Most Emails Stink as a Sales Tool. Here’s Why…

by Marcus Sheridan

Somewhere in the world, right this very moment, a sales person is getting ready to blow another opportunity.

How is this happening? Well, chances are the individual is writing an email that looks just like this:

Dear Mr. Jones,

I’m emailing you to confirm our appointment this Friday. Please let me know if you have any questions or needs.


Boring Sales Person

Yep. That’s it. Another terrible email going out to a prospect to ‘remind them’ of the sales appointment. Here’s another awful one that someone else in the world is typing as you read these words:

Dear Mr. Jones,

I just wanted to thank you for our recent meeting, I thought it was very productive and enjoyed it very much. Please let me know if you have any needs or questions.


No-So-Effective Sales Person

Now be honest: Have you ever written an email similar to one of these? Chances are, if you’re in any type of business that sells anything at all, the answer is ‘YES’.

As for me, I used to send out these same types of emails, until I came to a clear realization– Such emails do absolutely nothing to further the sales process…NOTHING.

When it comes down to it, we need to look at normal email as a tremendous opportunity to help prospects and existing clients progress towards a buying decision. And because content is the greatest sales tool in the world, we must get to the point where we start including blog posts and video links (that we’ve done) in every email we EVER send out…for the rest of our lives.

I really mean this statement, and I make it because of these facts:

  • The more time someone spends on your website, the closer they are to spending their money with YOU.
  • The more someone reads your words or watches your videos, the more they trust YOU.
  • The more educated someone is about your products/services, they more they’ll tell others about YOU.
  • And on and on and on…

To  understand even deeper the connection of email, ‘tipping points’, and content marketing; I’ve made a video talking about this very subject. So if you have a few minutes and you really are looking for a way to improve your sales procedure and cycle as a company, please give it a look (plus the Lion growl at the beginning is the coolest ever ;-) ).

YouTube Preview Image

Your Turn:

My question today is simple: Are you using existing blog posts and videos in the emails you’re sending out to prospects and clients? If not….why??? ;-) Also, if you are doing this, tell everyone about some of the success and results you’ve experienced.

Speaking of email, I’ll be keynoting MarketingSherpa’s Email Summit that will be taking place in Las Vegas from Feb. 7-10. In my session, I’m going to dive quite a bit deeper into the concept of content marketing tipping points and how they can forever change your business, especially when aligned with email marketing. Brian Solis and Dr. Flint McGlaughlin will also be keynoting the event which last year was attended by over 800 marketing professionals from around the world. For those of your interested in learning more, please check out the incredible line up and session topics.

Download your FREE copy of my 230 Page Inbound and Content Marketing Made Easy eBook now and start reading in 60 seconds!


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