How to Turn Your New Product Announcement into a Powerful Sales Email

So you have a new product you’d like to announce to your email subscribers. I hate to break it to you but generally, people aren’t that interested. Unless they’re sitting around, patiently waiting for that specific new product, the man of your subscribers just don’t care unless there’s something in it for them.

What should you do if you have a new product to announce and you want to capture the interest and intrigue of your readers?

Let’s take a look at Dr. Gundry’s new ProPlant Complete Shake flavor announcement as a great example of how you can turn an announcement into a powerful sales email.

The Intro

The intro starts off strong by emphasizing the benefits of their product. Phrases like “first (and only) weight management shake,” and the description of each serving delivering a boost of energy, management of cravings, and hitting weight loss goals builds interest in the reader.

Additionally, they’ve used urgency and scarcity as an incentive to strengthen the close.

Had this been a simple announcement, the email could’ve ended right here. But they took the opportunity to turn this into a sales email to help improve conversion rates.

Confronting the Common Enemy

In this section, the copy dives into the specifics of a popular protein source — red meat. It starts off by throwing stones at the common enemy, discussing how consuming too much red meat isn’t healthy.

It is pretty common knowledge that red meat contains the highest amount of protein. The copy throws out some frightening (but common) assumptions about red meat consumption with terms such as “heart disease, diabetes, and even death…”.

To drive the point further, they use a strong proof element — a study from Harvard. This establishes great credibility and trust with readers.

The transition in this section is great as it enters the on-going conversation in the reader’s mind.

“Ok Dr. G — so where SHOULD I get my protein from?”

To which they reply â€œcertain plants and their seeds.” This is a somewhat controversial statement, as many consumers don’t think of plants as a rich protein source. This sentence keeps the reader’s attention and sets up the next section of the email nicely.

Not What You Think It Is…

To those in the know, it’s no great secret that certain plants and seeds are packed with proteins. If this wasn’t the case, there wouldn’t be vegans or vegetarians. Generally, when we think of plant-based proteins and food in general, we thi nk it’s good for us!

On the contrary… Dr. Gundry says, “Sadly, most plant protein powders and shakes are loaded with health-destroying lectins,” leaving readers at a loss for where to turn next.

Introducing the Unique Mechanism!

Dr. Gundry’s answer (or unique mechanism) are his 3 “power hitter” proteins. Not only do they get the job done of delivering healthy protein and avoiding lectins, but they bring additional benefits such as fighting aging, fatigue, and aiding in comfortable bowel movements as well.

The first sentence of t he 3rd slightly controversial protein “power hitter” — hemp, quickly dismisses objections and puts readers at ease. Since many people still associate hemp with feeling a high, the copy addresses the objection before stating the benefits, which keeps the reader around longer.

The Close

After introducing the “power hitters” or the unique mechanism, the close is strengthened by reinstating a sense of urgency, while reminding readers of the benefits that crush cravings.

Announcement Turned Powerful Sales Email

All in all, it’s a strong sales email. The copywriter took the opportunity to turn this ordinary announcement into a compelling piece of persuasive copy. They dug into the benefits and unique mechanisms while instilling a sense of urgency in their readers, making the email more interesting and ultimately — more persuasive.

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