Writing Emails that Sell with Allison Hardy

Email marketing is near and dear to our hearts here at The Ultimate Blog Podcast, so today we’ve brought out an expert: email marketing strategist Allison Hardy. Allison helps her clients sell on autopilot using evergreen email funnels, and she shared some incredible insights on how bloggers can do the same.

Meet Allison Hardy

Allison Hardy is an Email Marketing Strategist, and she helps coaches and experts enroll more clients into their courses or memberships, on autopilot.

Allison is the creator of the 6-Figure Secrets Podcast, a Huffington Post Contributor. She has been featured in YFS Magazine, and was named one of Washington, D.C.’s most influential professionals under 40 by Washington Life Magazine.

Why Email Marketing?

In today’s ever-changing digital landscape, it can feel like we have little control over external platforms and social media algorithms. But one thing we do have control over is our email list. It’s one of the most direct ways to connect with your audience, and it can be a powerful tool to sell your products, services, or courses.

Allison Hardy on Evergreen Funnels

One of Allison’s key strategies is building an evergreen funnel that runs in the background of your business. Meaning, instead of relying solely on live events or launches, an evergreen funnel allows your audience to engage with your content and buy your products whenever it suits them.

You’ve probably already done most of the work needed to create this—whether it’s writing emails, creating a lead magnet, or designing a nurture sequence. Now it’s about repurposing those assets into a system that works for you consistently.

Selling as a Blogger: A Mindset Shift

If you’re a blogger who’s been offering free content for a while, making the shift to selling can feel intimidating. You might wonder if your audience is ready or if you’ll come across as too salesy.

Allison encourages bloggers to remember that selling is serving. Your audience is capable of making decisions for themselves, and if you’ve been providing them with valuable content, offering them something more is simply the next step in helping them achieve their goals.

How to Transition from Free Content to Paid Offers

For bloggers just starting out with small digital products or those who’ve been giving away free content for a while, Allison suggests making a gradual transition. You can start by “seeding” the idea of an upcoming product in your emails or blog posts, sharing behind-the-scenes insights, and even involving your audience in the creation process.

This not only warms up your audience to the idea of buying from you but also makes them feel like they’re part of the journey.

How to Sell to Your Audience: 7 Types of Buyers

According to Allison Hardy, there are seven different types of buyers you need to speak to in your audience. Each of these buyers has distinct needs, motivations, and decision-making processes, and catering to them can make or break your email marketing campaigns.

1. The No-Frills Buyer

This buyer is straightforward and to the point. They don’t need a lot of fluff—just the key details about your offer. These buyers want to know who your product is for, what it does, and the promise it delivers. Simple, clear emails will work best for them.

2. The Detail-Oriented Buyer

The opposite of the no-frills buyer, this person wants to know every little detail. From how many hours they’ll need to commit to how your program is structured, they need answers before making a decision. Address these questions and dive into specifics to ease their concerns and push them toward a purchase.

3. The Skeptic

We all know this buyer—they’re the ones who question everything. Client testimonials, case studies, and success stories are your best tools for addressing this group. By showcasing real-world results, you can help them feel confident in making a purchase.

4. The Relational Buyer

This buyer wants to connect with you as a person. They need to feel like they know, like, and trust you before they buy. Sharing personal stories, behind-the-scenes moments, and a bit about your life will make them feel more connected.

5. The Engagement Buyer

Some buyers just need a little nudge. They might have questions, but they haven’t asked them yet. A simple invitation like, “Do you have any questions?” can go a long way.

6. The Pain-Point Buyer

These buyers are experiencing a specific pain, and they’re looking for a solution. They’re less interested in the details of your product and more focused on whether or not you can solve their problem. Creating content that speaks directly to their pain points and offers a clear path to resolution is crucial for this group.

7. The Cheerleader

The cheerleader is enthusiastic about your brand and product, but they’re often procrastinators. They love your content, will cheer you on, and will likely be your biggest advocates, but they need a hard deadline to take action.

Allison Hardy on How to Cater to Your Audience

It’s unlikely you’ll have seven separate emails for each buyer type in your sequence, but as you create your email content, think about how you can speak to multiple buyer types. Pay attention to your email open and click rates, experiment with different types of content, and see what resonates most with your audience.

The Ideal Cart Open Period

According to Allison Hardy, having a too-long open cart period can overwhelm your audience, making them less likely to buy. In her experience, shortening the cart open time to about 2.5 days improved her results. The reasoning? A shorter window pushed her audience to decide quickly. But the ideal length really depends on your audience.

In this episode, we covered:

Why email marketing and evergreen funnels are a great strategy for bloggers
How to shift from live events and launches to evergreen funnels
How to get comfortable with selling (instead of feeling salesy)
Allison’s advice for beginning bloggers to shift from free content to paid offers
The 7 types of buyers in your audience and how to sell to each of them
The ideal open cart period
If you should ever extend your open cart period

Links and resources mentioned in this episode:

We loved chatting with Allison about how to write emails that sell! What did you think of this episode? Send us a DM over on Instagram: @sparkmediaconcepts and let us know!