Hot Button E-mail Copywriting How to Write E-mails That Get Action Legal Notice: - The author and publisher of this ebook and the accompanying materials have used their best efforts in preparing this ebook. The author and publisher make no representation or warranties with respect to the accuracy, applicability, fitness, or completeness of the contents of this ebook. The information contained in this ebook is strictly for educational purposes. Therefore, if you wish to apply ideas contained in this ebook, you are taking full responsibility for your actions. The author and publisher disclaim any warranties (express or implied), merchantability, or fitness for any particular purpose. The author and publisher shall in no event be held liable to any party for any direct, indirect, punitive, special, incidental or other consequential damages arising directly or indirectly from any use of this material, which is provided as is, and without warranties.as always, the advice of a competent legal, tax, accounting or other professional should be sought. The author and publisher do not warrant the performance, effectiveness or applicability of any sites listed or linked to in this ebook. All links are for information purposes only and are not warranted for content, accuracy or any other implied or explicit purpose.
Hot Button E-mail Copywriting Table of Contents Introduction 3 Hot Button Issues 4 Why People Buy 5 E-Mail Titles for Maximum Open Rates 8 Getting People to Read and Buy 9 Conclusion 11 Resources 12 2 Hot Button E-Mail Copywriting www.fastforwardincome.com
Introduction Building a list is actually quite simple. If you have a good offer, prospects will gladly opt in to your list to get it. Therefore, you can build a fairly large list relatively quickly if you have traffic available. But making the most of that list once you have it is trickier. Most people don t know how to craft proper email titles or write emails that will get results. It s an unacceptable waste of time and resources when you write a boring email that only converts at 1%, when a well-written email could convert at 5% or more! In this report, you will learn some techniques you can use to drastically increase the conversions of your emails. This will help you make the most out of your list, and will significantly increase the dollars generated by every single email you send out. Why settle for 1% conversions when you could easily get 5%, 10%, or even more from the same list? Think about it, if you get a 1% response from a 1,500 list, that s 15... get a 5% response from the same list and that s 75! If that response translates to a $27 sale, that means an income shift from $405.00 to $2,025.00! R. Scott Frothingham www.fastforwardincome.com A Resource for Entrepreneurs, Managers and Sales Professionals Fastforward Your Success with the 5 ebook collection: >>Success Classics, >>Strategy Classics and the 5 ebook collection: >>Marketing Classics from the FFI Store at www.fastforwardincome.com 3 Hot Button E-Mail Copywriting www.fastforwardincome.com
Hot Button Issues One of the most important things to do before you write a single email is figure out the major hot button issues in your market. Major marketing companies will spend thousands of dollars on market research companies that take surveys and conduct panels. You don t need to go to these extremes enough of the information is available for free if you know where to look! Two effective ways to find out the major hot button issues for a particular niche market are: The various forums in that niche. In about 15 minutes to one hour reading the various thread titles on the biggest forum or two in the niche, you can develop a list of problems about which people are concerned. Yahoo Answers. Search for keywords within that niche to find out the questions that people are asking regarding their major concerns. Example: Searching for golf in Yahoo Answers, questions such as these can be quickly located: What brand of golf clubs is best for a chick starting out? What type of golf ball responds best on the green? Does it really matter if golf clubs are old and worn? What are the good clubs for beginners? 4 Hot Button E-Mail Copywriting www.fastforwardincome.com
What type of golf clubs does a beginner need for a round of golf? What golf ball provides the longest distance? As you can see in this example, many people are asking questions about the type of clubs they should use, and the type of balls they should use (there would also be other questions, but these would be the most common). With a list targeted to the golf market, these could be primary hot button issues with which to set up the recommendations for proprietary or affiliate products. You could make a list of the top three types of golf clubs for beginners, and send out an email that promotes them. Or you could recommend a particular type of ball that provides the longest distance or performs well on the green. 5 Hot Button E-Mail Copywriting www.fastforwardincome.com
