It’s the dream I used to dread: trying to run but legs feeling like they’re stuck in quicksand. Trying to scream but silence pouring out. Did you ever have that one?
It’s how it can feel now when you try to communicate through your business, and find that your words seem to have zero impact. You spend time putting together a sales email but the words feel flat or formulaic.
You want your words to do something – to enable you to create connection with your community of potential clients and ultimately lead to results.
Whether you want people to buy a place at your upcoming workshop, sign up to 1-1 coaching or even just offer to participate in your free research project, it can be deeply demoralising when nobody responds to your words.
It’s like you’re waving your wand and incanting the spell, but there’s no spark of magic.
And of course, at the same time as wanting your words to create connection and results, many of us also fear the power of our words. We don’t want to be so adept that we can manipulate people and make them buy what they don’t really want or need.
So, how to write sales emails that move people in a healthy way, and inspire them to take life-enhancing action?
Emails that lead to PayPal clicks
Over the years, I seem to have developed a bit of a knack for writing emails that inspire people to take action. Fifty-two adventuring men and women enrolled into the current Blog for Clients course, taking the leap – in many cases – because they were inspired by a series of powerful emails. Many had never met me but felt connection through words on the screen.
So, how do I do it? And – far more importantly – how can you do it?
Firstly, know who you’re connecting with
I write every email for one person – the person who I’ve created my online course or networking event for. I picture that person and let my heart fill with love and care for them. I want for them, on their behalf. In my mind, I sit and connect with them – heart-to-heart.
I find my deepest empathy for where they are now. I find my deepest empathy for where they want to be. And I find the tension between these two places.
My job as a writer is to share what I know about these two places and to highlight the tension between them – and then to close the gap by conveying how the journey is possible and how I can help. When I write, I feel myself to be like a conductor of an orchestra, intuiting the lifts and dips in the energy of how the person reading might be feeling.
Finding this journey and crafting this energy arc is an art; you’ll attune your sensitivity over time. The important thing is to start.
Write now: For the next sales email you write, who is your one person? Where are they now? Where do they long to be? And how can you help them on that journey?
Ask yourself: what do I want this one person to know, feel and do? (Credit to Alexandra Franzen for introducing me to this simple yet profound concept.)
Write now: Jot down notes for each of these three before you write the first word of your sales email. Then, after you’ve finished writing, come back and review your email: have you helped the reader to know, feel and do what you intended?
Market a movement, not your thing
You can read more about this here. Also, check out Simon Sinek’s talk Start With Why or get a copy of his book by the same name. Tap yourself into the movement and you as a leader within this movement, rather than just being a guy or gal trying to sell something.
Write now: Complete this sentence, “I want to live in a world where _______, so I’ve created ________” (Credit to Alexandra Franzen for this too!)
Not quite getting into the energy flow?
Put on music! Dramatic, funky, bold, feisty, peaceful – you name it, whatever energy you want to come through your email, there’s music that will take you there.
Allow the music to carry you; let your fingers move to the notes and beats so you’re creating that energy arc and writing a love song to your reader (a.k.a. ideal client).
Write now: What song helps you feel the energy you want to write your sales email from?
Stories paint pictures
Stories from your own life or someone else’s allow your readers to picture scenarios and they evoke feelings. These help you to paint the Before and After pictures of the journey. When sharing from your own life, allow yourself to be vulnerable. A personal story told with honesty can create instant resonance and safety.
Write now: What story could you share, to create inbox-to-inbox connection?
Read it back
When you’ve finished, read the piece as if you were your ideal prospective client. Your #1 check is: would this email inspire a reader to feel something? If there were a heart monitor attached to the reader, would their heart rate spike? Would it create a sense of aliveness? Would it wake the person up and make them take notice?
A sales email is about creating connection, awakening aliveness and conveying your heart through words. Enjoy playing with this and get ready to create a powerful impact.
Over to you
What’s been your experience of writing sales emails to date? Which of these tips feels new to you, or which will you put in place straight away? Leave a comment below, let us know.
Want to see how it’s done?
If you want to experience what my sales emails feel like, click here to get front of the queue for the next Passion to Profit course, due to start again in September. In a few months, you’ll start receiving a sequence of emails so you can analyse first-hand how I’m weaving magic and inspiring action. (And it means you’ll be first to hear when this popular 10-week online training course opens again for enrollment.)
P.S. PASS IT ON
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© Corrina Gordon-Barnes 2014