Instead, successfully enticing your prospect to click, reply, or call is like climbing a mountain, where one misstep could cause your prospect to "fall off"... and delete your email:
So how can you help your prospect reach the top of "Conversion Mountain"?
The most successful emails give your prospects a reason to read your message and act on it, with an engaging opening line, a message that speaks to their problems and challenges, a clear call-to-action, and most importantly, a compelling offer that provides value.
To craft a message that generates more good leads, use these rules of the road (click on a step below to learn more, or scroll down to read through all five):
Start With Your Offer
The whole point of your email is to get your prospect to act—to click, call, or reply.
But every email is a transaction—your prospects won’t act unless there’s something in it for them:
That’s where your “offer” comes in—it's what your prospect gets in return for acting on your email, and lays the entire foundation for your message.
Offers come in all shapes and sizes—they educate, entertain, engage, and reward.
The clearer and more specific you are about what your offer is and how it helps your prospect, the more likely your prospect will be to act.
Identify your offer before you do anything else, then craft an email message that sells your offer (not your company or your product). So let's start writing...
Open With A Bang
Your prospects have limited time and patience. If you don’t grab their attention immediately, you’ll lose them.
Your opening line offers your best chance to grab their attention, so don’t waste it.
Above all, be clear and concise. If you’re opening sentence is too long or hard to understand, your prospect will stop reading.
In addition, use your first sentence to speak to your offer and entice your prospects to read on, either by hinting at a benefit or piquing their curiosity.
Here are some common mistakes to avoid when crafting your opening line, and ideas for improvement:
Highlight The Problem
Your prospects are focused on one thing: their own problems, challenges, and priorities. If you don't explain your offer in those terms, your prospects will move on to something else.
Here are a few tips to ensure your message resonates with your prospects by speaking to their challenges and priorities:
- Describe the problem your offer is intended to help solve. Don't assume it will be obvious—spell it out for them.
- Even when it's about you (e.g., your product or your years of experience), make it about them (e.g., how your product helps your prospects, and how long you've been working with businesses like theirs)
- Be clear, concise, and and write in plain English. Business jargon is old, tired, and often meaningless.
- Finally, to keep your writing focused on your prospect's needs and goals, write in the second person—instead of "We/I," start with "You":
Make It Easy For Your Prospect
Your prospects won't work hard or go out of their way to act on your offer. If they have to read through long, dense paragraphs—or if it's not obvious what you want them to do—they'll give up and move on.
That's where your "Call-to-Action" comes in. Clearly explain to your prospects what you want them to do and how to do it. Be as specific as possible. And tell them what they'll get in return for acting.
Here are some tips for making your Call-to-Action as successful as possible:
Review for Clarity & Empathy
You’re done (almost).
Now, go back to the beginning and re-read your whole message, applying the following checklist to every paragraph, sentence, and word:
We get it—it's a lot to process. To see how these principles apply in an actual, real-world email, check out the slideshow below on the "Anatomy of a Perfect Email":
Want to know the exact number of good, local prospects you could email with BWise?
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