Ever felt buyer’s remorse?
You second guess yourself. You pull your hair out, wondering if you made the right choice. You even contemplate returning what you bought.
If you think about it, that buyer’s remorse is an objection. People
Breaking news: Your customers feel the same thing. Even if they love your brand.
That doesn’t mean you’ll get a ton of refund requests. But that buyer’s remorse can lead to a few, and it can damper the excitement for the product they bought…
Which reduces the chance of future sales and long-term loyalty.
So how do you fix this?
Easy: Send emails affirming that your customer made an awesome decision.
It’ll offset the buyer’s remorse and let you provide helpful content that cements your customer’s loyalty and appreciation.
Let’s look at an example…
About Primal Edge Health
Primal Edge Health is an online nutrition/diet info business run by husband-wife duo Tristan and Jessica Haggard.
Let me just say that Primal Edge Health is an awesome example of a 21st-century info product “lifestyle” business:
Two people who tried, failed many times, and eventually succeeded at something challenging. They now share what they learned with others who are like them.
They are their own market, and so they know how to market to that market. No in-depth market research or focus groups required.
Naturally, their emails be hittin’.
The Email: Educational Nurture Content
This email leans towards the nurture side of things. It doesn’t hard-sell a product — it teaches the reader something.
But it doesn’t do all the teaching in the email. Primal Edge Health pushes them to a blog post. This means more web visitors, which gets the products in front of the reader through internal linking, menus, etc.
It also helps SEO since more web visitors = better SEO.
Ok, enough about that. Let’s see why this email works…
The Subject Line: My #1 Tip for Optimizing Nutrition
Educational-style emails often pair best with a straightforward “curiosity+benefit” subject line:
This audience is concerned about nutrition, but it’s more than a means to the end of “look good”.
Nutrition is almost like a hobby or interest to people in Primal Edge’s market. Finding ways to tweak, adjust, and, well, optimize nutrition.
It’s kind of like how a dude really into guitar might be interested in more than playing Wonderwall to impress women — he wants to learn music theory and nitty-gritty guitar skills because it’s fun.
Also, “optimizing” stuff is a hot topic among people in the nutrition/fitness/any “self-improvement-adjacent” market.
The Body Copy: Introduce the Solution… Push to a Blog Post
Primal Edge starts with their logo at the top — a nice branding/visual touch:
Scrolling down brings us to the body copy.
First, an introduction that builds a connection with past emails:
See, this email came to me after I had already received a welcome sequence and a few broadcasts. Primal Edge assumes that readers are likely eating only animal products at this point — a fair assumption to make.
One small change I’d make is to rearrange some sentences to enhance the flow. I might move “I want to share…” to the end or delete it.
Which would then transition to the following:
There it is — the tip promised in the subject line…
Along with some copy that nails the personality/brand voice.
I like how the email plays with sentence length and caps.
Long sentences give you some room to explain concepts and flesh out ideas.
Short sentences punch hard.
Blend them right and you enhance readability and keep the reader’s attention.
Next, the email dives into several benefits of consuming organ meats — and not just regarding nutrition optimization:
Plenty of benefits are covered here. The first line discusses the financial and nutritional benefits. The next line offers proof in the form of an “appeal to history” — many cultures around the world believe consuming these animal parts improve fertility and longevity.
Both are huge benefits for everyone, but especially the “nutrition optimizer” crowd. And it touches on a person’s desire to appear “cultured”.
And then the copy digs even deeper… to a spiritual level. It appeals to the reader’s sense of “doing good in the world” by supporting life and sustainable food production.
Masterful.
It’s a lot of information, which sets the CTA up perfectly:
There ya go. The customer can click here to learn more about organ meats.
And it’s not just “click here to read the guide.” It’s “Get started with organ meats now”. Much more specific and powerful.
Clicking is free, but time is valuable. Some readers want to know what the guide contains.
So the email offers a couple bullets on the main points:
Adds curiosity and secures clicks from more “skeptical” readers.
One small addition I’d make is to add another CTA below this bulleted list.
Sure, readers don’t have to scroll anywhere to click the first CTA. But they’re reading top-to-bottom, so it’s marginally easier to click a link below the list.
Tiny change, but it never hurts to make taking action as easy as possible.
Finishing out the body copy is a cool idea — an “Action Task”:
This is yet another neat way to bring people closer to the brand.
You get the customer to take action towards their goals — they perceive you as genuinely interested in helping them and passionate about your mission.
It also makes you look more like an expert.
Primal Edge’s action task also pushed them back to clicking on the guide. And since it’s about recipes, it gets cookbook customers to crack open their cookbooks and use them.
What a way to get customers to use your product to mitigate buyer’s remorse!
Finally, we sign off:
Images put a face to the writer — important for a brand run by two people. That “steaks over cakes” phrase is great too.
I also like the PS because it gets the reader excited for the next email. It gets them to hunt for and open the email once it arrives.
Yet we still have one more element to cover:
Primal Edge doesn’t fail to throw a buy link into the email in the form of an image.
The image draws eyes and entices the reader to buy. At the same time, the email doesn’t draw too much attention to this since the focus of the email is to boost blog readership.
Companies selling physical products can almost never go wrong throwing a buy block at the bottom. You set it up once in a template, and it’ll appear in every email you write with that template.
Takeaways
The sales process doesn’t stop when the customer clicks “complete your order”. Buyer’s remorse is a bit of an objection itself. Failing to address it can lead to more refund requests and indirectly lose out on future sales.
There are plenty of ways to follow up with your customer after your purchase — helpful content, like this email, is just one way.
After all, when they buy one product to solve one problem, a new and more “advanced” problem appears.
Continuing to engage with them after the purchase builds a bond with them. That bond increases the likelihood that they come to you to solve their next problem in this area of their life — aka buy your next product.
What to Do Next
- Get on my email list using the signup form below.
- Reach out to me if you want help writing emails like this one.
- Check out Primal Edge Health for all your keto and carnivore needs! I own their Carnivore Cookbook that you see in this article’s last image.