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Sales Pitching| Article #53 : . THE SALES PITCH – EMAIL COPY

Okay, now that we've poured on the guilt about honesty in advertising, it's time to actually make our sales pitch. This may very well be one of the most complicated and difficult processes in all of marketing. The reason is because many people simply don't know how to write well, if at all. Communicating through sales copy can be a daunting task. One word out of place can mean the difference between making the sale and losing the sale. So it is critical that all the pieces be put in place just so.

While there is no way we can do a whole course in copywriting in one article, we can cover some of the basic things you should do when creating an email sales pitch, which is the first form of sales copy that we're going to cover.

Everybody is going to have their own take on how you write sales copy for an email. I personally like the personal approach. I feel it makes the reader more at home with you. By doing this, I feel that you have a better chance of connecting and closing the sale.

Most people feel that it is up to the sales page to make the sale. This is only partly true. A good email sales copy will, as my friend and mentor Juan Walker once told me, emotionally prepare the person to buy. That is the goal and aim of the email sales copy, to get the person on the other end emotionally prepared to buy. The question is, how do we do this?

Here's how I do it.

The subject – I try to come up with a subject that is going to make the person want to open the email. You want to create a subject that is going to stir curiosity. One of my favorites is where I have a big WARNING and then some blurb about a dangerous program or scam. People are always afraid of being scammed, so these kind of subjects are usually very effective, Of course you have to know who your audience is too.

Paragraph 1 - I introduce myself to the reader and thank them for reading my email. I promise them that I'm not going to waste their time with a lot of BS and assure them that they will most definitely want to read my message all the way to the end. I then tell them that if they want to contact me they can do so and tell them that all my contact info is at the bottom of the email. This includes my email address as well as my phone number. That's right, I welcome people to call me so that they can see that I am a real person.

Paragraph 2 - I tell them the reason for my writing to them, whatever it may be. I explain to them how I got their email and that they are receiving this because of, whatever, whether it was an opt-in or response to an FFA posting or whatever the reason is. This is stated in my email even though the email may have removal info either at the beginning or end of it. Some people don't read those things.

Paragraph 3 - I tell them that I have something that I feel may help them and explain why. This is where I explain my product in detail and how it works. I then tell them the benefits of this product and how it will help them. I tell them that before I found (or created) this product, I had a very difficult time doing whatever it is that this product does.

Paragraph 4 - I tell them that if they get this product from me today, I will throw in the following bonuses. I then list them with a brief description of what they do.

Paragraph 5 - This is the key paragraph because this is where I emotionally prepare them to buy. I tell them under no uncertain terms that not having this product is going to make it very difficult to do what it is they are trying to do and that for the cost involved (don't mention the cost in the email) it would be foolish to pass something like this up. I then tell them to at least go to the site and read what's there and that if they don't agree that it's the perfect solution to your problem...etc. I then give them the link to go to

Paragraph 6 - I thank them for their time and tell them that if they have any questions to email or call me and that I will answer them to the best of my ability.

And there you have it. Most good email sales copy will pretty much follow that script. Sure, there will be differences, but for the most part, this is what a good email sales copy looks like.

If you see something like this...

"Hey, check out this site..."

<link goes here>

You'll be glad you did.

You can pretty much bet dollars to donuts that this person is not making many sales, if any at all.

A good email sales copy can bring you quite a few sales.

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