Subscriber Stuart runs a website to help lonely singles find love online.
And he's worried about coming on too strong in his emails:
Do you try to sell in every email? For my drip series, there's a PPS in every email with a different reason to order online dating profile feedback from my site. And then two days after the last series, there's a “what are you waiting for” type email that is a harder pitch. But is a pitch at the end of every email too much?
The short answer is:
Pitching in every email is NOT too much.
In the email courses I create, I start pitching even before the first email arrives—there's a pitch right there on the confirmation page.
And it works. More than a third of our sales usually come in from the confirmation page or the first lesson in the course.
This is DEFINITELY a time when “the devil's in the details” though.
Where a lot of email marketers run off the rails is, they don't think about the pitch until they've already written the email.
Then they slap a sales pitch on at the end, and it comes across as forced and pushy.
Instead you want to construct the email in such a way that it leads naturally to a pitch from the word GO.
In Stuart's case, let's suppose his email course highlights a handful of real forehead slapper blunders that guys make in their online profiles that send the ladies running in the other direction.
And let's (safely) assume that one big no-no is launching into a sob-story about your ex.
So maybe Stuart tells a story about a guy whose entire online profile was about how his high school sweetheart dumped him after 5 years.
The women who saw this guy's profile couldn't hit the Back button fast enough.
This guy had NO idea that his emoting was torpedoing his chances.
Until one day he saw some women making fun of his profile on Facebook…
How tough do YOU think it would be to pitch a “get your dating profile reviewed” service from here?
Would you need to do a lot of “hard selling” to get your reader to take the next step?
Doing this isn't difficult once you get the hang of it.
It definitely takes some practice though.
In the email copywriting workshop I'm leading in a couple of weeks, we're going to do a deep dive on this topic of pitching in your emails.
During the workshop, you'll see how to find the kind of stories for your emails and email courses that make pitching easy and natural like this.
And you'll have a chance to hone your chops under my guidance and direction.
The workshop isn't open for registration just yet.
To keep the class small and intimate, enrollment will be strictly capped.
Just contact me, and I'll make sure you have a chance to grab your seat before the doors officially open.
P.S. Steer clear of burying your pitch in the P.S.
It's OK to do once in a while, but if you find yourself doing this a lot, it probably means that you're not doing a good job of connecting the pitch to the main body of your email.
For maximum effect the main topic of the email should flow naturally into the pitch—with no logical break or disconnect.