’ve got something to offer them? Then give the people what they want. The more you ramble, the more you’ve got a chance to lose them. Whether it’s a discount code you want to give them, an online class they can sign up for, some tips & tricks that you can feature in your email, etc., you want to offer value to your readers, to make it worth their time.
Use power words
Are you familiar with power words? If not, it’s time you became acquainted with them. So-called “power words” are words that are emotional, and more importantly, persuasive. The point is that they should generate an emotional response, whether positive or negative.
That’s a trick all good writers use, to get their readers to become emotionally invested in their content. It works for fiction writers, and it also works for marketing writers. Good writing with a smart use of power words can make the audience feel a multitude of emotions, from anger to safety, to encouragement, to curiosity.
What you ultimately want is to convince your reader to take action – sign up for your service or course, buy your product, etc. You may also want to include a call to action for that purpose.
Give a deadline for your offer
When selling, you want to present a clear deadline for your offer. That lets the reader know that you mean business and you’re not faffing about. When you just throw out an offer, but with no hard deadline, it not only loses the sense of urgency, but it also seems less valuable. If it was worth anything, it wouldn’t be available forever and to just anyone, right?
It’s also a confidence move – this is your offer, and the reader can take it or leave it. You are putting it out there, but you’re making it clear that it’s limited. They can act fast, or they can miss out. But the value you are offering is there for the taking – for a limited time only!
All in all, no matter what you are marketing and how inexperienced you are, it is entirely possible to work on the success of your marketing emails. A good salesman is a confident one, and that’s something you can definitely channel through email.
All you need to do is change the way you think of email marketing. Be confident in your campaign and proud of what you’re selling and allow that to shine through your writing. That is going to give you the trustworthy quality your customers look for.
Confident emails are more likely to attract attention and sales, so put the uncertainty behind you and do your best to sell.
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