Today, I’m preparing a hot seat for one of the copywriters inside Shiv Shetti’s PCM mastermind.
So far, the dozen or so hot seats I have done were all for info products — high-ticket coaching, courses, a live event.
This hot seat is not for an info product. Instead, it’s for an ecom product, a strange $1,200 metal contraption that’s apparently selling well to an audience of middle-aged men.
As so often happens, this ecom business has a list of tens of thousands of past buyers and prospects.
And yet these guys never, ever, ever get an email from this business.
It makes me think I should go back to what I was doing a few years ago, and simply seek out such businesses, and write their emails on commission only.
It’s an alluring thought, but one to pursue another day.
Anyways, in situations like this, when a business has not been emailing their list for a while or at all, it’s common practice to send out a few warmup emails before a full-blown sales promo.
Those warmup emails typically deliver “value” — as in, they make it impossible for the prospect to buy anything.
It’s not my favorite approach. But in the case of info products, I am willing to run with it.
However, in the case of these ecom buyers, my recommendation as the resident promo expert will be to sell something even in those warmup emails, even in the very first email after a silence of who knows how many months or years.
My reasoning:
Unlike with info product lists, where the intent is often vague and shadowy, the intent for this ecom list is hard and concrete.
The only thing we know for sure about these guys is that they are in the market to buy this physical gadget or something like it. And so I will recommend to give them opportunity to buy something physical in every single email.
Of course, this won’t go out in a typical ecom email, with a big red coupon or even a picture of the product.
I’ve written and sent hundreds of ecom emails.
They’ve all looked and sounded very much like the email you’re reading now. And those emails have sold a few million dollars of physical stuff, from shoe insoles to weight loss pills to dog harnesses.
Do you have have an ecom business?
If you do, and you want to see how I wrote such emails, including a few dozen examples of the ecom emails that brought in the most sales, then take a look here: