Rich Schefren argues that relentlessly positive emails tank sales in insecure markets like weight loss and personal development. He says emotional contrast works better: mix in doubt, frustration, and reality alongside the wins. This method can revive dead email lists.
Stop writing positive and upbeat emails to your list. It could be killing your sales. Most marketers, when they're dealing with markets with known insecurities like weight loss, dating and personal development, tend to make this mistake over and over again. They defer to writing uplifting, inspirational emails to their audiences and it works to an extent. But after some point, prospects get complacent and they simply stop buying. What you need to do is take your audience on an emotional rollercoaster. Say send them an optimistic, uplifting email in the morning. This could be an inspirational quote, it could be a success story, some motivational messaging, similar type of stuff than that. Then send a pessimistic downbeat email in the evening. A shocking story, consequential takes on problems and challenges that they will face if they don't solve the problem. What this does is it helps maintain a balance and the strategy works well, especially with insecure emotional markets. This strategy is known to revive dead email lists and boost revenue significantly. And if you want a free detailed training on writing these sort of emails by one of the legends of the industry, Ben Settle, comment, send and I'll DM you the link.
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