There’s one type of email in particular, which for some reason, gurus who fap to Gary V and his cringeworthy content try to shove down everyone’s throats.
Of course, I’m referring to “value bombs.”
Somewhere along the way, marketers thought their primary goal was not to persuade or sell, but to provide “value.”
And of course, when it comes to marketer providing value, nearly 10 times out of 10, they have no idea what this means.
They think providing value is sharing a helping tip or trick, like “make sure your email has a subject line hardy-har.” And other types of value-driven garbage like this.
But the whole providing value schtick has two massive shortcoming (besides the obvious ones, which is that marketers don’t understand their audience, and thus, are literally incapable of providing value):
The first shortcoming?
People don’t value (pun intended) value.
Pure value is dry. Boring. And worst of all, ignored.
That said, providing value is important. Duh. Doesn’t take more than 3 brain cells to make that connection (which is further confirmation that most marketers only got 2 brain cells chasing each other around.
But in the land of email marketing, for example, the best value you can provide someone is making them buy your product. If your product is as good as you say it is, then your customers would get the most value from purchasing it. Not reading 5 tips about it or the 10 must-know features about it.
That’s how they actually get value from you and your business. Not writing a “How to do a Google search” email—which, yes, I say in jest, but a quick scan through my inbox shows me that marketers are constantly using this type of bottom of the barrel content as their way of dropping “value bombs.”
But here’s the thing…
Providing value in your emails is in direct competition with actually providing value via a purchase. Because as we covered, pure value is dry, boring, and ignored.
It’s much more persuasive and profitable to tease your audience, kinda like how I am in this email.
Or to tell them a story where they can imagine themselves as the hero, using your product to achieve their goals.
Not a lame webinar covering the top 5 ways to write subject lines.
Anywho, I digress.
Wanna stop providing value so you can actually make your customers value you, your products, and your bidness?
Hit reply, and let’s chat.