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7 Email Promotion Mistakes Even Experts Make

12 Advanced Methods For Making Your Emails Sell

Make sure you go through this checklist of email promotion mistakes BEFORE you send another email. They'll guide you on your way to making the most profit from every promotion or communique you send. 

Mistake #1: Not Asking For Action

Your emails should provide a valuable life-lesson. Your content should be ultra-valuable to your reader. You should tell stories, use facts to back up your claims, and so on. 

That's common sense.

Here's what not:

Letting your emails go out without attaching a pitch or call to action. 

It doesn't have to be a call to action to buy a product. You could ask your reader to visit your website. Or see if they will hit reply--and give you valuable feedback on a question you asked. Or request they subscribe to your podcast. 

Make sure your email asks them to take SOME form of action...and not do not leave them hanging. 

Mistake #2: Even Experts Forget About Copywriting Formulas

Copywriting is not supposed to be back-breaking work. Why reinvent the wheel by trying to be "creative", when you can model a century or more of proven winners?

But how do you find formulas and frameworks which are proven to convert?

Well, we do that by modeling what's already working.

Did you know some of the most EFFECTIVE copywriting formuas in print come from so-called "trashy" magazines?

It's true. America loves like Cosmopolitan, PEOPLE and the National Enquirer.

They also love Fast Company, RedBook, SHAPE, etc.

These big-name publications are stuffed to the brim with little copywriting formulas that work.

And these companies know what's working because they spend GOBS of money split testing like CRAZY...

They know what's going to work almost before they send out a new issue. 

They know how to write titles, bullets and copy. Persuasion secrets which 'grabs' the reader at the grocery store. These formulas hit them with such curiosity that they MUST buy the issue! 

And since these folks have done all the hard work, why not let them spend the money? 🙂

  • They spend MILLIONS on testing, and getting you to snag the magazine off the front page at the store.
  • Doesn't it stand to reason, these pros know what's working...and they know down to brass tacks what makes you click a link in an email or on a website...

  • And doesn't it make perfect sense to MODEL what they're doing...which can save you a king's ransom in fees...dollars you can put elsewhere in your business?
  • Next, in the tradition of following what's working...that means you should ask yourself...

Mistake #3: Not Repeating Winners

Here's the deal--it usually doesn't pay to study losers and repeating losing campaigns. I want you to go back into your promotions with a fine-tooth comb.

Look at your emails, sales letters, your best and most profitable funnels.

Now, find what worked well in the past and DEPLOY that again to your list or audience.  

The masters did this so why shouldn't you?

In fact, agency owner David Ogilvy got Gary Bencivenga to model the packages and promotions which did very well. And to ignore the ones which bombed.

He instructed Gary on offers...ignore the ones that tanked...don't model those. 

So how do you know how to INCREASE the effectiveness of the winners you do find?

Well, here's a few things to TAKE OUT of your winning campaigns...

  • If you're talking about a promotion, don't then go into left-field and talk about an affiliate offer or another promotion or something. Stick to the MAIN THING.

  • You'll make far more money this way, keep people engaged and entertained, and things should run great.

  • Break up The Copy- If you take people on a mission and show them a tall building, and say, Start climbing!", they'll never start climbing. But if you put a 3-foot ladder first, they'll always take that first step.

Mistake #4: Not Using Hollywood Story Themes With Your Emails

What do I mean by stories? Well, think of it like your favorite TV show. Each show you love--lets say Batman or 24 or Game of Thrones, contains themes 

These "Themes" highlight and tighten a reader's emotions--the ones which keep him up at night. The ones he is desperate to have someone understand and empathize with.

Emotions like FEAR:

He worries that things will never get better--only worse...

...His unbridled BELIEF that he deserves the best life has to offer...

He wants a brighter future NOW, not tomorrow.

He wants to ESCAPE from his current life or financial situation--and ARRIVE in a new, brighter place.

One chock-full of possibilities!

Google this later: Look for plot themes like The Unlikely Hero.

Another one which is everywhere on TV and movies like The Hobbit and Lord Of The Rings is called The Hero's Journey. Study those and look for themes in all your favorite TV shows and movies. They are everywhere.  

Mistake #5: Worrying About Length Of Copy...

This is a common question I get:

Wow, that email looks long. Does anyone read those and buy from them?"

