✌️ How To Morph Bad Sales Emails Into Irresistible Content

This week, I’m going to teach you a simple email exercise that will help you turn poorly converting emails into irresistible content.

If you’re going to be successful in sales - you’ll need to become a master of email. Which means you need to practice writing copy.

Unfortunately, most salespeople never practice and instead write emails that produce 💩 results and wonder why “sales is so hard”.

So let’s add a simple weekly exercise to start building that copy muscle 💪.

After reading, you’ll walk away with:

• A simple weekly writing exercise to boost your email copy skills

• A breakdown of an actual before and after example

• A ridiculously easy template you can use as a guide

So let’s get started.

Every single week I get several sales emails.

Some are good, however, most are horrible.

I used to save the good ones and immediately delete the bad.

One day, as I was reading through a “bad” example, I thought...

How would I write this differently?

Shortly after - I had completely rewritten the email and although not perfect, it was much better than what I received.

So I started doing this once a week. (for products and services I don't sell)

In doing so, it not only helps spark creativity, critical thinking and made my writing better, but I also came up with a simple template to make the rewrite ridiculously easy.

First, let’s walk through a recent example.

Bad Email Example

The Good

It’s fairly short and doesn’t have any bulky paragraphs.

That’s about all I got…

The Bad

1. Not even sure I'd open based on the subject line.

2. I like starting with a question ONLY if you know it’s a common problem. I’m not looking for lists so really no need to read on.

3. They’re requesting an opportunity to prove they’re better and asking me to do all the work. (”ain’t nobody got time for that”)

4. “Kindly provide”, “specific requirement”, “highly appreciated” - this is a bit picky, but - write like you talk.

The Rewrite

Here’s what I was thinking when going through the rewrite.

1. Subject line: I wanted to be vague, yet create enough curiosity for the reader to think “huh?” and want to open to learn more.

2. The Opener: Either start with a problem or interesting fact that may teach your buyer something new.

3. So what: After you teach them something, you need to show them why they should care. The best way to do it in my opinion is to take the fact and turn it into a problem.

4. Prove your value: Unlike the other email where they asked me to do the work, I give them 2 people that just left one of their clients. Your reader should be thinking - “I better call them before my competitors, and I wonder who else recently left?” ***

5. Interest-based Call-to-Action (CTA) - You’ve taught them something new, shared why they should care, and provided value, now you can see if they’re open to learning more.

***If you're thinking - "how would I know who their customers are?" - 95% of companies have customer case studies/success stories on their website. Too easy. Also, if you're an SDR, AE, AM and don't get many prospecting emails ask your Manager to send you the crap emails they get for your practice.

Here’s the template you can use as a guide -

Subject line: Stoke curiosity

Teach: Share a Problem or Interesting Fact

So what: Tell them why they should care

Value: Give them a taste of the value you provide

End with an interest-based CTA.

Start adding this weekly exercise and watch your writing transform.

If you're looking for other email frameworks - check out the PEASC formula here.

That’s all for this week. Hope it was helpful.

If you liked this article, I drop one weekly. You can check out others here. And let’s connect. ✌️