TAS 628 Ask Scott #196 – What Should I Say In My Email To Sell My Product?

What is the current status of your ecommerce business? Are you out there kicking butt and taking names or are you staling and searching for that one insight that will move the needle? If you find yourself in either camp or somewhere in between, you’ve come to the right place! It is time for another session of Ask Scott here on The Amazing Seller. On this episode, you’ll hear from Scott as he shares his thought of the week, his answer to a question from a TAS follower like you, and much more. Don’t miss a minute of this engaging episode!

The power of questions.

Have you ever had an amazing conversation with someone who just kept asking really good questions to try and get to know you on a deeper level? The ability to ask the right questions is an important and powerful tool you need to have in your toolbox. This ability will help you as you navigate the challenges of starting your business and as you try to problem solve issues as they arise. Listen to this episode of The Amazing Seller as Scott explains why questions are so powerful; you don’t want to miss it!

Yes, Amazon is the best place to launch your brand.

Many ecommerce sellers find themselves wondering why they should use Amazon to launch their products. That’s a great question to ask! A day may come when Amazon is not the best place to launch a product, but that is not the case right now. Still, Amazon is a good place to launch a product because they are a trusted brand in the public’s eye. When you direct people to buy directly from your website, you are asking them to trust you, and they won’t do that if you haven’t earned their trust. Let Amazon help you build your business as it gets off of the ground; you won’t regret it. To hear more about this important topic, make sure to listen to this episode of The Amazing Seller!

Sell your product without sounding like a salesperson.

Let’s face it; no one enjoys getting the hard sell from a salesperson. The salesperson probably doesn’t like giving their hard sell either! What should sellers like you do to sell your product without sounding like a salesperson? Thankfully, Scott has created a helpful email template that you can use to cut through all the BS and get to the heart of your message. Scott’s approach emphasizes the value of connecting with your audience as you would with someone you know personally. Don’t feel like you have to reinvent the wheel! Use Scott’s sample email as a starting point and then make it your own! For more helpful tips and insights like this one, make sure to listen to this episode of The Amazing Seller!


  • [0:03] Scott’s introduction to this episode of the podcast!
  • [3:45] Why you should register for Brand Accelerator Live.
  • [5:45] Scott’s thought of the week.
  • [9:00] Question: What should I say in my email to sell my product?
  • [11:45] Start off selling on Amazon because it is the platform people trust.
  • [14:30] Scott shares a sample email that he’d send to someone on his email list.
  • [20:00] Closing thoughts from Scott.


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TAS 628: Ask Scott #196 – What Should I Say In My Email To Sell My Product?


[00:00:02] Scott: Well, hey, hey, what’s up, everyone? Welcome back to another episode of The Amazing Seller Podcast. This is Episode #628 and Session #196 of Ask Scott. This is where I answer…

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…your questions here on the podcast and I’m going to do it again here today and you guys know, this is kind of like sitting around having that cup of coffee together and actually right now I am having a cup of coffee and if you want to join me, that would be great. So, if you want to pause this and go grab a cup of coffee, we’re actually having coffee together. But seriously, I do treat these Ask Scott sessions as if we’re sitting down at the local coffee shop, having that cup of coffee, and just talking shop, talking life, talking business, and, yeah, just hanging out together. So, today I have a really, really good question and I'm going to answer it and I'm actually going to give you guys an example that I actually just wrote here in my notes and the question is this and it's a good one.

“Scott, I’m building this email list that you talk about and my product’s not live yet but it's going to be and I want to sell them the product but I don't want to come off as though like I am selling to them. I know we all hate that word and I also don't know about like sending them off to Amazon like why wouldn’t I just sell it to them on my own website?” So, really to kind of boil this down, what to say in my email to sell my product is kind of what I came up with as far as the question and my answer is going to be, “I think it's going to be really good,” because I actually wrote an email in about less than five minutes and this is what I would write and I’m not going to say it yet so you’re going to have to stay tuned for that, but I actually wrote one up as if I was writing this email after we had already had some conversations with each other because that's what you're supposed to do when you’re building that email list and, yeah, I think the email is pretty good actually. This is exactly what I would send. So, I’m going to give you guys that but before we do, I wanted to remind you if you want to ask your own question, all you have to do is head over to TheAmazingSeller.com/Ask and you can do that, leave a voicemail there.

