The L.O.V.E. 4-Step Email Copywriting Framework: Connections, Trust & Conversion

Email is almost 40 times better at acquiring new customers than Facebook and Twitter. However provided that you ship the proper emails, to the proper folks, on the proper time. 

There are numerous methods to jot down copy that converts, however just one method to do it persistently: through the use of a framework. 

The Energy of a Copywriting Framework

Earlier than we introduce you to one in every of our favourite frameworks, let’s unpack why you must use a framework to start with.

Copywriting frameworks present a construction to arrange your concepts whereas guaranteeing you don’t mistakenly neglect any key factors wanted to realize your objectives. They’re easy to make use of, simple to recollect, and most significantly, they drive outcomes. 

However not all copywriting frameworks are created equal. Some pack extra punch than others. Let’s have a look at why: 

Neuroscience teaches us buying selections are strongly influenced by feelings, nevertheless it doesn’t cease there. The written phrase (and that features electronic mail) has the facility to make neurochemical connections within the mind that encourage model loyalty…for all times. 

The L.O.V.E. electronic mail copywriting framework is designed to create emotional connections and construct the belief wanted to transform your prospects into patrons.  Right here’s a breakdown of the way it works:

L is for “Leverage”

Within the typical sense of the phrase, leverage means to take one thing (perhaps even the best factor) and use it to most benefit. Does this precept apply to electronic mail copywriting? You wager. You solely have one likelihood to make an awesome first impression. To do it properly:

Remind readers why they’re receiving your electronic mail within the first place. 

Be aware of how your reader first realized about your model. Whether or not they opted-in to your listing in-store, by means of a lead magnet, or as a result of they made a purchase order, make certain your first electronic mail reminds them that they requested you to ship them one thing.

Observe-through reveals you concentrate and that your model values integrity.

Capitalize in your current authority & construct belief. 

Individuals have 1,000,000 issues on their thoughts. You need to persuade them that out of the various voices competing for his or her consideration, yours is the one they’ll belief. 

Adam Waytz, an Associate Professor of Management and Organizations at the Kellogg School of Management, suggests belief is constructed once you display benevolence, integrity, competence and predictability.

What does this imply in precise apply?

Let’s begin with an instance of what not to do: 

“Pricey Susie,

My identify is John. I’m the proprietor of The Luxurious Automobiles Firm. Now we have offered 1000’s of automobiles to folks similar to you!”

This electronic mail doesn’t incorporate any of the belief components we talked about above. In truth, it might even come throughout as smug and disengenuous. That’s positively not what we’re going for!

What about this? 

“Pricey Susie,

My identify is John and I’m the proprietor of The Luxurious Automobiles Firm. We take satisfaction in having helped numerous folks like your self discover their dream automotive.”

Higher. However nonetheless not fairly hitting the mark. As a result of there are umpteen different luxurious automotive dealerships that say the identical factor. What’s so particular about this one? 

So let’s do this once more:  

“Pricey Susie, 

In response to research, 56% of luxurious automotive house owners really feel happier general with their lives. That’s why shoppers of The Luxurious Automobiles Firm would be the first to let you know, we don’t promote automobiles, we promote happiness. We’ve helped over 10,000+ folks discover happiness behind the wheel since we opened our doorways 10 years in the past.

Whereas there’s nonetheless loads of room for enchancment right here, we’re getting lots nearer to the end line as a result of:

• The author appears benevolent (they need folks to be joyful–and the truth that their clients are saying they are joyful after procuring with them provides a contact of implied integrity). 
• The statistic is fascinating as a result of it speaks to the reader’s want–and demonstrates success (competence!). 
• The truth that over 10,000 clients have been helped suggests a way of predictability. In the event that they did it for them, they’ll do it for you, too! 

Discover frequent floor. 

You will need to perceive what issues to your readers with a purpose to write copy that resonates with them. You could must conduct market analysis, analyze buyer suggestions, or collect knowledge on their demographics and habits. By doing so, you possibly can establish developments, patterns, and commonalities amongst your clients, which may help you create extra focused messages.

Wish to take it a step additional? Personalize your message. Even the tiniest issues, like including “Hello Susie” to the start of your electronic mail, can improve engagement exponentially. 

Communicate to their ache level. 

