Share a compelling story around your productYou elevate buying your product/service from an impersonal transaction to the spiritual process of joining a community by creating a story around it. For example, AirBNB isn't just an accommodation marketplace. isn't about belonging. According to their new credo, we used to live in villages where we were very connected to one another. Then the Industrial Revolution happened and our ties weakened. AirBNB is about rebuilding those ties and trust between people. Through sharing our spaces, washrooms, sometimes even our hairdryers.
Hey beautiful soul,
❶ I'm a teleporter. And I can take you along with me to the Gardens of Versailles, the cherry blossoms of Japan, the salty air of Cape Cod.
Who I am? I'm DreamLuxe Diffuser. Every one of my spritzes takes you on a journey.
Pssss...you're frolicking through the lavender fields of Provence.
Pssss...you're floating in clouds of cotton candy.
❷ For the next 72 hrs, get the DreamLuxe Diffuser with a free essential oils starter pack with the coupon code:
❶ A normal sales angle for a diffuser may just talk about how it makes a room smell good. To create a story around your product or service, compare how it works to a similar experience everyone understands. For example, diffuser = like traveling to different places with memorable scents.
❷ Offer a time sensitive coupon to nudge customers to act now. Otherwise, even if your email piqued their interest, they may put off buying and eventually forget.
The curiosity piquing story Wall Street Journal used to sell newspaper subscriptionsHere's how the Wall Street Journal used a story about two men to sell their newspaper subscriptions, activating the deep human desire to be successful. Not only successful but more successful than your peers.
❶ On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both young college graduates were filled with ambitious dreams for the future.
Recently, these men returned to their college for their 25th reunion.
They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.
❷ But there was a difference. One of the men was manager of a small department of that company. The other was its president.
What Made The Difference
Have you ever wondered, as I have, what makes this kind of difference in people's lives? It isn't a native intelligence or talent or dedication. It isn't that one person wants success and the other doesn't.
The difference lies in what each person knows and how he or she makes use of that knowledge.
❸ And that is why I am writing to you and to people like you about The Wall Street Journal. For that is the whole purpose of The Journal: to give its readers knowledge that they can use in business.
A Publication Unlike Any Other
You see, The Wall Street Journal is a unique publication. It's the country's only national business daily. Each business day, it is put together by the world's largest staff of business-news experts.
Each business day, The Journal's pages include a broad range of information of interest and significance to business-minded people, no matter where it comes from. Not just stocks and finance, but anything and everything in the whole, fast-moving world of business.The Wall Street Journal gives you all the business news you need when you need it.
❶ 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.
❷ 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.
❸ 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.
Funny reverse psychology: why your costumer shouldn't buy your product
Hey [First Name],
❶ So I came across weird magnet thingamajig called Magnetuck. Apparently, it keeps your shirt perfectly tucked in all day?
I gotta admit, Magnetuck is a much more elegant solution than heat-of-the-moment-killing stirrups but then...
❷ I decided that:
- My shirt puffing out shows the world I'm not stuck in an office chair all day. I actually get to move around.
- An untucked shirt gives me that effortless cool look. In Italian they call it "sprezzatura".
- I enjoy making a big show out of tucking my shirt back in, just to see if anyone is watching (admiring?) from afar.
❸ But hey, maybe if I arrange four of them together, I can pull off a cool science experiment?
[Image of your product linked to the product page]
❶ In a lighthearted way, explain what your product does to remind your audience and to set the context for the rest of the email.
❷ List humorous ridiculous reasons why your audience shouldn't buy your product. Sales focused emails can become repetitive after a while. This reverse psychology approach changes it up and makes your product more memorable.
❸Finish the email with a subtle nudge to buy, by listing one funny benefit of using it. Show the product image to further entice the audience and link to the product page.
Activate a deep desire related to your product
Hey [First Name],
❶ We can curl our hair, wing our eyeline and blush our cheeks. And while this definitely gives us an extra sparkle, it doesn't quite express our soul.
❷ Have you ever wanted to reveal your inner goddess without needing to speak a word? Or take a risk on permanent body art?
