Episode #134
Ep. 134 - The Two-Step Framework to Write Sales Emails That Feel Genuine
If you've ever written a genuinely helpful email and then cringed while tacking your offer onto the bottom, this one is for you. Whitney picks up a thread from her conversation with Orly Wachter about why selling feels so uncomfortable in the health and helping professions, and takes it somewhere practical. She walks through a two-step framework for writing emails that sell without the ick: first generating nine content angles directly from one of your services, then matching one of those angles to a simple email format. She also gets into why the bridge into your call to action so often feels like whiplash, how the benefits-versus-features distinction trips people up, and how often you actually need to be inviting people to work with you. She closes with a challenge to write one of these emails and send it this week, even if you haven't emailed your list in months. Takeaways: Start with the service, not the topic. Whitney's framework works backward from one specific offer, so every email idea you generate already has a straight line to the thing you're selling. That's what keeps the call to action from feeling shoehorned in. Run three buckets, three ideas each. The outcomes people get from the service, the things clients love about how it's delivered, and the reasons people hesitate to move forward. That's nine angles from a single offer, and you can refill the well anytime you run dry. Keep benefits and features separate, and lead with benefits. Whitney notes that most practitioners find features far easier to talk about than the transformation, which is exactly why the first bucket takes the most deliberate effort. Match your angle to one of five email formats. A myth or misconception, a news or research tie-in, a case study, a tip or how-to, or a story about how you learned something. Then keep it to a few skimmable paragraphs carrying one core idea. Talk about your services every few emails, not every email. Whitney calls this the non-negotiable. The call to action can rotate between booking a call, a sales page, a resource, or a simple reply, but the invitation has to be there regularly. Resources Mentioned Ep. 132 — What You're Getting Wrong About Selling with Orly Wachter MSc, RD - https://whitneybateson.com/ep-132-what-youre-getting-wrong-about-selling-with-orly-wachter-msc-rd/ The challenge: write one of these emails, send it, and forward it to info@whitneybateson.com Connect with Whitney : Follow Whitney on Instagram @whitneybateson Subscribe & Review: If you’re enjoying the podcast, don’t forget to follow and leave a review! Your support helps others discover the show. Hosted on Acast. See acast.com/privacy for more information.