Yep. If what's written is in their self-interest.

Everyone FOOLISHLY believes 'shorter copy' is always better. Not us. We test everything, and go one farther than the competition, won't we?

Here's a good rule to know...

You can never have TOO MUCH information for the reader on the page. Ever. In fact, in most cases...a 4-page letter out pulls a 2-page letter.

...and a 8 page letter outperforms a 4 page letter.

And a 16-page letter will outperform an 8-page letter--and on and on!

Look: This goes for ads and sales letters...and powerpoint or keynote presentations. The goal of your ads--especially an email--is to build trust and desire.

Diminish doubt.

And take the reader somewhere they want to go...

That's the #1 goal.

With emails, your reader needs to be educated far more than they need to be sold to--because education leads to persuasion...and the more you educate, the easier it is to get them to click your ORDER button.

Now, there is a distinct difference between long emails, which build belief and trust, and shorter emails.

But when in doubt--always use curiosity as your first weapon and write more than you want to.

Why? Well, people buy based on two things. And it takes a good amount of "fancy words" to get those two elements across in any copy...let alone email.

People buy based on Emotion and justify with Logic.

That's why you should not be afraid to write 500-1000, or even 2000+ words in an email.

It can never be too long if they need that many words to be convinced of buying. And speaking of convincing and converting prospects into buyers...there's one thing novices ALWAYS try to 'get away with' in their copy. 

People buy based on Emotion and justify with Logic.

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Mistake #6: Not Enough Proof!

This is something i see on a daily basis, and it's the cost of may a lost sale. Get this, Jack: Anyone can make claims without proof. Restaurants do it all the time

The best burger in NYC.

Just goes to show you, ANYONE can make claims without proof. Want an example? Watch the latest political debate on T.V. 

See all the empty claims they're making? Where's the proof, Jack? How do I know what you said is true? 

  • Can you back up your ideas with 3rd party date? 
  • Research studies?
  • Celebrities backing up your ideas?
  • Thought leaders in your industry taking actions which further prove what you are saying is true or going to happen?

I​f not, you've lost me, and my purchase. If you claim your tomatoes are fresher than the lady next door, offer proof elements. Heck--offer TOO many proof points to be ignored. 

Here's a good rule of thumb: Each time you write a claim...that your product is bigger, better, faster etc, ask yourself...

Another mistake you should avoid at all costs if you desire to ramp up your email sales fast is... 

Mistake #7: Chocking Your Audience

Lets talk about eye-relief, shall we?

If you don't let your audience have some breathing room, they'll choke on how hard it is to read your emails.

In emails, instead of having a paragraph be 12-15 lines deep, use only 3-4 lines.

Don't make them WORK to read your copy.

Chunk it down. Like this article.

See how I use short sentences. And sometimes, one sentence paragraphs?

Give the reader eye-relief.

If the copy is intimidating to even look at, they'll hit the delete button--and that means lost sales. That's why we use SHORT sentences, like this one. See how it breaks up longer chunks of text? 

Master salesman Joe Sugarman calls this "The Slippery Slide" effect, and this breakthrough is designed to get your reader to slide down...

All the way to the buy button.

And to do that, we've gotta use formulas that work. And we have got formulas for DAYS...mostly using free websites from the TOP writers in the entertainment and info-publishing business. 

I've put everything I've learned about modeling the master cpoywriters and word-smiths in a new system called Simple Subject Line Secrets.

And i've partnered with Bond Halbert to walk you through the entire thing. This breakthrough can be learned in an afternoon.

Bond Halbert, son of the legendary copywriter and marketing wizard Gary C. Halbert, showed me how to do this. During our chat, Bond revealed something incredibly powerful to me... a great little 7 minute trick for writing killer headlines and email subject lines.

The kind which practically force people to open your email right away.

I don't know about you, but I get dog-tired of using my brain to do the work--when 99% of what I was looking for had already been done FOR me.

In fact, when I had my buddy Bond Halbert show me how this system worked, I was able to show others how to get 30% HIGHER email open rates--or much higher--very easily.

Advanced Material: See how to triple your open rates here. 

{ 1 comment… add one }
  • Eric September 28, 2017, 5:56 pm

    Great stuff, Lawton, really great points that are very easy to forget!

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