How to sell to existing customers, without sounding salesy or spammy

Share a compelling story around your product

You can elevate buying your product or service from an impersonal transaction to joining a community by creating a story around it.

Subject line: Are you ready to teleport?

To create a story around your product or service, compare how it works to a similar experience most people can relate to. In this example, diffuser doesn't just make a room smell good, it's takes you to faraway places with memorable scents.

Offer a time sensitive coupon to nudge your customers to act now. Otherwise, even if your email piqued their interest, they may put off buying and eventually forget.

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Funny reverse psychology: why your customers shouldn't buy the product

Subject line: This weird magnet thingamajig

In a lighthearted way, explain what the product does and set up the context for the rest of the email.

Humorously deprecate the benefits of the product, which draws attention to why it's actually useful.

So your call to action fits with the rest of the story, frame it as if they don't agree with the joking reasons why they don't need the product, they can grab it for themselves.

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Activate a deep desire related to your product

Subject line: [First Name], what does your soul say?

Activate a deep human desire related to your product. In this example, it's the desire to express who we are, without needing to say it out loud.

In a language that resonates with your target audience, explain why existing solutions (if any) don't work well. This sets up the benefits of your product.

Highlight the main benefit of your product and romanticize the use of it.

Briefly mention 2-3 details about your product's quality.

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Share your honest feelings about something that happened in the world

Back when covid started getting serious in the United States, Scott Sternberg, owner of clothing brand Entireworld, shared his honest feelings about it and at the end, he mentioned a sale of one of their products that was fitting for the times.

Before this email, Entireworld sold on average 46 sweatsuits a day and on the day of the email, they sold 1000.

SOS: Sweatsuits on Sale 😳➡️😌 Sunday, Monday, Tuesday
Scott  <scott@email.com>
to email subscribers
Wow.⁣

I mean, WTF. Within the last couple of days, the situation in the world has become at best utterly confusing and at worst kinda terrifying. ⁣ ⁣

Am I sick already? Can I leave my house? What do I tell my employees? Will my mom be okay on her flight home today? Can Zod get Coronavirus? Did I buy enough TP? How long will this last? Who’s in charge? What’s next?⁣ ⁣

There’s the awkward and seemingly trivial question of what a brand does during a time like this – business as usual with product release emails and sunny IG posts? I can’t tell you how many people have suggested we start making masks. None of that feels right, but…⁣ ⁣

There’s also the question of what a small business does in a time like this. Entireworld is just that – there’s under 10 of us here making this all happen day to day, without big fancy financial backers supporting us. Our day to day sales are what supports our business and allows us to keep going.⁣ ⁣

So, as we’re working from home and thinking about what we can do to keep ourselves and our business safe, we’re also thinking about all of you at home, feeling the same crazy stuff. And we thought that maybe a cozy Sweatsuit could, if nothing else, provide a little comfort and warmth as we all collectively contemplate the future of the world, and the Entireworld.⁣ ⁣

For the next 3 days, buy a full Sweatsuit (sweatshirt + sweatpants) and receive 25% OFF at checkout. Just enter the promo code SWEATSUITWORLD. ⁣ ⁣

Grab some cozy socks, tees, and sweaters while you’re at it.⁣ ⁣

Be safe,⁣
Scott and your friends at Entireworld

Highlight a key feature of your product that differentiates it from your competitors'

Subject line: Lifetime repair or replace guarantee

Describe how products like yours should work in an ideal world to set the stage for how your products actually live up to this standard.

Share your products' key differentiating feature.

Briefly mention 1-2 scenarios that demonstrate the pain point your products' key differentiating feature solves.

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The curiosity piquing story Wall Street Journal used to sell newspaper subscriptions

Here's how the Wall Street Journal used a story about two men to sell newspaper subscriptions by activating the deep human desire to be successful.

Original sales letter for product: the Wall Street Journal

Instead of extolling the benefits of subscribing to the Wall Street Journal right out of the gate, they start off with an interesting story to reel you in.

They pique your "why did this happen" curiosity. Now you want to find out why one of men became the manager of a company and the other became its president.

The whole story activates a deep human desire to be successful to set up the Wall Street Journal's value proposition: it gives you the knowledge to surpass your peers and rise to the top.

Need new customers coming in as well? Here's how you can cold email them, without sounding like Nigerian prince 2.0.

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Last updated: August 9th, 2020
"How do I get new clients?" No you don't have to create content, get active on social media or complete on job boards. Yes all of these help, but you're forced to play the waiting game. While your bills stack up... Instead you can proactively reach out to clients you want to work with. Here's how (and no, talking about your benefits is not enough). Yes, let's get proactive
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