Launching a new product isn’t just about selling. It’s about pulling people in and getting them interested. Instead of going for the hard sell, one of the best ways to get people to buy is instead to give them great content. Not just any content, however. Content that explains the problem well, that delivers genuine value to the reader, while still whetting their appetite for a solution is what will increase your conversions. Let’s dive into this concept a little more. The Importance of Delivering Content If your list ever gets the sense that you’re hard-selling them, they’re probably going to stop reading. On the other hand, if you’re speaking to them in “What’s In It For You” language, so they’re getting something out of reading your content even as you’re selling to them, then they’re much more likely to stick around. Believe it or not, you can send half a dozen sales emails to your list and have your readership be even more interested in reading your emails, rather than less. Delivering Value while Explaining the Problem Explaining the problem is one of the most important parts of the sales process. Unless someone gets emotionally connected to the problem, they probably aren’t going to buy. How can you explain the problem to them, without losing their attention? By telling them things they don’t already know. Let’s look a specific example to see how this works. The market we’ll use for this example is “How to save for retirement.” The goal here is to write a series of content-rich articles or emails that people will actually get something useful out of, and that still whets their appetite for solving a specific problem. Market Example: How to Save for Retirement Product launching in a month: “How and Where to Invest Your 401K” Email 1: Why Most People Earn Less Than 7% on Their 401K Fund Email 2: Why Just 3% of 401K Plans Beat the Market Email 3: Is Your 401K Plan Secure? (Hint: Most 401Ks Lost 30% in the 2008 Crash) And so on. In each of these emails, you can detail some of the reasons why people don’t get the best returns on the 401Ks. You’ll talk about people who select the right funds to invest in and get abnormally high returns, as well as people whose funds were immune to various stock market crashes. With each email, people need to feel that they understand the 401K system more and more. They should also be feeling more and more curious about what the “right” way to invest a 401K plan is. Then and only then do you start dripping in the sales emails. The moral of the story here is this: Deliver content and deliver value, without necessarily giving away the solutions in your paid product. Instead, give people content that’ll help them understand the problem better, while whetting their appetite for the product you’re about to launch.