– Subject line: Be direct, either a straight announcement, or benefit-focused announcement, or bonus-focused time-limited announcement (if the bonus is really juicy)
– Reference the last great experience they had with you
– Segue straight into how they can carry on working with you – announcing your offer
– Offer name + call to action
– BIG overarching promise of your offer (your service/program/event/course) with a call to action to go to the sales page.
An ‘If…then’ is great here. ‘If you want (benefits/results/outcomes)…..then (do this)’
– Paint a picture of what the reader’s life will be like with your help/course/program etc
– Use a question – it’s a useful device to get the reader to say in their head ‘yes it would be a relief’
– Contrast it with the pain points and challenges they would still be struggling with if they didn’t have your help/course/program etc
– Why your offering is different from just a load of information they could Google for free
– A *brief* overview of what’s in your program/course etc
N.B. Your sales page does the heavy lifting on all the detail of what they get in your course/program. These bullet points are to whet their appetite.
Note that it’s not just a list of features (e.g. video modules, worksheets). You MUST make them benefit-focused, and use the ‘so that’ test.
Here are two examples broken down for you:
“Step by step training so you can focus on showing up and wowing your audience instead of drowning in tech.”
Step by step training [feature = training, with the benefit of being step by step/easy to consume] so you can focus on showing up and wowing your audience [benefit – being present and serving in your launch] instead of drowning in tech [solving a pain point]
“Your day by day, week by week plan to go from idea to launch in 12 weeks flat, without ever feeling lost or overwhelmed.”
Your day by day, week by week plan [feature = plan, with the benefit of being broken down/easy to follow] to go from idea to launch in 12 weeks flat [benefit – speed and guidance], without ever feeling lost or overwhelmed [solving a pain point]
– If you’re offering a time-limited bonus to encourage the fast action-takers detail it here. If you have social proof about the bonus use it!
– The presumptive close – where you use wording which ‘assumes’ they’ll be joining you, and that you’re excited to see them get the outcome they want
– Final call to action
– Your sign-off