For every $1 businesses spend on email marketing, they get $44 back. That’s crazy. But to see that kind of success, you need to know what to write. A poorly written message = few (if any) good leads, and even fewer sales. In this presentation from Business Wise Insiders, you'll learn what you need to do before you start writing your message to set your email campaign up to succeed, how to write an opening line that grabs your prospects’ attention and a call-to-action that entices them to click, and checklist for ensuring your message speaks to and resonates with your prospects.

1. The Anatomy of a Perfect Email:
How to Write Messages that Turn Into Sales

2. The purpose of email marketing isn’t “TELL & SELL”
FACT
Dear [NAME],
Our awesome company is the industry leader.
Here are all the ways our product is awesome: It’s fast. It’s powerful. It has
a thousand cool features. And did we mention that it’s awesome?
Click here to buy it today!
Sincerely,
Joe Jones
www.awesomecompanyinc.com
Um, no thanks.
DELETE!

3. Your challenge: lead your prospects on a journey up CONVERSION
MOUNTAIN. But be careful! They could fall off at any point.
This opening line is
boring. DELETE!
This message doesn’t
speak to me. DELETE!
What’s in it for me?
DELETE!
It’s not clear what I’m
supposed to do. DELETE!

4. Help your prospects make it to the top with...
A MESSAGE that
highlights a problem your
prospect is facing... and
leads them to your solution
REACH THE SUMMIT
An OPENING LINE that
grabs your reader and
encourages them to read
further
An OFFER that provides
value to your prospects
and gives them a reason to
act
A clear CALL TO ACTION
that makes clicking,
responding, or calling a
natural and easy next step

5. Start With Your Offer
STEP 1

6. …I’ll have a reason to CALL,
CLICK, or RESPOND.
If I offer her something she
WANTS, NEEDS, or LIKES...
THE EMAIL “CONTRACT”
Every email is a TRANSACTION. Your prospect needs a REASON TO ACT...

7. THE 40-40-20 RULE of LEAD-GEN
LIST (40%)
If you don’t TARGET THE
RIGHT PEOPLE, your results
will always be mediocre.
OFFER (40%)
When you OFFER VALUE to
your prospect, you give them a
REASON TO ACT. Otherwise,
they won’t.
OTHER (20%)
WHAT YOU SAY (words) and
HOW YOU SAY IT (images,
design, visual appearance) are
important, too.
3 PRIMARY FACTORS determine the success of your lead generation:

8. EVENTSWEBINARS
THE OFFER SPECTRUM
GUIDES TIPS EBOOKS QUIZZES
DISCOUNTS
VIDEOS
GIVEAWAYS CONTESTS
Offers come in all shapes and sizes—they EDUCATE,
ENTERTAIN, ENGAGE, and REWARD:
EDUCATE ENTERTAIN
ENGAGE REWARD

9. KEY POINTS
Your offer = the why of your email message
Value for your prospect = clicks / replies / leads for you
Choose your offer before you write your message

10. Open With A Bang
STEP 2

11. THE ATTENTION CLOCK
Your prospect has limited TIME and PATIENCE...
I’m BUSY! I have HUNDREDS of emails! If I’m still not
interested after about 5 seconds… DELETE!

12. “Did you ever wonder whether you
could benefit from an independent,
outside Chief Financial Officer to
help you manage risks and maximize
profits?”
“Who’s your CFO? (Is it
you?)”
A BETTER OPENING LINE
“I’m not ashamed to say it: ABC
Company is the industry leader in
staffing.”
“What if I told you there was a
ridiculous industry markup on
copiers? Would you be interested in
learning how much extra cash you
could save?”
“You’re on the hunt for
good employees. Here’s
your secret weapon.”
“I have some bad news
(and then some good
news) about your
copier.”
TOO LONG TOO MUCH ABOUT YOU TOO GIMMICKY

13. KEY POINTS
Be concise & get to the point
Pressure your prospect’s pain point
Disarm your prospects with the unexpected

14. Highlight the Problem
STEP 3

15. WHAT PROSPECTS WANT
Your prospect is thinking about her own PROBLEMS & PRIORITIES...
I don’t want to read about your product. How does your
offer help me SOLVE A PROBLEM, or ADDRESS A
PRIORITY? If the answer isn’t clear… DELETE!

16. IT STARTS WITH “YOU”
“I’m writing to let you
know about our fantastic
sales & marketing
company.”
“You want more
prospects, leads, and
sales—but national
databases are
unreliable.”
“We have over 30 years of
experience in our field.”
“We’re the industry leader
in quality.”
“For over 30 years,
companies like yours
have used Business
Wise to uncover their
‘hidden’ prospects.”
“You can’t reach your
best prospects
without reliable
contact info. That’s
where local research
comes in.”
...START WITH “YOU”
“Our product has amazing
features.”
“You want to reach
more good prospects
in less time. With the
BWise tool, you can.”
INSTEAD OF “WE / I”...

