Time to read: 3.5 minutes. There is one problem I see over-and-over in sales email templates: Talking about benefits of products and services too soon. It's the most common cold sales email hurdle to clear. And for good reason.
“What else is there to talk about anyway!?”
“I don’t know where to start.”
That's why we take the easy way out. The lazy way. We fall back on talking about solutions to customers' problems. We look at marketing materials and web sites for messaging ideas.
But that's where you’ll probably go off track.
Instead, talk ONLY about buyers’ problems—not your solution. Not yet.