What’s Email’s Best Ability?

Email deliverability! (Dad joke?)

Over 360 billion emails are sent and received daily. If you work in eCommerce marketing, you know your subscribers’ inbox is overflowing with promotions, coupons, etc.

How are your email campaigns collecting dust in a junk folder?

Most emails sent today are spam, resulting in fewer sales. That neglects email marketing’s superpower – delivering the right message at the right time to the right person.

You checked all the technical aspects, and they’re spot on. It’s your email copy. Your messaging annoys your subscribers because your list isn’t segmented right, or your copywriting isn’t getting it done. Or worse, it’s both.

Stop panicking. We can increase the likelihood of your email landing in their inbox. Then 2x your ROI using these simple copywriting tips.

Basics of Email Deliverability

Don’t get bounced. Landing in your subscriber’s primary inbox is the first step to 2xing your email campaign’s ROI. The Domain-based Message Authentication, Reporting & Conformance (DMARC) uses Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM) to evaluate your email campaign’s authenticity. Spam filters are complex and analyze your:

  • Subject line
  • Preview text
  • Body copy
  • Images
  • Links

After you’ve written your email copy and the image is in place, double-check your email to bypass email deliverability issues. Of course, make sure there are no spelling or grammar errors but also limit your:

  • Links
  • Images
  • Videos
  • Gifs

Do this to ensure your sender score is good enough to stay out of the spam folder.

Email Deliverability Tips

Avoid the spam folder at all costs. Follow the spam laws and email permissions to deliver your messaging with no issues. Certain phrases are spammy and will set off the spam filter. Here’s a list.

The best thing to do is to build trust with your subscribers. To do this:

  • Craft “curiosity gap” subject lines
  • Send relevant and interesting content
  • Have a function design

To avoid the spam folder, don’t use:

  • Multiple special characters in a subject line
  • All caps
  • Image-only emails

Overly large emails will set off spam filters, so a mixture of email copywriting and images/gifs is a requirement.

Segmentation leads to Personalization

In 2021, 71% of marketers sent more emails than they did in 2020. Other CBD brands are battling for your subscribers’ attention so to stand out, your email copy has to be personalized. It’s the best way to increase your delivery rates because it will engage your customers. To create the most personalized email copy, you must know your audience – using your segment data gives you the most information.

Sender Names & Subject lines & Preview Text

Your subject line, the preview text, and the sender name combine to entice your subscriber to open your email. As the second most important part of your email campaign, they must be well-written.

Use a consistent “from name” or your subscriber will ignore your email’s subject line. The subject line’s job is to get the body copy read. Follow these four tips to craft a compelling subject line.

Examples of “from names” from various CBD eCom brands

Tease the value of what’s inside the email with your subject line and preview text.

Examples of subject lines from various CBD eCom brands

Pull them in..

The body of your email needs personalized copywriting and imagery paired together to encourage a click. Use dynamic content blocks based on your segmentations to get the subscriber’s interest to turn into desire. You have to create an experience that grabs their attention long enough for them to get the key messaging.

Examples of email body copy from various CBD eCom brands

Create a skimmable story your subscriber can relate to with subheadlines and small blocks of text. They become buyers when they feel the powerful and active language combined with visual elements like:

  • Beautiful headers
  • Images
  • Videos
  • Graphics
  • GIFs

Here’s an example from Prima. View the full email here.


Describe the value of what happens next. If you don’t, the rest of the email elements didn’t do their job. The result you want is action.

Focus your messaging around your call-to-action, and match your call-to-action with your subject line. Use active verbs ad create urgency.

Examples of call-to-actions from various CBD eCom brands

69% of marketers rarely create landing pages for their email campaigns. Which could lower your delivery rates because the messaging may not match if you use a generic landing page. Resulting in losing your audience’s trust. Make sure those clicks lead to landing pages crafted for that specific campaign.

Wrapping up Email Deliverability

Email marketing is competitive in the CBD industry because of the marketing restrictions from state to state. Drive your audience to your email list, and then send personalized campaigns you know will get delivered. Increase your deliverability with personalized segmented copywriting that leads to clicks and sales.

Trimming the Excess: How long are high-converting CBD eCommerce Emails?

Less is best when it comes to email copy. Easily digestible copywriting refer to subscribers reading your emails from their phone in a crowded inbox. Emails are naturally teasers, so it’s the body copy’s job to trigger a click.

The subject line and preview text must attract and intrigue. But it must be done with conciseness.

The Average Length of High Converting eCommerce Email

Visually most emails are between 1,500 and 2,000 pixels in vertical length. And they always maintain a 60/40 text/image ratio. In 2016, a Boomerang study involving over 40 million emails determined which factors led to getting more responses:

Average Emails Length

AWeber found 434 words is the average email length (which takes about 3.3 minutes to read). Less noise comes with fewer words and since your clickthrough rate (CTR) is an important metric, keep it to a minimum.

  • Educational emails (25 words and up to 500 words)
  • Sales emails (75-100 words)
  • Welcome campaigns (50 words or 3 sentences)

But when it comes to determining the length of your email, the golden rule is to ensure you deliver on the promise you made in the subject line.

Example of concise email body copy

How to Eliminate the Extra Words

Be concise. Be precise. Add visuals to explain complex topics. Unpack summaries. It’s that simple.


Use less words, but the top priority is ensuring the message is clear. You want to provide value and authenticity. And then worry about the length.

3 ways an Email Campaign can tell, compel, and Sell CBD

How could email marketing still be effective at the ripe old age of 57?

No wonder your email campaign is collecting digital dust with all the dancing on TikTok, debating on Twitter, reels on Instagram, and “friend forming” in Facebook groups. However, email has remained central to digital communication and has effectively grown a lot of eCommerce CBD companies.

With email marketing’s value set to increase to $17.9 billion by 2027, it’s far from over the hill. The golden age of email marketing is here to stay, it’s 40 times more effective at acquiring new customers than Facebook or Twitter.

90% of companies agree email marketing is crucial to their company’s achievements (Litmus), but with a 4400% return on investment that’s no surprise. 

Your email campaign generates the highest ROI because you can foster a deep one-on-one relationship with your 1 reader. Unlike social media, you have complete ownership of your list. More access to them increases your ability to present the best possible offer at the best time. 

If HubSpot said it; it has to be true.

After driving them to your site, you built enough trust to capture their email address, so it’s time to sell your product. Your email campaign is the best way to nurture your subscribers until they are ready to buy. With 120+ business emails sent and received daily, yours has to stand out from the crowd using specific copywriting. Here’s how. 

By the time you finish reading this article, you’ll learn:

  • The strategy behind a successful email campaign
  • How to increase your sales with 3 S’s
  • What impact the other elements of email have on the copy
Table of Content

The Art of Your Email Campaign

“Ponder and deliberate before you make a move.”

Sun Tzu

An effective email campaign starts with a dynamic strategy built on audience research and messaging math. Define your:

  • Overarching goals
  • KPIs

And then improve your ROI by optimizing what subscribers:

  • Open
  • Ignore
  • Delete

An example of a GOAL: 
Find out your subscribers’ true buying behavior. 

The ultimate goal is to increase engagement and sell more H&W products. Convert subscribers -> buyers -> lifelong customers through communicating relevant, timely, and personalized value propositions. 

Each email in your campaign has one goal. Define what actions you want the reader to take and how you’ll prompt them to take that action. Your list segmentations determine what campaign you will improve. Don’t go in blind; use your data from previous email campaign as a baseline.

Studying the data and plan how you’re going to take an action.

Testing, Testing, Testing; 123

Plan on running A/B tests to see how you can maximize your clicks and optimize your emails in each campaign. Test one element of your email campaign at a time to get an idea of what’s increasing your conversions. It’s the only way to know what’s working or what isn’t.

Evaluate the outcomes and make decisions to improve the performance of your campaign. There are only a few key areas you should focus on for testing, for instance:

  • The offer
  • Subject line
  • Preview text
  • Body copy
  • CTA

You should also test:

  • What type of content is most effective
  • What’s the most effective structure
  • How many visuals to use
  • When to send the emails

Take a learning approach to the optimization process, so your email campaign will cut through the noise. Identify:

  • Areas of improvement
  • Bottlenecks
  • Key performers

Uncovering unique insights will lead to an increase in conversion using limited time and money. Health and wellness marketing manager, maximize your email lists for the greatest returns. 

Email Insights Make the Future Bright

Email metrics are useful for improving their experience as the data drives innovation for your messaging. It empowers your email campaign because you have a deeper understanding of your audience’s desires. 

