So now I just want to go over like, the part that most content marketers don’t cover, is sales conversion. I just come back to this diagram again. And so basically we’ve got all the people, the prospects, on the green now – from the fairway onto the green. Now we want to move those people into the hole, like the sales hole.
And so this is called the 900-word email. This is like a throwback to Dean Jackson. He came up with like, the nine-word email. I think a lot of you guys might know about it. But basically, this is like, presell content you send to get five-star prospects to buy, and how you sell 500 to 5,000 products without a phone call. So I could sell a course or a coaching product or something without doing any phone call, no strategy session. All via email with these 900-word emails.
And so basically, in Dean Jackson’s book Email Mastery, he talks about this. He doesn’t have this diagram but he talks about this thing. Fifty percent of people are never going to buy. That’s just like, a fact. Like, of the 50 percent that will buy, 85 percent are probably going to buy after 90 days; about 15 percent are going to buy in less than 90 days.
The nine-word email is like, all about getting those people who are in the 85 percent to buy by sending like an email based on what they bought. So if they bought a yacht, or if they inquired about buying a yacht, the nine-word email might be, are you still looking to buy a yacht? And then you get in a conversation with someone. So that’s kind of like how the nine-word email works.
The thing is, I’m going to go over it in a second, the problem with the nine-word email is you can’t keep sending nine-word emails every day. And so, basically, Dean goes over five points. People are willing to engage in dialogue, friendly and cooperative, know what they want, going to buy in the next 90 days and want us to help them. And you can really only control number one, willing to engage in dialogue. And so, why the nine-word email works is because it seems like you’re talking to one reader. So you want to try and replicate that.
But the problem is, like I said, you can’t keep sending the nine-word emails every day to your list. Are you still looking to buy a yacht? Are you still looking to buy a yacht? You can’t keep doing that. That’s why I have this like 900-word email. Basically, it’s a three-step process – a hand raiser email, a qualifier email, and an offer email. And so the 900-word email is the hand-raiser email.
I did one of these. So I wanted to get anyone who was getting less than 5,000 leads a month who are on my email list to our SaaS company to put their hand up and say, “Yeah, I want you to help me.” And so I sent this subject line, Did your SaaS get less than 5000 leads last month? And I had these people reply, right? And so this person says, like, this person wasn’t even qualified for what I was doing, the Pay As You Profit Coaching. He goes, “I’m sorry if I am not the right fit, but you’re writing so compelling and directly to the point of my problem, I literally cannot leave this unresponded.” So when you’re writing posts like this and you’re calling out the exact person, then you’re talking about the present pain, not the future gain. That’s when you really hit on these points.
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