Creating an Effective ‘Sales’ Email

You’re probably wondering why the word ‘sales’ in the title of this blog is in inverted commas.

Well, that’s because a lot of companies that send out emails to their customers and potential customers treat them like sales letters as opposed to emails that should be building trusting relationships.

They seem to have a mental block, believing that every communication they send out must contain the hard sell.

Well, if you do that you could be kissing good-bye to a huge chunk of your audience because they’ll get sick of it and opt-out. And that’s not good.

If you’re sending out regular emails to your list (daily, weekly or monthly) concentrate on the pain your readers are feeling.

After all, if they signed up to your emails they are obviously looking for a solution to a problem.

So rather than hitting them hard with the benefits of your product/service and giving them the hard sell, talk about the pain caused by the problem they want solved and only talk about that.

List all the issues they have, show your empathy with them and then, right at the end, simply add a call to action like:

To see how to overcome this….[insert problem] check out (sales URL)

This approach is:

  • Easy to write
  • Isn’t a hard sell
  • Shows your empathy
  • Builds trust
  • You don’t even have to mention your product

It really is stealth selling at its best.

Why not give it a try and let us know how you get on?

Perhaps you’ve already tried this approach? If so, how did you find the results?

Leave a comment and let’s evaluate this approach with some real life examples.

 About the author:

 Sally Ormond is a copywriter, blogger, cyclist, mum and MD at Briar Copywriting Ltd. She’s also an author.


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