You can 10x your click-through rate by analyzing previous emails you sent to your subscribers. Use the following metrics to discover your buyer’s journey:

A healthy email campaign performance leans on percentages, feedback, and results from A/B testing multiple designs and formats. Customer-driven decisions enhance your strategy’s effectiveness by engaging them with relevant copywriting. 

1. Monitor your campaigns 

2. Maintain your connection 

3. Keep monetizing your email content

With the strategy defined, focus on the actual email copy.

The Next 4 Steps

  1. Draw insight from research and data
  2. Develop a hypothesis
  3. Prioritize what to work on
  4. Optimize your campaigns

The 3 S’s of Your Email Campaign 

Use segmentation, stories, and specificity to write email copy that makes the 1 reader imagine you’re face to face solving their need. Relevant messaging boosts clickthrough and conversion rates.

1. Separate the Winners from the Beginners

Marketers have found a 760% increase in email revenue from segmented campaigns.

Knowing your audience increases clicks because you can tell meaningful stories. Email campaigns like a welcome series or a nurturing series will increase your conversion rates because of their relevance, but infusing them with specifics can only help.

Stand out in your 1 reader crowded inbox

Email marketing is the most efficient channel for driving purchases (73% of votes).

Targeted emails are relevant because they are tailor-made to capture their attention and build trust. Each email must be personalized beyond their first name. Speak to their desires.

To deliver relevant emails, segment your email list into smaller subcategories based on:

  • Common interest
  • Behavior
  • Characteristics
  • Preferences
  • Demographics⁠
  • Target Audience/Buyer Persona⁠
  • Recent Webinar Guest⁠
  • Customers⁠

“Relevant converts, irrelevant annoys.”

Joanna Wiebe

Segment your audience via their path through your funnel, aligning your 1 reader’s interest with your 1 offer.

Email Automation; Customer Creation

Personalized emails are effective at selling when sent at a consistent cadence. An email “drip” campaign to your subscribers over a few days or weeks turns those interested subscribers into nurtured customers. First, determine your intent and create a dynamic workflow based on time or triggers.   

Time-based mail Sequence

Predetermined time intervals are sent on specific days.

Trigger-based mail Sequence

Emails are delivered based on subscribers’ actions (trigger points), whether it’s clicking a button/checking out a landing page.

Determine what’s appropriate for your sequence. Welcome campaigns are time-based but using triggers is possible. Abandon cart emails are triggered.

The Highest Converting Campaigns

Lifecycle emails save time with personalized timed or triggered email templates. Email campaigns are easier to sell your products because they hinge on the details that make your brand’s story relevant to your 1 reader’s life. Send the right offer with the right message to your subscribers using the insights from your research. Target them with exclusive valuable content that motivates them to purchase your CBD product.

One of the emails can highlight the USP for your product.

The most common lifestyle emails are:

  • Retention
  • Welcome
  • Nurturing/Engagement
  • Conversion
  • Abandoned Cart

Set it up once, learn forever, and continuously sell better. Since you have a plan, your subscribers will tell you what they need through feedback, analytics, and your KPI’s.

An Abandon Cart Email Campaign

When subscribers express high intent to buy but leave your website before entering their payment information, send them a sequence to incentivize the purchase. You don’t have to be pushy, but why slow down their momentum when there is interest in your product?

According to SaleCycle, over 75% of people abandon their cart online, and CBD companies can recover up to 63% of their lost sales.

Win back revenue you would have lost with converting messaging, whether they were just browsing, comparing prices, etc. Send an offer to them that’ll overcome whatever objection they had. Their objection could be the cost is too high, the checkout process is too complex, etc.

For example, send a sequence that offers free shipping.

A Conversion Email Campaign

Send emails that directly sell by reverse-engineering your messaging from the optimized offer. The offer converts your subscribers, but first you must create a revelation you want the 1 reader to have. Leverage their belief, feelings, and knowledge into a converting message that’ll change their perspective on their problem. Tie it to your product and position it as the solution.

For example, send a sequence about related products or a bundle of the best products.

Send an email detailing a related product and you could get a sell.

Your conversion sequence closes the deal with your 1 reader by pushing them closer to a purchasing decision.
Attract their eyeballs to get their attention and convert them into interest/curiosity. Lead them to the next step, holding their hand with entertaining info that informs. Accelerate their purchase by speaking to their beliefs until they have a revelation to take you up on your offer.

Emphasize the benefits that are most important to them. Conversion sequences work with all types of content.

A Nurturing Email Campaign

Tied to your incentive to have site visitors sign up, send nurturing email series after your 1 reader opts in. These campaigns are 4-6 emails that regularly convert subscribers to customers by moving them further in their buyer’s journey. Deliver the discount and continue with targeted valuable content that’ll convince subscribers to become customers.

In time, your subscriber will need your product, so build the relationship and maintain it with a sequence. Your brand will stay top of mind; you can provide helpful tips to increase your authority, you can entertain your audience in a fun and unique way. Share an update or an announcement in the middle of the sequence. Start a conversation and subtly sell your product using a call to action.

Deliver the discount and continue with targeted content that’ll encourage subscribers to become customers.

A Retention Email Campaign

Send a campaign to current subscribers or customers to increase their satisfaction, experience, and connection with your CBD product or brand. Re-engage them with the heavy use of triggered emails communicating the product’s value and its relevance to your 1 reader. They are the most common sequences because retaining customers is more affordable than acquiring them. Persuade old customers with a new offer by creating an optimal sales experience in their inbox.

Send an email suggesting a solution to a problem you know they have.

Welcome Home; Set the Tone

These 4-6 emails can welcome new subscribers and transform them into well-informed future customers. Don’t just send them to a newsletter. Set expectations, establish the value, showcase the benefits, provide social proof, and incentivize their customer journey. Welcome email series set the expectations for your new subscriber.

It’ll present your product or service while engaging them. Tell your 1 reader thank you and the type of content they’ll get. Let them know how often they’ll receive emails and reaffirm the value in their inbox daily, weekly, or monthly.

For Example:

Your welcome series can sweeten the offer with free shipping if the purchase is made within 30 days.

Here’s a breakdown of Medterra’s first email in their sequence:

MedTerra’s welcome email provides an offer right away.

Next, they differentiate themselves from other CBD brands.

After that, they address their 1 reader with email copy that speaks to problem/pain awareness.

MedTerra’s welcome sequence is simple and touches all bases.

MedTerra ends the email showing their best-selling products.

What’s the Prime Time to Send Emails

Timing or triggers are everything when it comes to increasing your open rates. It’s essential to get your emails opened so your converting messaging can convince them to improve their lives. Determine the email cadence and create the automation schedule with a sequence.

Timing is of the essence with an email campaign.

The email standards frown on sending individual emails on Mondays or Fridays, but your audience determines the best days. Research starts the best time to send emails are 6 am-10 am and 7 pm-10 pm.

Marketers who send emails on Tuesdays get the highest email open rates.


Focus on Fibonacci for Your Email Campaign

Use nature to schedule your autoresponder to reach out to your audience with perfect timing to move them along your sales funnel. Combine Fibonacci sequence with a copywriting formula like:

  • AIDA
  • POS
  • BBB

Let’s use a welcome sequence as an example. You plan the timing of each email based on the day and the number of email using a natural pattern.

How to Plot a Best Selling Email Campaign

A connected series of lead nurturing emails that push the subscribers further down your sales funnel allows you to send targeted emails at every stage of the buyer’s journey. With any email campaign, you want to define the end goal and where they are at when they enter the campaign. Use your email campaign to connect your 1 reader to your CBD product’s benefits.

Optimize the offer for your product and watch your sales 2x at least.

You earn $36 for each $1 you spend on your email marketing.


Consistently Write Converting Messaging

77% of people across all ages and demographics prefer email over other permission-based advertising. Every day 319.6 billion emails flood your 1 reader’s inbox to stand out and meet them in their head.

Make a promise in the headline and keep it with your body copy. Tell your 1 reader what you have to offer and why it’s valuable. Focused messaging prevails because it’s personal.

Relevancy = revenue. Email copy resonates when it is about the subscribers and how your product or service benefits them. Deliver dynamic content with the right messaging to the right person at the right time. 

Offer a solution but keep it:

  • Concise
  • Entertaining
  • Educational

Meet the 1 reader with vivid descriptions of their problem, be hyper-specific, detailing the pain point that’ll get a visceral reaction. Speak to the moment of highest tension. Write out their inner dialogue and mirror it in the email copy. 

Think about the problem that keeps them up at night. Key in on the part of the problem that triggers a super emotional reaction. Think about the hyper-specific context in which your product solves the problem. Base it on your 1 reader feeling when they engage with your marketing and product. 

And then ask yourself, “can I be more specific?”

