How to Write Sales Emails That Convert (Without Feeling Salesy)

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The Email Marketing Myth That’s Hurting Your Sales

I call my clients out on this all. the. time.

They tell me, “I don’t want to send too many sales emails — I’d rather focus on value.”
Or they ask, “Should this week’s email be a value email or a sales email?”

Here’s the problem: that whole “value email vs sales email” thing? It’s complete BS.

When you separate them, you end up doing one of two things:

• Writing “value” emails people love to read but never buy from

• Sending stiff, pushy “sales” emails that feel disconnected and awkward

If your offer genuinely solves a problem your audience has right now, talking about it is valuable.

Selling isn’t about shoving an offer in someone’s face — it’s about giving them a faster, easier way to get the result they want. business.

Why Your Sales Aren’t Converting

It’s not just about what you say, it’s about how you say it.

When your sales emails flop, it’s often because:

• You’ve stripped them of the stories, examples, and insights that make them relatable

• You’ve turned them into a bullet-point list of features and bonuses (and nothing else)

• You’ve written them in a completely different tone from your “value” emails, so they feel like a jarring switch

The fix? Stop separating “value” and “sales” and start combining them.

The Framework For Sales Emails That Feel Good To Write (and Read)

Here’s the structure I teach my clients so every email feels valuable and sells:

1 | LEAD WITH A SHIFT

Start with a relatable story, belief flip, or “aha” moment that will hook your reader instantly. This is the connection piece that draws them in.

Example: “Somewhere along the way, we decided value emails and sales emails were two separate species… and it’s been killing your conversions ever since.”

2 | PROVE IT

Back your point with a quick story, case study, or example. This is your “show, don’t just tell” moment.

Example: Share a client win that happened because they combined value + selling in one email.

3 | GIVE A TASTE OF THE HOW

You don’t have to give away your entire process — just enough so your reader understands there’s a clear path forward.

Example: Outline 2–3 bullet points of what they’d need to focus on to get the result you’re talking about.

4| LINK TO YOUR OFFER

Show them how you help people actually do this inside your program, service, or product. This is where you make the natural transition from insight → solution → invitation.

Example: “Inside my launch strategy service, we create every email in your launch sequence using this framework so your audience always feels informed and excited to buy.”

5 | INVITE THEM TO ACT

Make your call to action specific. Tell them exactly what to do next and make it easy for them to take that step.

How This Works In Real Life

Let’s say you’re selling a launch coaching program.

A “value” email might be: “3 reasons your last launch didn’t convert (and how to fix it)” — but you never connect it back to your offer.

A “sales” email might be: “Join my launch coaching program — here’s what’s included.”

In the combined approach, you’d:

• Share a belief shift (“Your mid-launch lull isn’t proof you’re failing”)

• Back it up with a client story

• Give a taste of how to fix it

• Show how your program helps them do it faster and with more support

• Invite them to join

Same topic, same audience — but now they see why your offer is the next logical step.

Why This Matters For Launches

During a launch, every single touchpoint counts.
You don’t have the luxury of sending half your emails without a clear path to purchase.

Your audience needs:

• Repetition (they’re not seeing or absorbing everything you post)

• Clarity (how your offer fits into solving their current problem)

• Consistency (so they trust your word when you say cart closes Friday)

When every email is both valuable and sales-focused, you’re building trust while actively moving people towards a decision.

Common Mistakes To Avoid

1 | OVERLOADING ON FEATURES

People buy outcomes, not just a checklist of inclusions.

2 | CHANGING YOUR TONE

Keep your “sales” voice consistent with how you talk in every other email.

3 | SAVING THE PITCH UNTIL THE VERY END

Integrate it early so it feels natural.

4 | AVOIDING THE PITCH ALTOGETHER

If they don’t know you have an offer, they can’t buy it.

FINAL THOUGHTS

Stop asking “Should this email be value or sales?” and start asking: “How can I make this valuable AND sell my offer in the same email?”

When you blend the two, your emails become:

• More fun to write

• More engaging to read

• More effective at converting your audience into paying clients

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