In this episode, I’m diving into one of the most important (and often overlooked) parts of a successful launch: the emails you send while your cart is open. If you want more sales, more engagement, and fewer crickets during your launch, these emails matter more than you think.

I break down the three essential sales emails I believe every launch needs—and exactly why they work. We talk about how to handle objections before they stop someone from buying, how to connect emotionally with your audience so they feel seen and understood, and how to clearly communicate the benefits of your offer (not just the features).

I also share why every email needs a clear call-to-action and how to make sure you’re guiding your subscribers instead of leaving them confused or overwhelmed.

This episode is practical, strategic, and designed to help you feel more confident hitting “send” during your next launch.

3 Key Takeaways:

Objections don’t disappear unless I address them

If I don’t proactively answer my audience’s concerns, doubts, and fears, they’ll default to not buying. Objection-handling emails remove friction and make decisions easier.

Emotion drives action more than logic

People don’t buy because of information alone—they buy because they feel understood. When I lead with emotion and connection, my audience is far more likely to take action.

Benefits sell, features support

Features explain what my offer includes, but benefits explain why it matters. When I focus on the transformation instead of the content, my sales emails land much more powerfully.

LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE

Connect with Teresa on Website, (Grow, Launch, Sell), Sign up to Teresa's email list,  Instagram, LinkedIn, or Facebook, Subscribe to my Youtube

Transcript

When you are doing a launch, sending your emails is absolutely crucial to a successful launch. And in reviewing and looking at hundreds of different emails, I have noticed that there are certain emails that people are not sending. And if you send these three emails, they are going to make the world a difference to your sales.

If we've not met before, my name is Theresa Heath Waring, and I help course creators. Membership owners and coaches grow their online business, and I do this through my signature program, grow, launch Sell, where I take you through all the steps that you need to grow your audience to effectively launch different products and to sell those products to your audience.

One of the most important things you can do when doing your launch is sending emails. Your email list is your warmest list and is specifically your launch list. So. In previous videos, I've talked about your email list and your launch list. [00:01:00] So the launch list are the people who signed up to go through your particular experience, whether it's a masterclass, whether it's a bootcamp, whatever it might be.

Your launch list is one of the warmest things, so not maximizing that list by sending them good quality and often more than you think emails, it's a massive, massive mistake that you can make, which is why in today's episode I'm gonna talk you through three emails that help so much when it comes to selling, because often a lot of the emails that people send are just basically going.

Buy my thing, another email, buy my thing, another email, buy my thing. And those are very repetitive and very boring and not hitting certain aspects. So I'm going to give you these three emails today that are going to make a world of difference to your sales emails. Email number one is the objection handling email.

Now, often people don't want to actually talk about the objections that their customers have when buying because they think [00:02:00] if they bring it up, that their customers then gonna go, oh, I didn't think of that, and then that's going to put them off buying. So for instance, objections like. The cost objections, like how much time do I have objections?

Like, I've tried this before and it didn't work. The truth is your customers are already thinking these things. They're already experiencing those objections themselves, and by ignoring them. We're not addressing them and we're not helping them overcome the objection because there are always reasons why they have these objections, and there are things that we can say and do that can help them maybe frame them differently or see it differently.

It's not about. Convincing them or coercing them into buy and saying, your objections aren't true. It's about taking their objection and just giving them a different viewpoint and a different way to look at it. So one of the emails that we send in our sales emails period is an objection [00:03:00] handling email.

So we look at the most common objections that we get of why people might not. Join our program Grow Launch Sale, and we will actually address them in an email. So the first step is to actually work out why aren't people buying? And one of the best ways to do this is obviously the conversations that you have with people during your sales period.

So in previous launches, in previous conversations, why didn't people buy now? If you don't have that past data, you can pretty much always go no money or. Can't afford it and not enough time. They are often two of the most popular objections, so. One of the ways in which you can reframe these is you could write an email that talks about, I don't have time for this, and then tell them all the time saving ways that you have bought into whatever it is that you are doing that will help them tell them that actually they would end up wasting more time.

Trying to figure this out on their own, then they're going to waste actually working with you and you giving them the shortcut, the [00:04:00] money. You might want to talk about how this is an investment. You might want to talk about the experience that you've had with other clients where they've come on, they've paid the money and potentially made more money afterwards.

So for instance, when I'm in a launch, if I'm doing a masterclass, which I know is a bit different, but I would also share this in an email, I would often share. How much someone paid to work with me, IE, what it would cost to work with me, one-to-one, what it would cost to work with me in an accelerator, what it would cost to work with me if I consult for you.

And then I give them examples of what those customers made back during that time, showing them that they more than made their investment back and therefore it was a worthwhile investment. So you could try something like that. Of the objections that we often get is, I've tried a program before and it didn't work.

That is a great objection for me to actually. Meet, enter, send an email about so often I will talk about the fact of my program is very different to lots of others out there. I keep it [00:05:00] purposely small. I keep the numbers low because I have a high touch with everyone in my program. If you come to my calls, I am going to talk to you during the call.