Storytell to Sell Well

Tell a story that engages the 1 reader and connects it to your product. To shape a relevant story, ask yourself:⁠

  • What exactly do they need to do?⁠
  • What do they need to believe?⁠
  • What do they need to feel?⁠
  • What do they need to know? ⁠

MontKush uses their origin story masterfully throughout their messaging; They even have a birthday bundle inspired by their origin story.

4 Steps to make a Hero

After you have that basic information follow these 4 steps to make your 1 reader the hero.

1. Identify the hero⁠

2. Put the hero’s problems, pains, and dreams into the spotlight

3. Guide them to promise land by introducing your solution 

4. Show them they’ll live happily ever after⁠

There are many ways to weave your brand story into your subscriber’s life. Tell the story in an email that’s a part of your campaign, or you can drip out the tale over a few emails. One of the most effective ways to tell a story uses the superman principle.

⁠Try the “Superman Principle” to Tell a Story

1. Your 1 reader is the hero of their own story⁠

2. Every moment is about them achieving their goal (using your CBD gummies to achieve that goal)⁠

3. Your 1 reader saves the day, not your product

4. Your solution makes them Superman/Superwoman⁠

Stories will always persuade people because when we hear them, our brain puts us in the scene we’re reading. Everyone loves a good story. The “feel good” hormone oxytocin released as a story resonates with your 1 reader.

Specificity is Key in an Email Campaign

Bridge your content with context. Make it meaningful with crisp nouns and active adjectives. ⁠Generate interest with word pictures; Don’t summarize. ⁠Adding details translates to more meaningful stories because “relevance rules.”

“People remember what they can visualize.”

Joanna Wiebe⁠, The ORIGINAL Conversion Copywriter

⁠Personalization separates high-converting emails from the ones that get lost in the inbox.⁠⁠ Start with the subject line, write the preview text, keep the body copy relevant and scannable.

Piece it all together to increase your sales through emails.

How to Write Converting Email Campaign Copy

Above all, write to one person. Using your 1 reader’s name, inner dialogue, tone, and addressing their highest moment of tension in your email copy increases the chances of them clicking through. Use an emoji or two to help convey emotion. 

This CBD company (Not Pot) uses emojis in the subject line.

Be concise using action-orientated verbs and keep adverbs, adjectives, pronouns, and prepositions to a minimum. Communicate the message with as few words as possible. Avoid huge chunks of text and long sentences. 

Keep your paragraphs between 3 to 4 sentences at the most. Use numbers instead of writing them out and support your claims with statistics. To break up your text, try using:

  • Bold
  • Italics
  • Subheadings
  • Bullet points

Optimize the words for your subject line, body copy, and call to action to help the reader visualize the next step and create a sense of urgency. To ensure your emails get delivered, avoid spam words and phrases that’ll reduce the deliverability of your emails.

The Best Ability is Deliverability

Spam words to avoid: 

-Limited Time
-Special Offer
– Satisfaction

 Spam Tool:

Is Not Spam

Slippery Slope Subject lines

“47% of users open an email based on the subject line alone.”

optin monster

The sole purpose of your subject line is to get your 1 reader to open your email. Keeping it short and sweet, provide some value or info enticing them to open it. Try summarizing what your subscribers are going to read. The best way to inspire action is with a simplified subject line containing the subject’s name that tells them what’s in it is the best way to inspire action.

Leafly puts the offer in the subject but leaves room for curiosity.

“82% of email marketing experts send subject lines with less than 60 characters.”


Curiosity Pulls like Gravity

Create an open loop gap by being descriptive yet leaving out an important detail. Creating curiosity engages your audience’s mind so they’ll try to determine what’s next. On average, an email subject line contains 43 characters, and most email service providers cut the subject line off after around 40 characters. Remember to use numbers when applicable.

Engage your audience’s mind, and you’ll prompt action using the curiosity loop.

Make the 1 reader curious, and they’ll ask themselves what are “these.”

Are you Scared to Use FOMO?

Use psychology. The fear of missing out is a powerful motivator. People react more strongly when they feel like they will lose something. Use your subject line to let your subscribers know what they’ll miss out on if they don’t open the email.

Hype is a strong selling point because of herd mentality.

The bottom line is to make your slippery slope subject line more memorable using:

  • Curiosity
  • FOMO
  • Offers
  • Testimonials
  • Etc.
Examples of Email Campaign Subject Lines
  • “Use a customer testimonial”

FabCBD does this masterfully in their subject lines and throughout the body copy.

  • Directly state the offer

CBDistillery uses the offer directly in the offer above.

Subject Line Tools:

Try using CoSchedule’s Email Subject Line Checker as a resource to improve your subject lines.

Compelling Pre-header Text Gets Opens

Action-orientated, concise, and unique pre-header text impacts the opening of the email. The sentence that follows the subject line should always convey a compelling message. Within 100 characters, you can also include a call to action.

If you didn’t use an emoji in the subject line, see if adding one here will increase the odds of your 1 reader opening your email.

A preview of how your preview text will look.

Email Campaign Content is Everything

Consistently stay top of mind with a sequence containing content that combines your unique selling points with valuable entertaining storytelling. Using your insights, deliver relevant information/insights/tips and generate sales for your CBD business. 

Convey it in your 1 reader’s language to establish an emotional connection. Show the subscriber the similarities between you and them; it’ll build a deeper relationship.

Ensure Nobody Emails Content Like You

Copywriting gets the reply, purchase, or click from welcome emails to abandon cart sequences. It’s how you get engagement and increase the click-through rates of your emails:

  1. Set the goal for your sequence, and then the goal for the individual email you’re writing
  2. Align the content with the rest of your sales funnel
  3. Edit your content ruthlessly to make it concise and powerful

Let’s break down each step.

1. Set the Goal

Define the:

  • 1 offer 
  • 1 reader’s stage of Awareness
  • 1 promise & 1 big idea
  • Type of Content
2. Align the Email Content with the Sales Funnel

Be brief and on-brand while speaking to the awareness stage of your subscribers. Your 1 reader is in one of Eugene Schwartz’s 5 stages of awareness, so it’s your job to move them to the next stage.

If they are subscribers, then the likelihood of them being unaware is slim to none. So most of your email campaign content will focus on moving your 1 reader from solution-aware to product-aware or product-aware to most-aware. 

For example, use time-limited offers to create urgency or relevant customer testimonials to get a product-aware 1 reader to purchase.


FAB CBD uses the new year as a deadline for their offer.

You can send an email campaign recognizing customer milestones and celebrating them with an offer. Another technique would be emailing your list a link to a blog post that solves their problem, moving them from problem aware to solution aware. Drive traffic directly to your new post and gain even more. 

Triggers for your Email Campaign

Sugarman’s 24 psychological triggers are an excellent starting point since they get people to buy things. Select one to focus on by figuring out:

  • The end goal for your 1 reader
  • Where they are now
  • How you’ll connect them with words 

Use a trigger to focus your copy around the:

  • Value proposition
  • Social proof
  • Guarantee
  • Objections you address
  • Call to action. 

Choose wisely and connect it to their pain points to create persuasive messaging.

What trigger would you use to sell MedTerra’s CBD Gummies?

Pain Points Power Persuasion in Your Email Campaign

Speaking to your 1 reader highest moment of tension sets you apart from the competition. Agitating the pain point and then immediately introducing a resource to help. Providing the solution with your product unlocks the possibility of a purchase.

Use testimonials to find the pain points to speak to or use them directly in your email body.

Social Proof is a Must for Trust

The idea is that people will adapt their behavior without you having to highlight the evidence. 

  • Expert Social Proof
  • Celebrity Social Proof
  • User Social Proof
  • Wisdom of the Crowd Social Proof
  • Wisdom of your Friend’s Social Proof

Clearly communicate your value for the people who are on the fence.

Above is an example of “user social proof.”

Call to Action Copy for Your Email Campaign

The single focus of your email should be your call to action, so every email needs at least one CTA button. A clear and concise CTA using specific action verbs has to align with your email copy. State the action you want your 1 reader to take specifically. 

In the photo above, Sunday Scaries technically has two CTAs, “Join the Squad” and “Shop Now” but the first one is used as a headline to encourage herd behavior. The point is to let your 1 reader know precisely what they are getting. Convert prospects on special offers or upsell existing offers.

“Emails with a single call-to-action increased clicks 371% and sales 1,617%.”


Try to write the call to action in the first person. Use a general rule of thumb like completing this sentence: I want to______. End with a strong push to action answering the question, “what is the cost of not clicking this button now?

Secondary Call to Action

Use P.S. to support the goal of your email. Use the space to provide one last benefit that wasn’t mentioned. Or you can use it to guide readers to your blog, social media channels, an offer, or the next stage in your sales funnel.

