The Sales Letter Puzzle
Sell your product through a 4-email campaign — no sales page required.
A lot of people say that email is the new sales letter and who am I to argue with them?
(Other than allegedly the greatest G.C. since Halbert)
Now, I'm not here to give you the reasons why it is or it isn't.
I'm here to make sure you benefit from it as much as possible
Because, if you DO wanna treat email as the new sales page, which means you either have a very lean actual sales page, or you have gotten rid of it entirely.
(Which happens to be exactly what I did during the launch of this very report — I do what I preach)
And for that reason, you have to do an extra good job at selling your product through email.
Which does not mean just writing really good copy or being extra engaging or extra tight with your words.
These are already expected
On top of that, what you need to do is create a good email series that will explain your big idea... generate desire for the outcome... give arguments for the mechanism and its effectiveness... and finally close the deal.
The series I personally follow right now is:
- The Lead
- The Mechanism
- The Box
- The Close
The Lead is all about your Big Idea. You bring your reader into your world and present them with a new way of thinking.
There's usually no selling or mention of the product here, you just explain the concept and why what they thought before as true is now nothing but smoke and mirrors.
The Mechanism is about explaining the inner workings of your big idea.
You need to elaborate on what you said in your previous email and explain why things are the way you present them and how they actually work.
By the end of this email, your reader has an elevated way of thinking and knows that the solution they thought before as correct is no longer true.
The Box is where you reveal your product. Here, you'll explain how your product aligns with the Big Idea and mechanism you explained and how it solves your reader's problem.
If it's a course, you could tell them what's inside but I prefer to focus on the benefits and dream outcome instead of the contents, which don't really matter.
If they see what's inside your product and they think they know what you're going to teach them, they will no longer be as interested, even if they are wrong about what they thought.
The Close is where you wrap it up and SELL THE DARN THING. You present the price, the bonuses, any guarantees you may have and in my case, I also used bullets to increase curiosity and desire.