Have you ever wondered how some marketers manage to get people convinced to buy their products before their customers even read their sales page?
They get people so pumped up and ready that it becomes no question at all that people are going to hit that buy button.
And it doesn’t just happen for those who are marketing their own products. There’s a certain amount of magic some marketers are able to work when they’re promoting products as an affiliate as well.
They’re able to convince their readers to hit that buy button for products they’re promoting for other product creators.
It’s easy to feel like the people who can convince people to buy without even reading the sales page are just special or have some sort of out-of-this-world talent and skill. But that’s not the case at all.
The only thing that separates someone who makes a lot of sales online and someone who doesn’t is know-how. In this case, we’re talking about knowing how to presell in an email.
Preselling in an email is all about convincing people to buy before they even see the sales page. There are a few things that go into making this happen, and we’ll talk about each of them in turn.
Sometimes your presell email will contain all of these elements and sometimes you’ll choose to send a series of emails instead—each containing a different mixture of these elements.
- The relationship
- The story
- The benefit
- The call to action
- The lead up
Your Goal With a Preselling Email
Before we move on and talk about the different elements of preselling in an email, let’s talk a little about the goals that come along with preselling.
You want people to be convinced to buy before they land on the sale page.
In some cases, you’ll tease people in a lead up before the offer is even available.
In other cases, you’ll attempt to presell people on the product all in one email.
Your goal is win people over and get that sale. Your goal is to increase conversions whether it’s of your product or a product you’re promoting as an affiliate.
Think about how you use emails to sell right now. Do you tend to just send a short email and a link to a sales page? Do you try to convince people to buy, buy, buy? Do you hardly mention the product at all?
There’s a real art to preselling—and I think you’ll be able to make a lot more money if you understand these elements.
Your Relationship With Your Email List
A big part of being able to send out an email and sell people on a product before they even see the sales page is the relationship. If people know, like, and trust you, they’re going to be a lot more likely to buy from you. They’ll buy your products and the products you promote as an affiliate.
Email marketing is a fantastic way to build relationships. This is something that happens over time. You’ll show people that you’re in their corner.
You can do this by paying attention to what people need and want… and by delivering that. Whether it’s be sending helpful content, by reaching out to them, by asking for their opinion or asking for their questions, you have to show that you’re not the typical marketer who’s just in it for a buck. Show that you really care.
Believe it or not, you can also build the relationship over time by sending out offers. People are on your list for a reason. They’re going to buy products whether you promote them or not. So where you come in is by promoting products you’ve hand-picked for the people on your list because you know those products are a great fit.
It can seem to people that you have a crystal ball because you know what they need before they know what they need. You’re always looking out for them. You’re always present. You’re always real.
Think about the relationship you have with your list right now. If you’re just starting out, think about the relationship you want to have with your list. It’s never too late to think about your relationship and how that can affect how people see you and how likely they will be to buy from you.
Your Pre-selling Email Must Contain a Story
The story you weave in your preselling email is another important part. People love stories. They love to be drawn in with a great story that they can connect with.
This is different than an email that’s focused on “buy me, buy me, buy me!”
Remember that there are real people that are reading your email. People don’t like to feel like they’re being sold to. They need and want to buy things, so don’t get that twisted. But they don’t want to feel like they exist in your world just because they own a credit card or have a PayPal account.
Stories are about human connection. You can talk about your experiences, your day, and your journey. You can talk about the experiences and journey of someone else.
You can talk about something that’s going on in your life and then make a connection to the problem people have and the solution they’re trying to find.
Do you have a favorite email marketer who you tend to buy from as soon as you receive an email with a product recommendation? Take a look at their emails again—especially the ones you’ve bought from before. I think you’ll find that the marketer probably weaved a story in throughout that email. If not in that email, then they probably did as part of the email series before that.
Think about how you can weave a story in your emails in a way that will draw people in. I’m not telling you to make anything up. Just be real and honest and use your story as a way of making a connection, building that relationship, and getting people to trust your recommendations.
Don’t Forget the Main Benefit
If you want to presell in your email, then it’s very important that you have the main benefit of the product you’re trying to promote at the top of your mind. If you don’t know the main benefit of your product, then your readers won’t know the main benefit of your product. They have to know that it’s the answer to their problem.
Take some time to find the benefit of your product. If you’ve already written the sales letter or the sales letter has already been written by someone else, then your job is actually really easy—just pull the main benefit from the sales page! It is most likely in the headline.
Stir up the problem for the reader to put it in the forefront of their mind. Dangle the solution. Make it clear that the product you’re promoting is absolutely the answer they’re seeking… it contains the benefit they need most.
Your Email Must Have a Call to Action
Don’t forget to include a call to action at the end of your email. Don’t hesitate to ask for the sale. You’re preselling in an email. Don’t be coy about the fact that you’re marketing. Tell people to click through and check out the product. Tell them that it’s the answer they’ve been looking for. Make sure they know if there’s a bonus expiring or if the price is going up. Give a call to action at the end of your email and you’re likely to see better results.
The way you structure your email does matter, although there isn’t just one right way to do it. Generally, you’ll start out by connecting with the reader on a personal level. Then, you might stir up their problem and let them know that you identify with their struggle.
After that, you might weave your story (or a story) or your journey in finding the solution. Finally, you’ll tease at the #1 answer to this problem… the product you’re promoting. You’ll then give a call to action, leaving people knowing, without a doubt, that they’re going to buy the product as soon as they land on the next page.
That’s right- they don’t even need to read through the sales letter in depth because you’ve done such a fantastic job of preselling through your email.
Take Your Email Marketing to the Next Level
Now that you know about preselling through your email marketing, you can take your email marketing to the next level. You can connect with your audience more and make more sales. It’s actually fun to write great preselling emails once you get the hang of it. And now that you have these tips, I know you’ll be able to get the hang of it in no time.