❸ Releasing messages and symbols normally buried deep inside our souls, Soulful gives them a voice in form of exquisite temporary tattoos:
[images of tattoos]
❹ Radiate your inner light so that, in Marianne Williamson's famous words, you can give other people the courage to do the same.
[button] View all of our Deepest Desires designs here [/button]
Crafted in the US. FDA approved.
❶ Activate a human desire related to your product. In this case, it's the desire to express who we are and what we like to other people.
❷ In a language that resonates with your target audience, explain how existing solutions (if any) are lacking. This sets the stage for presenting your product.
❸ Highlight the main benefit of your product and romanticize the use of it.
❹ Briefly mention 2-3 details about product quality.
Tired of worrying about how to get new clients?You've probably heard this before: polish your website, become a thought leader, set up ads, compete on job boards, network...What do all of these have in common? You have to wait for leads to come to you. The reality is, when we need a new client, we typically need one asap. Instead of waiting and watching the bills stack up, it's actually it's possible to proactively reach out to your ideal clients and get hired. A lot of people think cold email doesn't work because most of the best practices aren't well suited for getting new clients. So when they tried it, all they talked about was what they do, their benefits or past results. This may check a few copywriting 101 boxes but no matter how great your benefits or results are, the prospect has no clue how you'll actually be able to apply your skills and experience to help their business. The key to overcoming their skepticism? Come up with a few valuable improvement ideas related to your services tailored for your prospect's business and share this in your first email to them. This is what I call the VIU (valuable ideas upfront) approach. Now you’re not just offering them skills and experience prospects have to figure out how to put to use (they just won't reply), you’re offering them ready-to-go solutions to improve their business. Here's an example of this approach in action:
❶ I came across your comment on Product Hunt about LeadBot.
❷ In terms of attracting leads to the website, I found this process works well for coming up with content topics that brings in a lot more ready-to-convert leads:
- ❸ ・ What would someone who needs my product be searching for? For example, for an online design tool, specific topics include: how to make video thumbnails, Facebook image sizes.
・What do the top ranked articles for these topics cover? Enter each topic into Google and see what points each of the top ranked articles cover. If there are key points that most or all of the articles miss about one of these topics, this is great opportunity for you to create a 10x better article to attract more visitors and leads.
・Offer a downloadable resource related to each content topic. From experience, leads are much more likely to leave their email address to receive a contextually relevant resource and this opens the door for you to nurture them about your product.
❹ Would you be open to a 15-min brainstorm where we can come up a few high converting content topics for Swerve?
❶ In one sentence, mention where you discovered this prospect to open the conversation.
❷ Mention that you'd like to share your process for achieving a goal related to their product and related to your services.
❸ Break down 2-3 key steps in your process. To demonstrate your value and expertise, share steps that are insider knowledge, someone who doesn't do this for a living may not be privy to.
❹ Ask them for an initial call, framed as a brainstorm session so the prospect of taking away valuable ideas entices them to join. The call will give you a chance to further demonstrate your value so they would want to hire you to implement your process and achieve results for them.
Highlight key feature of your product that differentiates it from competitors'
Hey [First Name],
❶ When you're hiking, you go prepared.
When you're camping, you go prepared.
When you're driving, there are emergency supplies in the trunk.
❷ You want supplies that work just as well on the first adventure, on the second adventure and on the adventure you'll be taking to celebrate your 80th birthday.
❸ That's why 50%+ of our products come with a lifetime repair or replace guarantee.
❹ Never worry about your tent ripping or your canone leaking, or ... let me just stop you right there because once you invest in products from Galapagos , you never have to worry about what if's again.
[link] View our Lifetime collection [/link]
❶ Paint a picture of who your customers are or what activities they typically do related to your products.
❷ Describe how products like yours would work in 'an ideal world'. This will make it all the more impressive when you describe how your products actually live up to these high standards.
❸ State your product(s)' key differentiating feature.
❹ Briefly mention 1-2 scenarios that demonstrate the pain point your product solves.