Writing emails that sell
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This document provides tips for writing effective emails to prospects. It discusses how email fits into an overall prospecting strategy and common mistakes like not focusing on the prospect's needs. The document then provides examples of poor prospecting emails and reworks them to be more focused on the prospect's problems and needs. It emphasizes keeping emails short, highlighting value and including a clear call-to-action. The document concludes by offering the expert's advice and social media details to continue the discussion.
Writing emails that sell
- 2. WHERE DOES EMAIL FIT TODAY? • Modern Buyers Have To Be Approached Differently. • Old Tactics Aren’t Working As Effectively, Or Are More Effective In Partnership With A Blended Prospecting Strategy. • Email Prospecting Fits Into Your Plan With Other Prospecting Tools: • Cold Calling • Direct Mail • Content Marketing • Speaking • Writing • Networking • Referrals
- 3. BUT I’M NOT GETTING RESULTS WHY? EVERYONE USES EMAIL • Don’t Lead With Value! • Too Focused On You. Not Enough On Your Prospect! • Too Long! • Too Dull! • Too Much Of A Brain Dump!
- 4. IMPROVE YOUR EMAIL CAMPAIGNS • Focus! • Subject Lines That Open The Door! • Focus On Leading With Value! • Compelling Call-To-Action (CTA) • Be Creative & Show Your Business Acumen
- 6. ANOTHER ONE? Hi Troy, I hope this email finds you well! I'd like to ask, would you be interested in combining Linkedin, voice and email campaigns to drive potential clients to your business? I believe we can help you in developing warm leads and in setting up appointments on your behalf. We can act as your professional marketing arm while you focus on closing deals. If it's something interesting, kindly let me know if I can call you. Kind Regards,
- 9. EXAMPLE 1
- 10. LOOKING TO RECONNECT INSURANCE AGENT Hi _________________, With all of our busy schedules it can be easy for routine business decisions to sneak up on us. When we spoke (in March) , we discussed the pending (January) expiration of your current business insurance program. Have you considered obtaining a second opinion for your business insurance in preparation for another successful year in business? I would like to offer you the opportunity to explore the value added services that many of our insurance programs can provide to businesses who qualify. Our products include many features that provide services to your business over and above the usual insurance coverage. These policies work for you all year, rather than just waiting for a claim situation to arise. A comprehensive review of your insurance program can become a powerful tool to protect your business AND to help propel it forward! Let’s schedule a 15 minute meeting to see how our programs can strengthen your business. Does 10am on _________ work for you? I look forward to talking with you soon. Best regards,
- 11. WHAT WORKS • Personalized • A Very Specific CTA • Focused On Prospect
- 12. WHAT DOESN’T WORK • tl;dr • CTA Could Be Stronger • A Little Too Much Of A Brain Dump
- 13. LET’S REWORK IT!
- 14. Subject Line: A Second Opinion Hey ____ We spoke earlier in the year about the pending expiration of your business insurance. For many of people a second opinion on their insurance needs is a valuable experience. Having a second set of eyes review your policy can help protect you from unnecessary expenditures and blind spots in your coverage. If you’d be interested in having a quick review of your current coverage, let’s set up a quick call so that we can discuss your situation. Best, _______
- 15. WHAT DID WE DO? • We Shortened It Up: 4 Sentences • We Get Right To The Point! • Focus On One Specific Point Of Value • Tightened Up The Call To Action
- 17. EXAMPLE 2
- 18. LOOKING FOR REFERRALS OR NEW BUSINESS MARKETING CONSULTANT Hi This is Tony. I’m simply InMailing the people in my network to provide updates. I resigned from my position at the infosec firm I worked for (_____) to run my marketing consulting business full time. Not asking for anything. Just providing updates. Should you need to get a hold of me please be advised of my new contact information e) tony@_______ d) 301……. w) www.tony.com If there’s anything I can do for you do not hesitate to ask. Warm regards, Tony P.S. I pay generously for referrals and can provide you more information if you like.
- 19. WHAT WORKS! • Acknowledges A Connection • Brief
- 20. WHAT DOESN’T WORK? • Too Much Focus On The Sender, Not On The Person Reading • No Real Value Add • No Specific CTA • Too Many Things Being Thrown Out There • Why Should Anyone Care?
- 21. YOU READY TO IMPROVE THIS ONE?
