Author: Chris Pearson, Partner & Email Marketing Specialist at 3BM
In early 2022, I worked with Dr. Meg Meeker and her team on a number of her courses–specifically launching “Strong Fathers, Strong Daughters.”
Dr. Meeker and her team were fabulous to work with. Their mission is strong. And their team is focused.
What drew me to her offer was the silent life of desperation men and fathers are living right now.
For most, they keep their trials and tribulations to themselves. As fathers, they have little-to-no community to tap into for support or guidance. And, as a human, we’re community-based, socially-driven creatures.
What Dr. Meeker and her team are doing over at Meeker Parenting is something I fully support.
That’s why I wanted to break down one of her newsletter emails for you today.
And while this is for an info business, the principles can still apply to selling ecommerce products.
Dr. Meeker’s philosophy on parenting:
“You can win the heart of your child, and it’s easier than you think. When you learn to fill their core needs, you become their anchor. Your kids become resilient, strong, and can handle the pressures of life.”
Rules: The Email Muse
Each week, I venture through the marketing wilderness to find highly-effective ecommerce sales emails… and I shine a light on what made them work.
My goal with this weekly tangle with the email muse is to teach you strategies and tactics you can use with your emails.
Where do I find these magical electronic pieces of mail? My inbox, mostly, since I’m signed up to lists that I want to be on. I also take suggestions from readers who have a stellar email they’d like to share.
Did you get an email recently that made you smile, your eyes tear up, or flat out gut punched you? I want to see it.
Forward the email to me at (chris at threebeaconmarketing dot com) with a brief note about what you liked about it. If I choose to break it down, I’ll give you a shoutout and link back to your site.
And no forwarding me your own emails. That’s the only rule.
Capeesh?
Let’s get started.
A Curiosity Filled Subject Line
The last few emails were focused on dads, which is Dr. Meekers’ target market.
So, using a subject line like this makes sense. It builds on top of what she’s been sending prior.
Here are a few of her previous subject lines (in order of receiving):
- Winning at parenting
- What dads are saying
- Graduation celebration
- 3 common dad myths
Then you use “Make this a priority” and you’ve got the reader wondering what you mean by “this.”
Curiosity based subject line building on last few emails.
Personalization + Promise = Opportunity
Not every email you send must start with “doom and gloom” to get attention. There’s enough negative in the world today that leading with the positive desire of your target audience can (and does) get attention.
Here, Dr. Meeker uses the reader’s first name and presents an opportunity, seeing that it’s Men’s Health Month AND Father’s Day Weekend in June.
State the Problem
A great way to create contrast in your copy is to start with the positive and then move into the negative (or vice versa).
Here, Dr. Meeker creates contrast moving from positive opportunity to negative problem.
What’s the problem?
Men who suffer from mental health issues like depression, anxiety, OCD, or bipolar disorder are less like to ask for help than their female counterparts. This means men are living and suffering in silence without hope of every being able to manage or address their concerns.
Agitate the Problem
In classic form, we’re not done with the problem yet. Agitating the problem is what really gets the reader to lean in and say “that’s me.”
The agitation is what gives the reader time to re imagine the stated problem in their own life and feel that weight while reading the copy.
This is where what I like to call “the gap” exists in the reader’s mind.
The gap is essentially the distance between where they are now and where they want to be, as well as the physical, mental, emotionally, and/or spiritual pain they feel because of said gap.
Humans do two main things in their lifespan:
- Avoid pain
- Pursue pleasure
When we agitate the problem, we’re indirectly asking the reader to face their pain so that we can…
Offer The Reader a Solution
In this next section, Dr. Meeker uses a “truth statement” that brings the reader back to reality and sets their sights on the ultimate goal.
This one line also transitions into the small steps men can take to take care of their own mental health and their fellow men and fathers in their community.
Dr. Meeker offers them a solution they can use right now.
Not All Social Proof Is Created Equal
Here, Dr. Meeker uses social proof to make it known that the idea of reaching out and connecting with other men is not “new.”
“Connection” is part of the solution to men’s mental health concerns.
Social proof doesn’t have to be reviews or case studies; it can be customers talking about their experiences with or because of the product. Just as much as “this product rocks” can get sales, so can “I was able to finally travel to Spain without pain” get you sales, too.
A quote from someone with credibility can be used to borrow their credibility for your sales argument.
Keep that in mind when you’re using social proof to show your credibility as a brand.
What You Learned
Here’s the tl;dr of what you learned today:
- Use curiosity in subject lines following direct offers to get more opens
- Create contrast with positive and negative sentiments in emails
- State the problem, agitate it, and then offer a solution.
- Not all social proof is created equal. You can use different types to get the conversion.