I sometimes get my knickers in a knot when I hear the phrase ‘value-based email’. 

It’s usually used to refer to an email that isn’t directly selling your offer. Perhaps it shares a ‘tip or trick’, or has a call to action to your recent podcast episode rather than to your sales page or consult calendar.

And it's given moral superiority in the world of online marketing.

Here’s my beef:

It presupposes that sending an email with the intention of helping your best-fit client decide on your offer ISN’T the most valuable kind of email you can send.

Which is…ridiculous.

Of course the most valuable thing you can offer your best-fit client is your paid offer…that’s why it’s your paid offer.

I guess the root of my displeasure around ‘value-based emails’ boils down to the fact that the use of the phrase only contributes to the mind-fuckery/nervous system tax you have to pay when you decide to send a sales email. Aka when you go to send an email with a direct call to action to buy your thing, to sign up for a consult, to take the next step to work with you.

So, I’ve decided to redefine what it means to send a ‘valuable email’. 

Behold...

Miish’s Email Value Pyramid

At the tippity top you’ve got:

1/ An email that your reader reads…and it not only results in a sale, but *also* delights/entertains said reader in the process.

2/ Just below that: ok, so this email isn't particularly entertaining to read...but your reader decides to buy. (Sub out ‘buy’ with ‘book a consult’, etc. whatever makes sense for your business atm). VERY VALUABLE EMAIL (to them, not just you — it gave them what they needed to make a decision).

3/ Third rung: your reader is entertained by your email AND has a new perspective/learns something new

4/ And at the base: your reader is either entertained by your email OR they pick up a new perspective/handy dandy tip

Here’s the thing:

The goal isn’t to expect yourself to make every email you write the MOST VALUABLE EVER. (No doubt that kinda self-expectation would simply lead to MORE nervous system battles.)

It’s about understanding that the sales emails you send ARE valuable to your best-fit clients.

They’re worth sending…for THEM, not just for you.

And that ‘value’ isn’t *only* defined by “sharing a useful tip”.

Miish xoxo