You have a sales letter set up to sell your product. But you don’t want to wait until subscribers get there clicking through from your email. You want your email sequence to be a sales process for that product, and not be dependent totally on the sales letter. You aim to pre-sell them on the product before they ever get to the sales page, while at the same time giving them valuable information.
How to do that? Here are some ideas. They are not steps.
First, without mentioning the product send emails about different parts or aspects of the product. For example, if the product was HTML site builder software, you might give information on choosing a domain name in your niche, ways of structuring the site, the importance of legal pages, and placing of ads. You might use any format, such as videos to demonstrate what you’re talking about. You’re giving genuine and useful information of benefit to them. Once you present the offer to them you can point out how the software deals with those issues.
Second, you can give information related to the sales page copy, specifically any bullet points. Again, no mention is made of those points. But you’re leading them to understand the sales letter better when the arrive there. For example, if one of the bullet points emphasizes ease of use of the software, you communicate how difficult people can find the technology side of things in getting a site set up. You use the instance of using FTP or cPanel to do so.
Third, you must keep the subscriber’s attention. Use titles which highlight the benefits to them of whatever you’re email is about. In effect you’re promising what will be in the email that they need to know. Re-emphasize that in the first paragraph or section of your information format. After that give 3 to 5 points about it wheerby the benefit to them is shown.
Fourth, don’t forget the emails are part of your sales process. When you’re using what information is in your sales letter, use such things as proof, testimonials, benefits, or bullet point information. Just make sure it’s all useful to them.
Fifth, create content about each of your top benefits. In the example used above, talk about how much time you and others have saved in using solid software. Remember they want their niche problems solved. Think what exactly their problems are and give information and ideas which help them solve those problems, and increase their interest in doing so.
Sixth, send emails in which you meet any objections they might have. Write a list of possible objections, and create content dealing with each one. For example, imagine they’ve had bad experiences with software before. Tell them your successes with software and present testimonials. Often the objection or worry is about price, so tell them how time and money is saved in the long run.
Seventh, give a call to action at the end of emails. These can be quite low key so you’re mixing them in with stronger ones. For example, you might just mention your product at the end, almost as an afterthought.
Eighth, include some free offers or stuff not directly about the product, such as PDFs, audios or videos.
Emails are a sales opportunity for you. But they’re also the means of providing valuable and useful content to your subscribers. You want them to benefit from your communiciations and products over the long term.