Do you want to make more sales with your emails without coming across as pushy or salesy?

It’s a big challenge most email marketers face so in this episode, we’re diving into how to strike the perfect balance of enthusiasm, authenticity, and simplicity so that you can send more emails and make more sales.

Let’s do this!

Useful Episode Resources

FREE list of the top 10 books to improve your email marketing

If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. 

Join our FREE Facebook group

If you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.

Try ResponseSuite for $1

This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.

Join The Email Hero Blueprint

Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email Hero Blueprint is for you.

This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.

Subscribe and review The Email Marketing Show podcast

Thanks so much for tuning into the podcast! If you enjoyed this episode (all about the psychology of marketing and the 9 things we use in all our email campaigns) and love the show, we'd really appreciate you subscribing and leaving us a review of the show on your favourite podcast player.

Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. 

And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know! 

00:00.42

Kennedy Kennedy

How do you write email copy that actually makes sales but without being pushy? If you've ever thought, oh, I'd like to be making sales but I really don't want to be pushy, then I think you're going to really enjoy today's episode.

00:34.43

Kennedy Kennedy

Well hello, happy email marketing, Wednesday Kennedy here at your service, in your ears, as ever on an email marketing Wednesday. If you're new to the show, hello, I'm Kennedy, it's lovely to have you with us. I do this every single week. I sit down at the mic and I record some actionable stuff that will definitely go, and if you go and actually implement it, will make an impact on your sales, on the impact that you're making with your email marketing. So if you haven't already hit subscribe, make sure you do hit subscribe on that podcast player to make sure you download an episode every single week. And if you're not already inside of a free Facebook group, where we're there just chatting all things email marketing every single week, then go to Facebook search for the email marketing show community.

01:19.82

Kennedy Kennedy

just literally open up Facebook, search for the email marketing show community, ask to mean a request sort of to be in there. You even get the opportunity and the choice if you want to, to get on our email list, start getting our email tips um into your inbox every single day as well. So yeah definitely go check out the email marketing and show community. So one of the questions or one of the things that people have said to me over the years and years and years of of of doing digital marketing and then talking to people about email marketing and then, you know, in the last five years, teaching em email marketing is, yeah, I want to send emails and I want them to make sales, but mine aren't making sales, but I just don't want to be that pushy person. And it's an interesting thing, isn't it? Because

01:59.97

Kennedy Kennedy

Obviously, if what you're doing right now isn't working, you have to be willing to change it, of course, because doing the same thing is going to get you those same results, obviously. I know we're not idiots around these places. So what are we going to do? So how do you do these emails in a way that's not pushy? So I think there's a few things to think about, and that is to really, really consider what you mean by pushy, because For me, you might see my emails or my attitude as pushy, but actually, I'm not being pushy. I'm just really excited. I'm really enthusiastic. And I truly, truly, deeply understand the enormous value

02:42.77

Kennedy Kennedy

that people get when they get into, for example, our Email Hero Blueprint program. like I don't even have all the words in the world to tell you how good that thing is. like This Email Hero Blueprint is so amazing. Literally, I think it's the most critical piece of any business.

03:03.95

Kennedy Kennedy

So because I truly believe that, and I'm not just saying that to you right now, I truly believe that it's very easy. In fact, it's impossible for me to not get excited and infect people, lovely, infect people with this excitement around the product. So that excitement becomes infectious. And that's what you wanna do. You want to be infectiously excited about the impact you can have with your program.

03:33.16

Kennedy Kennedy

And if you really believe it is the best solution, that's really going to help people with the thing you help people with. And it is going to take a weight off their shoulders. It's going to to remove a whole bunch of stress, frustration, worry, concern, and it's going to help them or it's going to help them to move to that next level, achieve something amazing.

03:55.81

Kennedy Kennedy

then we do need to enthusiastically ah share with people what it is that we do. But you need to do this within a way that makes you feel happy. And that is authentic. And I bloody hate that word authentic. you know I hate the word authentic because most of the people who are talking about it's important to be authentic are frankly absolute tossers. And um it's amazing, quick rant now about people talking about authenticity.