Be careful not to overuse the second call to action.

Be concise. Most emails are too long for the seven seconds you have to make a first impression. Your audience research and insights will let you know how long your emails should be.

Keep emails short and sweet like MedTerra’s quiz.

Formatting Your Email Campaign

Your emails will be delivered to multiple devices and screens, so create templates that provide a consistent look and feel. Use the same imagery, color scheme, language, and tone for every email you send in your series. 88% of smartphone users check their email actively.

Use images of your product to break up text.

Keep it simple and clean to enhance your messaging. Structure your email so it guides your 1 reader to action. Every email should have:

  • An offer
  • Supporting data
  • Visible CTA button (Linked to a specific landing page)

Edit the Email Campaign Content

Editing is where the magic of crafting converting messaging happens. Edit your email copy ruthlessly to increase comprehension. Clarity connects everything in your email and brings it together.

Of course, once the messaging is clear you have to make sure it looks good. Your 1 reader sees your email before they read it.

Email Design

Creating space in your email designs can help your message breathe because text-heavy emails hurt the eyeballs. Create scannable emails with eye-catching:

  • Images
  • Gifs
  • Visuals

Make sure they are great on all devices. The aesthetics of your layout can supercharge your conversions and your user experience.

Strategically use white space, email copy, and visuals to make your email campaign easier to navigate.

Make sure the design is responsive. Think about the visual hierarchies when it comes to your email images. Think about the following visual elements before sending the email:

  • F vs Z pattern
  • Heavier or less heavy image density
  • Multi-column vs single-column sections
  • Hyperlink color
  • CTA button color
Your Email Campaign Images 

Including images in your email can help increase your engagement rates. Use images to break up your email copy. Reduce the load times by keeping your file sizes small for any:

Product images are a great way to convey emotion and meaning.

Use these tools to compress your email campaign images

Email Campaign Call to Action Button

Use a clean and simple design to ensure it stands out and captures your 1 reader’s attention. You can increase the size of your button. Make it look like an actual clickable button, and you’ll see a 45% increase in clicks. For example, you can place it right under your value proposition. 
Use a color that contrasts the primary colors in the email campaign. According to a Hubspot study, changing the CTA button color from green to red boosted conversions by 21%.

A clean and simple CTA button is the best way to increase your sales.

How Your Email Campaign can Boost SEO and Social

Emails help your SEO from a holistic standpoint but not directly. Use your email campaign to increase your SEO’s impact and vice versa. Add social sharing links makes it quick and easy for your 1 reader to share your email on social media. 

“Blog posts are 3.9 times more likely to be shared on social media by your email subscribers.”  

Neil Patal

Emails are the Best Investment Ever

3.9 billion people used email in 2019, and it’s estimated to reach 4.3 billion by 2023


Hands-down email campaigns are the best way to stay in touch with your readers. With many of your subscribers having crowded inboxes overspilling with “trash” emails, it’s hard to write an email campaign that makes people read, click, and buy. And even has one of the oldest channels in digital marketing, you can track meaningful metrics that’ll grow your business.

89% of marketers say that email marketing is their primary lead-generating channel. 

Surviving the 2021 Epic Facebook/Instagram Blackout

In early October of 2021, the servers went down for hours making everyone realize how important email is.

Email campaigns are here to stay, so use them wisely. Remember, you don’t own the content you post on social media, and you’re not limited to the social platform rules when you use an email campaign. The classics never go out of style when it comes to ROI, email marketing is a class of its own (the digital marketing HOF). Don’t retire it just yet.

CBD Blog Posts Increase Your ROI: 7 Reasons How

“74% of B2B buyers share blog posts with colleagues.”

Demand Gen Report’s 2018 Content Preferences Survey

They said reading died in 1991 and again in 2007, so marketers’ most significant challenge is creating content that drives sales. With video as the latest digital marketing tactic, anything wordy doesn’t seem like it would get your One Reader’s attention but written content still helps consumers make decisions.

Whether it’s B2b or B2c, data-driven CBD blog posts generate more sales because they drive qualified leads to your website. Creating actionable and educational content targeting your audience draws them from searching online, through discovery from social media, or word of mouth. Blog posts prime your site’s visitors to become great customers maximizing your return on your investment. But how?

CBD blog posts work for B2C or B2B

They’re assets to your content marketing because they improve your One Reader’s experience by answering their questions. If your content is always helpful, people will engage with your brand. They may share it on social media, via email, by word of mouth, by linking to your posts, or by commenting on it. And you can repurpose the highest-ranking posts across other channels or use them as lead magnets.

1. Build a Community with Converting CBD Blog Posts

The community-building ability of blog posts is the number one reason it’ll increase your revenue. Building a high converting community starts with asking your audience what they want from your content. Write for your visitors first, then search engines later. Build a relationship with each post. Everyone provides an opportunity to:

  • Interact with your audience
  • Share valuable information
  • Increase your online presence
“57% of businesses have acquired a customer through their company blog.” – @HUBSPOT

Promote helpful, high-quality posts that answer your One Reader questions and provide solutions to their problems. Become an authority by using:

  • Examples
  • Statistics
  • Testimonials
  • References
Charlotte’s Web uses all 4 to build their online authority

Increase your credibility with useful assertions supported by demonstrations. Optimize every element of your posts to convert. Optimize your blog posts:

  • Titles
  • Meta descriptions
  • Text
  • Images
  • Infographics
  • Videos
  • Gifs

Community building occurs naturally since most of your visitors have a common need or interest. You can host a forum-like environment on your site as people will comment and react to those comments on your blog posts. You’ll gain insight into needs and wants, which can drive product innovation. Feedback on your product can reduce your support costs.
Getting to know your audience can only help your customers, so encourage engagement between potential customers, loyalists, and your support staff. An online community is more valuable than a forced focused group or even audience research because you can learn in real-time.

“Companies that blog get 55% more web traffic.”


2. CBD Blog Posts Fit into Your Content Strategy

94% of B2B marketers use content marketing, but you must define the specific goals of your content strategy for it to be effective. Define it by starting with the power of why.  Then you’ll be able to decide if your blog posts serve as an entry point for your website since it educates customers about your product.

You eliminate guesswork and find data that will push you to get consistent results when using your blog post as part of your content strategy and sales funnel.

CBD blog posts can generate traffic and create brand awareness
Content Marketing Institute’s 2020 B2B (@CMIContent) report showed 31% of marketers agreed that blog posts were best for building brand awareness behind social media content (25%) and in-person events (8%).

People sharing your CBD blog posts on social media works as a funnel, building your authority and credibility while driving leads to your website. Your audience’ll ignore some posts and others will go viral.

The two most significant factors for successfully generating more traffic for your website are quality and consistency. Educational content that tells a story about trends/insights, FAQs, and more will improve your relationship with your audience because you are building trust.

“Articles that are >3,000 words get 3x more traffic, 4x more shares, and 3.5x more backlinks than shorter articles.” @semrush

Generate more organic search traffic, social shares, and authority by crafting CBD blog posts that move your One Reader to the next stage of their journey. 

How to Fit Them into Your CBD Content Strategy

“92% of marketers said their organization sees content as a critical business asset, but only 35% of markets have a documented content marketing strategy,” according to Neil Patal. 

Audit your current content funnel and find out what topics will impact your business the most. Find relevant content from your competitors using these content strategy tools:

Buzzsumo will provide insight on what your CBD blog posts will focus on

You’ll learn what keywords, questions, and phrases your audience uses the most. Create premium posts by addressing their problems with relevant topics they’ll search for. It’ll drive traffic back to your website. 

Define who your One Reader is

Your content marketing should guide your One Reader through the challenges they’re facing. Join the conversation your One Reader is already having in their head. But first, you have to know who you’re talking to, so learn their motivations and anxieties.

Target market research will show you where your audience hangs out:

  • Social Media
  • Search Engines
  • Forums

What their biggest gripe is:

  • Concerns
  • Needs
  • Interests

What type of blog post they enjoy reading the most:

  • Practical guides
  • Listicles
  • Checklist

You must understand who your One Reader is before you create long posts that resonate with them. Define their search intent by trying to solve the problem they are most likely to look for. Prioritize your CBD blog posts by what your One Reader needs the most. Then personalize the content to make it far easier for your audience to connect with it. 

Get a great understanding of your audience’s pain points and write about the issues that kept them up at night.

CBD blog posts are the most effective in a content strategy

Define the Purpose of Your CBD Blog Posts

Define the purpose of your blog post with your content strategy down to the specific details. Map out your One Reader’s customer journey and align your content strategy accordingly so you can focus on relationship building. Content converts leads into customers as it builds brand awareness and authority.

Smart Goals

Start with your S.M.A.R.T goals:

  • Specific 
  • Measurable
  • Attainable
  • Relevant 
  • Time-bound

It is essential to define what content pushes your One Reader down the slippery slope during the decision-making process. Identify the type of content and channel that will have the most impact on your converting content funnel. Measure the success and failures of each blog post with key performance indicators.

Smart goals enhance your CBD blog posts


  • The goal of each post
  • What the competitor’s do
  • What topics will convert the most
  • How often do you have to create new posts
  • What platform it’ll be promoted on
  • How you’ll repurpose the content
  • How to measure and track views, shares, clicks, etc
Blog Posts KPI

Most health and wellness companies measure the following to define success:

  • Comments and shares
  • Views based on the channel 
  • Clickthroughs and conversions 
  • Bounce rate and average time on page 

CBD Blog Posts Promotion

Research where your audience hangs out and what time they are active on the platform. Reimagine your blog posts into smaller pieces of content to share on social media. Turn the repurposed blog content into:

  • Infographics
  • YouTube videos
  • Podcasts
  • Presentations

Optimize your blog post for search engines by using keywords so your One Reader can find your content organically when they are searching for answers. It’s link-building. Answer questions on Quora and post on subreddit to promote your post. Reach out to an influencer in the CBD industry to see if they will promote your content.

To promote your blog posts, you can write a guest post in publications that your audience reads. Email your current subscriber list, so it doesn’t seem like you are always trying to sell them something.

Some health and wellness companies elect to sell directly on social media, but with the CBD restrictions it is ideal to just create brand awareness. Invite your One Reader to read the blog post so they come to the site.

Tools for Promoting CBD Content on Social Media

Use automation tools to post to Facebook, Instagram, Twitter, LinkedIn, etc.

Content Calendar for CBD Blog Posts

Having an editorial calendar defines when and where you’ll share your content. Plan out the week, the month, or the quarter to generate the most leads with a specific task.

Create a content calendar with these tools:

Use Trello to create a “CBD blog posts” calendar

Win your audience’s trust with stories that demonstrate the outcomes they are looking for. Create a UTM link to track the post. Use the following tools to measure the success/failures of your CBD content:


Building a robust online CBD store starts with content marketing but ends with sales. Customization and optimization enhance your visitor’s experience, so your website has to push your potential customers to buy. Make your product stand out from the competition with your self-hosted (CMS) or SaaS platform. Both are used for CBD e-commerce since your website’s role as an information hub, storefront, business card, and more are vital to success.

Your educational and engaging content will drive your One Reader to your website, retain them, and create word-of-mouth marketing.


WordPress is the best-known platform for having a simple interface with completely customizable options like WooCommerce.


Software as a Service platforms combine all the e-commerce, branding, and marketing tools in an easy-to-use service.

No matter what platform your store is set up on, your converting content is the driving force for conversions.

3. Organize Valuable Information as a Hub

Present valuable information in entertaining and educational multiple formated, media-rich posts. Encourage your audience to click through. Format your well-written CBD blog posts for skimmers using introductions, headings, subheadings, and conclusions to present valuable information in an easy-to-read way. Ignite the growth of your brand with content that answers all their questions about CBD, endocannabinoid system, CB receptors, and how they are connected.

Example of an Information Hub

Will you be the Hubspot of CBD content?

Hubspot is known for being an educational source for digital marketing. Take a similar approach focusing on providing your target audience every detail about CBD that’s relevant to their experience using it.

Your blog has to communicate quality and expertise since the medical application of CBD is still relatively new. Health and Wellness is predicated on accurate information. Deliver that health info in a realistic manner that relates to your ideal demographic.

Most Common Blog Posts Formats

The format of your posts is one of the most important aspects of connecting with your audience. For example, “How to” blog posts are effective because they promise your audience you’ll show them how to solve a problem efficiently. Many headlines for blog posts start off as “How to,” but they remove the first two words to prevent redundancy.

How to headlines have been around forever

“How to” blog posts imply step-by-step guidance, a classic direct response copywriting technique. Since they are inherently educational, most content marketing uses them as a go-to. Also, they allow you to be ultra-specific. Include visuals that help you explain the steps to increase the conversion power of your post.

“According to 72% of marketers surveyed, ‘how-to’ guides are the best traffic drivers.”


The most popular blog posts formats are:

  • “How-to” post is the most popular format
  • Listicles
  • The ultimate guideposts
  • Thought leadership posts
  • Curated collection posts

Listicles are second in popularity because they organize the information in a standard format. They are great to use when sharing tips, tactics, or resources. Of course, your blog will probably contain multiple formats to make sure it captures customers.

How to Create High-quality CBD Blog Posts

“43% of B2B marketers say blogging is their most important type of content.” @hubspot

I like to start with my audience’s search intent to:

  • Find out their pain point
  • Narrow down what content is most likely to convert
  • See what long-tail keyword is the most popular

Don’t try to solve every problem associated with that long-tail keyword. Create a list of blog post topics addressing each concern. Leverage marketing statistics, trends, and data to tell problem-solving stories that resonate in your One Reader’s heart and mind. Create an outline.

  1. Step one is picking a topic and title that answers the problems your One Reader is searching for
  2. Create a working title based on the topic
  3. Narrow down the topic with long-tail keyword research and info about your One Reader
  4. Focus your content around one long-tail keyword
  5. Include the long-tail keyword at the beginning of your working title
  6. Make the value of your blog post clear to set the expectations
  7. Deliver on your promise with well-written content

CBD Attention Grabbers

Headlines are the key for your CBD blog posts

Headlines are one of the most potent ways to make people read your content and increase your conversions. Make a promise. In the headline use:

  • Real outcome
  • Use a testimonial
  •  Cause-and-effect

“8 out of 10 people will read your headline, but only 2 out of 10 people will read the rest.”


Your need to craft a headline that entices your readers’ curiosity; it should be compelling and include your target keyword. It should consist of powerful adjectives, address your reader’s pain point and offer them a solution. Using statistics in blog posts improves consumer trust.

Try these headlines tools if you’re struggling to write a compelling one.

Is this true for your CBD blog posts


Your headline got your reader to click on the blog post, but your introduction has to get them to continue. The lede sentence needs to hook your reader. Address your One Reader directly by using the word “you” to make an emotional connection.

Persuading the visitor to scroll down isn’t easy, so highlight:

  • A common problem
  • Tell readers what to expect
  • Use a quote
  • Showcase the benefit
  • Describe an emotion
  • Ask the reader a question
  • Take on a stance on a controversial topic
  • Interesting stat/fact
  • Offer the “why” of the blog post
  • Start with the end of the story
  • Use an anecdote
  • Use a cliffhanger

Hooks continue with the promise made in the headline. Your One Reader wants to solve a problem so let them know you’ll show them the way. For example, use phrases like “I’ll show you how” or “It’s easier than you think.”

Then hint at how you’ll show them the solution to their problem with phrases like “follow these tips” or “read on to learn how.” To help out search intent, make sure the target keyword appears within the first 300 words of your content.

Many top content writers craft the introduction last after they’ve crafted the main starting points. Try to summarize your content without giving away the surprise.


Way back in 1997 (Nielsen and Morkes found), only 16 percent of visitors read blogs word for word so imagine the percentage today. Optimize your subheadings to enhance the reading experience for your visitors. Not only do they provide structure, but they also pull the scanners in. As they break up long blocks of text and add white space, the subheadings’ role is to direct attention to the body content.

Use subheadings to:

  • Hook
  • Entertain
  • Shock
  • Create curiosity

Naturally, adding the keyword in the subheadings and your blog will perform better in search results. You avoided plain subheadlines that give away what the body content is explaining or too vague subheadlines.

Your reader must be intrigued by the subheadline, so it makes it surprising; add personality and emotions to create curiosity.


Blog posts that produce results like increased user engagement, click-through rates, generate more social shares, and drive sales are data-driven. Back up every claim with concrete data. The creative process didn’t seem like a place for reliable, trustworthy, and well-research data, but it’s a must to gain your One Reader’s trust.

Having an objective perspective using credible data sources sounds more like journalism, but it’s the best way to build a genuine relationship with your audience. Being authoritative in your industry by using trustworthy media publications to find relevant data.

Use the Following as Sources of Data:
  • Newspapers
  • Magazines
  • Journals
  • Annual reports
  • Brochures
15 of the Best Sources for CBD Data:

Find health and wellness statistics and trends to aid your content. If you can’t find relevant data, try your experiment. The key is to interpret it and tell a meaningful story that’s beneficial to your One Reader. Accurate data used in entertaining blog posts will increase social shares.


