Guide to striking deals via email

When an email from a new lead lands in your inbox, the way you respond can be critical. The initial negotiations with a potential client, where you find out what they want and what they’re willing to pay can be complicated – especially when the entire conversation happens over email.

Psychological research has found that up to 90% of face-to-face communication is non-verbal, meaning that it’s a lot harder to gauge what a client wants when the only interaction you have with them is written in the body of an email.

Nonetheless, people are increasingly reaching business deals with people and businesses they’ve only spoken to via email messages – and millennials in particular say they prefer contacting clients over emails than phone calls.

If you find email a complicated medium, let’s look at some useful ways you can build rapport over email, which will make more of those promising leads turn into profitable customers.

Striking Deals Over Email

Let’s take a look at some simple steps you can follow to boost the chances that the email conversation will turn into real business:

1. Avoid hitting people with quotes and brochures up front
Unless the lead asks to receive price listings or other material immediately, you should not overwhelm them with this kind of content. Rather, aim to build a conversation and find out what their problems are and what they want you to help them with.

2. Meaningful subject lines will help everyone
An clear email subject line makes it easier for the client to find your email in their inbox – and it also tells them what the email will be about before they open it.

3. Keep the conversation flowing with questions
Don’t expect your leads to write long, detailed messages. It’s not uncommon for emails to be short and to the point – this doesn’t mean there’s a problem, you just need to keep the person’s attention. A simple start is to keep the conversation going by asking them friendly questions which mean they’re more likely to answer.

4. Cut length, boost clarity
Lengthy emails will just confuse potential clients. While you don’t want to appear blunt, you need to make it easy for them to respond to you and your questions. Bullet points or listed questions are easier for them to answer in turn.

5. Close off longer emails by summing up
If you need to write a longer email, aim to sum up the key points of your message at the beginning, and also draw out any specific requests or actions you need the client to complete at the end of the email

Happy emailing

Email can be a powerful tool for closing business deals – but unlike a face to face conversation, misunderstandings are more likely, and you can lose a warm lead with slow or confusing replies. However, just a couple of changes to your emailing style can make a big difference, and turn more leads into customers.

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Len is a tech and business writer who covers small business and startup advice and has appeared in many print and digital publications. He lives in London, UK, where he's also a sub editor on a national newspaper. He loves to travel and has lived in France, Spain, Senegal and Rwanda.

How To Create Your First Warm Traffic Campaign

In the first part of this series we covered How To Set Up Your First Cold Traffic Campaign, if you haven’t done that already, put the brakes on and head over there now [ I’ll wait 🙂 ] .

*We will use the traffic we have pixelled in the cold traffic campaign above.

You must complete the cold traffic campaign before you can get the maximum benefit out of the warm and hot traffic campaigns.

Consider each campaign set as a building block that will help you make the most out of your next campaign.

We’re going to compound on our successes quickly here, so let’s get started….

You’ve now, successfully, finished your cold traffic campaign and have pixelled plenty of traffic to your site.

Here’s what you need to do next…

Warm Traffic Campaign:

We’ll be using Facebook ads as the example here, but this method will work with virtually any other advertising platform (Google, Bing, YouTube etc.)

What is warm traffic?

Warm traffic can be summed up like this… “They know you, but don’t love you”. They’re familiar with your brand and have shown some interest in what you’re offering. Perhaps they’ve opted in or clicked one of the content pieces you shared in your Cold Traffic Campaign.

BUT they have yet to…

A) Optin (give you their information in exchange for yours)


B) Purchased (or taken your desired action).

Why The Cold Traffic Campaign is Critical Here (Custom Audiences):

Targeting! In our cold traffic campaign we defined our success metric as the Cost Per Pixel. How cheaply can we pixel (track) traffic to our site from people that are interested in our offer and topic? Here’s where we’ll leverage all the success we’ve had from our cold traffic campaign. You should now have an audience of potential customers that you’ve pixelled on Facebook. Your next step is to create a custom audience using this information.

Creating Your Target Audience and Lookalike Audience:

First: Head over to Facebook Ads Manager and go to Assets → Audiences like in the image below.

Second: Click “Create Audience” and select “Custom Audience”

Third: Choose how you want to create the audience. Remember we’re going to be targeting the people that took action in our Cold Traffic Campaign. If you were sending prospects to cornerstone content, like an in depth article or guide, you’d want to use that specific URL for your pitch. What if you were sending them straight to your homepage? Then you would select “All Website Visitors” like in the image…

Fourth: Name your audience and click “Create Audience”. Once you’ve created your audience you’ll also be able to create a lookalike audience.

