Fact: The purpose of email marketing isn’t “tell & sell.”
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In other words, you can’t just tell prospects you exist and hope they buy from you.

In reality, email marketing is a lot more precarious. Think of every email as a journey to the top of Conversion Mountain—where your prospects could fall off at any point:

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So how do you reach the top and successfully earn a click or reply? With a message that engages your prospects, resonates with them, and makes it easy for them to act on your offer.

Use this step-by-step guide to write messages that grab your prospect from the first line, and ultimately deliver you good leads and more sales. Click on a step below, or scroll down to read through them all:

STEP 1: Start With Your Offer

STEP 2: Open With A Bang

STEP 3: Highlight The Problem

STEP 4: Make It Easy For Your Prospect

STEP 5: Review, Revise & Sharpen



Start With Your Offer


Every email is a transaction. Your prospect needs a reason to act...

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That's where your "offer" comes in. Your offer is 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:

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Create a compelling offer before you write your message. Then use your message to sell your offer—not your products and services.

Back to Top



Open With A Bang


Your prospects have limited time and patience. If you don’t grab their attention immediately, you’ll lose them.

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Don't waste any time.

Engage your prospect with an opening line that’s concise, eye-catching, and speaks to a problem or priority your prospect cares about:

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Highlight The Problem

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Your prospects don’t care about you or your product. They only care about their own problems and priorities.

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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.

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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, Revise & Sharpen


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:


Now that you know how to write email that turn into sales, want to know the exact number of good, local prospects you could email with BWise?

Use our free Email List Builder: