We’re getting to the nitty-gritty now... four fifths of the way through our careful dissection of the perfect marketing email for companies who sell to schools. Today we’re looking at the fourth question that teachers ask when they open your email.

Up to this point we’ve been laying the groundwork, ensuring your email grabs teachers’ attention and stands out from those brazen sales pitches that land in their inbox. Now it’s time to capitalise on all that good work… I’m about to reveal the six most crucial tips of the 24 I’ve divulged so far to help you promote your product or service to schools.

Question 4: Why Should I Care?

Ladies and Gentlemen, it’s crunch time. But don’t be nervous, I’m here to hold your hand and guide you through this stage to make sure your email to teachers gets this right.

You’ve spent the last 25 years of your life developing your product or service, slaving away night after night to realise your dreams… your dedication has cost you more than a few grey hairs and a string of broken marriages. Now you’ve developed something that is going to change the face of education, the last thing you want to do is not communicate those benefits to your audience of teachers.

By this stage you’ve done most of the hard work and you should have your audience in the palm of your hand. You know that what you’re offering is going to improve their lives; it’s just a matter of making sure you communicate this effectively.

Here is today’s 6 point Sprint guide to benefits:

S tand out: Don’t hide your benefits in the email body. Use bullet points to draw the eye.

P unchy: Benefits need to have impact so keep them short and snappy.

R elevant: Your benefit is not a benefit unless it is relevant to the teacher and the school.

I rrefutable: A benefit is not a benefit if it isn’t true. Include testimonies to show yours are proven.

N ot a feature: Just because your product has a feature, it doesn’t make it a benefit.

T angible: Give them something they can hold on to (£/time saving, improve grades by %).

Have a think about those points and how you might incorporate them into your next marketing email to schools. I’ll post the final question and tips 25-30 later this week.

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