Congratulations!

You’ve finally started your own business! You are in control of your destiny!

Maybe you started your business because you wanted a lifestyle change. Maybe you started it because you’re convinced you can do it better than anyone else.

In either case, you’ve joined the millions of entrepreneurs worldwide starting out on their own.

Ok – so now you have your own business, now what?

You may have an expertise in your own field. But how do you market your business so that others know about it?

Try email. It’s THE MOST cost-effective way to market your business. And when you’re starting out, you need to count every penny you have.

How to get started with email?
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Here’s 3 easy steps to get you writing and sending your best emails.

​Step 1: Make Sure You’re Sending Your Email to the Right People
All business is based on trust. And you need to know that there’s different levels of trust – starting with those who don’t know you and therefore don’t trust you and progressing all the way to those who trust you so much that they’re willing to tell others about you.

So, before you write a single word in your email, make sure you know which level of trust your recipients are at.


Step 2: Your Call Action Has to Match the Level of Trust
Every email you sent must have a call to action. The emails that nobody pays attention to are those that don’t have any call to action. There should always be something that you want your reader to do – whether it’s to buy something, to call you for an appointment, or to download one of your whitepapers.

Whatever your call to action it, make sure that it’s appropriate to the level of trust that you’re sending your email to. Never ask for your reader to do something that requires a level of trust greater than what the person is willing to give.

I’ll give you a (ridiculously) simple example: would you send an email to your prospects asking them to post a review on your web site? I’m quite sure you’re going to get a really low response rate – if anything at all.


Step 3: Follow the Structure of Every Successful Email
The best emails always have 3 sections: the Lead, the Body, and the Close. The Lead is the most important section of your email. It’s the attention-grabber. You have to make your email read-worthy in the first 10 seconds.

Professional copywriters say that there’s 2 types of Leads: Direct and Indirect.

A Direct Lead is used when the type of product or service is obvious. It’s so obvious that you don’t have to waste any time educating your reader on its benefits For example, your business may be selling cupcakes. Everyone knows the (fantastic!) benefits of cupcakes; you don’t need to educate them.

So, you’d use a Direct Lead in your email which would be to introduce an offer (e.g., Two-for-Tuesday). Or you could make a promise (e.g., Only the freshest, locally sourced ingredients). Or you could try a Problem-Solution approach (e.g., Monday Morning Blues? Our Orange Sherbet Swirl cupcake is the perfect cure!)

But what if you’re introducing a brand-new product or service – one that your audience has little to no familiarity with? Maybe your service is well known in one area of the world, or a particular industry. And now you’re presenting it to a completely different audience.

That’s when you’d use what’s called an Indirect Lead.

Let’s face it. Email marketing is not a well-known topic to anyone except for … well … email marketers. Therefore, presenting email marketing to the general public requires an Indirect Lead in the first paragraph of the email.

An Indirect Lead would be to introduce a secret or a system (e.g., Your Best Emails 3 Easy Steps). Or you could make a bold declaration (e.g., For every $1 spent using email to market your business, you have the potential to earn back $42 in sales). Or you could tell a story (e.g., A single email generated $5514 in sales the first day. Here’s how I did it.”)