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Every small business relies on email lists to find new customers and to sell to the already existing ones. They use a site builder to build their landing page and get a lot of sign-ups from new and existing clients.

Some of these businesses, however, find it difficult to draft copies that will compel their leads to buy. If your emails do not convert into business, there is something that you are not doing right, probably any of the following:

  1. Wrong email structure
  2. An ineffective bad approach to communication
  3. Lack of an understanding of what the contacts want
  4. Sending the wrong messages

As an online entrepreneur, your only hope of finding more clients is in the way you communicate with your customers. If you are not doing it right, your sales will suffer.

Thus, after capturing your customers’ contacts through a squeeze page or any other method, it is time to make them buy your goods and services. Here are a few suggestions on how you can do it.

Write for your audience

You have to write directly to your customers in order to convince them to buy. The problem with some business owners is that they write as if they are writing to themselves.

At the end of the day, even though those emails impressed those who are drafting them, they make little or no sense at all to the people for which they were meant.

If you do this, you will end up sending thousands of mails but making zero sales. Considering the competition that there is online, you have to change the approach.

A good way of making the email look like it was targeted to the customer is by thinking like your customer.

Ask yourself what you would want to read if you were one of those buying from your business. Think about the problems that the customers are going through and the solutions that they want to get from your small business.

If there has been any feedback from existing clients, think about addressing their concerns in the emails so that they will not only want to read to the end but also purchase a solution from you.

Personalize the emails

Do you just draft general emails and send them to all the customers in your contact lists? If you have been doing this, you have been losing a lot of potential buyers.

General mails never work because they look like a piece that has been sent to the public. In fact, few customers will read such mails past the headline, and perhaps, the introduction.

You can use special tools to include the names of the clients at the start of your messages to make it look as if they were directly sent to the individual.

You can also easily customize your small business mails by talking about some of the experiences that you have been through together with the customers.

You can, for example, talk about the sales you made before and ask if they liked the products that they got. You can then use that opportunity to let them know if there are other similar products or even an upgrade on the previous ones.

You can be sure that they will be more than eager to check out these new products; that is how you convert them into (repeat) buyers. The trick here is to make them feel an attachment to the business and think of you as their friend.

Provide a compelling call to action

One of the biggest mistakes that you can ever make is to send out an email that has no instructions. If you just narrate stories to your customers and leave it at that, they will only read and move on.

Providing a call to action is the best way to make them buy. Let them know that if they buy now, they will get a discount or a special offer.

A call to action should also have a timeframe. For instance, you can tell them that the special offer will expire in two weeks so that they can buy before that time elapses.

Bonus Tip: End your email with a question

A good way to ensure that your emails are replied to is to end your email with a direct and straightforward question. Most people can’t resist answering you, since you are making your recipient think about what you’ve written.

The best questions to pose to your recipients will be direct, personalized, and serve to assess their interest level.

For example

  • Would you like to work together on this?
  • Does this sound like a good fit for you?
  • Would you be interested to discuss this with me in person?

When they do reply, you’ll know that you have a very interested customer.

Writing emails that will make the recipients want to buy from your small business is all about being a little creative. The key point here is to make sure that they like what they read and feel compelled to buy.