This is the second part of a tiny guide designed to help you sell a product core to your body of work to new subscribers by email. You can read the first part here.
Most of your subscribers will not make a purchase. The ones that do will make their first purchase in their first 30 days.
The Mind Reader
The mind reader email is meant to do one thing: get real consideration. We want to get them to the sales page, but not without priming them for it.
Here are some key elements to get real consideration for your info product:
- demonstration of deep understanding of your intended audience’s problem
- using phrases and ideas that resonate with your intended audience (the “its like you’re reading my mind” response is a good sign post here).
- having real FAQs and common objections handled upfront, acknowledging strong objections, and listing alternatives and when they may be more appropriate
For a one week sequence like this, you should only be answering the most important questions and objections in this email and doing it concisely but completely.
Remember, once they receive this email, they’ll have about 36 hours to make a decision. So you’re basically creating a cheat sheet to help them make a decision.
Pro tip: If an important or common question requires a longer answer, provide a concise version and then link to the portion of the sales page that has a more in-depth answer. This does two things – allows you to see which questions people actually care about (tracking clicks) and it gets them to the sales page which is the main goal of the email sequence and prerequisite to purchasing.
The FAQs section forces you to organize and structure your responses around why people who would benefit won’t buy.
The “who is this for and who is this not for” format also works well here:
Who is this for
The “who would benefit” part is important. The more specific the expressed target audience, the more premium, advanced, and exclusive the product is and is perceived.
Who is this not for
In order to demonstrate specifics it’s also important to list who the product is not for and why. Exclusion indicates credibility. It demonstrates that you only want those that would most benefit to buy.
You draw the line in the sand, they pick which side
“Who this is and isn’t for” also makes the user consider, “Is this my kind of tribe or not?” And in terms of buying mindsets, the more important question of, “Do I want to be in this tribe?”
Often the above two questions are somewhat subconscious prerequisites to our purchasing decisions.
Make it pitch-free by describing the product accurately and plainly
Using the FAQs format allows you to answer questions about the program matter-of-factly without pitching. If you hate selling, this is a good place to focus some real energy.
Next is the Last Step (Day 5) of “A Simple 5 Step Email Funnel for New Subscribers.” After that, we’ll look more deeply at the customer journey from a new subscriber’s point of view.