This start up company needed e-mail copy to attract investors to contact them for more information and, ideally, to get in touch to arrange a personal assessment.
I firstly articulated the deep benefit of the freedom their wealth could create to pique their interest.
I followed by leveraging the ultimate goal of investment (ie increasing net worth) and linking it to the company USP, which is real time accessibility to your net worth on a day to day basis.
Linked into this I added the sub benefit of savings on professional fees and ownership/control of ones own investment portfolio.
This email was designed to be the first of a 6 mail funnel, linked to a landing page to generate interest in signing up to coaching services.
The email addresses common pain points experienced by the target audience before going on to deliver the benefits of signing up to the service.
There is then some social proof, before the CTA which creates some urgency to encourage the recipient to click through to the landing page.
Further emails would go deeper into solutions for the pain points outlined, expand on social proof with reviews, give more specific detail of the services offered (with a focus on benefits) and, finally, create some urgency with a closing date or special offer.
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