How to write a sales email

We were wrapping up work in the Writing Brigade last week and one of the Brigadiers — a woman building a half-million dollar business… with plans for a cool million in 3 years – copped to the fact that she’d never really TRIED to write a sales email before.

“I’ve written content emails,” she offered.

“But the idea of actually SELLING something in an email makes me feel…”

- wait for it —

“Kinda ooky.”

Ooky.

I do believe that is the absolute PERFECT word for what sales emails feel like for many business owners.

So, let’s clear that up right now, shall we?

First off.

I write sales emails ALL THE TIME.

Do you find me ooky?

Probably not, or you wouldn’t be here.

I think the main source of ookiness (if I may take the liberty of turning that fine term into a noun) is that many business owners aren’t sure how to ask for business in writing.

So here are 4 things you need to know about sales emails:
1) They only work on people you have a relationship with. – This is why I keep harping on the “send a regular newsletter” thing. You’ve got to build + tend your relationship with your list.

2) You can be less than perfect at it and STILL make sales. – if you’re on my list, you’ve watched me write a bunch of emails promoting programs. I don’t expect them to convince anyone of anything… I actually send them out with a prayer “please let this one find the person who needs to hear from me today”. I’m not writing a formula. I’m making stuff up. Sure, there are some psychological magic tricks in there, but I stoutly remain a non-technical copywriter… and I STILL can fill a $500 program with emails and a sales page. (That means there’s hope for you, too, if you want it).

3) The only way to get BETTER at it is to actually hit SEND them. I’m a firm believer in experiential education – the best way to learn is by DOING. Just start sending sales emails. Even if they make you feel like puking at first. Because if you’re smart, you’ll learn something every time you do.

4) They can be simple. Connect with your reader. Name the problem. Name how awful it feels. Offer your solution. Invite them to act. That’s it! Yes, there’s finesse and message and voice and point of view and all that – but in a nutshell, you can send a super short email and it’ll still work.

Just like any other skill, persuasive writing takes devotion and practice. And – I’ll say it – backbone.

If you are concerned about being sleazy as you write sales copy, don’t be. YOU ARE THE CAPTAIN OF YOUR SHIP. You are the boss of your business. If you don’t want to be sleazy, don’t be. And if you need help dazzling folks and moving them to act minus the internet hucksterism, you know where to find me.

Do YOU send sales emails? Why or why not? What’s the biggest challenge you have with promotional emails?

Mighty thanks to Mark Anderson flickr photostream for the ooky Addams Family.