There’s a famous full-page newspaper ad that ran thousands of times with the headline:
“They Thought I Was Crazy To Ship
LIVE MAINE LOBSTERS
As Far As 1,800 Miles From The Ocean”
The lesson from that famous ad is:
If there’s a killer objection your prospect will have as soon as he hears your offer (“Lobsters in the mail???”), it can make good sense to call out that objection before your reader has a chance to think it, right in your headline (“Yes!!! Lobsters in the mail!”).
Today, print advertising isn’t what it used to be. Instead, today we have email. And in my experience, email has become the new headlines for your sales message.
And since you’re still reading, let me tell you that last summer, when I was putting together the training that eventually became my Simple Money Emails course, I asked my readers for input.
One of them, a business owner with a long-running and successful brick-and-mortar business, wrote me to say:
“I’m told that a sales email should be in a story format that tells the story about the client’s fears, concerns, what keeps them up at night etc. Your product or service should solve your prospect’s problem. My challenge is not being creative enough to produce these emails on a consistent basis with relevant content.”
The fact is, you don’t gotta be creative to write daily emails that pull in sales today, and even keep readers reading tomorrow. That’s really a story that people tell themselves because they are thinking too much.
In reality, you can follow the same formula day in and day out. No creativity required. And people will never notice.
I do it pretty much every day. Nobody ever complains. Sales come in. And people read again tomorrow.
If you’d like to find out how you can do it too, take a look here: