Day 9: You’re Ghosting Again

Welcome back to Business Vacation 🍹

The email series where I show you how to set up your business to sell without you in 15 days.

So far, we’ve talked about getting the email opened.

Making it feel personal.

Adding a little story so we get them to go OH SHIT, THEY'RE RIGHT.

Today, we’re talking about the final part of the email.

The part where you stop being helpful for a second and actually show people what to do next.

Today we're talking about the soft pitch.

Which sounds far more complicated than it actually is.

The soft pitch is simply how you move from what you've just shared into the thing you sell.

Easy. Except this is the exact moment most business owners completely lose their nerve.

They write a bloody good email. They teach something useful. And no, there will be zero slander on useful teaching emails around here. Then they get to the end and disappear.

No offer. No next step. Nothing.

Your reader gets to the bottom of the email thinking:

Cool.

Now what?

Your email doesn't have to make the sale every single time. But it should move someone one step closer to it.

That's the job.

And that's why I love the soft pitch.

It doesn't interrupt the email. It finishes it.

You've already explained the problem.

You've already shown them a different way of thinking.

Now all you're doing is showing them where to go if they'd like your help.

That's it.

You might have noticed that every Business Vacation email so far has included this little line near the end: Want my help doing this properly?

That is a soft pitch.

I spend the email teaching you something useful, then I connect that lesson to the offer sitting behind the series.

The email teaches the thing. The offer helps you do the thing.

Done. No sharp turn. No random sales ambush.

The conversation naturally arrives at the offer because the offer solves the problem we’ve just spent the whole email talking about.

That’s what you’re aiming for. Because the alternative is a little weird.

Imagine someone walked into your shop and asked where to find the red shoes. You spent ten minutes explaining the leather, the comfort, the craftsmanship and why the shoes would be perfect for them.

Then they asked where they could buy them, and you wished them a lovely afternoon.

Madness.

That’s what ghosting your offer looks like.

Your turn.

Open your last three marketing emails.

Did each one naturally lead somewhere? Or did you spend the whole email helping people understand the problem, then leave them to figure out the solution by themselves?

If it’s the second one, go back and add one paragraph.

Connect the lesson to the thing you sell.

Don’t force it. Just finish the conversation.

Want my help doing this properly?

Want my help setting up your Business Vacation Build?

This is my done-for-you sales path project for business owners who have an offer they’re ready to sell, but need the path between first interest and purchase to work harder.

I’m opening 10 private spots.

We’ll map, write, and rebuild the path your offer needs so people can understand what you sell, want it, trust it, and take the next step without you manually dragging every sale over the line.

If you already know this is what you need, book a Business Vacation Strategy Call here >>>​

Tomorrow, we move to your website.

You’ve now got people opening your emails. They’re clicking. Interested. Which means they’re probably about to do something every buyer does...

Go lurking on your website.

And tomorrow, we’re going to make sure what they find helps you instead of hurts you.

Til Soon,

Elizabeth