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MVP Email TrainingBy Kevin Cohen
Agenda1. What is a sales letter2. What is the purpose of a sales letter?3. The sales letter formula4. What does a sales letter have to do with email?
What is a sales letter?
A sales letter is a piece of direct mail which is designed to persuade the reader to purchase a particular product or service in the absence of a salesman. It has been defined as "A form of direct mail in which an advertiser sends a letter to a potential customer."
-Wikipedia
What is the purpose of a sales letter?To defeat these objections...
1. “You don’t understand my problem”2. “How do I know you’re qualified?”3. “I don’t believe you”4. “I don’t need it right now”5. “It won’t work for me”6. “What happens if I don’t like it?”7. “I can’t afford it”
The sales letter formula (David Frey)1 - Get attention
2 - Identify the problem
3 - Provide the solution
4 - Present your credentials
5 - Show the benefits
6 - Give social proof
The sales letter formula (David Frey)7 - Make your offer
8 - Inject scarcity
9 - Give a guarantee
10 - Call to action
11 - Give a warning
12 - Close with a reminder
What does a sale letter have to do
with email?
Simple. Your email should always contain elements of a sales letter.
How I craft my email series...1 - Called the sideways sales letter
2 - 7-part email series
2 - Spread over 30 days (every 4 days)
Let’s jump into the emails.
Questions?