Why People Buy Stuff: An Email Marketing Primer

Why do people buy? Well, there are a lot of reasons, and you probably know those yourself. People love buying for many reasons – whether because they actually need the product or because they just want to be in on a trend. But the thing is, most people don’t want to be sold! What does this mean? It means that people hate it when salespeople are too pushy.

Many people hate answering calls from telemarketers or even getting followed around in stores and shops. This is because a pushy salesperson is a huge turn-off, even for those who are actually interested to buy their products!

But of course, people love to buy – most of us just want to do it in our own terms and with businesses or people that we really trust. Most customers want to be in control of their buying decision, and they don’t need pushy sales talk in the process.

Nowadays, people just want to search, compare, and keep their options open. Especially now that we have the Internet, building trust between your customers or prospects is a very vital element. They should not be turned off by desperate or pushy sales talk, you should earn their trust and confidence instead.

People don’t like doing business with someone they don’t trust. And trust cannot be earned right away. Sure, you can earn that by posting content on Social Media, but you have to take a more personal approach if you really want to build a long-lasting customer relationship. That’s how email marketing gets into the picture.

Email marketing is a more personal way to reach out to potential and existing customers, and also prospects. Unlike in Social Media where your posts should be general for everyone to relate to, emails can be personalized to really suit the customer’s preference and concerns.

However, this is not just about sending emails. Just because you send emails, it does not mean that your recipients will actually read them. You have to make them interesting or compelling enough to make them click and read it. How? Below are some basic tips:

Write like you are writing to one person.

Again, emails are a more personal way of communication, unlike Social Media posts where it’s more like a community shoutout. People will expect to read a personal email from you, so always have that in mind once you write your copy! It does not matter if you will be sending that message to a hundred or thousand recipients, the important thing is you keep a one-on-one conversational tone in your emails.

Start a conversation.

Another important thing to remember when you compose your email is that you should just write it as if you are having a great conversation with your client/customer over a good cup of coffee.

Remember, you are not writing for your boss here, nor are you writing for your Literature professor. You are not writing an essay, you are sharing a story – and a real one, at that! Just write as if you are having a good chat with a dear friend. People are more interested to read real stories, not formal essays!

Forget about the pitch.

Many businesses that employ email marketing commit the mistake of constantly pitching or selling their products. Look, if you are going to make a pitch on every email, then people will be easily turned off. They will not be interested to build a relationship with you because they know that you are just out there to sell something.

This does not mean however that you should not make a pitch. This is business, and selling your products is a vital point of the game. But the thing is, just don’t do it in every email you send. If every email you send is a sales pitch or sales presentation, you will lose readers real quick. The trick is to schedule a day where you can make a pitch. You can do it once or twice a week, once or twice a month, or whenever you hold a promo or giveaway!

Make sure you inform and entertain!

All of us like to be entertained. It’s why we watch TV and binge Netflix shows, right? We go on Facebook to look at funny memes and videos that can make us laugh. Sometimes, we don’t even notice that an hour has already passed because we were too busy being entertained.

Sending entertaining emails is one way to ensure readership. This is why you have to practice making great subject lines, headlines, and email content! But to do business right, you also have to pair that entertainment with relevant information.

The best way to do that, of course, is by telling a good story!

Telling a great story is an essential element in the success of an email marketing strategy. They don’t have to be lengthy and novel-like, because who reads that, anyway? They can be stories about your own experiences and realizations in life. Tell stories that are easily relatable, and you will find more readers, followers, and customers for your brand!

Want to know more ways to encourage your prospects to buy from you?

Check out the experts’ secrets and learn how to build your very own 6-figure business right here.

Watch this video and learn how to get your emails opened, read, and make you money. 

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