So a friend of mine did something really daft the other day.
She purchased a cactus in a cute little pot and put it on her windowsill so it could get sun.
Unfortunately, that’s also where she has her alarm clock.
Guess which one she grabbed in the morning…
Shoot. Don’t we all hate it when we have to start dealing with pricks before we’ve had our morning coffee?
On the brightside, this episode conclusively proves that Life has a sense of humour.
You see, the day before she bought the cactus, she was complaining about how she can never get out of bed early.
Scroll forward one day.
Were this a Pixar animation, the cactus would be saying, in a Texan drawl:
“Well, ‘hun, if that didn’t wake you up, then I don’t know what will…”
Anyway, I guess she had the stinging realisation that her choice of placement was suboptimal.
That’s actually the same problem most people run into when they write sales emails:
They say all the right things, but they don’t say them in the right order.
In other words, their email has no structure.
As a result, their sales argument can’t build up momentum, and the email loses its impact.
Did you know that there is a very specific order in which the brain is neurologically designed to process information?
This is not psychology. It’s biology.
And if you’re keeping up with the latest academic research, it’s not something that comes as a surprise to you.
Anyway, to build momentum, your sales argument should follow the thoroughfares of thought that are already built into your buyers’ brains. It should be structured in a very specific way.
For example, most marketers know that sales copy converts better when you start with the problem.
But here is a more advanced tip:
You should always call out the symptoms before you diagnose the problem.
Alright, enough theorising!
If this strategy is something you’d like to explore further, I cover it in Module 5 of Email Prodigy (http://trial-eureka.teachable.com/p/email-prodigy ).
It shows you how to build an effective sales argument by structuring what you have to say to mirror the way the buying brain actually processes information.
Enjoy your Sunday! 🙂