When writing sales emails don’t forget to get readers curious—create questions in their minds. It’s the best way to get more response. Today, I’ll show you a simple, effective way to write email that gets customers asking you questions.
A Quick B-to-B Example
Philippe Le Baron, a sales productivity coach, has cracked the nut. He figured out how to make customers respond to him in sales emails. He writes to make customers curious about him—in a way they cannot resist acting on. The result: Prospects respond to him more often. Customers reply to get clarity on thoughts his emails provoke.
In LinkedIn InMail or regular email always remember: Plant seeds in your prospects’ minds. Then, create an urge to find out more details using what customers really want as bait.
Get them asking more questions that lead them toward what you sell.
Where to Start
Let’s say you have a LinkedIn Group or e-newsletter where sales prospects subscribe and receive your updates.
You’re probably presenting tips, tricks, answers and shortcuts. But are you writing in ways that create more questions in the minds of buyers? This is the part most sellers forget. They rely too much on formal call to action.
Make sure you create an urge in readers. Speak to them in ways that provoke them … get them to hit reply and ask for details about the thought you just sparked.
Quick example: Philippe Le Baron has a LinkedIn group called Sales Productivity 2.0. His group is filled with prospects who receive occasional updates from him via LinkedIn email. Recently, Le Baron sent an email to prospects.
Follow his simple template by:
- Making an offer specific to buyers’ seasonal needs.
- Being useful by giving simple “next steps” to act on the need.
- Creating curiosity by being action-oriented yet incomplete.
Step 1: Make a Sympathetic Offer
Philippe is making offers specific to seasonal objectives of his prospects. His email starts with, “Here are 3 easy ways to measure your sales management efforts better in 2014.”
Philippe then explains why most of his customers tend to fail. He makes it clear quickly. In essence he communicates, “I understand what you are struggling with.”
He continues with “Improving the impact of your effectiveness as a sales manager can be very tricky, that’s why most sales managers …” Here, Philippe bullet-points his buyers’ pain. He takes special care to include how it feels to fail. This opens the door to talk about his cure … a prescription for improvement.
Step 2: Tell Them ‘You CAN,’ Then Show Them How
Next, Philippe quickly gives prospective buyers what they want: Three simple steps that sound easy to act on. He gives this advice following the Golden Rule of copywriting: Help your customers believe they can; get them confident in themselves.
Tell them they can do it, then immediately arm them with weapons to succeed. Show them how. In his email, Philippe writes:
“Improving the effectiveness of sales managers is actually much simpler than most people think: you only need to focus on 3 very specific things…
- the duration of your weekly 4cast meeting
- the specific sales management productivity metrics you measure
- the coaching questions you ask once you’ve adopted the right ‘Lion Tamer’ mindset”
Philippe’s use of the phrases “much simpler than most people think” and “3 very specific things” help create curiosity.
Other words and phrases that create curiosity include:
- Simple technique
- One small thing
Step 3: Get Them Intensely Curious
Philippe plants seeds. He creates a call to action without actually making the call. He creates intense, irresistible curiosity about himself.
Philippe’s three tips create more questions in customers’ minds. Questions that he knows buyers will have a deep, burning urge to get answered.
- What is a 4cast meeting? Is that like a forecast meeting?
- What are the best productivity metrics? Am I measuring the right ones?
- What do you mean “Lion Tamer” mindset? That sounds like something I should know about if I want to succeed.
These questions pop into the heads of readers by design. Philippe is getting customers to respond more often because he is prompting them to ask these questions—questions that ultimately relate to what he sells.
Yet the prospect isn’t being “sold to” at all. That’s the beauty of these social media copywriting tips. Prospects are conversing with Philippe. They’re warming up as leads.
All based on the structure of his email message—the words he uses and the timing of those words.
Try This 3-Step Process
Customers want email messages, blog posts, YouTube videos and social media updates that help them:
- believe there is a better way
- realize they just found it (through you!) and
- ACT on that realization—to get what they want (giving you a lead)
That’s why Philippe uses the technique across all digital media to drive more leads his way (not just email).
Philippe writes in a way that customers cannot resist. They become curious and cannot help but reach out and contact him. Why? To get clarity on the thoughts his messages are provoking in their minds.
Good luck applying these tips for writing effective emails in your business!