[00:02:07] Scott: You can also go to my YouTube channel if you want to, TheAmazingSellerTV.com and you can leave a question there on one of those videos which I have a bunch of videos there for you, some trainings. And if you do go to YouTube, do me a favor. Subscribe, would you? That’d be awesome. I would really appreciate that. And leave me a comment whether it’s a question or not. I’d like to know that you showed up there and let me know if there's anything I can help you with over there. And that reminds me as well, if you are listening to this podcast on iTunes, if you can leave me a review or subscribe there as well, that would be helpful and I would appreciate that. I'm doing this for you and I want to make sure that I'm reaching enough people or all the people that actually want it and by you really giving us some review on it as far as like in iTunes and then also subscribers help. It’ll get in front of more people so just to be upfront with you.

It would help get the podcast a little bit more exposure and I would appreciate if you would do that. That would be awesome. And I'll keep showing up and trying to deliver some value here for you guys and today’s going to be a really good one. Actually, when I was writing that email it’s like, “Damn, this is a pretty good email,” and I really didn't think too much about it but over the years I've gotten okay at writing emails. I'm not great. I'm not a writer by the way either. I don't really enjoy reading and I don't really enjoy writing. I like listening more. That's why I’m a podcaster, but, yeah, so I'm really excited to share that with you. Now, also, before we do jump in, I am going to give you guys a little bit of a pitch and that is, hey, if you want to attend Brand Accelerator Live which is going to be my first ever live conference which I am super excited about, it is about eight months away. Yes, it's a little while away, but now is the time to grab your tickets because the early bird pricing is going to be ending soon.

[00:04:01] Scott: So, if you want to grab your ticket at a discount and you want to make sure that you get a seat because this is going to be a very small event compared to all of the bigger events out there. It's not going to be 1,000 people, or 2,000, 3,000 people. It's going to be 300 max and the reason why I’m doing that is because I wanted to be small enough so we feel like we know each other in a sense that if you're in the halls, you're going to see people throughout the two days that we’re going to be together and you're going to start to kind of like you're in high school in a sense where you start to see some similar faces. You're going to start to have better conversations. You’re going to learn about each other a little bit more because the networking is really a big draw for any event and this one here is all of us, TASers, all in the same room together. And let me just say, there's going to be a lot of energy. I’m going to bring a ton of energy but I got people that I’m bringing that are going to light this place on fire and you're going to leave with actionable advice and tips and strategies and techniques and also great friendships and just people that you're going to probably have relationships with after the event. That's really my goal here.

So, Brand Accelerator Live, it's exactly what it says. We are there to take your current brand and accelerate it or build your brand and then accelerate it. We’re going to do all of that there at Brand Accelerator Live. So, if you want to grab a ticket, head over to TheAmazingSeller.com/Live and you can do that there or you can just go to BrandAcceleratorLive.com and like I said, the early bird tickets are still available depending on when you’re listening to this so go over there and grab yours before they're gone. All right. So, before we jump in, weekly thoughts real quick and this one I’m going to try to go through kind of quick but it's really important and I know a lot of people struggle with just different aspects of the business or life, or just doubting themselves whatever. This one here, it always helps me and that is the power of questions.

[00:05:56] Scott: If you're stuck, no matter if you're stuck with a part of the process in building this business or just in life or self-doubt or any of that stuff, the power of questions to me unlocks. It unlocks everything and you'll know the answers because you have to in order to move on to the next thing. So, ask yourself questions and keep asking yourself questions until you get the answer to start working on so it advances you to the next part and then you can ask more questions. So, here’s just an example, “What do I need to launch my business?” Maybe that's the question and then you’re like, “Well, let's see, I need more traffic. How do I get more traffic? Well, what are some options?” See some questions? Well, I could learn pay-per-click a little bit better, sponsor product ads and get more keywords. I could put out a larger net. I can blanket my market with all of these longtail keywords. There you go. Focus on that. Boom. Problem solved. Start working on that. So, you just got to ask yourself questions. What do I need to grow my business?

