3 Powerful Emails You MUST Have In Your Toolkit

3 Powerful Emails You MUST Have In Your Toolkit


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3 Powerful Emails You MUST Have In Your Toolkit

In this week's 5 Minute Marketing Tip I share 3 of the most powerful emails you can use either in an email marketing program or as one-off emails.

If you haven't already downloaded the template and guidebook to the 21 Word Email I mention you can do so below the video.


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Video Transcript

Hi, it's Ian here. Welcome to another five minute marketing tip.

In today's tip, I'm going to share with you three powerful emails that every consultant, coach, or professional should have in their tool kit. I'll give you those emails after this break…

Hi and welcome back, so three powerful emails to add to your toolkit. Now these emails can work whether you're a consultant, a coach, a trainer, any kind of professional really. They work whether you're doing email marketing, where people are signing up for your emails, and getting those on a regular basis automatically, or whether you're just sending one off emails.

Incidentally of course, if you're doing email marketing, you really should be. And probably the best place to start is with this wonderful book called “Email Persuasion” by Ian Brodie (ahem). Well worth getting.

Even if you're not doing email marketing, per say, you can still use these emails on a one off basis.

The first powerful email is the “big challenge” email. This is an email to use when people have either just signed up for your list, or when you've just met people and you're just starting to communicate and build a relationship with them. Quite simply, you email them and say “Hey, quick question for you today, what's your biggest challenge with X?” Where X is the topic you help them with.

In my case it will be something like marketing and sales. You then go on and expand on it a bit, just to give them some kind of credibility that you could answer their question: that there's a reason for you asking.

In my case, I say something like “I've worked with literally hundreds of consultants and coaches, over the years. I've probably come across something similar to whatever you're facing, so I should be able to send you some ideas and thoughts that might help you out”. I can then expand and ask the question again.

If you do that, what you'll get is not a huge number of people, but a decent number of people replying to that and telling you what their big challenge is. The really nice thing about that is, the people who are going to type an email and tell you what their big challenge is right now, with the topic you've been helped with is A, they trust you enough to share that kind of information, or problem, or challenge with you. B, it's a big enough problem for them that they're willing to go to all the effort of typing it out and sending the details to you.

People who trust you, and have a big problem they care about, are exactly the sort of people who you want to be talking to about that problem, because you could help them. You get back to them with some ideas and thoughts on email. If it looks as if you could help them with your services, you may offer to get on the phone with them and speak to them about it, give them some further tips. That could lead to discussing how you could be working together. That works really well.

If you've got a big email list, and you're getting hundreds of new subscribers every week, you might want to send people to a survey form, on something like Survey Monkey they can fill in. You can gather the details that way.

Actually, I find it's best when you're not in that situation, and you're just getting maybe a few email subscribers everyday, or you're doing it one to one, to do it personally, and just get an email from them. You can reply personally. It just forms that human connection a bit better.

The second email to send, is the “Are you okay?” Email. This is an email to send to people after you haven't heard from them for quite a while. In an email marketing sense, this is often known as a re-engagement email. If people haven't opened or clicked any of your emails, you want to get your system to them out email, but to try and get them opening up again. What a lot of people recommend, is you send them an email, kind of saying you haven't opened up or clicked any of my emails for ages. It sounds like you're not interested. I'm going to remove you from my list, and not send you anymore emails unless you click this link.

For me, it's better to send an email as I'm about to describe. Now there's a good reason for getting people off your list if they're not opening and clicking. It's that these days email systems like Gmail and Hotmail and all those. A lot of the big corporate email systems as well, are looking at system wide engagement rates. If you've got lots of people who aren't opening and clicking your emails, they kind of mark you down, and they're much more likely to push your emails into the spam folder or the promotions tab, or somewhere else. So the people who do want to get your emails might not see them. You don't want people not opening and clicking your emails.

But for me, an email that just out of the blue says “Hey, I'm going to take you off my list” is a bit harsh. What works better for me, is to just email them just after a month and say “Are you okay.? You haven't opened or clicked, my system says you haven't opened or clicked any of my emails for quite a while now. Of course it could be wrong. It's not one hundred percent accurate, but just wondering whether you weren't interested anymore? Maybe my emails weren't hitting the spot. If so, drop me an email and tell me what you'd like me to write about, and I can change there. If you really aren't interested anymore, you can click the unsubscribe button below.”

It's a much gentler email, and it actually gets you useful feedback. I get lots of people emailing back saying “oh no, I'm just reading it in the preview page, so you can't tell I'm opening it” or “I've gotten really busy recently, so sorry, I will be reading them again. I'm filing them away.” Also, people do suggest other topics. Rather than threatening to remove them from your list, just gently say “Are you're OK?” Showing that amount of human concern helps to build a relationship with them. They're much more likely to open your emails in the future, especially if they've suggested some topics and you then cover them.

Now, another month after that, if they still haven't opened any emails, and they don't reply to you, you then might want to send them the “I'm going to take you off the list” email. Personally I reduce the frequency so instead of sending two or three emails a week. I just move to one a week.

Now the final email, the third email, that could really be very powerful, is the 21 word email that can get you more clients. I know many of you have this from me already. If you haven't you can click on the button below to sign up and get a template for the email, and a guidebook on how to use it. Basically, the twenty one word email is a way of re-engaging with people you were talking to about working together, but it just didn't come off.

Now, very often we assume that's because they hated us, or they completely changed their mind, or they went with someone else. But there are a lot of other reasons why they might not have gone with you originally. Maybe the budget went away, something else came up, et cetera, et cetera. So they might well be interested in working with you now. If you get back in contact with them, that can lead to a fruitful discussion. But you want to do it by adding value. The 21 word email shows you a way of adding value in the email, rather than just going “Oh, would you like to talk to me again?” Which tends not to be very effective. If you haven't got the twenty one word email, do get it.

As I said, it's probably the best thing I've ever put out for free. I've had dozens of people emailing me, saying “Hey it worked. I've got a sales meeting set up within a couple of days”. Or “I've landed a big contract as a result et cetera, et cetera.” If you haven't used it, it's well worth trying out. That's the sort of email that's probably more suitable for one to on emailing, rather than an email marketing, works beautifully though.

That's it for this week. See you next week, with another five minute marketing tip.


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Ian Brodie

Ian Brodie

Ian Brodie teaches consultants, coaches and other professionals to attract and win the clients they need using "Value-Based Marketing" - an approach to marketing based around delivering value, demonstrating your capabilities and earning trust through your marketing.

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