17. KEY POINTS
Describe the problem your offer will help solve
Even when it’s about you, make it about them
Be clear, concise, and write in plain English

18. Make It Easy For Your Prospect
STEP 4

19. REDUCE THE “FRICTION”
If it’s HARD for your prospect to access your offer, they WON’T...
What am I supposed to do here… which LINK should I
click? What will I GET if I act? If I have to WORK HARD to
find out... DELETE!

20. AMPLIFY YOUR “CALL-TO-ACTION”!
FREQUENT
Give your prospects
MULTIPLE CHANCES TO
ACT, including near the top.
CLEAR
Tell your prospect exactly
WHAT TO DO and WHAT
THEY’LL GET.
FOCUSED
Prompt your prospect to take
ONE ACTION ONLY—no
irrelevant or distracting links.
Your CALL-TO-ACTION will attract MORE CLICKS if it’s...

21. Make your CTA stand out visually
Experiment with buttons, links, and colors
KEY POINTS
Guide your readers toward your call to action

22. Review For Clarity & Empathy
STEP 5

23. Is it as CLEAR as possible? (Clarity trumps creativity.)
Is it written to appeal to my PROSPECT’S POINT OF
VIEW?
Is it CONCISE (paragraphs no more than ~4 lines and
sentences of no more than ~15 words)?
Did I use any unnecessary business jargon that could be
replaced with something MORE CONVERSATIONAL?
Did I make it as EASY AS POSSIBLE FOR MY PROSPECT
to act?
EMAIL REVIEW CHECKLIST

24. Sally,
I’m curious… is your cold calling script a winner or a dud?
Take a look at these 6 scripts to see what a winner looks like.
(There’s a great one for voicemail.)
Most call scripts are too rigid… or too long… or based on really outdated
advice. Successful scripts are focused and flexible. They help you
overcome resistance, get to the point, and get your prospects talking.
Most importantly, they put more appointments on your calendar.
See what I mean—grab your 6 scripts here.
Wisely,
THE ANATOMY OF A PERFECT EMAIL

25. Start with
your OFFER
THE ANATOMY OF A PERFECT EMAIL
Sally,
I’m curious… is your cold calling script a winner or a dud?
Take a look at these 6 cold call scripts to see what a winner looks like.
(There’s a great one for voicemail.)
Most call scripts are too rigid… or too long… or based on really outdated
advice. Successful scripts are focused and flexible. They help you
overcome resistance, get to the point, and get your prospects talking.
Most importantly, they put more appointments on your calendar.
See what I mean—grab your 6 scripts here.
Wisely,

26. Start with
your OFFER
GRAB your
reader
THE ANATOMY OF A PERFECT EMAIL
Sally,
I’m curious… is your cold calling script a winner or a dud?
Take a look at these 6 cold call scripts to see what a winner looks like.
(There’s a great one for voicemail.)
Most call scripts are too rigid… or too long… or based on really outdated
advice. Successful scripts are focused and flexible. They help you
overcome resistance, get to the point, and get your prospects talking.
Most importantly, they put more appointments on your calendar.
See what I mean—grab your 6 scripts here.
Wisely,

27. Start with
your OFFER
GRAB your
reader
Highlight the
PROBLEM &
SOLUTION
THE ANATOMY OF A PERFECT EMAIL
Sally,
I’m curious… is your cold calling script a winner or a dud?
Take a look at these 6 cold call scripts to see what a winner looks like.
(There’s a great one for voicemail.)
Most call scripts are too rigid… or too long… or based on really outdated
advice. Successful scripts are focused and flexible. They help you
overcome resistance, get to the point, and get your prospects talking.
Most importantly, they put more appointments on your calendar.
See what I mean—grab your 6 scripts here.
Wisely,

28. Start with
your OFFER Sally,
I’m curious… is your cold calling script a winner or a dud?
Take a look at these 6 cold call scripts to see what a winner looks like.
(There’s a great one for voicemail.)
Most call scripts are too rigid… or too long… or based on really outdated
advice. Successful scripts are focused and flexible. They help you
overcome resistance, get to the point, and get your prospects talking.
Most importantly, they put more appointments on your calendar.
See what I mean—grab your 6 scripts here.
Wisely,
GRAB your
reader
Highlight the
PROBLEM &
SOLUTION
Make it EASY
TO ACT
THE ANATOMY OF A PERFECT EMAIL

29. INSIDERS

30. © Business Wise Inc. 2017
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