Sell…no, nurture!…wait…what do I do?
I've been in and around email marketing for 6 years now.
And there's one thing I’ve truly never understood:
The distinction between "sales email content" and "nurture email content."
It's like you either have to hard sell...or just deliver free value.
While I used to toe that line (and it was confusing), I've adopted a slightly different approach in the past year or so:
→ Sell in every email...but not the way you're probably thinking.
See, I don't mean for you to say in every single email:
"BuY mY sTuFF!!!"
Here's what I mean by "sell in every email":
Every email sells something.
Even if it doesn't have a CTA or "ask."
Even if you don't mention your product or service.
Sometimes...you're selling trust.
Sometimes...you're indoctrinating readers to your approach.
Sometimes...you're positioning yourself as the go-to person.
But here's a distinction — you're not just "giving value" to be a helpful person here.
Make no mistake, those things are very crucial parts of making more sales.
You're very intentionally setting yourself up to make sales down the road.
That way, when you DO ask...it's a no-brainer to buy from you.
Do you see what I mean?
Now...
I'm not opposed to making offers in every email. Just do it naturally and lead with value before asking people to buy.
That's why the first 3 emails in my 8-email framework are entirely devoted to earning trust.
It's not about just "being helpful."
It's about "being helpful with the end in mind."
You see...
Selling IS nurturing.
Nurturing IS selling.
When you adopt this mindset, every email you send creates an opportunity for more sales.
Rooting for you,
Jeff
