Crafting Effective Sales Emails
The PAS Formula, Edu-Selling, and the Art of Giving Before Asking
Email marketing is a powerful tool for businesses to reach and engage with their community. To create an effective sales email, it’s essential to understand the psychology of your customers and provide value before asking for a sale. In this article, we will discuss the PAS formula (Problem, Agitation, Solution), the concept of edu-selling, and the importance of giving before asking for a sale.
The PAS Formula: Problem, Agitation, Solution
The PAS formula is a proven method for crafting persuasive sales emails that address the needs of your customers. Here’s how it works:
- Problem: Begin your email by identifying a specific problem that your target audience faces. This helps you establish relevance and capture the reader’s attention.
- Agitation: Next, delve deeper into the problem and emphasize the negative consequences or frustrations your customers may experience. This helps to create a sense of urgency and encourages them to seek a solution.
- Solution: Finally, introduce your product or service as the solution to their problem, highlighting its benefits and how it can alleviate their pain points.
Here’s an example of PAS in action:Are you tired of struggling to find suitable skincare products that cater to your sensitive skin without causing irritation or exacerbating existing issues? You’re not alone. Many individuals with sensitive skin face the same challenge, leading to redness, irritation, breakouts, and an overall worsening of skin conditions. [Problem]
We understand how frustrating and self-conscious this can make you feel, which is why we’ve spent countless hours researching and developing our skincare brand, specifically designed for sensitive skin like yours. [Agitate the problem]
Our gentle, yet effective formulations are dermatologist-tested, hypoallergenic and free of common irritants (such as sulphates, parabens, and synthetic fragrances). So, you can confidently care for your complexion without compromising on results. Imagine having a skincare routine that not only addresses your specific concerns but also leaves your skin looking and feeling healthy, radiant, and irritation-free. [Solution]
Edu-Selling: Providing Value Through Education
Being invited into someone’s inbox is an honour, and one that brands need to remember. A great way to respect this privilege is by offering the reader something of value just for reading your email. Edu-selling is a powerful way to do this because even if the customer takes no other action other than reading your email, they have (hopefully) still learned something—ideally about themselves.
Edu-selling provides valuable insights to the reader, ideally about themselves or their situation, rather than talking about how your product can help them. You still mention your product or service (hence the term edu-selling) but you also want to make sure the reader is left with something in exchange for their time and the rights to send them an email.
This approach helps to build trust and credibility, as it demonstrates your expertise and your commitment to helping your customers succeed. To incorporate edu-selling into your sales emails:
Share valuable information: Offer insights, tips, or industry news that can help your customers make better decisions or improve their lives.
Teach them something: depending on your industry this could be something about their psychology, an easy way to do something such as a hack or a tip or
For example, a company selling a protein powder could edu-sell to their audience in the following ways:
- How to make the most of these five underused gym machines (for a protein powder aimed at gym goers)
- Ways to organise your pantry in under 20mins (for a protein powder aimed at busy parents)
- 5 Easy ways to boost the protein levels of your snacks (for a protein powder aimed at those with a healthy lifestyle)
In each of those examples above, you would still talk about your product, and give people a CTA to purchase, however it wouldn’t be the whole focus of the email.
Giving Before Asking for the Sale
In the world of sales, it’s crucial to establish a relationship built on trust and reciprocity before asking for a sale. By providing value upfront, you can create a positive impression and increase the likelihood of your customers being receptive to your sales pitch. Here’s how to give before asking for a sale:Use edu-selling: The section above is also an example on giving before asking.
Offer free resources: Share e-books, whitepapers, or webinars that address common customer pain points and provide actionable advice.
Provide a taste of your product or service: Offer free trials, samples, roadshows, or consultations to allow customers to experience the benefits of your offering firsthand.
Share success stories: Feature testimonials or case studies from satisfied customers who have experienced positive outcomes from using your product or service.
Putting It All Together: Crafting an Effective Sales Email
To create a compelling sales email that incorporates the PAS formula, edu-selling, and the art of giving before asking for a sale, follow these steps:
Start with a strong subject line: Capture your reader’s attention and encourage them to open the email by using a subject line that speaks to their pain points or offers valuable information.
Use the PAS formula: Structure your email using the problem, agitation, solution framework to create a persuasive narrative that resonates with your audience.
Incorporate edu-selling: Include educational content that provides value to your readers, helping to establish trust and credibility.
Give before asking for the sale: Offer resources, free trials, or success stories to demonstrate the value of your product or service.
End with a clear call-to-action: Encourage your readers to take the next step, whether it’s scheduling a consultation, signing up for a webinar, or making a purchase, by including a clear and compelling call-to-action (CTA).
Keep it concise and focused: Make sure your email is easy to read and digest by using short paragraphs, bullet points, and bolded text to highlight key points.
Follow up: Don’t be discouraged if you don’t get a response right away. Send gentle follow-up emails that continue to provide value and reiterate your offer.
Crafting an effective sales email involves understanding your audience, addressing their pain points, providing value through education and giving before asking for the sale. By incorporating the PAS formula, edu-selling, and a customer-focused approach, you can create compelling sales emails that resonate with your target audience and ultimately drive results for your business.
Remember, the key to successful email marketing lies in building trust, offering value, and creating genuine connections with your customers.