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6 Sales Email Templates That Hook Customers Into Buying

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Create a compelling story around your product Reverse psychology Absurd premise How you helped another company Get a referral from prospect's colleague Ask for feedback: potential new customer
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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.

Are you ready to teleport?

A normal sales angle for a diffuser may just talk about how it makes a room smell good. To create a story around your product/service, relate it to a similar emotionally deep experience.

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.

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Reverse psychology: why you shouldn't buy my product to intrigue people into liking it more (sales email to existing customers)

Why you shouldn't go anywhere near a Magnetuck

Describe your product to set the context.

Humorous ridiculous reasons why you shouldn't do something achieve the opposite effect of building someone interest in the product/service. It also makes your email more memorable.

Method credit: Zuberance

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Set up an absurd premise to intriguingly explain how well your product works

Set 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.

You and me? We're gonna be stuck with each other for the next 50+ years...here's why

Focusing on an activity related to your products, set up a scenario your audience is so unlikely to find themselves in, it sounds absurd.

Reverse gears and describe what your audience would really do instead.

Intro your product's best selling point.

Announce how your product is the best fit for avoiding whatever absurd scenario you led with.

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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)

Re: existing subject line

Subscribe to your competitors' newsletters to stay updated on their newest developments so you can mention it in your intro.

Explain the results you delivered for another company doing similar work.

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.

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Get a referral from their colleague -> social proof

Getting 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:

Who's the best person to get in touch about this?

Ask them to refer you to someone in a department who's responsible for what you want to sell.

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Using a referral from their colleague in a cold email

[Name of colleague who referred you] recommended I speak to you about advertising

Briefly introduce who you are and explain what your company does in terms of what results you delivered for other customers.

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

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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.

Eagerly anticipating Fire and Ice +your brutally honest feedback?

One sentence meaningful comment about why you value their work and expertise.

Briefly explain what you created.

Highlight 2-3 of the major pain points your product solves.

Ask them for a brief chat to discuss the challenges they face doing what your product solves.

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How many people approach sales wrong

Sales is a bit like dating. And lot of sales emails do the equivalent of asking someone you just met to move in with you. Benefit: "We'll save on rent!"

When you first contact your prospect, the goal isn't to convince them how awesome you are right away.

The average sales email = using a pickup line to impresss someone in a bar

Your goal at that point is just to open an conversation and build interest so the prospect eventually wants to learn what you have to offer. The only way to rip them away from the latest breaking news, text messages and email pings? Novelty. Element of surprise. Gary Vaynerchuk calls it jab, jab, right hook. "Well I didn't see that coming!"

One of the sales letters of all time

The first goal of a sales email? To simply to capture someone's attention while they're bombarded with Facebook updates, emails and Kate just gave birth!

As Olen Kklaff explains in his book Pitch Anything, our croc brain processes incoming cues and messages first. The part of our brain relatively unchanged since our hunter-gatherer days.

And what is still its #1 priority? Keeping us alive. Thus it's great at ignoring what it has already been exposed to thousands of times before and evaluated as safe or non-relevant. That rock? Not gonna kill me.

So the average sales email your prospect has seen in some form dozen of times before? Insta-ignored. If you want your prospect to even bother reading your email, you have to be new and different so their croc brain goes: "huh this is different... what does it mean for my survival?"

In one of the finest copywriting examples of all time, here's how the Wall Street Journal turned the average gimme your money subscription letter into a riveting story about two men and why one of them became the manager of a company and the other became its president:

Instead of extolling the benefits of subscribing to the WSJ right out of the gate, they start off with an interesting story to reel you in.

They open a curiosity loop. Now you have to find out why.

The whole story sets up their powerful value prop: the WSJ gives you the knowledge to rise to the top in business.

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