- 22. Subject Line: Is Your Marketing A Profit Center? Hey____ Did you know that 65% of companies struggle to generate leads from their marketing? That shouldn’t be the case, your marketing should be a profit center that generates consistent leads and sales. Over the past several years, I have generated marketing strategies that generated 25%+ better revenue than previous “best practices.” If you are struggling to turn your marketing spend into revenue, let’s set up a short call. I have some ideas that may help. Best, _____
- 23. HOW WE IMPROVED IT? • We Focused On One Call To Action. • Focused On Adding Value. • Cite Experience. • Subject Line Designed To Generate Interest.
- 24. ONE MORE?
- 25. EXAMPLE 3
- 26. LOOKING TO CONNECT SPORTS SALES AGENT Nick, Hi, my name is ____ with the ________. I’ve been unable to reach you via phone recently and wanted to follow up with an email. I work with companies like yours to help them build their business by utilizing _____ Field through ticket packages, pre-game picnics, a I thought this may be a great fit for your company, especially since we just had some awesome aisle seats become available behind ho I just need to understand what your goals are. What works for a short call around your calendar? Your future ticket guy,
- 27. WHAT WORKS? • Short! • CTA Is Focused On Prospect • Is Focused On Solving A Problem For The Prospect
- 28. WHAT DOESN’T WORK? • Too Much Windup • Leads Too Much With A Solution, Not Enough On The Challenge • CTA Is A Little Pleading
- 29. WANT TO MAKE THIS ONE WORK?
- 30. Hey ___ Has getting meaningful face-to-face time with your clients been an issue for you? Our business partners and clients call Victory Field one of the best investments they make in business development each year. If you have been trying to find a new way to connect and entertain with your clients and prospects, let’s set up a quick call. I have a few ideas that may be helpful. Best,
- 31. HOW DID WE IMPROVE IT? • Tightened It Up! • Addressed A Specific Problem • Focused On Social Proof • Made A Specific CTA • Offered Up Value For The Connection
- 32. GOOD SO FAR?
- 33. LET’S PUT THIS STUFF TO WORK FOR YOU!
- 34. KEYS TO YOUR SUCCESS • Defining Success: • What Are You Going To Measure? • Responses? Conversations? • Targeted Campaigns Are Better • Need To Schedule Time To Review And Tweak
- 35. BATCHING OR PERSONALIZING • This Question Is Important • How Big Is Your Market? • How Many Sales Is Your Success Dependent On? • Is Your Sale Simple Or Complex? YOU DON’T WANT TO TURN YOUR PROSPECTING INTO SPRAY AND PRAY!
- 36. YOUR SECRET WEAPON IS YOUR WRITING SKILL MAKING WORDS WORK FOR YOU • Make Your Emails Zing: • Focus On The Reader • Draw A Picture With Vivid Images • Less Is More • Be Like Stephen King And Use White Space To Your Advantage
- 37. IS YOUR CTA WORKING FOR YOU? KNOW WHAT YOU NEED YOUR READER TO DO • Your Prospecting Email Should Lead Your Prospect To Take The Next Logical Step: • Make Your Ask: • Clear • Compelling • Not Ambiguous
- 38. I’VE GOT A CHALLENGE FOR YOU • Take This Back To Your Desks Right Now: • Begin By Understanding Where You Are, But Also Where You Want To Go! • Target Your Prospecting Emails: • Specific Verticals • Buyers Or Buyer Personas • No Spray And Pray • Start Your Email With A Strong Subject Line • Make Your Body Copy Short, Focused, And To The Point • Create Strong CTAs Focusing On The Next Logical Step!
- 39. DON’T SAY GOOD BYE TO ME NOW OUR NEXT STEP Are We Connected On Social Media? Follow Me On Twitter: @davidwakeman Connect With Me On LinkedIn My Blog Is Updated Daily: DaveWakeman.com Our LinkedIn Community: Better Sales Email Writing (Search For It) Email Me With Your Successes, Failures, And Observations: dave@DaveWakeman.com
- 40. MY CTA FOR YOU A FINAL ASK If This Is Something That You Feel Is Relevant In Your Organization And Could Use More, Specific Attention… PUT ME IN TOUCH WITH THE PERSON I SHOULD SPEAK WITH! I WOULD WELCOME THE CHANCE TO CONNECT WITH YOU AND YOUR TEAM MORE PERSONALLY!
- 41. THANK YOU FOR BEING HERE! YOUR ATTENTION IS PRECIOUS!