Design your SEO strategy around long-tail keywords as people who search for these keywords are 2.5 times more likely to buy. Use the keyword in the:

  • Page title
  • Headline
  • Image alternative
  • Image file name and title 

Use these tools to ensure your SEO is optimized:

Yoast will boost the SEO of your CBD blog posts


Sum up your position, circle back to your promise, and show your One Reader how you fulfilled it. Remind the audience of the main takeaway in a phrase, sentence, or paragraph. Point out the information you used to support your stance.

Try using a statement like, “now that you know this,__.” Always include a call to action.

Drop the mic but not without a call to action

CTA (Optimized call to actions)

Your call to action should convince people to take the desired action and lead your One Reader to the next funnel stage. Add the call to action at the end of the blog post, so your visitors know what to do next. Maybe your CTA is at the end of a blog post, urging people to subscribe to your newsletter or download your latest e-book.

User Experience

Ever click on an article you want to read only to get to a page filled with pop-ups and ad panels? It’s awful and most of the time, I close out of the page without reading anything. Your audience is likely to do the same. Your One Reader stays on your website when they love what you write about and find precisely what they’re looking for.

Another key to your user’s experience is the loading time of the post.


The human brain processes visual data 60,000 times faster than text. Improve your audience’s experience using high-quality and highly relevant:

  • Custom Graphics
  • Images
  • Memes
  • Infographics
  • Gifs
  • Screenshots
  • Videos
  • Visual Data

Enhance viewership by adding 7+ visuals per post. More visuals allow your One Reader to consume your content faster. They make it easier for your visitors to absorb your blog posts.

“Bloggers are 2.5 times more likely to report “strong results” when they use 10 or more images in a single post.”


If you use an image, credit the source from within your post. Also, remember to resize the image so it doesn’t take your post long to load. Think about the color palette, contrast, and keeping it simple. Images attract more people and help them retain more of the information in the post.

Graphs, charts, and other data-driven visuals make your content more likely to be shared because people love visual data that backs up their stance.

Make your quotes visuals when you use them to back up your point. Tell a visual story.


The length of your bost post depends on your audience. It does affect bounce rates, reader engagement, SEO, views, and more. Your One Reader may prefer an in-depth explanation or 5 quick tips. Posts that are too long feel like the company is rambling; posts that are too short leave them wanting more. The choice is yours.

According to an Orbit Media study, the average blog post is 1269 words.

4. Turn Blog Posts into Other Content

Since you researched your audience, keywords, and pain points, it’ll be easy to create additional content based on the best-performing content. Or you could even transcribe your YouTube videos and distribute them as a blog post. It’ll drive traffic back to your website. 

Take your blog post and repurpose it into other forms of content such as:

  • Checklist
  • eBook
  • Newsletter content
  • How to guide
  • Podcast
  • Emails
  • Social Media Posts
  • YouTube Video

Social Media Posts

Utilizing social media channels, create shareable content based on the content from your posts. Breaking up your blog posts into snackable social media content that can be used on multiple platforms.

Promote your other content through your social channels to regularly drive traffic back to your blog. Meet your One Reader at the awareness stage with social media posts that transition your target audience to visitors. Use gifgraphics and other visuals to make your blog post content more likely to be shared.

Lead Magnets

Convert your top blog posts into lead magnets to create sales because having your One Reader’s email address is the #1 priority. Compelling your visitors to exchange their info is easier when you already know it’s valuable to them. Make your blog post into a lead magnet by making it a downable PDF or even refine it by making it more practical.


Convert your blog post with the highest traffic into a downloadable checklist that customers can print out and fill out each time they need to use it. Everyone can utilize a checklist to maximize their efficacy and minimalize their errors with CBD. Checklists tend to reduce guesswork and provide instant value. You can simplify your CBD blog posts into a series of checkboxes and bullet points.

Create a checklist for CBD blog posts to ensure quality

Use the checklist as content upgrades to sweeten your offer. They’re easy to digest, practical, quick, and reusable.

Examples of Checklists
  • “What to Look for When you Buy CBD: 10 Point Checklist”
  • “How to Purchase CBD Checklist”
  • “Are you Cooking with CBD Ingredients Checklist?”


Offering a guide saves your audience time and provides value since you’ve provided step-by-step instructions on how to solve their problem. Define the guide’s purpose, include examples and statistics, and show your One Reader how to apply it to their lives. Actionable guides can be downable PDFs of the blog post so your audience can return to it offline or print it out.

Examples of Guides
  • “The Beginner’s Guide to Using CBD Gummies”
  • “Understanding the Calming Power of CBD: The Ultimate Guide”
  • “The Essential Guide of Must-Haves for Cooking with CBD”


Take 3 or more of your highest converting blog posts that have a common theme or solve a common problem and turn them into an ebook. Create an introduction, table of contents, glossary, etc. Highly organize all the blog posts, so your PDF is an informative tell-all and not just loosely connected. eBooks can position your brand as a leader in the CBD industry and are the best way to compile your best advice.

Repurposing blog posts into eBooks provides leads with helpful info that makes their lives easier in a convenient bundle they can refer to at any time.

Examples of eBooks
  • “How to Transform Your Anxiety with CBD Oil in 30 Days”
  • “CBD Breakfast Smoothies (Recipes)”
  • “Everything you Need to Know About Using CBD”

5. Persuasiveness

Each element of your blog post is used to get the following sentence read. Make your writing clear, concise, and credible, so it flows from point to point until the reader reaches the call to action. Focus on making a promise to your reader in the headline and tell them what the blog post has that’ll be useful. 

Each section of your content should support the main idea and purpose of the post. Back every statement made with specific facts or other forms of credibility. Use the word “you” so the One Reader knows every post is directed towards them. Also, use the word “because” so you can be ultra-specific to enhance the credibility of points, arguments, and sales pitches. And provide a reason why. 

Active voice makes writing more concise, efficient, engaging, and easier to understand. It creates a faster-moving narrative while making sentences clearer. Write at an eighth-grade level so it can be easily understood, but it ultimately depends on your audience.

Use simple words and a simple structure to be as persuasive as possible. Create high-quality original posts with plenty of helpful information that’ll catch the eye of your reader.

Medterra CBD blog posts showcase their expertise

The best persuasive strategy is to create a strong desire in your content by highlighting the strongest benefit. Offer exceptional value with your blog, and your One Reader will begin to see your website as an authority.

6. Funnelize Your CBD Blog Posts 

Start the funnel with content that answers questions about solutions your One Reader is searching for. Match their level of awareness and their intent with relevant content that is easy to read. Even though it is nonpromotional, CBD blog posts build your brand awareness.

Most people are searching for relief from pain, stress, inflammation, or sleep aid. Some are looking for wellness benefits for their pets.

Knowing the purpose of your blog posts in your content strategy and aligning with your sales funnel maximizes your revenue. Google Analytics can help you map the customer journey using a report like user flow.

“More than 90% of all internet searches are taking place through Google and the company subsidiary Youtube.”

Business Insider

Convince your potential customers to purchase your product by starting with more basic content targeted to a broad audience in the first stage. Then by moving to more educational, actionable, and problem-specific content in the later stages, you can draw qualified prospects into your funnel and prime them to become great customers.

According to @neilpatal, marketers who blog consistently will acquire 126% more leads than those who do not.

7. Sell Your CBD Products

With as many as 24 million e-commerce stores out there, your USP has to stand out. You have to present your One Offer explicitly. Companies that blog have:

  • Better lead generation
  • More qualified lead
  • Increase their sales

The key is positioning your product as the solution to their pain point. CBD blog posts that are informative, valuable, actionable, and relevant empower your One Reader to make complex buying decisions on their own. Your products’ usp has to speak to one of the benefits people use it for. Issues like stress, anxiety, insomnia, pain, cancer-related symptoms have to be addressed depending on the positioning of your product.

Your USP can highlight:

  • Highest quality/ Superior grade
  • CBD contents
  • Product’s taste/flavor

The minimum USPs are:

  • Chemical Free
  • Made in the USA
  • 3rd party tested
CBDistillery use badges as social proof

The better you communicate the promise you made with your blog post content, the more you will sell. To have your CBD product sitting in homes and the hearts and minds of customers, define what’s unique and highly desirable on three levels:

  • The Brand Level
  • The Product Level
  • The Features Level

How to Pick the USP

Turn your positioning into a value proposition. Start by listing 5 to 10 benefits, then choose a “strong” benefit that outweighs the importance of the other benefits. Flush out the benefit using subtitles, bullet points, and content to make it understandable, easily accessed, and perceived as significant. Focus on what makes your brand different from everyone else in your market.

Sunday Scaries CBD USP stands out

USP Formulas

Use of the following formulas to create a unique selling proposition.

{Superlative} {category} {qualifiers}

What. How. Why.

The {adjective} way for _____ to _____, {benefit/outcome}.

You’ll have to tell your audience what’s in it for them. Be transparent. Do audience research to precisely determine what messaging will motivate your One Reader to purchase your CBD product. If your product is focused on nutrition, craft a blog post about how CBD can be incorporated into their lifestyle. If your product is focused on reducing anxiety, compose a blog post about how CBD is proven to reduce “scary” moments.

FABCBD blog posts act as an info hub

When your blog posts drive in the qualified traffic, they’ll be more likely to purchase your product since you lead them to the solution. The best USPs directly address a specific need experienced by your One Reader. Tie your messaging together by weaving in your products USP with the content of your blog posts.

How Content Marketing Funnel Leads to Sales

Encouraging users to move through the funnel is considered one of the most challenging tasks when building a funnel, according to 50% of marketers surveyed. 71% of our respondents use email follow-ups to achieve this goal, while 67% improve internal links, and 56% suggest related content to ensure descent through the funnel, according to SEMRUSH.

CBD blog posts are in the interest stage

Be clear about the value you offer. It goes beyond “buy this product for this specific reason” because you have to fulfill a promise you made. Add a layer of concrete value by emphasizing what individual quality separates your brand from your competition. The value you are providing with your blog post leads your One Reader down the path to your One Reader.

Use your product’s unique selling proposition, your One Big Idea, and your One Promise to persuade them to purchase. Start with a small step like asking for their email address or to comment on your blog posts.

Social Proof

Always provide social proof, a principle of persuasion that uses word of mouth or borrowed authority to convince your One Reader to buy. The most popular forms of social proof are testimonials, influencer or approval endorsements, and sales. Build trust using star ratings, reviews, or current views to increase your conversions. The key is to make sure the social proof is relevant and overcomes their objections.

Social Proof Bar
USDA Icon Social Proof
Customer Reviews as Social Proof

Other social proof techniques include:

  • Showcasing best sellers
  • Showing the visitor what other people have purchased
  • Promoting a curated list of products that solve a particular issue

Social proof is substantial because it provides external validation from real customers, companies, and organizations generating trust within your One Reader. They can see the evidence, so it’s not hard for them to believe your claims.

One Offer

Your One Offer depends on your goals for your content. You may want your One Reader to sign-up for your email list, so your Offer may be an exclusive coupon if they provide their email address. Reducing the price by offering savings is a great way to attract the price-conscious One Reader.

Common offers for CBD companies are free delivery, freebies, or samples of their best-selling product.

At the end of the CBD blog posts sweeten the offer

Make it irresistible with optimized offers ranging from limited availability to combining more than one Offer. Reduce the friction for the visitor to accept the Offer and create urgency by speaking to what will happen if they don’t take the Offer.

Your CBD blog posts should lead to an offer

Make the most of your Offer with better product images, screenshots, and inaction shots to make the items more desirable. Elevates your Offer with expensive-sounding copy that’ll increase its perceived value. Sweeten the Offer with a guarantee like white-glove service or money-back guarantee.


With a blog, your business will have promotional content for social, improve your SEO, gain authority, generate leads, and close more sales. You can share insights, stories, and thoughts that’ll drive traffic to your website: case studies, instructions, product information, and industry findings. Create a checklist so you can ensure the quality of each post. Review the work. Your blog is essential for showcasing your expertise to your future customers.

How have CBD blog posts improved your sales? Have you noticed a difference? Let me know in the comments below.

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What are the 4 Stages of Content Marketing? Feed your Welcome Campaign

How do you sell more CBD products online?

Then understand your One Reader’s buying behavior. You’ll narrow your focus to create relative content and reduce friction in your funnel. Build a community through your digital channels by providing value. As you gather data, you’ll optimize your funnel for revenue growth.

After reading this blog post, you’ll be able to:

  • Strategically craft content that converts visitors into buyers
  • Build a community of brand loyalists
  • Establish trust through positive online experiences
  • Become an authority in the health and wellness market

Increase your conversion rate by starting with social media posts/ads that drive traffic to your blog posts. Exchange a discount, credit, or an ebook for your One Reader’s emails. And then send your audience educational content and offers segmented by their interest. Watch your sales grow.

The Psychology of Content Marketing

Dr. Robert Cialdini’s Influence: The Psychology of Persuasion outlines the “reciprocity principle” as people feel obliged to return favors when there’s nothing expected in exchange for that favor. Doing a good deed without expecting a favor in return is content marketing. With your content:

  1. Convert visitors into leads
  2. Leads into customers
  3. Customers into brand loyalists 

Create content with that rule in mind, and you’ll attract the right traffic to your funnel. Establishing trust online can be tricky, but using the first principle of persuasion provides value and creates a positive experience. A simple gesture can go a long way, especially when it demonstrates your authority. 

“95% of buyers buy from someone who gave them content at each stage of the buyer’s journey.”

The Big Book of Facts & Statistics that salespeople & marketers should know in 2020

Keep your One Reader engaged with content that solves their pain point and improves their experience. If the experience is memorable, the prospect will purchase from you when the time is right.

With all the data-driven approaches to everything in life, marketers overlook that their One Reader is a human being. Show your target audience they’re more than a potential revenue source by offering a reward before you ask them to purchase.

An Example of Reciprocity

Copyhackers is a real-life example of Cialdini’s first principle. The website offers free content including articles, videos, and resources about conversion copywriting. Because they provide so much insightful content, they have no problem selling their courses and bringing in qualified leads to convert into clients. 

Copyhacker shows all businesses are converting content businesses.

A good deed can influence behavior and establish a long-term relationship with your One Reader converting them into brand loyalists. Create informative content that gives readers tips, advice, and suggestions with plenty of examples. Carefully curated and crafted content bolsters your credibility in the evolving Cannabis industry. So keep people returning for more content, and they will buy your product.

Converting content sells your solution

The Reciprocity of Content Marketing

“70% of consumers would rather learn about a company from a blog post than from an ad.”

Ledgeview Partners

Marketers who prioritize blogging are 13X more likely to see positive ROI. Base your content marketing funnel around the most common problems your One Reader has. Increase your conversions by building trust with your audience through your authority.

  • Motivating your One Reader to buy your product starts with building a relationship with them
  • Sustain the connection by answering your audience’s questions about their problems
  • Focusing on critical topics that speak to their top concerns is a powerful way to convert them

Stand out in your industry with valuable content that grabs your audience’s attention and interest. Keep them engaged by speaking to their desires and call to them action by asking for their email address.

Once you have their email address, your One Reader becomes a valuable lead in your conversion funnel. It’s vital to offer something personalized that provides value without coming off as you’re trying to sell your product. Instead, offer something of value first and tap into their emotions by telling a story.

Your offer is directly related to your One Reader’s finishing stage of awareness for the blog post. Provide the next logical step. 

Offer Something First

87% of shoppers now begin their search on digital channels.”


Offer a solution for your One Reader’s problem on social media. Optimize your offer by adding bonuses and making the delivery process friction-free. Reduce their risk and fulfill your promise by having a result they can measure. Think about:

  • The type of decision-maker they are
  • How they search for solutions
  • What words they use
  • Your business goals

Personalize Your Content Marketing

According to OptinMonster, “businesses have lost $756 billion in a year because of poor eCommerce personalization.” 

Join the conversation your One Reader is having in their head. Move them from their starting stage of awareness to the next. Personalize the content marketing by directly addressing their objections to your:

  • Offer
  • Product
  • Services
  • Brand

Move them from maybe to yes by providing value.

Content Marketing Provides Value

Enhancing the value of your offer builds trust and establishes your expertise in your industry. If most of your content is educational, informative, and related to solving your readers’ problems, they’ll be ready to buy at some point.

Emotions Sell

According to Harvard University professor Gerald Zaltman, “9 of 10 consumer purchases are driven by emotion.”

Use the six emotional states to sell with your content. They are:

  • Greed
  • Fear
  • Altruism
  • Envy
  • Pride
  • Shame

Empathize the emotions that’ll appeal to your One Reader, and their interest will turn into desire. Connect what your audience needs to how your product solves it. 

Harvard Business Review found customers having an emotional connection to a product or brand bring about 52% more value than customers who don’t feel emotionally invested. 

Stories Sell Well

Integrate real-life stories your One Reader can relate to in your content marketing. Use metaphors, anecdotes, and analogies. Use the StoryBrand formula if you need a structure to follow.

Stories are the highest converting content

3 Steps to Crafting a Brand Story

  • The 1st step is to find the character for your story and then find the character’s problem
  • The next step is to find the way your product is the guide to successfully solving their problem
  • The final step is to call them to action as the story ends with the character finding success with your product

Content marketing helps consumers make decisions at every stage of their journey. A compelling story engages your relevant audience, making them receptive to each stage of your funnel.

