Discover more from Unsnooze Your Inbox
The REAL secret of selling by email
👉 or...how to avoid wasting your time on yet another silver bullet
I got an email recently from a well-known marketer with a link to a breakdown he did of the emails he used for his recent online course launch.
He explained all the emails in detail and the psychology behind them. All the testimonials he used, the bonuses he offered and the exact wording that led to him getting a very high level of sales.
It was a very generous share, but I don't think it was actually all that useful.
You see, all the details he was sharing were of his sales emails. The half dozen emails he sent about the launch itself.
And that assumes that the most important factor in selling is your sales emails.
Sure, good sales emails are important. But you could use this guy's emails or any one of a bunch of "5-day cash machine" type email sequences we've seen over the years.
They all work. But they all rely on something much more important.
The credibility and trust you've already built up with your subscribers.
The most important factor in how well your sales go isn't the sales emails. It's the relationship you build with your subscribers with the nurture emails you send out month after month before the sales emails ever get started.
If those emails have established you as their preferred partner, then any old sales emails will work OK.
If they haven't, then even the world's best sales emails will fail.
Nurture emails are the unsung heroes of sales. They're the brilliant passing move that drags the defence out of position then pings the ball across to the centre forward for a tap-in.
It was the centre forward who put the ball in the back of the net and who'll claim the goal. But it was the lead-up play that made all the difference, not the tap-in.
Subscribe to get every Art of Email update direct to your inbox - and a free copy of my “Double Espresso” Welcome Email template.