If you’ve been running the same webinar or live event for a while now, there’s a good chance you’re running out of new, fresh ways to promote it through email. You can’t think of anything clever to write that you haven’t already sent before, so you piece together several ideas that end up choppy and disjointed.
End result: you’ve wasted a ton of time writing a promo email that leads to little or no registrations.
What if, instead of all that frustration, you could write a promo that’s fun, takes almost no time, and comes out usable after the first draft? And… it gets more sign-ups than you’ve ever had before.
Sounds pretty good, right?
Well, right now I want to give you three keys for writing a promo email that rocks.
Advertising says to people, ‘Here’s what I’ve got. Here’s what it will do for you. Here’s how to get it. -Leo Burnett[Tweet This]
Set The Scene
First, you need to put people into the place and space where their frustration occurs.
Think about your prospect. Imagine you’re a fly on the wall when they’re at their lowest point and most need the thing you’re promoting.
Where are they when the problem’s happening?
What’s really going on with them?
Who’s there with them?
What are they trying to do?
How does it make them feel?
I don’t want you to miss this. These five questions are vital to your promo email’s success, so here they are again: Where is it? When is it? Who’s there? What’s happening? How does it feel?
In your opening few sentences, you need to set the scene. You need to take them out of their world — distracted, flipping through emails, bored, etc. — and into the world where their problems happen.
When you set the scene and bring them into the problem, they’re more open to being persuaded because now they’re fully immersed into your world. Once they’re in your world, you can take them deeper, but we can’t take them deeper until they feel the problem within themselves.
A great copywriter once said, “You can’t expect someone to take a step if they haven’t first imagined themselves taking it in their mind.”
That’s why we want to project them straight into the scene.
Amp The Importance
Once we’ve got them in our world, the second step is to dial up the intensity on how they feel about what we’re promoting.
They say you can lead a horse to water but you can’t make them drink. It’s a cool phrase, but it’s not exactly true. You can actually give the horse a salt-lick which makes them thirsty. The desire for water increases, so they drink.
We’ll use the same concept to amp up the importance, and how we do it is super straightforward. We use a tool called the Why Stack.
In the Why Stack, we talk about frustrations and fears before we move to wants and aspirations.
We’ll give people three frustrations and one fear to move away from, and three wants and one aspiration to move towards.
When we do that, we haven’t only brought them into our world — because they’re excited and stirred up enough emotionally, they’re ready for us to take them wherever we want to go.
Draw A Straight Line
Now it’s time to lead them towards the call to action.
The way we do that is by following the genius of one of the greatest ad men of the 20th century, Leo Burnett.
He once said, “Advertising says to people, ‘Here’s what I’ve got, here’s what it will do for you, and here’s how to get it.’”
So far in our email, we’ve put people in the place and space where the problem happens — we’ve set the scene.
We’ve amped the importance with a Why Stack by listing three frustrations and a fear followed by three wants and an aspiration. We’ve taken them to a place where they’re hungry for what we’ve got.
Now our job is to answer these three questions for our prospects:
What do you have?
What will it do for me?
How do I get it?
First, we’ll offer the reveal.
“That’s why next Friday at 10:00, I’m running a webinar called The Promo Builder.”
Here’s what I’ve got.
Then, we’ll give people 3-5 bullet points about what they’ll get out of coming to your webinar or live event. You can get inspiration for these bullets from the content you’ll be teaching or you can pull it straight out of your Why Stack.
For example, if one of their biggest frustrations is staring at a blank computer screen not knowing what to write, one of the bullet points could be: “I’m going to show you how to look at a blank screen and instantly know the right hook to use, the right angle to take, and how to start a promo email that is hot.”
Here’s what it’ll do for you.
Finally, we’ll give them a clear call to action.
Tell them where to go and what to do, followed by some urgency and scarcity so they have a reason to do it right now.
“Click the link below!”
“Go to this page, and register if it looks useful for you. By the way, I’ve only got 100 seats on my GoToWebinar account and these seats always fill up. Register now so you don’t miss out.”
Here’s how to get it.
Then… you’re done.