Here's a quick template you can use to write a powerful sequence of emails that drip out to your prospect encouraging them to take action to solve a problem they may be facing.
1. SUBJECT: Short question goes here
Use a short, curious subject line. For the purposes of this template, answering a customer objection, concern, or FAQ is a great strategy. Put the question in the subject line.
2. Salutation,
Use a first name merge here if you have it, or address them to who they are (Dear Homeowner, Dear Business Owner, Dear Fitness Pal, etc) if you know, otherwise use “Dear Friend”)
3. Short introductory sentence to interrupt a pattern…
This first sentence of the email must be short. Think of what you would say when you barge into a conversation between two people. The purpose of the first sentence is to get them to read the second sentence. It should be one, short sentence on it’s own line.
4. Here’s the problem you have….
Think about your prospect and explain the problem they are dealing with right now. Let them know you understand their pain and you’re writing them so they know you know exactly the problem they are facing at this very moment in their life.
5. Here are a few facts about the problem….
Give them a few quick facts about the problem to defend your argument that this problem really exists and you’re not making it up.
Fact #1:
Fact #2:
Fact #2:
6. Here what will happen if you ignore the problem…
Now this is the fun part. Tell them all the BAD or NEGATIVE outcomes that could happen if they ignore this problem and don’t take action, or make the wrong decision. Think in terms of outcomes if the problem goes ignored. Be tasteful, but be honest. Imagine this is your best friend and you want them to solve the problem so you need to motivate them by using pain-avoidance techniques.
7. You’re not alone with this problem you have….(story)
Tell them a quick story of someone else who had their same problem. They didn’t know where to turn, they were confused, their life was a “mess”. By now they know there is a problem, there are facts about it, the consequences of ignoring it, and then finally real people like them deal with this same type of problem. THEY NEED YOUR SOLUTION NOW!
8. Here’s my solution……
Tell them about your solution. How will it solve their problem?
9. Here are the benefits of my solution
What are the benefits of your solution and what are the benefits if they take action and actually solve this problem you bring up in the email?
10. And here’s why my solution is better than everyone else
Tell me very clearly what makes your solution better than every other solution out there. Do your best to get this into 1 powerful sentence. Think “Fresh, hot pizza delivered to your door in 30 minutes or less guaranteed or it’s free.”
11. But don’t listen to me, here’s what others have to say about my solution
Give them a testimonial or two of someone who used your solution and achieved the very benefits you bring up in the above sections.
12. And here is my guarantee
And if I try your solution and I don’t get these benefits, how are you going to minimize my risk?
13. So this is what I want you to do right now
Give me the call to action – tell me perfectly clear exactly what you want me to do right now immediately.
14. And if you do this right now, you’ll get this bonus
And then sweet it up that if I do it, or if I’m one of the first to do it, I’ll get a little something special for being smarter than everyone else and taking action more quickly than them to solve my problem.
15. But you need to do it by this deadline
Give them a legitimate reason why they need to solve the problem now and not wait.
16. Give the call to action again
Give them the perfectly clear call to action one more time.
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