Picture this…
You’ve just made yourself the first cup of coffee for the day, and whilst that delicious aroma fills your senses, you pick up a folder on your desk.
It’s the past months sales numbers.
Something immediately sticks out to you!
You wipe your eyes to make sure what you’re seeing is right.
It can’t be?
Surely not!?
You log onto your computer and double check the numbers.
They’re 100% correct.
Your sales haven’t just doubled. They haven’t just tripled. On closer inspection they’re roughly ten times more than the previous months figure.
And the month before that, and the months before that one too.
Imagine the kind of impact it would have on your business if you could do this to your sales?
Its entirely possible, and it all comes down to 3 simple little emails.
With them your potential sales could explode, and the future of your business would change forever.
Today, I want to give them to you…
How To Drive 10x More Sales Using 3 Simple Emails
I first came across this email sequence almost a decade ago.
I was incredibly skeptical at first. I mean who wouldn’t be?
I decided to run a short test with it, and the results were promising.
I extended the test a little, and the numbers just kept coming.
In fact, I extended the sequence to a number of products, and the sales kept pouring in.
I couldn’t believe it.
Six months later I decided to do a thorough comparison between those sales and the period before it.
I was shocked. They were roughly ten times the number we’d previously sold.
After delving a little deeper into everything I discovered a few interesting things.
We’d tested this sequence across a number of different types of products (our core products, our upsells & cross-sells, as well as our entry level ‘trigger’ products).
We found that the numbers were particularly good when people were buying from us the first time, or when they were converting from free resources to paid products as upsells.
Things like free reports, cheat sheets, webinar signups, content upgrades and so on.
We found that different, longer, and far more targeted sequences seemed to do the trick when it came to higher ticket items, and more expensive upsells though.
It’s not to say that this sequence didn’t work there, it just needed a lot of panel beating to make it worthwhile using.
Essentially, what we’d discovered was the perfect buyers-trigger.
It was a brilliant way to convert ‘middle of funnel’ prospects into buyers. So the types of people who knew who we were, who were commenting on our content, engaging with our posts, and converting to free resources (like lead magnets, cheat sheets etc).
When people first engage with your brand like this, think of it like there’s a ticking clock that’s just been activated, counting down until the day they move on from your business.
Every time you do something after the countdown started – like a social post or an email newsletter – it either adds time to that clock or subtracts from it.
People either want to engage with you more based on the content you’re serving them, or they lose interest and move on.
That’s entirely the name of the game, to keep that clock running. Because whilst that clock is running, you have an open dialog with that person where you can persuade them to buy from you.
You might have heard of the term “Hot To Buy”, which most classically trained marketers or direct response marketers use to describe a person who has literally just started their clock with you. They’re in a phase where once they’ve consumed your stuff (like a free resource), a percentage of them will want to consume more.
That’s where this email sequence comes into play, it helps convert those people into buyers much quicker.
Now there was something else we noticed.
Because the sequence appealed to certain core emotions, it tended to ‘hook’ a larger amount of people.
Not everyone responds to specific emotions the same way, and some more than others.
That’s what made this approach practically bullet-proof, it acted like a sieve where if some people didn’t act on the first email they’d convert on the second or third email.
Sounds great, right?
So, what is this 3-step sequence, and how exactly does it work to persuade people to buy your stuff?
REVEALED: The 3-Step Persuasion Process
I call it the ‘The PLF Profit Play'.
It simply stands for PROMISE – LOGIC – FOMO.
You craft three separate emails, set to run out in a specific sequence of days, where the fist would appeal to the readers sense of greed (by making a promise), the second would appeal to logic (by justifying the purchase), and the last to their fear of missing out (by focusing on urgency and scarcity).
Here’s how it works:
Email #1: PROMISE
The entire idea here is to show the reader what they would gain by using your product, trialing your software, using your services, or purchasing from you.
You do this by making a promise, or talking around the benefits of what you’re selling.
If your reader is wondering what they’d get from you, it’s answered here.
The real trick here is to focus not on what you’re selling, but how it can improve your reader.
What transformation can you give your reader?
That's what you focus on in this email!
Email #2: LOGIC
This email gets sent if the first isn’t responded to.
Whilst people almost always purchase based on emotions, they also spend money based on logic too.
The first email (PROMISE) essentially appeals to greed, which is what makes this email (LOGIC) a great follow up in comparison.
You want them to practically justify spending money with you. Or you could spell out that justification for them.
This is where you’d focus on things like facts, statistics, expert opinions, comparisons, odds, and so on.
Email #3: FOMO
Fear is one of the most powerful emotional drivers in marketing and sales.
There’s even a popular term coined for it: FOMO (Fear Of Missing Out) – Missing out on benefits, discounts, a seat at the table, bundled products, coupons and so on.
With the right audience and the right promise, urgency and scarcity (the FOMO hook) can have an immense impact on your engagement and sales.
But you have to be careful with it, you can’t just say stuff for the sake of it – that would be dishonest, and people will eventually see right through it (and even if they never do, don't be ‘that' person).
FOMO hooks – using urgency and scarcity – can be a great way to get someone who is on the fence about something to act now. Which is what makes it a solid final entry into this three-part email sequence.
The 3 Emotional Triggers That’ll Multiply Your Sales
This three-part email sequence feels like someone has slipped you the secret cheat codes.
I’ve been using it for years, and I’ve multiplied my sales 10x in the process.
All you have to do is create a three-part triggered email sequence to run out after a prospect has signed up for a free resource of yours, where each respective email needs to focus on:
- PROMISE: Don’t focus on what you’re selling, but rather what it can do for your prospect
- LOGIC: Justify why they need to take action, and focus on things like facts, statistics, expert opinions, comparisons, odds, and so on
- FOMO: What will your prospect miss out on if they don’t follow through, a perceived benefit or a product/service result – focus on this!
Test your responses, watch your open rates on these emails, monitor your clicks & sales, and before long you could be looking at ten times the amount of sales you were getting before.
Until then, here’s to PLF profits.
Steve De La Cour
Founder & CEO
Kong
