What feelings do *your* emails trigger?

👉 they always trigger something - only some are good

We talk a lot about calls to action in marketing. But maybe not enough about what comes beforehand.

Because before someone takes the action you want them to take, they have to feel something.

We often simplify and say we’re generating desire. By definition, they have to desire to take the action we want them to take.

But that doesn’t get us anywhere. What we need to think about are the feelings that trigger that desire.

Some of those feelings will happen just before they take action. Others will have happened well beforehand. They’ll be feelings that influence their perception of you. Whether they trust you. Whether they think you know what you’re talking about. Whether you can help them.

So for every email you send, I believe it helps to think a little about what feelings you think it’s going to generate. And what you want it to generate.

For example, the type of feelings I’d like to generate with my emails are things like:

• Wow. I’m actually excited to try this out - I think it could work and I think it will really help me.

• Ian really “gets me” - he understands my problems and challenges.

• Oh! I hadn’t thought of that. But I think you might be right.

• Hang on. I’m not sure about this. But it sounds important…let me think about it.

• Dammit. You’re right. I need to do something about this.

• I wish I had you on my side.

• Lol. That’s funny.

These are the kind of feelings I believe will build credibility and trust for me and the kind of things I do. Over the long term, they’ll lead to people buying from me.

The kind of feelings that are OK but I’d like to do better than are:

• You’re right…but I knew that already.

• I agree.

• OK. Fair enough.

• I’ll file that away and get to it sometime.

These are the kind of feelings that don’t really progress a relationship. But they don’t do it much harm either. So a few of these mixed in isn’t going to hurt me.

Too many of them though and I suspect people will begin to get bored with my emails and drift away.

What kind of reactions do you want from your emails?

Perhaps something similar to the ones I’m looking for. Or perhaps something different.

It doesn’t matter really. What matters is that you think about it and then try to work towards it with each email.

You don’t have to consciously review each email and tick off the reactions you think it will get. That would make the process of writing very stilted.

Instead, think about them initially and do a review of a handful of your emails every now and then. That will ensure you have your desired reactions lodged in your subconscious somewhere and it’ll influence your writing in a positive way.

And for this email?

I’m kind of hoping that thinking about the feelings your email will generate is a new concept for you, but that you think it’s a good idea and will actually try it.

And maybe it’ll be enough to motivate you to click the like or share icons so others get to hear the ideas too.

- Ian