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Let’s get one thing clear. You MUST stand out from the crowd of generic emails that exist if you want to grow your business.
Your prospects don’t know you from Adam, so you have to give them a reason to invest their time and energy into consuming your content, and eventually, buying from you.
The best way to do this is through education. The more you can educate – and be entertaining at the same time, the better.
By educating your prospects through your emails, you provide value by definition. That’s because your prospect is now more knowledgeable about the problems they didn’t even know they had before they met you.
Be clear on the following three things when educating your prospects:
- Say who you are: It might sound obvious, but the first step in your educational funnel is introducing yourself. Remember, you’re building a relationship, so don’t hide behind a website or blog. Make a personal connection with your reader right from the start. People connect with people more than they connect with companies. That’s why so many companies create a spokesperson to create a connection with their customers. The more people can relate to you, the more they trust you.
- State why anyone should listen to you: You have to clarify why people should listen to what you have to say! You can list your achievements, provide case studies, or show why you are an authority in a particular area. But don’t worry if you don’t have a long list of credentials. Most of the time, people just need to know that you’ve solved a similar problem to theirs before, and you’ve helped a few other people do it too.
- Communicate the value you will be providing: Last but not least, you have to tell your reader what value you’re going to provide. What’s the problem you are going to help them solve? What is the obstacle you are going to help them overcome? Make this clear so they stay tuned in to what you have to say.
These are the key things you need to get people to connect with you and stay engaged on your email list.
But getting people on your list is just the first step. After that, you have to deliver. You have to make sure you provide the content they opted for. We see many businesses dangle an attractive carrot but then completely fail to deliver on their promise; this is an easy way to collect a lot of unsubscribes! Remember that your subscriber giving you their email address was the first step in a transaction. You now have a responsibility to deliver on that initial promise, or you’ll lose that trust and engagement.
The first 1-2 weeks of an email sequence are critical and a huge opportunity for you to set things off on the right foot. Give your list solid, quality, educational content, and you’ll build an engaged following that is interested in opening every email.
An educational email sequence is NOT a place for you to sell. It’s your opportunity to begin building a relationship with the reader, by providing real, valuable information. And just like the name implies, make sure you teach something; this isn’t the place to just talk about yourself and how great you are; offer actionable bits of information or tips that can be implemented quickly, so your readers can start to see results.
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