We see them on Facebook.
We see them online.
Everywhere you look, some new Guru is screaming about how good he is.
Now this kind of in your face bravado may attract some folks. But in my humble (and right) opinion, there are better ways to establish your credibility and authority than sprouting off like some flashy peacock on the hunt for a mate.
And that’s what we’re going to look at in this post.
I’ll show you how to position yourself as the expert in your emails so you are your markets’ logical choice when it comes to buying.
The fact is, no one goes to see the man (or woman) at the bottom of the mountain. Kennedy sure got that one right. Instead, folks want to know they are dealing with an expert, someone they can trust to deliver.
One great way to achieve this in your emails is to ‘name drop’ successful clients and or well-known clients who your market is familiar with.
Another great way to position yourself as the expert is to
highlight success stories of your clients
And no, I’m not talking about testimonials here. Testimonial emails are fine and they do help to prove your authority. But I find the use of a well-chosen, emotionally charged success story is even better. And as the name implies, you reveal their success in a human interest story. Something like (and this is just off the top of my head):
“I was talking to a long-time client of mine yesterday. He’s doing well. Got a good 7-figure business and he’s taking more time off than ever before. I told him I was happy for him; that his success gets me buzzing too.
He started reminiscing about the first job I did for him many years ago. How the results I got him laid the platform for his business. How he couldn’t have done it without me.
I was happy he remembered. A lot of clients forget. They think… and so on.”
Get the idea?
In the example above, I’m concentrating on the benefits. Another good way is to highlight the problem and how you solved it for a client or customer.
Of course, the problem you solved is one of the main problems for your market.
And of course, you highlight the problem, solve it in the success story, but you don’t tell them ‘how’ you solved it do you?
As recent guest on my podcast Ben Settle, the master email writer says,
“Be specific about the problem, vague on the solution.”
Meaning, bring the problem up, make the reader feel this problem, and then solve the problem with a success story. The ‘how to’ part is left out.
By the way, you can and should tell them what to do as in the example below…
“Yeah Bob was in trouble but I convinced him on an idea. Told him we must do a 2-step Direct Mail promotion to his inactive customers. First a ‘set-up-the-letter’ postcard followed by the letter. Thankfully, he was smart enough to listen and the promotion brought in $5 for every dollar spent.”
The readers feels like they got content… but in reality they didn’t.
Okay, here’s an important point…
You must become an expert of take-way selling
Nothing gets prospects moving and spending money better than the fear they’ll miss out.
Think about this; especially for service businesses.
How easy it is to get to you determines your value to the marketplace. The less time there is of you to get, the more people will want it, the more they’ll desire you and what you offer.
We all want what we can’t have
It’s the old SUPPLY versus DEMAND.
In the consulting field, where I spend time each week, and also in the copywriting business, there is a strict limit on my availability.
I’m only one person and can only handle a certain number of clients. And with many years under my belt I’ve got a good name in the industry… meaning the demand for my services far outstrips the supply. This in turn leads to bigger fees and better clients.
You get to deal with the players of your market and I’ll tell you from experience, most times real players are a pleasure to have as clients. (Note, I’m talking players here, not Gurus… big difference between the two.)
It’s usually the low-end of your market that causes you the most problems.
Take Away Selling is the term Dan Kennedy coined to describe this.
The underlying principle of Take Away Selling is supply and demand. But also your willingness to disqualify in order to get the highly qualified, high-end of your market.
So the language you use to your market in your emails should be of scarcity… of the limited supply of what you have to offer versus the overwhelming demand. It should become a habit, in-grained deep into your pores, so you automatically think and behave this way. (Just read any of my stuff to see this in action.)
So there you have it.
How to blow your own trumpet in your emails without sounding like blowhard braggart.
For more on emails, I’ve created a short but powerful FREE report called: “Shocking Email Blunders That Cost You Money!” Although this report is small and will only take you a few minutes to read, it reveals a simple, yet powerful lesson on writing emails that get attention, build trust, and ultimately make you money. Here’s the link:
See you next time… and don’t forget to leave your comments below.
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Pete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook