Are you on Snapchat? How about Instagram? And I know you’re on Facebook (even if it’s just a quick peek here and there).
If you’re integrating these social media platforms into your marketing strategy, you’ve already got a lot on your plate. But even if you’re not, I’ve got some amazing news for you: if you have time to scroll through your news feed and comment that friend’s profile picture (or even just “like” it), you’ve got more than enough time to plan out a crazy-good (and seriously high-converting) sales campaign!
Could it really be that easy? Of course it can, all you need is this simple 4-step formula I’m going to show you here today!
Four simple steps to a winning sales campaign
I’m about to pick apart the four essential emails to a sales campaign that actually sells. As an email marketing expert, I know you already understand the importance of segmentation, so once you’ve segmented your list, this easy 4-step process is all you need to craft a highly targeted and super-successful sales campaign today. For each of your segments, take out a pen and paper and draw out the roadmap of your winning 4-part email sequence (in this order!).
1) The “possible impossible” email
Your readers don’t believe you. It’s not that you’re untrustworthy, though. It’s just…. At this stage in the game, your offer sounds so amazingly mind-blowing, that they can’t even believe it’s possible!
“Learn SEO in 1 hour?” Impossible!
“$700 value, mine free?” Blasphemy!
See, your email recipients want to believe you, they really do… but they need a believable persuading message at this point. Your offer may sound amazing but, if they’re not buying immediately, your’e probably wasting your time. Here’s why: they think what you’re selling is almost too good to be true.
That’s where the “Possible Impossible” email comes in. Show your reader how the outcome they want is possible, even though it might sound unbelievable.
Here’s how: Ask yourself
- Why might my ideal customer be skeptical?
- What are their doubts about my offer?
- How can I speak their language and craft a persuasive, riveting story that shows them – hey, this is possible?”
Once they make it over that hump, it’s time to move forward to the “special case”!
2) The special case
You’re not that special. Don’t get me wrong, I love marketers and email buffs, but the reality is, you’re not that special. Before you get too offended, let me explain.
There’s a psychological phenomenon called “special snowflake syndrome“, basically, it means that humans like to feel like “we’re special”, like we’re better than average and we’re that one special case that a product or service won’t work on.
Our brains actually whip out a magnifying glass and hunt for reasons why it won’t work for us, even if we see hoards of other people your offer has helped! As marketers, how can we overcome this psychological hurdle? Grab your reader by the shirt collar and show them: “Hey, you’re special… but you’re not that special”.
Tell your readers the story of a “special case” customer who ultimately gets the outcome that they want through the use of your product or service.
Here’s how: Ask yourself “What are the one or two biggest objections, fears or worries about why your product or service might not work for them?”
Now, find one of your existing or past customers who fits that description, and with a carefully crafted story, you can obliterate your customer’s fears, doubts and objections.
3) The “now and later”
We’re not that complicated, you and I. Behavioral psychology is a fascinating and expansive subject (psychology keeps popping up today, doesn’t it?), but when it you boil it down to the basics of human behavior. We take actions that either increase pleasure or decrease pain.
As email marketers, we must use this knowledge to our advantage when we’re crafting our high-converting campaigns. The goal of the “Now and Later” email is to prove your readers that there’re both short-term and long-term benefits.
Here’s how: Ask yourself “Are the benefits of my offer moving them away from a state of pain (like reducing stress) or towards a state of pleasure (like increasing their income)? How?”
The “Now and Later” email needs to answer both of these two questions:
1) How will your reader benefit by acting today?
2) What benefits can they envision for themselves in the long-term?
4) The “fear of missing out” email
Similar to the “Now and Later” email, the “Fear of Missing Out” email capitalizes on human psychology (last time, I promise!) by inspiring fear in your reader’s mind. The fear of missing out can be an extremely powerful driver towards action, especially when it’s combined with time pressure and urgency.
For your email marketing to be effective, you need to know your audience, and know them well. What are your readers’ fears, hopes and dreams? Do they want more money? Or do they want more time with their family? Get as specific as you possibly can.
Here’s how: Ask yourself
- What is my prospect missing out on by not buying my product?
- Is this a seasonal or one-time offer?
- Are they doomed to a life of mediocrity if they don’t buy today?
Tap into the human brain’s intense fear of missing out and you’ll get them them clicking, swiping and buying left and right and center!
The final step
According to Direct Marketing Association, the ROI of email is 4,300%; so if you want to use the power of email to sell then you need to ask your audience to take action. Now!
Whether it’s requesting a demo with your sales team or jumping straight to your checkout page to make a purchase, you’re telling your readers to take action.
But, before they can do that, there’s one final step: you need to take action first. Lucky for you, you’ve got this proven, 4-step formula for a rock-solid sales campaign right in front of you! Whip out your pen, grab a piece of paper, and get to it!