04:23.05

Kennedy Kennedy

um is what I've found over the past few months, like 12 months or something, is that all the people who are like, you should be authentic, you should be authentic, are the first people to complain when you are authentic. Because I remember somebody saying to me, you know, this is a person who was like all about how you should be authentic, right? And then this person also complained because I swear a lot in my content. And I'm like, you asked me to be authentic and I swear a lot. So,

04:51.63

Kennedy Kennedy

fucking listen to something else then you know there are lots of boring podcasts go and listen to one of them you know so um just be aware that when you are authentic you are also going to find people who while they want you to be authentic they want them to you to be authentic um but they want you to do it the way they want you to do it who which i mean they're just massive hypocrites okay so just be aware of that But that's my little rant about authenticity. But you do have to be true to what you're comfortable with. So there's some cheesy phrases in marketing that I just really don't like. um I remember talking to, I think it was Mike Filsame who runs like Groove and all and and though that group of companies. And I think i think it was him like, oh my God, four years ago, five years ago or something like that. We had him on a podcast and we're talking to him

05:39.02

Kennedy Kennedy

Um, I think it was, this was just before we recorded or or something. And it was, it was interesting cause he was talking about the hate and the phrase like, you know, Oh, you'll kick yourself if you don't buy this. Like no one's like kicking themselves if they don't buy it. Like, and I agree. I mean, Mike's obviously super smart and very successful and he and he's bang on the money there, you know, with, with the fact that, you Oh, you're going to really regret this. Well, maybe, but it's just, I can't bring myself to say those words. So there are going to be certain phrases, certain words that really don't jam with you, that really jar with you. In fact, that you are not going to want to include in your emails. There are things you'll see me write and say, or even hear me say on this podcast that you're like, that was a bit strong, or I don't like that term of the phrase. That's okay.

06:25.25

Kennedy Kennedy

And there are some things that you'll say, which I'm like, oh, I don't like i don't like that phrase, right? There's stuff I hear my mom say that I'm like, oh, God, I wish you wouldn't say it that way. That just sounds horrible because of some weird, deep-seated thing that you need to go and see therapy about, frankly. Because there's something probably you know um in the back of your head ah that you've got some negative association with that thing. But the way you write email copy that actually gets sales, remember,

06:53.38

Kennedy Kennedy

is that it's not just about making really big promises. Like, one of the reasons I think some sales copy comes across as too pushy is because it's talking about, you're gonna achieve this huge thing and this is this massive outcome, outcome, outcome.

07:10.03

Kennedy Kennedy

when actually a lot of sales copy needs to be talking about the trouble that someone's having, the pain that they are in, the position they currently find themselves in, and then why it is important and urgent, and urgent's the most important part of this really, that they solve this problem now, and then making the case for it.

07:33.77

Kennedy Kennedy

So what a lot of our marketing has to be, especially in our emails, but also on sales pages and sales videos, webinars, everywhere, is really making your solution and solving the problem they've got an urgent priority.

07:47.34

Kennedy Kennedy

Because until it's a priority to somebody, they're not going to do it. like Nobody ever does the third most important thing on their list, do they? Nobody ever does the third most important thing. We're all doing the number one most important thing. So right now, the most important thing for me is to be recording this episode and making this episode for you and chatting to you.

08:07.02

Kennedy Kennedy

Because if it wasn't, like you know earlier, my most important thing was having a bath. And that's why I was doing that, and I didn't take the microphone with me in the bathtub. Right? so but So we have to make sure that we we make what it is we are talking about the most an urgent, most high priority, most important thing.

08:32.02

Kennedy Kennedy

But the way you actually write that copy that sells without being pushy is by really making the case and really doing it through a place of understanding, right? Of being like, hey, you're in this place. I get it. It really sucks. But if you change it to this if you do this, then look at how simple this is. Look at how simple. And if you focus on simplicity of something, then you immediately become less pushy.

