If you’ve been following me for a while or read my book, you’ll know that a key part of my email “system” is interweaving content with promotion (if you haven’t read my book, shame!). Another way to say it is interweaving interesting and useful information with sales messages.
There’s nothing new about this. In fact, it’s a cornerstone of direct-response marketing.
But my “aha” moment didn’t come until I read Dan Kennedy’s “No BS Time Management” book. It’s a really great book to learn how to cut through distractions, value your time, and get stuff done.
But it’s also a great book for marketers and copywriters to study.
That’s because Dan Kennedy is such a master at mixing content with promotion.
Sometimes the promotion comes in the form of a blatant “go here and do this to buy this product or service”. While other times it’s a very imbedded pitch.
And by that I mean you wouldn’t know it was a pitch unless you were paying attention. He might say something like, “I was speaking with a client I wrote some sales letters for and...”
Which, on the surface might seem like an example to set up whatever he’ll be talking about. But it plays double duty. Because now you know the guy who wrote the time management book also writes sales letters.
And the rest of that book is completely littered with these pitches, many of which even I probably missed on the first few readings (it’s one of the books I will go back and read at least 5 times).
To become a master at this like Dan Kennedy takes years and decades of practice. You have to have a firm understanding of your market, copywriting, and how to use language in creative and unique ways.
The good news is that you don’t have to master this to begin making sales with email. Especially if you’re mailing daily or at least a few times a week. And as I teach in my book, you can “short cut” your way to mixing content with promotion by writing an email… then simply adding a close/call-to-action at the end.
Yes, Tenderfoot, as you get better at adding subtle, imbedded sales messages throughout your emails, your sales should go up. But for now, just focus on consistently sending emails that do two things:
1) Build the relationship you have with your list, meaning they’re more eager to open, read, and buy from your future emails…
2) Sell your current offer…
I’m going to cover this topic of selling offers vs selling relationships in tomorrow’s email, because it’s important.
In the meantime, if you want me in your corner to write emails to your list, simply hit ‘reply’ and let me know. As you’ll find in the FAQ section of my book, I write regular emails (daily/weekly/etc), automated campaings, broadcast campaigns, and most other types of emails for your warm, beating heart’s desires.
But before you message me, be sure to take a peek at my book, espeically the FAQ section to make sure I’m right for you and you’re right for me.