One of the games I play when I'm writing emails is to imagine the one person I'm writing to standing right there in front of me.
It starts with imagining the "download" button on a book or lead magnet offer as a magic portal that transports someone right to my office.
I imagine them poking their head in the door of my office and saying "I'm here about the book".
What would I say to someone at that moment?
I think of it like a movie scene more than an email.
If you saw me doing it, you would think I'm staring out the window...but I'm playing out the scene in my mind.
If someone downloads a book called "The Adult Acne Solution"...what would that conversation sound like?
Hi...I'm here about the book.
Oh Welcome!
I've got it right here...how often do you get breakouts?
That's going to take us a long way.
If I can imagine the list of questions they may have, or the thoughts going on in their mind, I can steer the conversation in the right direction to get them the best help I can.
I often will play that scenario with me playing the role of me...and then flip it and play the role of them.
What would I be thinking if I was the one asking for the book?
How would I hope that conversation would go?
This is going to make your conversion process more conversational...and give you the chance to treat it like a dialogue than a monologue of you just telling or selling them stuff.
The energy of a short, personal and expecting a reply email is magnetic.
It creates a vacuum that prompts a reply.
Try it and see what happens.
Don't be afraid to look like you're just sitting there staring out the window.
That's where all the magic happens :)