Novelty, Continuity, and Relevance

Opt In | Ep. 30

Sales emails have a continuity problem.

And a huge reason behind that is a heavy focus on personalization and a lack of focus on relevance.

They’re trying too hard to be novel when they should be aiming for relevance.

Reps will start their email with a personal hook – something about a recent piece of content you wrote, a shared background, or membership in a mutual community.

But the transition to talking about their product, its value, and its relevance to you (the prospect) is nonexistent. They lack flow.

And that lack of flow causes a lot of emails to be ignored or deleted.

On today’s Opt In, Alex and AJ walk through a decision tree designed by Ethan Beute. In it, you’ll learn how to walk your message down the value, trust, warmth, and competence track, and avoid the no value, distrusted, ignore/delete/block track.

Opt In to emphasizing relevance over fluffy personalization.