How many emails do you get in a day?
How backlogged are you in reading them?
In a recent meeting with a prospect I asked if she had received an email I had sent.
She said, “Maybe”.
And added, “It might be in my ‘read later’ folder”.
Which, while not an email death sentence, is the email equivalent of life behind bars.
So, what’s a well intentioned wholesaler to do when trying to reach a financial advisor via email, especially knowing that email marketing is a fantastic was to increase your PVP – Peerless Value Proposition™?
How do you rise up out of the inbox sea of email sameness?
Follow these rules that we use for my Sunday Night Email series (which you can sign up for in the side bar ——> )
Those emails consistently get opened by over 40% of recipients, and we deliver to over 5,000 folks every week.
#1: Create an irresistible subject line.
If you are on the Sunday Night Email list you are familiar with some of our titles:
- Ones Is Better Than Nones
- Deciding Between 4 1/2 and 4 1/2
- Simple, Not Easy
- Laila Wanted Me Fired
- Why Wholesaling Is Like Roofing Tiles, Only Different
- Pool Man Jumped The Shark, So I Fired Him
- Bad Decisions In Bozeman
Another example, one of last year’s best read stories was titled “Sushi, Saki, See Ya!”
It was a story about the need for managers to give all producers constructive and candid feedback – even their top performers.
It could have easily been titled “Managers Should Offer Better Feedback” – and it would have been read less than 60% as much as it was – because the subject line got it opened.
Want to invite the rep to a roadshow?
Forgettable email subject line: “Join Us On May 7th”
Email that gets opened: “What Do Foonman Funds And Cirque du Soleil Have In Common?”
Want the advisor to look at a sales idea that’s attached?
Forgettable email subject line: “How Fooman Fund’s Smid Cap Fund Performs In All Markets”
Email that gets opened: “Smurfs, Smores and…Smids”
Next time you are crafting an email message pay more attention to the subject line.
#2: Grab them with your first sentence.
Make the first sentence “bite size”.
Because we are all scanners.
We want to know if the words that follow will entice us to read more.
The Sunday Night Email series has openers such as:
- I’ve admitted it before, I’ll admit it again: I tend to be a workaholic.
- Too much food. Too much wine. Too much fun.
- Shortcomings. We all have them.
#3: Tell a story
Everybody likes stories.
So why should advisors be forced to read the same, tired emails from you?
You know the one that says:
Foonman Funds is proud to announce that the All Africa Small Cap Utilities Fund has just received its fifth star from Morningstar. Our portfolio manager, when asked about the regions utility outlook says…….
Somebody shoot me now.
Instead, wrap up a message in a story:
Being a portfolio manager entails more than one risk.
“By 2 AM our four seater, single engine plane was about to run out of fuel as we landed hard and a bit too fast in Zomba Airport on our way to the largest Malawi electric plant.”
That’s how our All Africa Small Cap Utilities Fund manager started his recent investor call.
#4: Use a p.s.
Our eyes naturally gravitate to the p.s. in an email (or snail mail) first.
So why not use that section – and use it for a great offer, important message, or anything else that you want to make sure has a higher degree of likelihood to get read.
#5: Find your voice
You don’t need to have studied creative writing in school.
But you should work on creating your own unique “voice” with your emails so that they further stand out from the sea of inbox sameness.
And, when done right, you may even have folks that actually look forward to your communications.
Lastly, for assistance with becoming a better writer (it’s where I get a ton of tips) visit Copyblogger.
My clients all have learned how to make more of an impact with email – and to do so compliantly.
These are 5 of the many instructional ideas that we shared on a recent Wholesaler Email Clinic teleconference.
That teleconference is now available for download – details here.