Always be asking, “what is my customer thinking when she sees this?”
That ^^^ is the big takeaway for this email.
Yeah, yeah… I know the takeaway is supposed to come AFTER the story.
“Scintillating Story > Smooth Segue > Voluminous Value > Audacious Offer”
That’s how it’s meant to go, right?
(Yeah, I know that last alliteration doesn’t quite work unless you’re reading this out loud to your family around the campfire. Wait… you’re NOT reading this out loud to your family around a campfire?)
Today, I’m doing things out of order.
And since I’m tossing the “usual structure” out of the window…
P.S. You’re right, the insertion of a blatant pitch for my Coffee Critique service in this email was a bit ham-fisted. Apologies for that.
Truth is, doing things “out of whack” is rarely the biggest cause of most people’s email-related problems.
Sure, adding a “shuffle play” option to your welcome sequence probably isn’t your best bet, but…
When it comes to writing one email, as long as you have everything you need to get your reader to do the thing they want to do, and it reads OK… most of the time, you’re good.
It’s when you’re missing a vital element when the problems start.
Yesterday was a great example…
I was hosting the first LIVE Q&A for the folks who signed up for my “Sent.” course.
Gotta be honest, as it’s my first ever course I’m a little nervous about it.
I want to make sure these guys get as much as they can from it.
“I know”, I thought. “I’ll have a couple of open Q&A sessions. That way, if I’ve missed anything or not explained something well enough, they can let me know and I can run through it on the call…”
In my head, it was that simple.
But what was going on in my customer’s head was a whole different thing…
After sending out a link to the call, I got an email:
“Hey John, I can’t make the call, but I’m interested in hearing about the upsell…”
Wait? What upsell?
Turns out, even though I said, “I’m hosting a Q&A so I can answer all of your questions to make sure you get the most out of the course as possible”, some of my students heard:
“This is one of those calls that’s dressed up as a ‘Q&A’, but is really a sneaky pitch fest for my latest mastermind, monthly membership, or range of Dolphin-related kagools…”
They’re used to a world of “FREE” strategy sessions and “no obligation” calls that all end the same way – with an “opportunity”…
… to separate them from the contents of their wallets.
How could I not see this?
As soon as I got the email asking about the upsell, I knew I had to call it out.
If one person was thinking it… so was someone else, and feeling like they’re about to enter a pitch fest could be the thing that stops them from jumping on a call I genuinely wanted to make as valuable as possible.
So I sent out a “there will be no upsell” email.
It didn’t matter that I knew there was no sleazy hidden upsell lurking at the end of the Zoom call…
What mattered is what my customers were thinking.
And it’s the same for you.
You might have the best intentions in the world offering:
– “Implementation sessions” to new customers, but if they think it’s going to be nothing but a sales call…
– A free trial so they can figure out if it’s for them, but if they think it’s going to be a bloody nightmare of hoop-jumping and T&Cs to cancel their payment…
– Coffee Critiques to your wonderful and attractive audience for the “criminally low” price of £20, but if they think there’s an “if you want to know what I REALLY think” pitch for a higher offer coming (there isn’t BTW)…
You get the idea.
It doesn’t matter what you think.
It only matters what your customers think.
If you’ve got a sticking point in your offer, maybe there’s something you need to “call out”.
What do you think about that?
No, really… what DO you think about that?
Hit reply and tell me because I have no idea.