4 Effective Ways to Increase the Persuasiveness of Your Emails

Communication is critical to the success of sales and marketing. Closing deals successfully, providing value, and explaining complexities all rely on your ability to communicate clearly and persuasively.

The outreach email is a unique form of communication. You have a very brief window of opportunity to grab your reader’s attention and persuade them to take the next step toward a purchase or desired action. Utilize these writing techniques to ensure that your emails are as effective as possible.

4 Powerful Persuasion Techniques to Use in Your Next Email

Capitalize on social proof

Social proof is a term that refers to our proclivity to make decisions based on the decisions of others, because we believe those decisions reflect the correct choices. You’re already utilizing social proof in the form of customer case studies and social proof; why not extend your efforts to your emails?

Refer to well-known clients or the size of your customer base. If you’re trying to persuade a potential customer to make a purchase, emphasize how many of their competitors and peers already use your product.

Begin with a small request

Once someone agrees to a minor request – the proverbial foot in the door – they are more likely to agree to subsequent requests.

So, simply pose a question to your recipient that they are unlikely to refuse.

Include a headshot in your email signature

When we make eye contact with another person, we are subconsciously connected. Researchers at Cornell University edited images of the Trix rabbit mascot and then asked adults to choose between several cereal boxes bearing various versions of the image. Participants frequently chose the box with the rabbit staring directly at them.

You cannot make eye contact via email, and you should never include a large photo of yourself in the body of an email — this will only make people feel uneasy. However, it’s easy to lose sight of the fact that your emails are being read by another person. Incorporating a small headshot of yourself into an email signature serves as a subtle reminder to recipients that you, too, are human.

Constructively disagree and resolve the issue

Just because the person you’re emailing is aware they have a problem in one area or another does not mean they’re prepared to fix it. However, emotion is a powerful force. Whether it’s subconscious attachment to the old way of doing things or fear of making the wrong choice, your prospect may not immediately warm to your product.

To persuade them, you’ll frequently need to frame the issue emotionally and then swoop in with a solution to demonstrate how you can help.

While you should never exaggerate a business pain or invent one, you can use the agitate-and-solve technique when it is clear that they have not fully conceptualized the cost of inaction.

Discover what is important to them. Is it personal professional success that motivates them? A desire to increase the bottom line of the business? Then demonstrate how inaction will exacerbate their current situation and why your product would help.

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