Crafting the Email

	Emails are the lifeblood of your communications. You want people to read your material and respond. You want people to feel good about seeing an email from you in their inbox. You want to give your readers a reason to open your email. That is all your email is to do. It doesn’t have to close the deal. It doesn’t have to take the payment. Leave that for your website to do.

Then your reader has the option whether to click on the link and take it further or just consume the information you have provided.

To test the sort of content that is right for you, call a couple of prospects or clients and give them the information you want to send in an email. If you find your hands going clammy at the thought, then perhaps your message is not right at this time.

People will buy when they are ready to do so. There is nothing you can do to get them to buy quicker or differently to the way they will do so. It is your job to understand how your prospects buy and map your communications accordingly. A couple of things will happen – less of your emails will be found in the spam box and the number of sales will increase.

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Karen Purves is the Chief Marketer at HaveMoreClients.com with over 30 years marketing experience. Her passion is marketing and making it work for small businesses. HaveMoreClients.com offers training, mentoring and consultancy to suit clients needs and aims. Click the How to use Linkedin for Business to get the free report.