MARKETING TRAINING REPLAY: Copywriting 101: How to Write Emails for Lead Conversion

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In this week's Vyral Marketing Team Training, we're covering how to write emails for maximum lead conversion. You'll learn... 

(1:15) Copywriting: Salesmanship in print
(2:20) 4 pillars of salesmanship: Trust, need, help, hurry
(8:00) Identifying the right message, right market, and right media to deliver your message
(10:35) THE LEAD: 6 Proven ways to grab someone's attention:

1.  Offer/Promise – “I have this special opportunity for you and here's why…”
2.  Invitation – “I’d like to personally invite you to check out or attend this special (blank)…”
3.  Problem/Solution – “If you’re suffering from this problem, I’m going to show you how to fix it.”
4.  Secret – “I’m going to let you in on a little-known, insider secret of my industry today…”
5.  Story – “Bob’s life was a mess, and then he had this turning point and now he is a success! Here's how...”
6.  Prediction – “Where is the market headed? Stay tuned for my prediction of what's going to happen…”

(21:30) Sample writings for developing trust and nurturing a lead
(22:30) Using each sentence to "hook" the reader into reading the next one
(23:50) The cosmetic effects of using 1 or 2 sentences per line and graphical highlighting
(27:20) Area merge fields to "localize" the message and keep readers engaged
(29:10) Pattern Interrupts...break the standard
(32:00) Using "you" and "your" to keep the message personal rather than self-promotional
(34:25) Adding Benefit Statements like "so you can" so you can help readers know "what's in it for me"
(38:15) Keeping the email short to give it a spontaneous feel
(44:00) The Pain Avoidance technique
(49:45) How bolding the benefits provides a secondary reading path for anyone short on time
(52:00) Call to action is woven into the body copy, multiple hyperlinks, almost as an afterthought
(54:50) Honest, personal, authentic, and vulnerable communication styles are ALWAYS better than professional, safe, and corporate.
(58:45) Cut, cut, cut: Get rid of anything that isn't absolutely necessary
(59:50) 300 or 400px wide for iPhone formatting