A lookalike audience is EXACTLY what it sounds like. It will take the traffic you’ve pixelled on your site and find users on facebook similar to the people that have already shown interest in your brand.

It’s a powerful tool you need to be using.

Fifth (optional): Create a lookalike audience. The steps are exactly the same as above, except, instead of clicking “Custom Audience” in the Second Step, you will click “Lookalike Audience”.

That simple.

*NOTE: Here we’ll be focusing mostly on our custom audience. We can send the lookalike audience to our cold traffic campaign. Remember the lookalike audience consists of people that will likely be receptive to your offer. THEY STILL HAVE NOT HEARD OF YOU! Your custom audience HAS heard of you. Do you see the difference?

The Warm Traffic Offer:

Since we know these people are interested in our brand we’ll want to now give them even more value up front, like we did in the Cold Traffic Campaign, but we’ll be requesting something from them in exchange this time. (unless you did a Lead Magnet for your cold traffic campaign which, in most cases, can be totally ok with the right landing page)

Warm Traffic Offer Examples:

  • Lead Magnets (recipes, guides, how-to, checklist)
  • Quizzes/Surveys
  • Flash Sales
  • Low Dollar Offers
  • Branding Videos
  • eBook
  • Free Trials
  • Discounts
  • Contest (low friction only)

Defining Success Metrics:

Cost Per Lead OR Cost Per Acquisition.

Here you’ll want to use Facebook Pixel Events to measure the effectiveness of your ad. If you’re sending prospects to a low dollar offer your success metric would be…

CPA (Cost Per Acquisition)

If you’re sending prospects to a lead magnet where they opt in to get something (ex. eBook, Quiz Results, Guide, Free Icons etc.) you’ll measure success by…

CPL (Cost Per Lead)

Facebook Ads by the Numbers

    • Ad Objective: Website Conversions
    • Content/Offer: Warm Traffic to a lead magnet or low dollar offer
    • Bidding: Most Conversions
    • Budget: $5-$10 per day (as an example)
    • Success Metric(s):

Cost Per Lead (CPL)
Cost Per Acquisition (CPA)

  • Target Audience: Pixel Traffic Custom Audience (if you don’t have enough pixel traffic use Interest targeting in combination with your custom audience, like we did in the Cold Traffic Campaign targeting).

To Break it Down For Ya…

Targeting: Use the traffic you pixelled in your Cold Traffic Campaign to create a custom audience and target those people with your Warm Traffic Campaign offer.

If you find that your pixelled traffic doesn’t create much of an audience you can…

  1. Use Pixelled Traffic + Interest Targeting (what we did in the CTC)
  2. Use Pixelled Traffic + Lookalike Audience
  3. Use Pixelled Traffic + Interest Targeting + Lookalike Audience

Content/Offer: You will be sending your prospects/traffic to high quality lead magnets OR low dollar sales page (that of course offers plenty of value to your potential customers).

Budget: $5 to $10 (as an example) measure results and optimize. If your clicks and targeting are strong then your offer is weak (usually). If your conversion is strong, but your clicks and volume are low, then your ad is weak. These are general principles. Use small budgets to test out what works with several ad sets in the same campaign.

Success Metric: You’ll either be sending leads to a sales page or a lead magnet (landing page). Depending on what you’re doing (low dollar offer OR lead magnet) you will have different success metrics. Cost per Acquisition covers lower dollar sales and Cost Per Lead covers the cost to convert traffic to optins (i.e. they give you their contact info). Can you have other success metrics here? Sure. These are the two that will generally apply to any given business.

Ad Objective: Website Conversions. You’re looking to convert. Period. If you’re not converting, it’s not working. You are going to convert low dollar sales or contact information on a high quality lead magnet.

Frequently Asked Questions:

How do I know this works?
As a successful marketer I do this everyday. Right now, we are averaging conversions for $1.75 or less, have over an 11% optin rate (on a form where we’re asking for First, Last, Email and Phone Number!) and a cost per pixel of less than $0.10 with over 21,000 views in the last month? How are we achieving these great results? By following to-the-letter the guide I’ve laid out for you here.

What is a lead magnet?
You probably already know, or at least understand the idea, a lead magnet is HIGH quality piece of content, on a landing page, that is designed to do two things….

