How To Craft Emails Your Audience Actually Wants to Read

I’m building my first online course.

And to give it the biggest possible reach, I’ve started to dive into the basics of email marketing. In this issue, I’m sharing some of the basic parts with you.

This is a reminder to stop talking about how great your product is and trying to cram it down people’s throats. Instead, you'll learn how to show you understand your audience's struggles. Afterwards, you can present your product as the ultimate solution.

Unfortunately, many budding email marketers fail to strategize properly. This leads to losing out on tons of potential customers.

Beginners lack a clear strategy.

Part of lacking a clear strategy they also often fall victim to these 5 mistakes:

1. Lack of a clear goal

2. Spammy subject lines

3. Unclear call-to-actions

4. Wrong target audience

5. Poor audience segmentation

But, luckily you can unlock the basics of a good email marketing campaign.

I will give you 7 tips that will squash these 5 mistakes. They will also ensure you keep providing your audience with value.

Here’s how:

1. Create urgency

Urgency is what gets a person to buy now and not postpone to some imaginary future time.

You can create urgency in many ways. Here are a few examples:

1. A time-limited discount

2. A future price increase

3. Limited availability

If you’re selling an evergreen product, there are other ways to do it:

1. Paint a picture of the future they could have with your product

2. Tell them about all the benefits they’re missing out on

3. Define the opportunity they’re missing

2. Provide repeated value

Many people make the mistake of not giving away value before the customer buys the product.

You should always provide free value to your potential customers. They should get so much good quality value for free that they’ll wonder how much value they can get when they buy.

You can think about it like this: Give them information for free, and let them pay for the implementation.

3. Clarify your price point

You should share your price point, but don’t let it be the sole focus.

Instead, be open about your price and share why you priced your product that way. You can list out all the stuff they’ll be getting, also known as the product features. This is also to share your experience level and use that as a factor in the price.

A good idea is to present your price first, explain the value of the product, and then offer a discount.

4. Show the dream outcome

Often beginning marketers and salespeople focus too much on the product.

The customer doesn't care about your product. They don’t care about the amount of hours you put into creating it. Instead, show them the dream outcome.

Paint the picture of how their life or business would be better if they only had your product.

5. Share customer success stories

The customer needs proof that what you’re selling will benefit them.

It’s easy to write a lot about the benefits and features, but they don’t show if your product can do what you say it does. This is also another excellent opportunity to create some urgency. Sharing how someone is crushing it because of you will make the reader feel like they’re missing out.

Customer success stories make you seem reliable and trustworthy.

6. Communicate product benefits

Now, I know I told you not to talk too much about your product, but as with everything, there’s the right time and place.

In point no. 4 I told you to share the dream outcome. This is the time to get specific. Share exactly the way the product will benefit the customer. And tell them about the transformation that will unfold for them after purchasing.

But remember, it’s still about the customer and less about your product.

7. Understand customer challenges and needs

If you don’t understand your customer, how are they ever going to trust you to solve their problems?

So, figure out exactly what they need. Challenges are all the negative stuff you can help them overcome. Needs are all the dream outcomes you can give them.

Start with defining all their:

• Fears

• Struggles

• Challenges

• Frustrations

And then move on to understanding their:

• Wants

• Needs

• Dreams

I hope these were helpful.

I’ll talk to you more next Monday.

Peter