Create a compelling story around your product (sales email to existing customers)You elevate buying your product/service from an impersonal transaction to the spiritual process of joining a community by creating a story around it. For example, AirBNB isn't just an accommodation marketplace. isn't about belonging. According to their new credo, we used to live in villages where we were very connected to one another. Then the Industrial Revolution happened and our ties weakened. AirBNB is about rebuilding those ties and trust between people. Through sharing our spaces, washrooms, sometimes even our hairdryers.
❶ I'm a teleporter. I can instantly take you to the Gardens of Versailles, smell the cherry blossoms of Japan, inhale the salty air of Cape Cod.
Who I am? I'm DreamLuxe Diffuser. Every one of my spritzes takes you on a transatlantic journey.
Pssss...you're frolicking through the lavender fields of Provence.
Pssss...you're floating in clouds of cotton candy.
❷ For the next 72 hrs, get an essential oils starter pack and enjoy your trip around the world in 72 hours:
❷ Offer a time sensitive coupon to spur people to act now. Otherwise, even if your email piqued their interest, they may put it off and eventually forget.
Reverse psychology: why you shouldn't buy my product to intrigue people into liking it more (sales email to existing customers)
❶ So I came across weird magnet thingamajig called Magnetuck. Apparently, it keeps your shirt perfectly tucked in all day?
I gotta admit, Magnetuck is a much more elegant solution than heat-of-the-moment-killing stirrups but then… ❷ I decided that:
- My shirt puffing out is a sign I am not a stationary office drone.
- An untucked shirt gives me that effortless cool look. In Italian they call it sprezzatura. For some reason, that got translated into English as sloppy.
- I enjoy making a big show out of tucking my shirt in, just to see if anyone is watching (admiring?) from afar.
[funny image of one of the points]
But hey, get four of them together and maybe you can turn it into a science experiment?
Set up an absurd premise to intriguingly explain how well your product worksSet up an absurd premise involving an activity related to your products. Then describe what someone would really do in this situation and slowly build up to how your product helps.
Hey [First Name],
❶ Let's say that you're not a fatalistic let-the-wind-carry-me-where-it-may type.
Let's say that you're not one of those people who enjoy the thrill of being caught in the middle of a hiking trail with only shirt on your back.
❷ Then one can safely assume that you'd prefer to be basking in the glow of Mother Nature with a little protection against her meaner side like sucking the water right out of you.
❸ Well in that case you probably want something that works for the first 10 mile trek and the next 500m climb and the next 5 mile paddle.
Cause who's got time to replace stuff when you really need those 6 hours to figure out how everything's gonna fit into your backpack...like a bad game of Tetris?
❹ We just went through a major inventory overhaul and now we only carry items with a lifetime guarantee. That's right lifetime. Even if you end up breaking a Guinness World Record and live until 123 years old. Never worry about your tent losing its water resistance, your canoe leaking or...let me stop you right there cause you never have to think about those type of worst case scenarios again.
[link] Start finding your untearables unbreakables undefeatables here [/link]
❷ Reverse gears and describe what your audience would really do instead.
❸ Intro your product's best selling point.
❹ Announce how your product is the best fit for avoiding whatever absurd scenario you led with.
Real example of an uproariously funny absurd premise
When Milovan from Bamboo Tranquillity posted his bamboo viscose bedsheets on Reddit, here is one of the funny comments he got:
"All well and good until you start dating someone, only to to discover it was a Panda in disguise, whom created the elaborate plan to eat your bed sheets."
Definitely can be parlayed into great copy!
How you helped another company (cold email to new potential customers)
❶ Saw your announcement you're launching your spring collection next week - very excited to see your new designs!
Before it drops, you can definitely set up a viral social referral program to build massive pre-launch buzz. ❷ We just wrapped up helping YogaTease, a subscription box company, sign up 10 000+ excited customers with a multi-tiered refer-a-friend contest.
❸ I'll be free this Friday at 2pm-3pm. I will reach out to you then to give a 10-min rundown.
❷ Explain the results you delivered for another company doing similar work.
❸ A lot of sales emails ask a prospect when it is a convenient time to reach them. Do not expect your prospect to do any work this early in the relationship. You have to take the initiative to get the ball rolling. Your initial sales email is about building initial interest and setting the context for your call.
Get a referral from their colleague -> social proofGetting a referral from your prospect's colleague lends you credibility. Also, letting your contact know someone else is aware of this exchange gives them more impetus to respond.
Just fire off an email to a mid-level employee of the company with:
❶ I wanted to get in touch with someone about your advertising. Who would the best person to speak about this?
Using a referral from their colleague in a cold email
❶ Sarah from marketing recommended I speak to you about advertising. I'm Evrin from AdBlend. We have worked with several top luxury brands including Hermes and Prada to customize their ads to the website/app they appear on and the preferences of visitors seeing them. All dynamically.
This is how your ad would look, seamlessly blended into any context it appears in:
[screenshot of product customized to prospect]
We can also inserts images from visitors' connected social media profiles relevant to your brand to grab their attention. Basically, native personalized advertising, without you having to create unique designs for every publisher you advertise on.
❷I'm free this Wednesday afternoon and I'll give you a quick call 4-5pm with a few more details.
❷ Again, don't expect your prospect to take the initiative to call you. Your initial sales email should focus on introducing them to your products so they know what to expect when you call them.
Method credit: Breakthrough Email
Ask for feedback: put yourself in front of a potentially influential customer (cold email to new potential customers)If you're just starting a business, find influencers and ideal customers who would benefit from your product and email them to ask them for feedback. The benefits are twofold. First, they can provide you with valuable insights about how your product can be improved. Second, they may actually end up being your customer if you like your product or share it with their audience. This approach is effective because by only asking for their advice, you’re not raising their don’t-sell-me defenses.
Hey Ideal Customer,
❶ I've looked up to you (and wondered where you get your unlimited stamina) ever since I binge read Metamorphosis in high school (until my thumbs turned color!). ❷ I created a doc editor for prolific writers like you and I'd love to get your thoughts on it.
❸ Basically, it get rids of most of those annoying in-between steps when writing.
Done for you features: it lets you create sections inside a doc so you can easily rearrange paragraphs. Without resorting to copy and paste. You can also turn sections into universally shared ones that can be inserted into other docs. Update that section in one doc and magically, it updates in all the others.
Here's the 5 months in the belly version: [link]
❹ If this sounds interesting, would you be open to a 10-min chat to go over some of the 'ugh' aspects of writing you'd love to not have to do?
❷ Briefly explain what you created.
❸ Highlight 2-3 of the major pain points your product solves.
❹ Ask them for a brief chat to discuss the challenges they face doing what your product solves.