In which we sum up our case and make a pitch for our offer.

OK, this is the big one, we’re going to make the pitch for our first offer.

Let’s talk about the offer we’re building up to before we begin on the email itself.

Remember that your offer needs to be incredibly accessible in terms of price, and completely obvious in its value.

That doesn’t mean you have to give away vast amounts of information. It just means that that information has to be super high value.

Imagine you were being interviewed on TV and they asked you for the “one tip” you’d give beginners.

I know you hate that question. There are no silver bullets, but there’s always a first step, or something small that gives big results. Especially if it’s done consistently.

In email, it’s creating a really great welcome series around an offer that’s too good to refuse.

There’s loads more to it than that, but if I had to do one thing only, and I only got paid if my clients get results, this would be it.

So, here’s where we’re going to present our offer. Let’s look at the breakdown of the email, which you can see here.

(1) A quick summary of why your way is the best way – this just recaps the last email.

Always restate your case, you never know if they skipped an email somehow, or if they got distracted. Your prospect is intelligent, but like you, they have a lot going on in their life.

Never assume you have their attention. Work for it.

(2) Frame your offer against the wrong way of doing things which should now look like a silly idea.

(3) Your own process should now look easier, faster, less risky, or a combination of all three.

Restate the benefits of your method as bullet points.

(4) Point out that they’re still here

This is something of a mind-hack.
It plays on the fact that they have got this far so they must be interested, right. I mean who would waste their time if they weren’t.

Also, it’s using “self-selection bias”, you can safely say they’re at least curious because, if they weren’t, they wouldn’t be reading this by now.

You just have to give them a nudge to get them off the fence now.

(5) Introduce the idea that this won’t be around forever.

Create a little scarcity, which in turn creates an urgency to act.

The reasons don’t have to be super-original, any justification will move the needle on this. Even just the threat of rolling this up into a bigger, more expensive programme is probably what’s going to happen anyway at some point.

(6) Lastly, we’re going to make this affordable.

Really affordable.

If you get feedback that people were worried it would be rubbish at that price, you’re about right.

Again, give a justification. Literally anything will do, but the fact that they’re even on your list means you can start to treat them as a bit special.

Then give the link, and get out of the way.

OK, that’s the end of our 3 part series. I hope it makes sense how it’s played out.

There’s one more email to come which will help open some “real” conversations and either give you valuable insights into what your next product should be, or help open higher ticket conversations.

It’s just a door-opener, but it’s incredibly effective, and if you’ve spent any time at all doing sales or research, you’ll know how valuable that first response is.

I want you to act on this series though. You need to get at least the first rough draft written right now while the ideas are still fresh in your head.

So for once, I’m not giving you the option to skip ahead.

The bonus email will be with you tomorrow.

Stephen Pratley
Copy & Conversion Consultant
The Conversion Co.


c/o The Conversion Co., 2a The High Street, Thames Ditton, KT7 0RY, United Kingdom
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