How to write a sales email and engage with customers

Build rapport first

So you’ve been growing your email list, and you’ve got yourself a great drip campaign to welcome new subscribers. But what’s the point of all this list-building if you’re not sure how to write a sales email?

How To Write A Sales Email Skydive

There are tons of ways to use psychology and copy-writing tricks to write emails that convert to sales, but they don’t always feel good. The way I’ve naturally evolved to write sales emails is to send feelings, digitally.

Start with an emotion

People buy based on emotion and justify their decision with facts.

So if you’re asking yourself how to write a sales email, you don’t need a ton of logic, reason, or facts … the sales page where someone orders your product or service can have more of those details, but in order to get someone to click a link in an email, you need to start with feelings.

Each product or service is going to tap into different emotions.

You can start by looking at the desires and fears that your ideal clients and customers have. Do they crave freedom, self-expression, understanding, support, love, security, prosperity, connection? Or are they running away from pain, confusion, overwhelm, anger, shame?

Pique curiosity from the get-go

Start your sales email with a few sentences or questions that arouse curiosity. If the first line screams “I’m going to sell you something” (usually this happens when you talk about yourself or your product right off the bat), then your reader will move on right away.

You can start with a story, a funny occurrence, or a question where someone who would be a great prospect for your sales offer might respond with a “yes.”

Example: Have you ever wanted to go skydiving? If you sell trips where skydiving is offered, that’s a great way to get people to keep reading.

Next, build rapport and tune into the emotions of the reader

Put your reader at ease. I never want to make someone feel like I’m above them, or like I’m judging their situation, even if I happen to have a solution to their problems. I take the edge off by sharing my own stories and life experiences to connect with them on that human level.

If you’re unsure how to write a sales email, try to use visuals and paint a picture with words, tapping into different senses if possible. Why not mention that when I get stressed out, I reach for a square of 80% dark chocolate that melts on my tongue? Or that I do a happy dance in front of my computer in my red slippers when I reach a big business milestone?

Tap into emotions here

Now it’s time to weave in some of those emotions you identified in the beginning. Once you’ve established rapport, dive into the important stuff.

You need to tap into the real stuff, not talk about the weather or the meaningless info. Go straight for the jugular, and ask people to feel some emotions they may have been avoiding.

Example: If you happen to sell marriage counseling, you can’t let people ignore their feelings, because then they won’t get the help they need (hopefully from you). If someone has been experiencing marriage troubles but is sweeping everything under the carpet, it’s time for you to expose that things aren’t going to get resolved unless something changes.

Lead readers to your product offering

Now that you’ve established similarities, leading with imagination, feeling, and stories … it’s time to tie it all to your offer.

This can be a delicate thing to do, but if you’re in business offering products and services you believe in, then you’ll be able to write the “pitch” part from the right place in your heart.

Write about why now is the time for the reader to take action, if they’ve been feeling you in your storytelling. Tell them exactly what to do in a strong call to action: click the link, hit reply, or pick up the phone to talk to you.

Don’t let the person off the hook by ignoring this super important step.

How to write a sales email — wrap it up

Congratulations, you’ve just written an emotionally compelling sales email that’s both entertaining and makes people feel good … all while getting them to be more aware of your products and services.

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Nathalie Lussier
Nathalie Lussier is an award-winning entrepreneur, international keynote speaker, and author who has been making web sites since she was 12 years old. Her bootstrapped startup AmbitionAlly is inspiring a culture of intuitive small business marketing software across the globe. Nathalie has been featured in Forbes, Inc., Fast Company, Success Magazine, Entrepreneur, Venture Beat, Mashable, Business Insider, Yahoo! Finance, and Under 30 CEO. She’s the host of the Off The Charts business podcast, and founder of the hit 30 Day List Building Challenge.