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Writing Emotionally Engaging Emails

Lesson 10 of 12

How to Motivate People to Take Action in Your Emails

Melissa Cassera

Writing Emotionally Engaging Emails

Melissa Cassera

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Lesson Info

10. How to Motivate People to Take Action in Your Emails

Lesson Info

How to Motivate People to Take Action in Your Emails

Now how to motivate people to take action in your emails without being pushy or sleazy - yay! This is really good. Alright, I want you to treat your emails, particularly sales emails, when you're asking people to do something or buy something, or sign up for something, as an invitation. So don't sit down and say I'm writing a sales email, I need people to buy. Sit down and say I'm writing an invitation to ask people to come to my cozy brunch, which is my workshop, class, service, whatever it is right? Just have that feel of if I was to ask this person out for coffee, what would I say? Right? And keep that in mind, just that frame of reference as you're writing will help, and that helps all of your emails by the way, not just newsletter based emails. Okay. I want you to keep it simple. I can't tell you how many emails have different calls to action in them. They're like tweet me here, copy here, comment here, buy here, right? If they see that, they're gonna do nothing. So, distill it t...

o one call-to-action; one. So have each has one intention to do one thing, so don't ask them to leave a comment, to email you back, to tweet and share this, or like post it on Instagram, or follow me on Facebook - don't do that. Just have one thing, whatever that one thing is there's no right or wrong answer, it's just that you have to distill it to one thing. Okay. And not every email needs an invitation to buy nor does it really need an action item. Like you don't always have to ask your client or your audience to do something for you, right? Sometimes it's fun when you just reach out and don't ask them for anything. That builds trust, right, that builds excitement. They're like wow, thank you! You just gave to me and you gave me some great inspiration, or lessons, or value, and like I didn't have to do anything for it. You didn't ask me to share it or comment it on it, or buy something from you. So again, I know we're all in business and we need to ask for sales, and that's fine. We should right? We shouldn't feel bad about that. But you can also vary your communication to people. Not everything has to be a sales invitation right? Some things can just be pure value to build that relationship, and then when you make the ask it's so much stronger because they love you! They're like your content is great, your emails are awesome! And they want to buy from you, they're happy to hand over their money because you're giving them so much value on a consistent basis. Okay, so when you're thinking of other things to ask besides a sale, right, you might say something like consider this. So maybe there's one big point in your story, in your email, right, and you might just say, "Hey, before you did this next time, consider this." Right? That could be a really fun alternative action. You can ask them share it will a friend right? So maybe they texted a friend, maybe they email it to a friend, right? So that's a really fun one. It feels less than like tweet about this, like sometimes that feels a little too broad. So sometimes if you just ask them to share it to one person, they're more likely to do it. You could say you know try these exercises, try this exercise. So maybe you give them a takeaway worksheet or something like that. Remember the story the next time, so again you're not really asking them to do anything except for just remember this, like keep this in mind next time you wanna do something hard, that I went skydiving right? So you can always bring it back to the story again. You might ask them to fill out a survey. That's a great thing to do because we all should be doing surveys at least every six months in our business to understand our audiences better, and you'll get really great nuggets through that. So put that on your calendar to do every six months. And then you could say share your story in a comment. So if your email is posted elsewhere so let's say you also post it as a blog which is really common. People will send in newsletter and also repurpose that content on a blog, you might say hey, you know come comment and share your story, and that can make the piece of content even more enticing because people are sharing their own personal anecdotes about that. Alright, or you could say circle the date. So maybe you're sending this as you know, a precursor to something you are gonna sell like a workshop or a class. You can say circle the date for this right? So it's like a save-the-date invite for a wedding; has that same kind of feel.

Class Description

When it comes to reaching people and converting them to clients and customers, nothing is more effective than email. And yet, many of the messages that businesses send out miss the mark—remaining unopened, unread or deleted from recipients’ inboxes.

This class will arm you with powerful email writing techniques that will take your email marketing campaigns to ever-greater heights. Business consultant and screenwriter Melissa Cassera will teach you the secrets to getting people to not only pay attention to your emails, but to respond to your calls to action.

In this class, you’ll learn how to:

  • Infuse personality and emotion into your emails.
  • Re-engage a list you haven’t reached out to in months.
  • Put readers at ease by sharing personal stories and life experiences.
  • Write captivating subject lines.
  • Master “movie trailer moments” in your opening line.
  • Edit your emails to make them more digestible, quotable and shareable.
  • Motivate people to take action without being pushy or sleazy.
  • Create a sense of urgency through “ticking clocks.”
  • Use email signatures to clinch the deal.


Stavroula Fotiou

This is an incredibly beneficial course. Not only is it great for individuals interested in improving their email marketing strategy, but also for those who are looking to improve their blog writing skills. Melissa does a great job of getting straight to the point. yet giving great examples and details in order for the viewer to understand her process and ideas. I recommend 100%.

Chris Humphrey

Really solid foundational course! No fluff, just meaty info with a few great surprising bits of brilliance.

Shannon Christy