Though email copy is the core focus here, let me give a disclaimer. If you don’t have Product-Market Fit, no matter what the email copy is you will struggle to sell.
However, the goal of copy/messaging is to communicate about your product/service in the best way possible. You do this by talking about what the prospect cares: their needs, pain points or what they want.
For example, let’s say you are selling an SEO service. If you talk about SEO and what specific things you can do within SEO on your messaging, you are talking to the market that is already ‘SEO aware’. Furthermore, they could have a positive or negative opinion of it and so you are primarily reliant on that if you open the message in that manner. Let’s take a step back and look at why people want to do SEO in the first place. When it comes to a for-profit organization, it’s almost always to increase revenue. However, the first step for that could be to increase organic traffic which is what people think of when they first imagine SEO. It is the same for non profit organizations too, however the goals around revenue might be different where some campaigns could be dedicated purely to raise awareness among a certain community.
Below are two short copy examples. What do you think is most appealing to the prospect?
Copy 1
We provide SEO services with guaranteed rankings.
Our services include:
- Content Creation
- Backlink Building
- Internal Linking
- Web Links 2.0
If you’re interested, call us at XXX-XXX-XXXX.
Copy 2
We help SaaS companies increase MRR by increasing your organic traffic through SEO. and in turn adding a steady amount of new monthly subscriptions.
[SaaS Company A] added $40k MRR and 15,000 new organic visitors/month in 9 months of working with us.Would you be interested if we can do the same for [Prospect Company Name]?
Copy is 95% knowing your target audience deep enough, and compiling it in an appealing manner is only a minor part. That’s why we spend a lot of time with our clients digging into their value propositions, customer pain points, industry trends and a lot of other info to make sure we understand as much as possible about their target customers before we craft the copy. This is also compiled with industry research from online sources. However, your sales team, customer support team, call recordings with customers and sales call recordings with prospects are the best sources in comparison.
Once all the information is collected, you can compile the messaging and start the campaign. But the research/optimization doesn’t end there. Every response we get on the email campaigns (whether positive or negative) is feedback. It can be used to understand the target audience better. For instance, try asking people who respond negatively for feedback. From our experience, 50 to 70% of them provide feedback and have been super helpful in optimizing campaigns for our clients. This is not widely spoken about, but is extremely effective. Our clients took this feedback to optimize their product offering and in turn witnessed a higher conversion rate.
In summary, having an accurate prospect list is always the first step. But once you have it, it’s the copy that can make or break your campaigns. So make sure to create multiple variations of campaign copy using the tips given above and test them to find out what works the best. Once you find something that works well, you can scale that variation.
