Closing The Email Sales Letter

You may think that closing a letter is simple. Closing a personal letter is simple. Closing a sales email, which is intended to have a personal feel to it, isn’t simple at all.

 

Obviously, you will sign your name at the bottom. You may also provide contact information and a link to your website. That actually is simple. The hard part is the closing paragraph. Of course, you want to use that paragraph to call your reader to action, if you haven’t already done so. However, you also want to end the email where you began – on a personal note.

 

Our sample email above would continue with the writer telling the reader that he really didn’t want to spare the time, but that his friend Buddy was so adamant that he read the content on that website that he decided to take five minutes out of his busy day to do so.

 

 

 

That’s all that is needed really. Some marketers may add a postscript, some marketers may not. There is a way to decide this. Did you get your point across? Did you include all of the elements of a good sales letter? If so, the postscript isn’t needed. If not, add one, and use it to add that element.

 

Note that there is one other element in the last part of this email. The writer is telling the reader how they will benefit from taking the action. This particular reader will benefit from clicking the link, by finding out how they can free up more of their time in the future.

 

Now, of course this is a simple email. There isn’t anything grand or even special about it. Some may even think that it is boring. Boring, however, is becoming a better thing these days. People have been fed so much hype over recent years that they immediately delete any email that even hints at hype.

 

While the general layout and verbiage of the email may seem ‘boring’ there is a story that is interesting enough to keep the readers interest. In terms of boring or over-hyped, you could call this email somewhere in between, and this is what you should strive for in your own sales emails.

 

This marketer does not come off sounding like they are better or more successful than someone else. They are the same as the reader, in the reader’s eyes. Now, this doesn’t mean that you couldn’t take a more authoritative stance. It really comes down to what it is that you are trying to sell. In the marketing arena, where the marketer is trying to sell something to other up-and-coming marketers, the authoritative ‘I am successful, you want to be successful, I can show you how’ stance would probably work better.

 

In this case, however, the marketer isn’t trying to ‘teach’ the reader anything. He is trying to sell a product that saves time. Perhaps it is software that makes it possible to complete a job in half the time. Maybe it is software for organization. The point is that the writer needs to put himself in the ‘same boat’ with the reader. They share this time problem, and the writer has found a solution to this time problem that he is sharing with the reader.

 

This is the one thing that many would-be successful marketers don’t get. There is no one right way to sell something. It all comes down to what you are selling, and whom you are selling it to.

 

So, the next time you construct a sales email; really consider your product and what problems that product can solve. Then, consider your audience. Finally, determine whether you are in the boat with the reader, waiting to be rescued, or if you are driving the Coast Guard boat coming to rescue them. It will make all of the difference in the world!