In yesterday’s post we talked about making offers within content emails vs. sending solo emails. While you don’t want to send solo emails all the time, there are times when they will work well and you should use them. Solos are perfect when you’re launching a new product, doing a big JV promo for someone else, and anytime there’s scarcity such as a limited supply or a coupon that’s about to expire. In those cases you want your readers’ full attention on the offer and the sole purpose of your email is to close that sale. But how do you write a high-converting solo email?
Before you even consider writing a solo email, take a look at the offer. Make sure it’s a good, no great product, a good value, and that it will benefit your subscribers. You can write great copy, but if the product isn’t a good match for your list, the solo email will tank. Be protective of your subscribers. You spent a lot of time building up your list. Make sure you’re adding value with each solo email.
Once you’ve decided what you will promote, it’s time to warm your list up to the idea. If you’re getting ready to launch your own product or service, tell and tease them about it while you create it. If you are promoting someone else’s product, start by introducing him or her to your audience. Establish this person as an expert and someone you trust. This will help overcome a lot of objections when it comes time to close the sale. Your content should also reflect and prepare your readers for the offer to come. Make sure they know why they need what you’re selling.
It’s almost time to sit down and write your email. First though you have to come up with a good hook. This is what will grab your subscribers’ attention and makes them want open the email and read it. If you can’t convince them to open the email, it doesn’t matter how great the offer is. Spend some time on this and get good at creating interesting hooks and subject lines that make them want to click on the email ASAP.
Next it’s time to write the actual email. Since you have your hook, the first part will be simple. Then give them just enough information about the product to presell them. You don’t have to close the sale… that’s the job of the sales page. Your job is to convince your readers to click the link that sends them to the sales page with an open mind about making the purchase. Don’t be afraid to be direct. Tell them to click the link and ask them to buy the product. If you’ve done your job of warming them up, getting them interested, and convincing them that this is something they can benefit from, you’ll make the sale.