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.
❶I'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 am I? 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 on clouds of cotton candy.
❷For the next 72 hrs, get the DreamLuxe Diffuser with a free essential oils starter pack with the coupon code:
❶To 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.
❷Offer 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.
Funny reverse psychology: why your customers shouldn't buy your product
❶So I came across this weird magnet thingamajig called Magnetuck. Apparently, it keeps your shirt perfectly tucked in all day?
❷I gotta admit, I thought Magnetuck seemed to be a much more elegant solution than having to constantly re-tuck my shirt but then I decided that: ・A puffed out shirt 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.
❸But hey, maybe if I arrange four Magnetucks together, I can pull off a cool science experiment?
[Image of your product linked to its sales page page]
❶In a lighthearted way, explain what your product does and set up the context for the rest of the email.
❷List humorous ridiculous reasons why your audience shouldn't buy your product. Sales 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. Share your product image to further entice the audience to buy it.
Activate a deep desire related to your product
❶We can curl our hair, wing our eyeliner and blush our cheeks. And while this can definitely give us that extra sparkle, they don't quite express our souls.
❷Have you ever wanted to reveal your inner goddess without needing to speak a single word? Or taking a risk on permanent body art?
❸Soulful gives your soul a voice in the form of exquisite temporary tattoos:
[1 product image]
❹Radiate your inner light so that, in Marianne Williamson's famous words, you can give others the courage to do the same.
[button] View the Deepest Desires collection [/button]
Designed and made in the US. FDA approved.
❶Activate 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.
❷In 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.
❸Highlight the main benefit of your product and romanticize the use of it.
❹Briefly mention 2-3 details about your product's quality.
Share your honest feelings about something that happened in the world
When coronavirus 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 on 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. Something to note the New York Times source doesn't mention: Entireworld also posted the same message on their Instagram so some of the sales could have come from there as well.
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.
Scott and your friends at Entireworld
Highlight a key feature of your product that differentiates it from your competitors'
❶You want supplies that work just as well on your first adventure, on your second adventure and on the adventure you'll be taking to celebrate your 50th birthday.
❷That's why all of our products come with a lifetime repair or replace guarantee.
❸Never 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 new summer collection [/link]
❶Describe how products like yours should work in an ideal world to set the stage for how your products actually live up to this standard.
❷Share your products' key differentiating feature.
❸Briefly mention 1-2 scenarios that demonstrate the pain point your products' key differentiating feature solves.
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.
❶On 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.
❷But 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.
❸And 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.
❶Instead 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.
❷They 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.
❸The 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.