I used to write my emails like this:
“Hi John, I hope you’re well.
Attached is an invitation to our upcoming webinar. Dr. Dodd June, Director of Oncology at Thompson Hospital will be our guest speaker.
I hope you can attend. RSVP due by the 10th of May 2020”
Then it struck me, my job is to represent my company, team and our products so why I am wasting a customer interaction by not putting any effort into engaging my customer via email? I was using email to just communicate information not convey a powerful message to draw my customers attention into what I have to offer.
Since this lightbulb moment my email response and engagement has dramatically improved. I’ve used basic sales concepts to leverage and create powerful emails even if just engaging in normal conversation.
If you want to know how to write powerful emails that will actually make your customers interested then read on! I’ll walk you through my new email template which I execute wherever possible.
5 Steps to a Powerful Email
#1: Start your email with a pain point or a question
In sales you need to undergo the discovery phase where it is pertinent to understand your customer and their needs. This is important so that you can offer a solution to their problem. Once their pain points are identified you can frame your emails around the solution.
This will be the theme of your message.
I hope you and your team have been safe during the pandemic. I have been talking to some of your colleagues in the field who have been using this time to upskill their staff. Understandably, it’s been difficult with the social distancing restrictions in place for us to do in-services so I’d like to offer an equally effective alternative.
#2: Then offer some type of value, usually information that captures the reader’s attention and proves you have something that they can actually use
I believe that hosting a webinar will help educate your staff around radiation safety for your oncology patients. Our company has arranged for a highly qualified guest speaker Dr. Dodd June, Director of Oncology at The Thompson Hospital to share his research around best practice, protocols and surprising dosimetry data for a range of treatment areas.
#3: Solve the problem
I’ve attached a flyer for you to distribute inviting staff to the event and a link to Dr June’s most recent journal article if you want a sneak peak of his exciting new research.
#4: Call to action
To register please click the ‘Register Now’ button on the flyer or click the following link: https://www.atozpages.com.au/meet-kristina-khoury/
I’ll check in with you next week before the RSVP date to get final numbers. Please don’t hesitate to send any questions for our experts in advance.
#5: A creative title
This is the most important part of your email. The title is what prompts your customer to actually open and read it. The book Sell Like Crazy by Sabri Suby discusses the use of headlines and says use attention-grabbing pulling words that basically forces your reader to see what you have to say. Examples could be ‘Secrets’, ‘Exposed’, ‘Shocking’, ‘Alarming’, ‘Exciting’, ‘Powerful’ – like in the title of this article or ‘Secrets to a Killer LinkedIn Profile’ which you can read here.
Another tip he suggests is using numbers in headlines (or in this case the email subject). He states that “numbers give your prospects a tangible object or logical idea to wrap their heads around.”
My favourite tip by Sabri is ‘Headline Essential #4: Showing Them What’s in it for them’. By being transparent about the content you’re going to present you have the power to intrigue your customer to continue reading.
Did the title of this article make you want to keep reading? Was it an accurate description of exactly what you were going to get if you read on? Did it make you feel excited about actually getting the advice you wanted rather than an article full of fluff?
Obviously I used all of Sabri’s advice when crafting it!
You can get a FREE copy of his book here
You can see the difference in the level of thought and consideration between the two examples. Basic sales principles can translate to written form too which I something I hadn’t considered in the past. Now even the simplest of emails make me pause and think, how can I leverage this in a way that is not only creative but shows my customers I have something to offer them?
The next time you write an email to your customers remember to first understand their needs and have the solution as the central theme to your email.