Sending “how to” emails is for suckers - and I have proof

Think about the last non-fiction book you finished all the way through.

You holding it in your mind?

Good.

I’ll bet you a squillion bucks it wasn't a textbook.

And now that I’m a squillion bucks richer, go to Amazon and pull up the list of the best selling non-fiction books. (I find it’s a pretty good indicator of what people like to read.)

You notice anything missing from the list?

That’s right - not a single textbook to be seen.

But why don’t people love reading textbooks?

After all, textbooks are often written by people on the cutting edge of their field. And they’re packed full of valuable and helpful information.

It’s because that's all they are - information.

There’s no gripping stories, no controversial opinions, and nothing juicy whatsoever. Just 300+ pages of dry, dusty, and boring information.

And boring stuff is tough to get through. I still have nightmares about forcing myself to read all those thick psychology textbooks back at university.

Last week, we talked about why you should give people a good reason to start reading each of your marketing emails.

Today’s article is about why you SHOULDN’T start them off with dry “How To” information. Which sadly is what lots of businesses in the pet industry do.

If dry info was what people truly valued, then textbooks would dominate the bestseller rankings. But they don’t.

And so focusing your emails purely on giving away information will make them extremely boring.

Boring content means your email subscriber is less likely to read your emails in the future.

Think about it:

When they see your next lecture pop up in their inbox, they're not going to think "Oh boy, another valuable lesson from that guy! I'd better open it quick and see what new thing he's going to teach me!"

No, they'll probably think "Oh yeah, that guy sends me useful pet care tips. I'd better get back to that email later, when I'm in the mood to read it."

And of course, later never comes.

To be clear - I’m not saying giving people useful info is necessarily a bad thing. Simply that you must avoid being boring at all costs. You should focus on writing emails that get people opening and reading them the instant they see them.

As for how to do that?

Sorry, but telling you that here would make this a “How To” article. Which would be awfully hypocritical.

Instead, look out for next week’s article titled:

“How to start a cult around your pet business”

Where I will reveal the secrets behind how cults spread their message - growing from tiny sects into huge movements of tens of thousands of die hard supporters...

And how you can profit by applying the very same principles to your pet business’s sales emails.

To make sure you get that one when it lands, hit the button below: