Here’s a concrete example from my own business:
As a professional copywriter, I sell sales copywriting services to clients.
One particular service I offer is copywriting reviews. For clients, I review copywriting on their websites, landing pages, emails, sales pages, and full funnels.
If I were planning an upcoming promo for sales page reviews, for example, I wouldn’t send emails about general copywriting.
It’s too broad.
I’m trying to identify people who might want to optimize their sales pages.
On the same note, I also wouldn’t send emails about websites, sales emails, or landing pages. The subscribers opening those emails aren’t necessarily interested in getting better results from their sales pages.
Let’s get even more focused.
I also wouldn’t send emails for people looking to create their first sales page because, for a review, I need someone to have an existing sales page to analyze.
All that considered…
I’d focus my emails on the problems, goals, questions, and beliefs of business owners who already have sales pages.
^ That would give me the best chance of identifying potential buyers.
As a subscriber on your list, I should be able to guess what you’re going to be selling (at least broadly) based on the content of your newsletter emails.
That’s before you ever mention your offer.
Use this checkpoint to choose more strategic topics aligned with sales goals. When writing your next email newsletter, ask yourself:
How does this help me identify potential buyers for what I’m going to sell?
Plus! By not sending sales emails to subscribers who haven’t shown interest in earlier newsletters, you won’t exhaust them with non-relevant promos.
So, they’re less likely to get frustrated and unsubscribe.
(Psst… if you’ve just realized you need a bunch of new topics for more strategic upcoming emails, check out this on-demand Instant Email Ideas training.)