If you’re following along with our “2 truths and a lie” game, you’ll recall the truths we’ve covered:
The Fed’s rate cut yesterday (September 18) gave us an interesting illustration of how you can play with fear.
Here’s a subtle example.
It doesn’t indicate something bad is going to happen, but it makes you wonder what you don’t know about Jay Powell’s looming decision.
Here’s a more in-your-face angle:
For the reader who was certain the rate cut would boost his portfolio, this email may be a bit of a surprise. You have to read it to find out what’s coming your way.
Now, it’s time to talk about…
The Lie: You can educate prospects into buying.
This is a sticky one.
Because education is a good thing.
We want to have well-informed audience. And the rising tide of financial literacy/intelligence lifts all boats (especially in underserved segments of the population).
But as you’ve probably heard many times before, humans make decisions emotionally.
You’ve seen it happen countless times, right in your face. You explain a product, service or even just an idea to someone… give them an airtight logical argument for why they should move forward…
And they choose a less beneficial option. Or they decide not to do anything at all, even though their situation is likely to get worse with each passing day.
The issue isn’t education. It’s motivation.
So as uncomfortable as it may sound to some, it’s your job to help your potential clients get out of their own way and make the decision that’s best for them.
Your email subject lines can be the tip of the spear.
Appeal to motivational emotions. Grab your subscriber’s attention and trigger a motivated state by speaking to their:
- fears and frustrations
- pains and problems
- dreams and desires.
Not just new information, lessons and strategies.
Again, I’m not telling you to avoid education. Rather, I’m telling you to use education as a motivational tool.
This may be a big shift in your approach, but it’s worth doing.
I’ve unpacked a whole lot more insights, examples and templates in my book Subject Line Science: 11 Made You Look” Secrets to Getting Emails Opened & Read.
I also recorded 120 YouTube shorts breaking down some of my favorite subject lines in 60 seconds or less. You can see them all free here.
Does it seem like I’m failing to follow my own advice by giving you a lot of education here?
Let’s fix that.
If your email marketing hasn’t been bringing in as many clients as you know it should, let’s discuss how I can help.
Or, if you’re just stuck when it comes to marketing your firm, hit me up. We can discuss ways I may be able to help.