“Well, I'm just struggling with just balancing everything. I feel like I got 100 plates spinning in the air.”  All right. Well, what's the one thing that you hope or that you wished that you could unload right now that you don't want to have a part of that you just think is mundane and it’s just kind of, “Oh, it's really like customer support.” All right. Hire a VA. Go to FreeeUp.com. You can actually get $25 off if you go to my Resources page. I’ll also link that up here and you can probably get your first VA for $25 bucks to try but, yeah, I mean go there, Upwork, anywhere to find someone to help you in this. Maybe hire someone locally. Maybe someone that you know in your family, whatever, but you just need to ask the question of what is the one thing that you need to do to take that thing and move it along? And that's really what it comes down to. Here's a good one. Okay. And I’m going to kind of I'll bring this right through this entire process.

[00:07:57] Scott: So, what's my biggest problem right now? Okay. Well, I don't have any time. Okay. Well, how can I find one hour per day? That’s another question. Let's see, I can get up an hour early. Yeah, that's going to suck though, but I could get up an hour early and have an hour. All right. Well, if you want this bad enough guess what you’re going to do? You’re going to get up an hour early and you’re going to get that hour. And then guess what? When you had that hour, you’re going to get some stuff done and when you get some stuff done, it’s going to start moving the needle and there you go. You’re done. You got that hour. So, again, you have to ask your questions to yourself, the power of questions. If you ask yourself questions, your mind is going to automatically start trying to figure out a solution or come up with the answer. Asking questions is so, so powerful. All right. So, let's go ahead. Let's dive in. Let's listen to this week's question and then I will give you my answer and I will read you the email that I just drafted in about three-and-a-half minutes. All right. So, let's go ahead and listen to the question.


[00:09:01] Marissa: Hi, Scott. Thanks for all your great information. I’m working hard on building an email list to launch my product on Amazon later this year. My question is after you send several emails of value to your subscribers and you’re ready to send your email advertising your product and bringing them to Amazon to purchase it, what exactly does that email look like? It seems unconventional to me to send an email sending customers to a link to Amazon which is this big impersonal site instead of to a nice e-commerce store for example. Do you have any sample emails that we could look at for this part? Thank you.”

[00:09:35] Scott: Okay. Marissa, thank you so much for the question and it's a great question and I love this question. You know why I love this question? Because it sounds like someone is actually building an email list and it sounds like someone is messaging them before they actually have something for sale. And the reason why I love that is because you're building the relationship with your audience, with your market before you have the product for sale. Love it. Like that's exactly what we've been talking about. Because here's one problem that a lot of people make, “Scott, I'm going to go ahead and build the email list. I'm going to get my product and I’m going to sell my product.” Wrong. That's not what we want to do. Okay. That's the wrong way to do it. You can do it. You might sell a handful of units but usually, not going to work as good as this method. This method works really well. All right. Because you built up the relationship over time. All right.

Now, it doesn't mean you can't run a contest like I’ve talked about, doing a giveaway, get people to raise their hand and then at the end of the contest, you say, “Hey, the winner is Sally from Kansas,” or whatever. You can still do that but then you can say, “Just because you didn’t win doesn't mean that you don't have to walk away a winner. Here’s what I’m going to do, everyone that entered I’m going to give a 25% off discount on our garlic press.” You can still do that but then you got to start giving content. You got to start building up the like, know, and trust by you delivering just questions that they might have or, again, being helpful to the market, giving them advice, giving them something to consume that can better their life or that can educate them or whatever it is that you're doing here which we’ve talked a lot about this which I’m not going to go into that but that is how you do it right. That's how I've done. In any business that I've ever started, it's always started with, “How can I serve the market?” This podcast, okay, I started it, not even knowing if I would ever generate any revenue from it. I never knew what products that would sell.