I will know your name. I will know what your business is, and I will take all of that into consideration when I give you advice. This isn't just a cookie cutter thing, so that is something that I often share in emails when I'm sending sales emails. If their objection is, I've done all these courses, I've paid all this money before and it didn't work, I can basically come back to that objection and go, well, this is not like anything else that you've ever paid for.

Email number two that I make sure we send is an emotional led email. So there's that saying that people don't often remember what you said, but they remember how you made them feel. Well, that's true when it comes to marketing in terms of if we can connect with someone on an emotional point of view, then actually that is going to be way more powerful than just going, did you see how many modules are in [00:06:00] this?

It's not about the module or the course or the, you get an hour coaching with me. If we can tap into what's the emotion that is going on here, then it really kind of resonates so much stronger than if just us saying there's six modules or whatever it is. So this can come from one of two ways. You can either come from the emotions of the excitement and the hope and the motivation and the kind of thing that they want.

So basically the transformation that they're looking for. Or you could come from emotional point of view of the pain they're in currently. So for instance, you could write an email that talks about how they feel right now. And how they feel might be frustrated, might be angry, might be disappointed in themselves.

It might be that they are losing hope. It might be that they're thinking, this is never going to work for me. And if you can actually write in your email some of the things that [00:07:00] people might say in that scenario, some of those emotional LED sentences, then that is going to be so powerful. Because what we want someone to do in this scenario is we want them to read the email and go, that's me.

That is how I feel. And the other thing is, if you can connect with them on that level, then it shows you truly understand them. And if you truly understand them, you are gonna be able to help them better. And hopefully you're gonna help them with that transformation. So that's one side you can come from, from the kind of pain side.

The other side is from the transformation side. So you could talk about the emotions of imagine the day where you finally get. That six figure launch, if that was what was interesting to you, or imagine the day where finally you can take off the six weeks of summer and not be worried about where money's coming from, or imagine how it would feel to get into a Zoom room and have all these faces looking at you.

So what are the emotions attached to the transformation? [00:08:00] Again, if you can tap into that and they can actually feel that in their bodies and go, oh God, I'd love that so much, then that's really, really helping. Often telling a story or having a kind of more conversational style email will be so much better for that type of email.

But the key thing is what are the emotions they're feeling, either from a pain point of view or from a transformation point of view? And tap into those emotions. Talk about those emotions, and if you can use the lines, the sentences, the language that your customers would use when telling you about how that feels.

Email number three. You need to tell them what the course does for them, not just what it gives them. Hopefully you understand the difference between the features and the benefit. So the features are the things it actually gives you. So for instance, with my program Grow Launch Sale, I would talk about the 98 lessons that are in the course aspect.

[00:09:00] I would talk about the fact that there is a coaching call every other week, and it's for two hours. And I speak to everybody. I would talk about all the templates that you have in there, the swipe files. Those are features, those are what it's actually made up of. Like if you buy, those are kind of the tangible things that someone's going to get.

Whereas the benefits are, what does that mean to you? Okay, great. There's a coaching call every other week for two hours. What does that mean to me? Well, the benefit of that coaching call is that you can ask me anything to do with your business. You can ask me any questions and I will give you advice. You are getting coached.

By me, which means you're making decisions quicker. You can have faith in the decisions you're making because you are asking an expert that knows about this and it means hopefully you are going to have a more successful launch, which in turn, the benefit of that would mean you would make more money and you would get closer to your dream business ultimately.

And I often say like, give this analogy of like if I [00:10:00] told people that they had to walk around the streets with a sandwich board, do you not mind move by sandwich board like. The board that goes over you with the writing on it. If I told people that would get them their goal, they would do it. Okay. They might be a little bit hesitant and think, I've lost my mind, but they would do it because at the end of the day, they don't necessarily want the features.

They want what the features give them. They want the goal, they want the end result, so. The features are great, and I'm sure by this point you've already done an email that gives them the features, but don't forget to give them that all important email of what that means to them and the benefits to them.

So what are the benefits that they're getting when they join your program, your course, your membership, whatever it is. Is it that they get an expert on tap so they don't have to worry about getting questions answered? Is it that they will grow their business, they will have an improved life? Is it that they will gain clarity and confidence?

Is it that they will have a plan to follow so that they can stop [00:11:00] worrying about will this work? So what are the benefits that your features are going to give them? And make sure that you create an email that specifically says. These are the benefits. I wouldn't perhaps use that language, but this is what you are going to be able to do when you come and join me in whatever program it is.

I want to give you a very quick additional tip. You need to obviously make sure you are adding your calls to action on every single email. It needs to be one link or going to one place. You can have multiple links on your email, but it all needs to be going to one place. So don't necessarily go, go and read why I'm an expert on my about page, or I did a, you know, podcast interview or I did a blog about this Every Call to action during that sales period, whether it be on your sales emails, on your social media, on.

Anything where you speak or anything where you are showing up during that sales phase needs to be sending [00:12:00] them to the sales page. So let me remind you of those three emails that I want to make sure that you put in your next sales emails. Email number one is objection handling Email. Email number two is an emotional LED email and email.

Number three is what does this really give them? The features versus benefits Email. If this has been helpful to you, I would really appreciate it if you would give me a like, or even better give me a comment, that would be so, so awesome. I will be back next week with another episode. Until then, have an amazing week.