One single article, from a “Team of Professional Marketers” is helping me keep my email calendar full with bad advice to comment on.
It’s not just them I’ve heard this kind of stuff from. It’s everywhere.
So slamming the brakes on the bad advice train probably ain’t gonna happen.
But at least we can jump off and catch another. Even if it means taking a dive-roll while this one chugs towards the canyon with the washed-out bridge!
This time, the advice about email “best practices” was…
“Don’t try to sell something in every single email. People will simply delete your emails if they feel like they are not getting anything else from your communications apart from ‘sales focused’ content.”
Where to start unpacking this wee shambles? 🤔
Because there’s an element of truth tied up in this.
The truth is, if your email content is ONLY talking about your product… even if it’s success stories and customer reviews, as well as straight features and benefits, then… yeah… it could turn people off.
But this is all SO dependent on WHO you’re talking to.
I mean, in some industries just cutting to the chase with the specifics, and presenting no fluff, is what people respond to.
But that’s not most human beings.
Because we tend to value relationships.
And relationships aren’t built on dry tech specs. Or constantly pushing hard to buy your “awesome” product.
So, yes. Saying…
“People will simply delete your emails if they feel like they are not getting anything else from your communications apart from ‘sales focused’ content”…
…is a fair-ish statement.
But making the leap in reasoning that leads to…
“Don’t try to sell something in every single email.”
… NOT so much.
They might have done OK by saying “Don’t HARD SELL” in every email.
I could go with that.
Don’t get me wrong….
You should in fact sell in (just about) every email.
But I advise soft-selling.
Which is about presenting an offer that makes sense in the context of the email.
For example, you tell a story about someone experiencing challenges writing their subject lines.
Then it makes sense to share about your subject line guide that can help people write them better.
But there’s no arm-twisting. Or sleazy salesman tactics involved. It’s just saying “Hey, this might help.”
There are multiple reasons why you should sell in every email.
But one of the top ones for me is:
Your emails are for the benefit of your subscribers. And if you have something to help with a problem your email raises… then are you serving your subscribers by withholding this information from them?
It conveys more of an attitude of doubt and fear on our part, if we hold back from sharing about our product that can help.
I mean…
How much does NOT selling in every email project confidence in your products?
And if there’s FEAR of selling preventing you doing it in every email…
Isn’t that more about wanting to be liked by all your subscribers?
Problem is, you could be turning away people who may in fact buy from you…
But they can’t do that if you’re refusing to show them how!
Rather than chasing shiny new tactics and trends, that promise ways to milk every last drop of money from ever-exhausted cash cows subscribers…
I’m on a mission to supplant the bad advice that’s out there with solid advice. Learned in the trenches by email marketers who have seen what REALLY works when they stubbornly stick to the boring business basics.
If you feel like you’re on this wavelength. Or want to tune in to it…
Then take a look at my weekly audio coaching program, Email Ace.