Marketing for professionals - how to write a marketing e mail that attracts customers

[Colin Mico]

reetings fellow professionals,

December is here at last, so fun, frolics and laughter cannot be far behind.

So, there you are as business slows down in the approach to Christmas with your carefully cultivated prospect list, trying to write the killer marketing e mail to get 2018 off with a bang……………..but, where do you start?

 Not easy is it, as you scrub out the first three attempts…………….Ok, lets go back a step or two.

Do you remember when we talked about knowing your customers, and building avatars of them so you could picture who it was that you were approaching?

Well, let’s go back to that avatar, and picture the client to whom you are writing this e mail………

What is the problem that you are looking to solve for him? 

 Got that? 

 Ok, now explain the problem to him or her.  Explain the problem your product is designed to solve.

 Done that?

 Now explain what disasters will befall him or her should he or her fail to deal with the problem. 

 

Make it graphic………….”hit it with a hammer” as American Marketers say………………make him or her look like a human impression of “The Scream” by Edvard Munch.  J

 “Pain” is far more powerful as a motivator than “pleasure”……… Reference “The 6 rules of pain and pleasure; the science behind all human action”

Ok, now your client understands that action is required, show him how the benefits of your product help him / her solve that very problem. 

 Go on, link all the features of your product to the specific benefits to the client and his / her particular problem.

 Right, now you need to tell the client what he / she needs to do to get his / her hands on your great product, and what it is going to cost………….in as small a monetary unit as possible (“less than a pint of beer a week” etc.).

 Last thing, don’t forget to tell him what to do next………………your Call to Action……………….”Call me now”………………………“Visit my web site”……………….“Complete the attached enquiry form”.

 And create a bit of time pressure by making your offer available for only a limited period……………..

 That should get the phones ringing!

I hope that you have found this useful. 

If you would like to discuss my ideas on marketing or to see what we can do to help you with your insurance needs, just call me on 01883 333352

Best regards,

 Colin