The lesson in sales that I brought to all my email

“Maybe you should do a bit more mucking about on your laptop.”

My wife’s gaze wandered off around the opulent surroundings of the room, clearly taken by the little slice of luxury we’d been handed for the weekend.

We were drinking pre-dinner cocktails at “Le Bar”. the unimaginatively named bar of the George V Hotel in Paris.

I’d been given an expenses-paid weekend there as a prize in an affiliate competition, beating out some guys with way bigger budgets than me selling new broadband contracts.

I’d already met most of the other guys on the leaderboard at a drinks reception in London and they’d been all ears when they found out I was the only one using email to make sales.

I’ll talk about my affiliate strategy for emails another time, but for now, I want to share a line that a business coach told me a few years ago that has stuck with me ever since.

“Sales is just educating your customer that your solution is the right one for them.”

If you like teaching, but suck at sales, like me, then I’m guessing you’re breathing a sigh of relief right now.

For me, it totally changed my perspective on selling via email.

Rather than shove every last feature into an email, like most of the “sales newsletters” I saw, I could be more selective, watch feedback via opens and clicks and present the right information to my prospects over time.

I’d run a series of about 5 emails which split into 2 groups after the first day.

The first ones were just interested in price. These didn’t convert too well (people only worried about price never do. I’ll explain that in another email.)

The others I’d seen were more interested in reliability and speed. I’d picked these out of a dozen or so other benefits and decided to run emails with stories about these instead of just price-comparisons like most of the other affiliates had done.

I used stories and examples to paint a picture of what their new service would be like and, in the process “taught” them how to pick a broadband provider.

And it was all done via email.

Now, in truth, I didn’t use email as a purely educational tool for a while after that. I’ve done a lot of eCommerce work with email as well as training.

But when I started creating my own training products to teach what I’d learned running campaigns for some of the UK’s biggest brands, as well as turning one-man-bands into 7 figure businesses, I realized I already had this tool at my fingertips.

As well as cutting out unnecessary tech, it’s also given me another marketing advantage that I’ll talk about 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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