I used this email, five times for a client. Each time, it has generated 5-figure revenue.

Background:

I specialize in writing sales emails for online course creators, specifically emails that address objections and tackle personal fears, such as the fear of starting something new.

One of the clients I regularly work with has an audience of people interested in personal development and I wrote them an email that has generated multiple 5 figures in the last 2 years.

Challenge:

How to improve results in the last 48hrs of a promotion without using urgency or scarcity?

At the end of a promotion, you’d typically have a going – going series.

Most brands use the basic {48hrs alert} {last day} {final reminder} type of emails. But these emails have become overused and as a result many subscribers are becoming desensitized to the tactic.

It’s also not the best way to convey the benefits, transformation and even the brand values.

Plus, there are audiences who do not react well to throwing urgency and scarcity in their faces.

At the same time, most of the people who have opened the emails in the promo, but didn’t buy until the last hours of the promo, are considered procrastinators.

Procrastinators are often characterized as individuals who have a tendency to delay or put off tasks until the last possible moment. They may feel overwhelmed by the prospect of starting a new project or task, and may struggle with time management and prioritization.

It is believed that they are motivated by the Fear of Missing Out or loss aversion.

The fear of missing out (FOMO) is a psychological phenomenon that is characterized by a strong desire to stay connected and up-to-date with the activities and experiences of others. It is often driven by a fear of regret or the idea that one might miss out on an important opportunity or experience. FOMO can lead individuals to make impulsive decisions and take actions that they may not have otherwise taken, in order to avoid the potential regret of missing out on something.

Loss aversion is another psychological phenomenon that can impact decision-making. Loss aversion is the tendency for people to prefer avoiding losses over acquiring gains. This means that the pain of losing something is often felt more acutely than the pleasure of gaining something of equal value.

In terms of decision-making, loss aversion can cause people to be more risk-averse, as they are more focused on avoiding potential losses than they are on gaining potential rewards. This can lead to a reluctance to take risks or try new things, as individuals may be more focused on avoiding the potential loss of something they already have, rather than seeking out potential gains.

Most going-going emails will talk about {your 80% discount expires tonight} {you’re missing out on $1000 in bonuses}.

However, this tactic gets annoying fast if you repeat it every single time. I write two email promotions for this client a month. If I’d use the same urgency tactic every single time, readers will get annoyed and disengage with the brand.

So, there was a need to come up with a new way to motivate procrastinators into taking action without playing the discount or bonuses card.

Solution:

How do you effectively motivate procrastinators into taking action without dangling the carrot of discounts, bonuses and value? I went deeper into what are the common obstacles, fears and objections that keep humans from taking action.

Things like fear of starting something new.

The fear of starting something new is a common fear that can manifest in a variety of ways. Some common examples include fear of failure, fear of the unknown, and fear of change.

• These fears can be particularly strong when someone is starting a new project or endeavor, such as starting a new business, entering a new relationship, or beginning a new course.
• When someone is afraid to start something new, they may experience a range of negative emotions, such as anxiety, self-doubt, and low self-esteem.
• They may also feel overwhelmed by the prospect of the unknown or uncertain outcomes, which can cause them to procrastinate or avoid taking action altogether.

• Individuals who are particularly risk-averse or who have a tendency towards perfectionism may be more at risk for experiencing the fear of starting something new. 
• Additionally, those who have experienced past failures or negative experiences may be more likely to feel anxious or fearful about starting something new in the future.

• Being afraid to start something new can have a significant impact on a person’s life and can prevent them from achieving their goals and pursuing their dreams.
• It can lead to missed opportunities and a sense of regret or disappointment, as well as feelings of frustration and self-doubt.

My client’s audience seemed like a match.

So I wrote a going – going email that educates the reader about what’s keeping them from giving things a chance and reminding them that there’s no risk in trying something new because it comes with a money-back guarantee.

Here are some bits and pieces from that email to give you an idea of what I’m talking about:

And it’s a long email: 

786 words, 2 hyperlinks and 2 call to action buttons (same copy)

The subject line is usually a combination of urgency and the objection copy:

[12 hrs left] On the other side of fear

Results:

• For this particular client, this email generated 5 figures
• It’s been used in 5 different promotions for 2 different products.
• Price levels for the courses promoted: $77, $99
• I’ve used it again for other clients, and guess what? It worked.

Conclusion:

Sales emails are often viewed as a necessary evil.

Most brands hate to write them but love to see the revenue they generate.

Most people hate to receive them and love to ignore them.

But it doesn’t have to be like that.

When sales emails are written with the customer in mind, it becomes easier to deliver value and drive conversions.

All it takes is a tweak in your message.

Not everyone will resonate with the message, but they would have still been exposed to a message that spoke to them on a personal level, and brands who do that, are brands who win in the long term.