The hardest emails to write, I think, are emails that sell without seeming like sales pitches.

Every now and then it's fine to do a pure sales email.

But do too many and you'll lose your audience. A bit like if the ad breaks in TV shows were 20 minutes long.

So the majority of your emails need to focus on sharing valuable content.

The challenge is being able to sell in those emails without taking away from the content and without it feeling like the email is just a sales pitch.

There are some clever techniques you can use to build desire in your emails while still giving value.

But perhaps the simplest is to use a PS. And simple is good: it means it gets done.

You can write a specific PS that follows on from the content of the email and offers the next step. That could be an offer to your readers to contact you about helping them in that area or to go to a web page that offers a relevant product or service.

Or, like I often do, just have a standard PS you put on most emails that either promotes a product or service or offers something more for free which will then lead to a promotion.

It's easy to do. And it doesn't feel too salesy to either you or your readers.

Which means you can sell in almost every email without it feeling like you're selling at all.