09:01.66

Kennedy Kennedy

You're like, hey, don't worry. Like this is a big problem. It's a really urgent problem. You need to prioritize fixing it because of all these reasons and make the case for them. But hey, the solution is really simple. All you have to do is this. Just do this. And when you make the action that someone has to take really simple, it's a small step rather than a giant leap through a burning hoop over a huge chasm, it's just a little step in front of them. Then you don't need to be that pushy.

09:29.80

Kennedy Kennedy

And so this brings me on to my main point, which is the way to not have to be super pushy in your emails is to remember that the email doesn't have to do all of the selling.

09:43.56

Kennedy Kennedy

Usually the email, the job of the email is to get people to maybe reply and then start a sales conversation. It might be that they're going to go, get them to click a link, go look at a video, which does the selling. Maybe it's to get them to go read a page or a Google Doc or get to a registration page or register for a webinar.

10:05.25

Kennedy Kennedy

If you think about like a webinar, for example, each bit doesn't need to be that pushy because it is just one little step along the journey. I often talk with our Email Hero Blueprint ah clients and students.

10:19.85

Kennedy Kennedy

about all marketing being like a relay race where you have to pass the bat on. And the big mistake a lot of people make with a remote marketing is they try and get the email, or they try and get any piece of the marketing, frankly, to do too much. The job of the email is to pass the bat on to the registration page. The job of the registration page is just to get the person to register.

10:42.69

Kennedy Kennedy

The job of the the page after that and everything that between that and the and and the webinar is to get them to show up for the webinar. The job of the beginning of the webinar is to get people to decide to stay on the webinar, the job and so on and so forth and so forth. right So remember that each piece of the marketing journey just has to do one thing. This rule of one, we're coming back to it again, I talk about it a lot, this rule of one.

11:09.58

Kennedy Kennedy

And that means you don't have to be that pushy. Because you're actually, if somebody only has to take a small step, it doesn't take much to push them to take that step. Whereas you're asking people to make a huge leap, you need a lot of force, a lot of push, to push them to that next step. So just break down the steps. So the job of the top of the email, the first line of the email, is just to get them to read the next part of the email.

11:34.47

Kennedy Kennedy

um And then the rest of the email is to get them to get to the call to action link. The job of the call to action link is to get them to click the link. The job of the stuff afterwards is probably to get them to refer back up and click the call to action link. That's it.

11:48.49

Kennedy Kennedy

We're just getting people to take a little step rather than need a huge heaving push. And that's really the key to not having to be so pushy. How do you not be so pushy? It's like, how do I not even need to be so pushy? Okay, so hopefully that really helps with not feeling you need to be anywhere near as pushy with your email marketing. Let's get into this week's

12:21.06

Kennedy Kennedy

Okay, um so this this is a this is a really, really cool one. So it's 39% open rate. And now what's interesting about this subject line is it doesn't tell you whether it's a good one or a bad one. It doesn't say amazing 39% open rate. It doesn't say, this is a you know, um Only 39% of people open this it just says 39% open rate and it has this ambiguity around how we should feel about that so another way of doing this would be

12:51.96

Kennedy Kennedy

um five kilos lost if you're in the weight loss space you're not saying is that good or bad or one kilo lost right or yeah basically you're not making a judgment and you're not calling out a judgment on whether something is good or bad And that creates an additional level of curiosity because the person's going to be like, some people who are, and what's really interesting about this, by the way, is it it' it gets if people are more likely to open an email because it has a negative subject line, they will automatically in their subconscious apply a negative angle to that.

13:30.37

Kennedy Kennedy

If they are more likely to open us an email because of the subject line being positive, they will apply a positive. They will basically apply the emotion that they need to open that email, which is a really interesting, pretty advanced thing to do. So definitely want to be playing with that. Again, thank you so much for listening to the show. I am here every single week. If you haven't already, go and leave a review on Apple podcasts.

13:56.77

Kennedy Kennedy

It really helps us to spread the word and and get more people to get the benefit of the the tips and stuff that I share with you every single week. Remember, ah if you do that, it's really helping us. It's helping other people to hear about the show and helping them out, which is great as well. So you'll you'll have some really good kudos points with the universe when you do that. ah Anyway, I'll be back next week. Thanks for tuning in. I'll see you next Wednesday.