How Often Should You sell in Emails? The Answer May Surprise You…

Got this question from a client the other day:

“Tom, how often should I sell in my emails?” 

He told me he’d read an article that suggested a 1:4 sales:storytelling ratio – one “sales email” for every four “storytelling emails.” 

“Is that the right ratio?” he asked.

I hear that question often…

…and mama always said there’s no such thing as a stupid question but…

…that’s a stupid the wrong question.

Here’s why…

The question implies storytelling=good and sales=bad… 

…and that ain’t how it works.

That’s not my client’s fault. The Web is littered with posts that spout this nonsense. 

After my client asked these questions, I found this and article with this headline: “How to Balance Promotional vs. Value-Add Email Content” – as if promotional emails have NO value. 

Gimme a break. 

Here’s how it really works: 

Pitchy, irrelevant, boring sales emails = bad. 
Entertaining, informative, relevant, story-powered emails that sell = good. 

Every email I send promotes my services. 

Sometimes the promotion is more front and center than others. 

Sometimes I weave into the middle of the story a pitch for my Content Transformation Academy – and how it can help you transform your content from prospect-repelling to client-attracting (email me if you’d like to learn more). 

Always, I include a summary of ways you can work with me at the bottom of my emails. 

No matter where I put the pitch(es), I always design the emails to be informative and entertaining. 

I never think, “Today I’m going to write a sales email, and tomorrow I’ll write a valuable email.” 

I always think, “Today I’m going to deliver a valuable email.” Period. 

Selling does not reduce the value. Selling contributes to the value. 

I’ll repeat that because it’s important – and all of you who get stuck in the sell-vs-value ratio trap need to get this: 

Selling does not reduce the value. 
Selling contributes to the value. 

That article about balancing “promotional” vs. “value-add” emails says, “Think of your hard sell emails as your ‘take…’ Calls to action for hard sell emails include prompting the users to buy now, sign-up, subscribe, get a demo, attend events, etc. Content-based emails lean more towards your ‘give’ to your subscriber base.” 

No! No! No! 

Douse that advice with lighter fluid. Grab your most powerful blowtorch. Set that nonsense on fire. Burn it from your memory. 

You’re in business to SERVE your clients. Your products and services deliver value. 

So quit thinking of sales as an act of taking and view it, instead, as an act of giving value.

You’ll sell more. And you’ll feel better doing it.