Why People Buy In order to get people to buy what you offer, you have to understand their thinking and buying process. Put yourself in their shoes by conducting proper research. Once you have conducted your research to find out the Hot Buttons (common problems people are having) in the niche, it s time to figure out how to use those issues to get people to buy. Let s examine the golf example. There were many questions about which type of clubs to use. This indicates that a lot of people, especially beginners, are very concerned about buying the right type of clubs. Why they are so concerned? Put yourself into their position and imagine why they feel this way: I wouldn t want to waste money on clubs that wouldn t be effective. Clubs are expensive! If you re going to play a game, you need the best equipment in order to have a chance to win. I wouldn t want to look stupid to the people I was playing with. What if I bought a specific brand of club and it turned out to be one that was often made fun of by the pro players? That could be very embarrassing to a beginner. Perhaps I would also wonder if a particular model might be easier for beginners to use. Maybe there is one type of club I could get that would help me play better right from the start. 6 Hot Button E-Mail Copywriting www.fastforwardincome.com
Make a list of the reasons why you believe people are asking the questions they are asking. Sometimes this requires guesswork, but by reading forum posts, you can get detailed insight into WHY people have specific problems. You need to know exactly why people are asking about specific issues in order to market to them effectively. For example, let s say you are a young person who wants to buy a new car stereo in order to impress your friends and potential dates. If you got an email about a new type of car stereo and that email focused on how hightech the radio was, and how the sound was so clear that it would sound just like you were in a concert hall, would it make you buy? Maybe. However, it doesn t speak to your issue. You aren t interested in having the latest technology. You aren t necessarily interested in having true-to-life sound. You want whatever will impress your peers! Now imagine that same person sent you an email that really spoke directly to your issue. It mentioned how prestigious this particular stereo is. It talked about how the ultra-deep bass would really impress your friends and attract attention. This would really lure you in and make you want to buy! It could be the exact same stereo model as described in the tech-oriented e-mail, just presented in a different way speaking directly to your issue. And because it hits your hot button, this e-mail would really make you want to buy. To Skyrocket conversions, this is what you need to do. You must get into the minds of your prospects and speak directly to their needs and desires. 7 Hot Button E-Mail Copywriting www.fastforwardincome.com
Email Subject Lines for Maximum Open Rates In order for your emails to be effective, they need to be read. The majority emails are never even opened, so you need to make sure your subject lines do their job and their primary purpose is to entice people to open the e-mail. One effective method is to focus on your hot button issues and use those in your email titles. This grabs attention and makes people want to read. If you re selling golf clubs, you might try titles like: How to Get the Right Golf Clubs This title is a little boring, but it s straight to the point, and would speak to both beginners and experienced players. (GOOD) The Ultimate Golf Clubs for Beginners This title sounds like it could be an article that would be very useful. (BETTER) These Golf Clubs Will Shave 5 Strokes Off Your Score! This speaks directly to users. It lets them know these are the right clubs, and that the clubs will help them improve their golf score. It also doesn t necessarily sound like a sales message. It could just be a recommendation. (BEST!) For e-mail subject line alternatives (including 19 different types of e-mail subject lines and a selection of over 900 field-tested e-mail subject lines) check out E-mail Subject Line Brainstorm available exclusively at www.fastforwardincome.com. 8 Hot Button E-Mail Copywriting www.fastforwardincome.com
Getting People to Read and Buy Your job in writing the e-mail is to get your reader to view the sales page. It s the sales page s job to do the selling. You can set the stage for the sale, but don t lose sight of the e- mail s primary goal. Once the prospect has opened the email, they need to read it. If they won t read it, you can t get your message across. It can be tricky to get people to read an email, because people are very busy, and they don t like being sold to. If it is a sales message it should be relatively short -- ideally be no longer than 3-5 short paragraphs. People are very busy, and they get distracted easily. Long messages will usually make them give up and stop reading. For any e-mail to be effective, you must grab attention quickly (typically without sounding like you are selling something). In writing a hot button e-mail, an effective way to start off is by letting them know that you understand what they are going through. There are two ways to do this: Identify with them on a personal level. Let them know other people feel the same way. To identify with them personally, you can try opening with something like this: I remember when I was first getting started in golf, I was so afraid that I would choose the wrong clubs. They re expensive, and I was worried that if I picked the wrong clubs, I would be out a lot of money and my game would really suffer. 9 Hot Button E-Mail Copywriting www.fastforwardincome.com
To let them know others feel the same way, try something like: A lot of people have been emailing me lately asking which type of golf clubs they should buy. I always tell them the same thing, and I thought maybe you would want to know this information, too. Remember to speak to them personally! Don t say things like: I wanted to write to my list to I just wanted you all to know that Is anyone having trouble with Speak directly to them as an individual, like this: Are you having trouble I wanted to let you know that Have you heard about They will know you didn t write the email directly to them personally, but that s not the point. The point is that subconsciously it will feel more personal, and this will make them MUCH more likely to buy! The more personal you can make each message feel, the more likely it is people will read your entire message and the more likely they will be to buy. 10 Hot Button E-Mail Copywriting www.fastforwardincome.com
Conclusion To sum up, writing hot button e-mails is all about communicating as personally as possible with your target audience. In a one-on-one style, you are letting each prospect know that you understand what they are concerned about (their hot buttons ) and offering a product/service that directly addresses those specific concerns in a manner. Find their itch and scratch it. If you found this information useful, you will benefit from the following titles available exclusively from the FFI Store at www.fastforwardincome.com: Also you can Fastforward Your Success with the 5 ebook collection: >>Success Classics, >>Strategy Classics and the 5 ebook collection: >>Marketing Classics from the FFI Store at www.fastforwardincome.com 11 Hot Button E-Mail Copywriting www.fastforwardincome.com
Resources There are legal rules and guidelines regarding commercial messages -- including commercial e-mail. Understand them and understand that if you violate them there are tough penalties: The CAN-SPAM Act: A Compliance Guide for Business - CAN-SPAM Improve your writing and your sales skills (includes a step-by-step, 30-day outline that guides you through the copywriting skill upgrade process): The Ultimate Copy Writing Handbook There are basic tools that e-mail marketers cannot succeed without; for reliability, ease of use and value, we recommend: Autoresponder Aweber Web Hosting HostGator Domain Name NameCheap Website Building Software: XSitePro 12 Hot Button E-Mail Copywriting www.fastforwardincome.com
FastForward Your Success with tools only available from the FFI Store at www.fastforwardincome.com Skills for Success Course Get an unfair competitive advantage with practical training in 9 critical categories to quickly build the skills you need to FastForward your career and your income. 10-Minute Career Booster A 52+ week program that positions you as a credible expert to your customers, co-workers, bosses and investors to expand your opportunities within your current situation and beyond! 15-Minute Sales Workout Improve Confidence and Competence Increase Client Acquisition and Customer Retention Produce More Consistent Sales Results 13 Hot Button E-Mail Copywriting www.fastforwardincome.com
About This Material The legal department says I have to include all sorts of disclaimers with our products. And that s OK, cause I don t mind making it clear that information no matter how good it is isn t a guarantee of success; it s what you do with the information that makes the difference. That being said, if you think that our products will automatically make you successful or increase your income just because you bought them, please apply for an immediate refund. You have to work to succeed in anything and I'm neither going to hide from or apologize for that. The great results achieved by many of the folks who have invested in this material aren t necessarily typical and yours could and probably will vary. Maybe you ll do better than they have... who knows? In the end, you may not advance your career or income at all. Being in business is tough, it's possible you might even lose money. Know that before going in, because if you're looking for some sort of magic bullet that guarantees success without putting in the time and effort, I'm sorry but this isn't it. Needless to say, the legal department indicated that my explanation wasn t exactly what they had in mind, so they insisted that, along with the legal notice at the beginning of this material, I also include the following Disclaimer and Terms of Use Agreement: The author and publisher have used their best efforts in preparing this material. The author and publisher make no representation or warranties with respect to the accuracy, acceptability, fitness or completeness of the contents of this material. The information contained in this material is strictly for educational purposes. Therefore, if you wish to apply ideas contained in this material, you are taking full responsibility for your actions. Every effort has been made to accurately represent this product and its potential. However, there is no guarantee that you will improve in any way using the techniques and ideas in these materials. Examples in these materials are not to be interpreted as a promise or guarantee of anything. Self-help and improvement potential is entirely dependent on the person using our products, ideas and techniques. Your level of improvement in attaining the results claimed in our materials depends on the time you devote to the programs, ideas and techniques mentioned, knowledge and various skills. Since these factors differ according to individuals we cannot guarantee your success or improvement level nor are we responsible for any of your actions. Many factors will be important in determining your actual results and no guarantees are made that you will achieve results similar to ours or anybody else s; in fact no guarantees are made that you will achieve any results from the ideas and techniques in our materials. OK, now that the lawyers have said their piece, let me sum up by reminding you that you are the person responsible for your success... so... go out there and do something extraordinary! 14 Hot Button E-Mail Copywriting www.fastforwardincome.com