[00:11:36] Scott: I just knew that if I could supply good content and resources and be open and authentic that I would build a relationship and people would listen and if they did when I would recommend something if I ever did, they would go to buy it. Like, that's how it worked and it took 56 episodes before I made a dime from the podcast and I know that number because the first affiliate sale was from Jungle Scout and if you haven’t gotten Jungle Scout yet I’ll put a little plug in there for you, TheAmazingSeller.com/JS, and great company, great tool. It's the number one tool that I use for doing all of my investigative work for looking at products. So, that's what you do. So, I love it that you’re doing that. So, again, let's say that you have done all that and now it comes time that your product is ready, it's on Amazon, and you're ready to launch that product.

Now, one thing that you said was, “Why would I want to send them to a site like Amazon that doesn’t represent you as your brand? Why wouldn't you want them to buy or create that buying experience through your own website?” And the answer is actually people trust Amazon probably more than they trust us right now. Okay. Because they know that if they go there, if they have a problem, Amazon will take care of it, and they can get a refund. No questions asked. They probably have Prime so they want to buy there. Now, later, we can make it more attractive for them to buy on our website or we can create a funnel so they can buy something and then they can be upsold other things but just understand, it's not necessarily that you're taking them off of your brand. You're still going to be branded within your listing and if you've done it properly with your images and all of that stuff. And you can even drive them to your store page if you want or create a listing page or a promotions page if you want to but you can just send them right to the listing if that's what you're trying to do.

[00:13:37] Scott: Now, here's what I did. I did a little bit of a hybrid here in this email. Now, I’m going to use the fishing lure example because that one there just kind of came easy to me. Not that I'm a bass fisherman by any stretch of the imagination, but it kind of just flowed for me. So, here is what I would do if I was sending this email to one of my subscribers or the entire subscriber base which is the reason why I said, one subscriber, because whenever I'm writing an email, I'm always trying to think of that one person kind of like, who's the avatar? Who is the one person that if you are to be like you're all excited about telling someone about something, and you’re going to write them? So, I use the name John for this because I've got a family member. His name is John. He’s a fisherman and him and I have gone fishing together. He's a much better fisherman than me, but this would be that email.

So, the email reads like this, “Hey, John. You know how we all hate getting our lures snagged in the weeds? I know I've lost hundreds of dollars on lost lures myself over the years. Well, behind the scenes, I've been working on creating my own snag-less lure and it's finally ready. It's taken me about six months to develop but it's been well worth it. I'm actually launching it on Amazon right now as part of my launch. I'm giving all my bass fishing friends,” and then in parentheses, “(that's you) a 50% off discount so you can try it out and let me know what you think. If you want to grab one, here's your 50% off code. I also wrote a full blog post about how I came up with the idea and why it's going to change the bass fishing world plus help us win some bass tournaments together :). Here’s a link to the blog post. I'm really looking forward to your feedback after you use it. Have an awesome weekend. Happy fishing, my friend :). Scott. PS, this 50% off code expires in three days so make sure you grab one if you're interested.” That's it. Done. Okay, that's the email.

[00:15:35] Scott: Now, what I'll do is I'll include this in the show notes so if you want to go to check it out, read it, whatever, TheAmazingSeller.com/628 to this episode and it will be in the show notes there and in the transcripts. But, yeah, nothing crazy. It's just a basic email like I would write to my friend, John, and I would say, “Hey, you know how we hate getting snagged in the weeds? We've all been there kind of thing and we've all spent hundreds of dollars on lost lures. Well, behind the scenes I’ve been kind of working on this thing, my basement, and I’ve been trying to figure it out. I tried a whole bunch of different ones until I found one that worked, then I had it developed and I decided to start selling it on Amazon. So, I’m going to give all my bass fishing friends (you) a 50% off discount so you can try out and let me know what you think. If you want to grab one, here’s the link, 50% off code and then just if you want to know a little bit more about it, I wrote a full blog post, how I came up with the idea, how this is going to change the bass fishing world plus it’s going to help us win some bass tournaments together.”