  1. Establish your expertise and authority in the mind of your prospect
  2. Generate quality leads for your business.

How? Easily. Here’s an example…

I send you to this page (the one you’re on now) from a Facebook Ad.

You want to learn how to generate leads using PPC.

So you’re right in my target market.

I provide you with the Cold and Warm Traffic Campaign guides.

Within the content I offer, in exchange for your first name and email, the “FREE! Complete Guide to PPC for Smart Business Owners”, with the subtext saying…

“Just enter your first name and email and I’ll personally send you The Complete Guide to PPC for Smart Business Owners: an A-Z guide for business people that want to grow their business WITHOUT the learning curve or headaches.”

What is a Landing Page?

Here’s my definition. “A page created around a call to action.”

That simple.

Like in the example above, the lead magnet offer, will be on a “landing page”.

Get it?

If not, don’t worry, you’ll see what I mean soon when we cover the “Hot Traffic Campaign” in the next part.


Warm Traffic Campaign Review

  1. Leverage Your Pixelled Traffic into A) Low Dollar Sales or B) Fresh Leads into Your Business with a Lead Magnet and Landing Page.
  2. Create Custom Audiences and Lookalike Audiences (to fuel your cold traffic campaign and create highly relevant ads for your warm and hot traffic campaigns).
  3. Force Multiply Your Content Offers
  4. Gauge the effectiveness of your low dollar offers (if you have any)
  5. Get paying customers or highly engaged users

Follow the steps in this guide and you’ll be able to create a marketing “funnel” that converts. You may have heard that phrase, “marketing funnel”, before and maybe you weren’t too sure what it meant. This is what we’re building with these guides. A marketing funnel that you can leverage and force multiply. In the next part we’ll cover how to remarket throughout your funnel and turn paying customers into repeat customers.

Could Your Business Use More Traffic and Quality Leads?

Want to implement this in your business?

Book a free 15 minute consultation with me to learn more about how you can get it done efficiently AND with results you can measure. Book your Facebook Ads consultation now

Three Steps to Market Research Your Idea

You probably picture real market research as an exorbitantly expensive luxury that big companies like Proctor & Gamble do when they want to test a new scent in their liquid detergent. For regular people, market research generally means asking a couple of buddies what they think of that great business idea that hit you in the shower. But with some social media tools, a couple hundred dollars, and a little bit of creativity, you can get actual, usable data directly from your target market.

Step 1 – The Landing Page

If you’re not familiar with landing pages, you should be. Simply put, they are the pages we want web traffic to go to, usually with a single purpose. For this example, we are going to set up a Facebook page to work as our landing page. Facebook pages are simple to set up, and only require a banner image across the top, and some descriptive information about your idea.

You’ll want to add a single post to the page, thanking the people who come to your page for their interest, and let them know that more information will be available soon. You might also consider adding a contact form post, so that if you do move forward with your idea, you have the beginning of your email list.

It should take you less than 10 minutes to set up the landing page, because for the most part we’re not really interested in what happens here.

Step 2 – The Campaign

The market research magic happens with your Facebook advertising campaign. This can be done through your Facebook Business Manager, your Facebook Ad Manager, or by clicking Promote on your business page. There are variances within each of these channels, so we won’t go step by step, but the main elements we are discussing are all the same (Promote may not give you as much targeting or analytics information, so I’d recommend using Facebook Business or Ad Manager).

Create 2 or 3 different ads, highlighting different elements of your idea, each with a call to action. Facebook ads do not like text on an image, so you are best off finding a relevant image and writing some descriptive text about your service.

Once the creative ad is finished, choose your audience. This is the most important part of your market research. Think about your target market, who they are, where they live, and what their interests are, and select those groups to see your ads.

Next you’ll set your budget and duration for the campaign. Every target market is priced based on supply and demand, but you should be able to reach several thousand people over the course of a few days for less than $200.

Step 3 – Analytics

Let your campaign run its course. Remember, the purpose here is market research, not marketing optimization. We want to see a few things.

1) How many people clicked on the ads – this will show you if people are interested in your idea

2) Which ad messages were clicked on the most – this will show you what resonates best with your customers

3) Cost per click – This will help you determine, down the road, how much a lead will cost, and whether or not your idea is cost effective

Taking all the information together, you’ll have some insight as to whether or not the market is ready for your idea…and if you collected email addresses through your Facebook Landing Page, you also have a mailing list once your idea is productized.