The Persuasion Playbook for Email Marketers

If you turn your Econ 101 textbook to the first page, you’ll find a definition of homo economicus: the economic man. It’s an old-school way to understand why people make the choices they do. This character is rational, self-interested, and thinks purely in terms of maximizing his utility. Nothing will persuade him except his own economic gain.

And as any marketer knows, that’s a totally unrealistic model.

Sure, we all value utility and economic gain, but we also chase rainbows, windmills, waterfalls, and that last cookie in the jar. Assuming that we’re 100% rational and self-interested is a myopic view of what actually motivates people. If your email marketing campaign is governed by this principle, you’re operating from an expired field guide.

how to email real people

You need to bring more to the table than a good product or a good deal. You need to persuade people to come and stay at your table in the first place.

What follows is our collection of 5 motivational principles to help make you a powerful communicator, no matter what message you’re trying to get across. We’ll dive into why these principles are effective and explore lots of ways you can apply them in your emails.

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The One Power Word to Persuade Them All

“Because you’re worth it.”

This famous slogan by the cosmetic company L’Oréal’s uses one of the most powerful words in persuasive copywriting — “because.”

Humans crave reasons and resolutions. Ever since you are a small child, you want to know “why...

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