Should You Sell In Every Email?

“Should you sell in EVERY email?”

I get asked that question all the time.

But I’m scared to answer.

Because like a seasoned politician, my stance on email has flip-flopped.

For ages I believed you should absolutely have a hyperlink in every piece of email copy… and at other times, I’ve saved the CTA until after I delivered an abundance of value (like Gary Vee recommends in Jab, Jab, Jab, Right Hook).

But of late, I’ve adopted a different dogma with email sales:

Congruence is King.


When you deliver the right offer, to the right audience, at the right time — you can sleep easy knowing that you’ve sold the right way.

For example…

If a new prospect joins our list to learn the copywriting basics, it’s the perfect opportunity to sell them a copywriting crash course (like Best of Steal Our Winners: Copywriting).

Or if someone’s been on our list for a while, loves what we do, but is struggling to take their business from 6 to 7 figures, then it might be the right moment to sell them on personal coaching with Rich.

Point being:

It’s always a good time to sell.

You just gotta make sure you have an appropriate offer to sell given the state of your prospect and the context of your copy.

And to be honest, this has been one of the biggest challenges when writing emails.

It’s hard to sell when I don’t have an offer that’s congruent with the topic of these essays.

But luckily, that’s all about to change.

Because once we’ve finished implementing the Infinity Funnel Formula with Steal Our Winners, I’ll literally have hundreds of offers at my fingertips on day ONE.

And from there, I’ll be able to create an infinite combination depending on my needs.

So no matter what business problem I’m writing about… or strategies I’m sharing… I’ll have a great offer that fits the situation like a tailored suit.

In other words:

This development is what I’ve been waiting for as an email marketer. And it will allow me to finally sell the right way, in every single email.

Want to do the same?

Then make sure you discover the Infinity Funnel Formula for yourself.

If it’s such a game-changer for me, I suspect it will be for you too.

Your pen pal,

Matt Rizvi