E – Expand With Details
Emails are typically longer than social media posts. For your deep dive email, take the simplicity of your social media post and enrich it with research, statistics, and detailed insights. You can offer real value to your audience: you turn a snippet of information into a resource for your audience to learn from and rely on.
Let’s look at the “How Much Work You Can Expect as an Independent Adjuster” example. We could research the claim volume from insurance companies, month by month. We could see what types of claims are common each month—should an adjuster expect fire, hurricane, hail, or wind claims?
If you take your followers down intriguing paths of research and ideas, they’ll be thrilled to see your name pop up in their mailbox.
C – Call to Action
Each day people are exposed to lots of noise. There’s so much information coming in that we get overwhelmed and passive. That’s why you need to give your readers clarity: tell them what to do. Call them to action.
Typically, you put this call at the end of your email. Make sure it guides your audience toward a specific action. Whether it’s engaging with your content, checking out a service, or simply replying with their thoughts, this step is key in transforming passive readers into active participants.
A well-placed call to action can turn a reader into a follower, customer, or brand advocate. Just make sure it feels natural and like the right thing to do.
Let’s look at our example about insurance adjuster work volume.
CALL TO ACTION EXAMPLE: “If you don’t have enough work, check out our certifications that get the 2–5 year experience requirement waived with 40+ IA Firms.”
Because the email was about work expectations, it’s natural to tie in this call to action.
T – Tie Back to Core Framework
In every piece of content, but especially in these deep dives, link, or at least hint, back to your core business framework or philosophy. This reinforces your brand message and helps your audience see how each hack fits in the boat of your business narrative.
A good email is mutually beneficial: it teaches your readers something valuable and reminds them of the principles that drive your business.
For our independent insurance adjusters, I offer a roadmap telling my followers what to do to get work. I can write: “If you haven’t received any claims yet, look at the IA Roadmap and determine where you are and what you need to do next to get your first claim.” This reminds them there is a step-by-step guide taking them through the process.
By tying it all back to your business, you help cement in your followers’ minds that you aren’t just talking. You are a mentor with a system to help them.
Do you feel how this stuff cranks your business flywheel?
If you’ve done the work of posting this week, you can spare yourself the mental gymnastics of finding a topic to email your list about.
Do not overthink this. Sit, REFLECT, and email your list weekly. It’ll be the most important part of your business. I guarantee it.
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