Kind of like it connects us again. We’re together, we’re friends, we’re similar, and then, “Here's a link to the blog post. I'm really looking forward to your feedback after I use it.” That's it. Done. And in the PS, I just reminded him that the code is going to expire in three days. Now, what that also did for me, now here's what I would follow-up with. I would write another email the following day and I would say the same thing, “Hey, John. I just want to make sure that you got that email yesterday about this new never heard of before bass lure that I created. I'll include the email down below,” and then I would just copy and paste that in there. That's it. And then the next email on the next day would be another one that would basically say, “Hey, I just wanted to let you or I just want to remind you that 50% off code on that new bass lure that doesn't snag, it ends tonight. Just want to give you a friendly reminder, my friend. Talk to you later, Scott.” That's it. Done.

[00:17:33] Scott: So, three emails, deadline, a little subtle deadline in there on the first one that I start to ramp it up a little bit but again, I built up goodwill by giving all of those other emails before without really asking for anything. Now, I'm asking but I’m actually giving to him, giving 50% off and they're looking at it like, “Oh yeah, this is cool.” Like, this wouldn’t come across as salesy. It wouldn’t to me. I mean, I'm a marketer so I do know what a sales message looks like but this is done in a way that it's not just like, “Buy my stuff,” or, “You’re a loser,” like none of that stuff. And what I did here too is I included a blog post where I can give behind the scenes of the creation of it which if you're developing a product and you have an email list, you should share that whole experience with them and also get feedback, “What colors do you like? What textures do you like? Do you like this shade or that shade? What size would you prefer? Six inch or a seven inch?” Like, get them involved and then when you release it, you’re going to have people lined up to buy it and they’re going to love being part of the process.

And then you’re going to also document the process, put it on your blog, and then keep referring people over to that blog post, and then guess what's in the blog post? A link to your product. So, you can do all of that stuff and you can do like a hybrid approach here. So, anyway, that email literally took me three-and-a-half minutes to write. You might say, “You’re not going to win any awards with that.” No, but I bet you, I’d make some sales. If I had a list of people that I was really having that relationship being built and I knew that they were all bass fishing people and I sent out this, I know for a fact that I’d make sales. I know it like I know I would. So, I know this stuff works if you've built up the relationship beforehand. That's the big one. It's when you try to go and do this the first email and no one knows who you are and you have no trust, you have no rapport, you have no relationship built. You have nothing. So, it's really important that you do it.


[00:19:36] Scott: But, anyway, I'm so glad that this question is asked. If you guys have any other questions on this type of stuff or you want me to write more emails or talk about subject lines or clicks and all that stuff? I love talking about this stuff so if you have any more questions on this, definitely go over to TheAmazingSeller.com/Ask and do it there, leave your first name, and your question and possibly where you’re tuning in from. I always love to know where you’re tuning in from. But, yeah, that's pretty much it on writing those emails, not that complicated. So, that is going to wrap up this episode. The show notes can be found at TheAmazingSeller.com/628 and then also a little reminder here, Brand Accelerator Live is going to be awesome. It's going to be amazing. It's going to be fun. It’s going to be everything above and so, definitely go check out the early bird ticket prices if you're not too late and if you are late, well, you’ll pay a little bit more but it’ll still be really worth it because this is going be priced to be affordable and it's going to be packed with the information that you can use and you can take action on.

And I've also got a little special announcement that I’m going to be doing there, a pretty big announcement that I'm going to reveal and everyone there that's attending is going to know about it first and they’re also going to get access to it first which is pretty awesome and I'm excited, I'm nervous but it's going to be awesome. So, BrandAcceleratorLive.com or you can go to TheAmazingSeller.com/Live. All right. So that’s it. That’s going to wrap it up. As always, remember, I’m here for you, I believe in you, and I am rooting for you, but you have to, you have to, come on, say it with me, say it loud, say it proud, take action! Have an awesome amazing day! And I’ll see you right back here on the next episode.


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