You need to tread fastidiously with this one, lest you delve into the not-so-recommended territory of fear-mongering. With a purpose to provide up your resolution, you must first talk why the reader wants that resolution. 

There are a lot of methods to do that. Top-of-the-line methods is to let another person ship the dangerous information. You are able to do this simply by sharing an fascinating truth or statistic from a good supply. 

You’ve seen this 1,000,000 occasions. Insurance coverage corporations use statistics associated to accidents, disasters, or well being points to encourage shoppers to buy insurance coverage insurance policies. Safety corporations could use crime statistics or statistics associated to dwelling invasions to encourage shoppers to buy safety techniques. And the listing goes on and on. 

What statistics can you utilize that may inform your reader about one thing they may not have even been conscious of–and the way your services or products can remedy that drawback? 

O is for “Supply” 

Now that you simply’ve captured consideration and made a connection along with your reader, you have to clearly talk why your prospect should purchase the answer you promote. There are a lot of methods to do that, however listed below are just a few we love: 

• Emphasize the distinctive advantages that set your product/service aside from opponents.
• Share testimonials from glad clients who’ve benefited out of your services or products.
• Illustrate how your services or products has positively impacted the lives of actual folks.

V is for “Validate”

Now that you simply’ve captured your reader’s consideration and proven them that your product/service will remedy their drawback, they’re prepared to purchase, proper? 

Unsuitable. As a result of objections are popping like popcorn in your reader’s thoughts. Proper now, they’re pondering: However wait! What about… [fill in the blank with an objection your reader might have.]

Right this moment, clients are extra skeptical than ever. Between bots attempting to promote them cryptocurrency on Tinder and Instagram adverts sucking them into purchase merchandise they by no means truly obtain, persons are fairly darn afraid of getting burned. 

To assist them overcome their objections, contemplate what could also be inflicting them to hesitate, empathize with them, after which deal with their objections head-on. 

Listed here are just a few methods to do that: 

• Reply to the priority in a manner that makes the reader really feel heard and understood. Use clear and concise language. Relate to the reader. And be trustworthy. 
• Show social proof, such because the variety of followers or subscribers on social media, constructive opinions on evaluation websites, or the variety of joyful clients.
• If worth is a priority, provide reductions, financing choices, or various pricing plans that match inside the buyer’s price range.
• Supply a satisfaction assure or free trial interval to assist clients really feel extra assured of their buy.
• Present proof of your organization’s credentials, certifications, or awards, and share any media protection or trade recognition.

E is for “Ease”

It might sound ludicrous at this level to suppose your reader continues to be sitting on the fence once you’ve given them so many causes to get off, however people will be fascinating creatures. We are likely to concern dedication. That is why your name to motion wants to talk to those that are able to click on “Purchase Now” – and to those that aren’t. 

Listed here are just a few methods to make it simple in your readers to take motion:  

• Take a look at totally different CTAs:  “Be taught extra” or “Strive it out” are nice CTAs, as they invite the reader to discover and be taught extra about your services or products with out committing to a purchase order.
• Good old school FOMO: By including a time limitation or restricted provide to your service or product, you usually tend to encourage motion. 
• Embrace a transitional CTA: In case your reader isn’t able to take the specified motion, give them another choice. 

Consider your CTA as asking somebody on a date. Don’t be demanding. Be attractive and alluring. 

Wrapping It All Up

When you’ve nailed the L.O.V.E. copywriting framework in an electronic mail sequence, you’ll wish to tie all of it collectively by writing completely unforgettable topic traces for every electronic mail. Bear in mind,  33% of people open email based on the subject line alone.  It might be a tragedy to speculate the time in creating an superior electronic mail advertising sequence like this solely to search out that noone truly reads it. 

Listed here are just a few suggestions that will help you create electronic mail topic traces that work: 

• Hold it underneath 9 phrases if attainable. Individuals have quick consideration spans. 
• Make certain it touches on a ache level. 
• Make it bizarre–bizarre topic traces encourage curiosity and clicks. 

Check this out if you need 8 extra factors to make efficient electronic mail advertising topic traces fast and simple.
By integrating the confirmed L.O.V.E. electronic mail copywriting framework into your advertising techniques, you possibly can create an automatic system that deepens connections, builds belief, and converts prospects into patrons persistently and predictably. And that’s the entire level of this factor we name digital advertising!