What are the 4 Stages of Content Marketing?

The Hubspot research found that 79% of marketers believe in the effectiveness of content marketing, but only 6% know how to use it effectively. Create content marketing with Cialdini’s first classic principle of persuasion and a solid offer. There are 3 components of your conversion funnel:

  • top
  • middle
  • bottom

You can use the classic copywriting formula, AIDA, to create a high converting sales funnel.

Getting your One Reader’s attention will generate traffic at the top of your funnel. Providing a huge chunk of value specific to your One Reader will hold their interest; a lead magnet will speak to their desires. Then you present your offer.

Align your content strategy with your sales funnel to increase your conversion rate. An example of a funnel is a social media post that drives traffic to your blog posts. Then they exchange their email address for a discount to get a series of emails that’ll lead to a landing page. The best thing about email is that you can automate it with detailed targeting.

For example, use a social media post about answering a question a customer may have, then guide them your site to read the blog post that answers the question. The top of your conversion funnel generates attention and interest. If the blog post provides enough value, it transitions their interest into desire. Offering the discount converts the desire into action as you exchange their email address. 

Example of an email series:

  1. After someone signs up for discount
  2. Send a simple welcome sequence/ triggered emails with offers
  3. Craft call to actions in the email to send them to a landing page

Top of Funnel

“Start inviting customers into a story by making the customer the hero.”

Donald Miller

At the start of the customer journey, figure out what they need and speak to it directly. Put yourself in your One Reader’s shoes and keep in mind they:

  1. They look for a solution by doing some initial research
  2. After that, they’ll compare different products, look at reviews, or try to find the best deal
  3. Then, they’ll be ready to hit the buy button

Stage 1 is Getting Your One Reader’s Attention

Stage one of your funnel is the awareness stage. Find out where your audience hangs out, and then find out what content marketing will attract their attention. For most companies, this is on social media or SEO. It’s challenging to stand out when over 4.4 billion active Internet users create over 4 million blog posts daily on WordPress alone.

Top of the Funnel Twitter Posts for Leafly
Where Does Your One Reader Hang Out

Get in the habit of sharing your content marketing on social media platforms and engaging with your audience. 

“97% of marketers are using social media to reach their audience.”


Social media is the quickest, surest way of getting prospects and customers to engage and eventually become brand evangelists. Create a social media post that transitions your One Reader’s attention into interest. Attribute a specific goal to each social media post.

Most companies drive traffic to their blog with social media. Build your content marketing around your customer’s pain points.

  1. Start with audience research
  2. Create personalized educational content that solves their top priority problem
  3. Craft call to actions that compels traffic to visit your website
66% of marketers use blogs in their social media strategy, and the result is 3x more leads than paid search advertising.” – HubSpot (@HubSpot)

Stage 2 is Generating Interest from your One Reader

98% of marketers in a Zazzle Media (@ZazzleMedia) study said they used written format — blogs, articles, etc.

As your One Reader enters the interest stage, a skilled content writer/copywriter will be able to blend educational and entertaining content.

Blog posts are converting content

Middle of the Funnel

Bridge your audience to the value of your product with content that aligns with the consideration stage of their buyer’s journey. Solution-focused content pushes the One Reader to the next step in your funnel. Blog posts that show your audience how to solve their real-life experiences using your product can help convince visitors to buy from you. Blogs are the 5th most trusted source of information. 

Blog Posts are the Centerpiece of Content Marketing

Blog posts can help double or even triple your conversation rate. Establishing a detailed blog that helps answer users’ ongoing questions is the key to keeping them engaged and building more trust. HubSpot found:

  • Companies that blog get 55% more visitors than companies that don’t 
  • Companies with a blog also boasted of 97% more inbound links
  • Whopping 434% increase on an indexed page

“55% of marketers say blog post creation is their top priority for inbound marketing.”


Use BuzzSumo to find top-performing content in your industry and create a post with more value than your competitors. Use Moz to find out which blog content performs best on their website regarding backlinks, organic traffic, and social shares. 

BuzzSumo will show your competitors’ converting content
Tips for Converting Blog Posts

Brian of Backlino puts most of his effort into the first three to four sentences.

  • Focus on the introduction of the blog posts
  • Implement a high-volume long-tail keyword phrase throughout all your posts
  • Use images every 75 to 100 words.

BuzzSumo study of over 1 million articles found articles with images earned double the shares of posts that didn’t. 

To make your content marketing more reader-friendly:

  • Break up blocks of text into shorter paragraphs
  • Don’t create paragraphs of more than five lines
  • Include subheads
  • Use bullet points 
  • Add other elements like visuals to illustrate your points 

Turn your best-performing blog posts into an infographic highlighting the main points. 

Bottom of the Funnel

Bottom-of-funnel content relates directly to your core offerings. Measuring micro-conversion like social media shares, views, and comments reveal what content your One Reader likes. But the most critical metric is your conversion rate. You’ll have much more success if you offer your buyer a discount along the way.

Refine your offer so its value is unique to your audience. It must attract qualified customers. Send them a welcome campaign within 5 minutes of opting in. Deliver on your promise with your blog post, and your visitor will likely move to the next stage.

Stage 3 – Developing your One Reader’s Desire

Demonstrate your expertise with your welcome campaign. Create email copy that speaks to your their desire. Focus on creating instant gratification for your One Reader to get their desired result.


Welcome campaign’s should:

  • Solve a problem your One Reader has
  • Deliver on a promise
  • Super specific 
  • Easy to read
  • Delivered instantly 
  • Demonstrate your USP

You can repurpose your highest-converting blog post into email content. 

Stage 4 – Driving Action

Be smart and tailor the call to action to your One Reader. Tell your one Reader what specific action to take next, so they enter the next stage of your sales funnel. Smart CTA’s convert 202% higher than other CTAs, so don’t use generic messaging. Use power words and words that convey emotions. 

Using words like “submit” in CTAs decreases conversions by 3%. Personalized call to actions speak to your One Reader by connecting them to your free One Offer (lead magnet). Examples of calls to action: 

  • Get Your (Desire) Now!
  • Get Started With (Product) in One Hour or Less
  • Get Your Free (Service) Now
There’s no converting content without an offer

Once your One Reader has exchanged their email address for your lead magnet, your content conversion funnel will pass the baton to a drip campaign. 

Follow Up with More Email Campaigns

According to SEMRUSH (@semrush), “73% of marketers believe email marketing is the efficient channel for driving payments.”

Nurture your leads with emails to drive your subscribers to product pages. Customize your lead nurturing drip campaign with personalized emails mapped to engage your One Reader to buy your product. Prime them with relevant content like details about the benefits of using your solution.

60% of consumers have purchased after receiving an email with a solid marketing message.”


Continue to build the relationship with your One Reader with a series of emails that work to persuade them into a sale. Each email should increase the value of your “One Offer” by sending the right messaging at the right time. Add value through information to increase the conversion rate.

Build credibility with useful emails that address objections with proof of how your solution will help them achieve their desired results. Segment your drip campaign based on what lead magnet they downloaded. Measure what emails do the best to get higher converting drip campaigns.

Content MarketingConclusion

The content conversion funnel moves your One Reader throughout your funnel by providing educational, actionable, and entertaining content until they are ready to purchase. Everyone’s conversion funnel looks different because their One Reader, One Promise, One Big Idea, and One Offer are all based on their product.

To define your conversion funnel:

  1. Research who your One Reader is and what they need
  2. Create a content conversion funnel that’ll build an audience, a relationship, and a bridge
  3. Optimize each stage of your funnel to generate more leads and revenue with content and copywriting

Your content should connect your One Reader’s pain point to your solution by providing helpful information without expecting anything in return. 

How Audience Research Puts You in Your 1 Reader’s Shoes

94% of consumers report that they are likely to purchase more from a company with (a)“very good” customer experience,” according to Qualtrics research.

What defines a great experience for your 1 reader? Ask your audience. Content marketing and copywriting start with audience research.

After reading this blog post, you’ll be able to:

  • Define who you are writing content for
  • Get an understanding of your customer’s journey
  • Craft relevant content, messaging, and copy that connects
  • Create content faster
  • Drive higher conversion rates

“Get closer to your customers than ever. So close that you can tell them what they need before they realize it themselves.”

Steve Jobs

The first step of copywriting is getting your audience’s attention; the only way to get it is to walk a mile in their shoes. Listen to your 1 reader. Personalize your copywriting for different segments of your audience and you’ll convert more people. 

Insights into your buyer’s journey allow you to speak to them directly at each stage. Learning about their motivations and anxieties will have you speaking your 1 reader’s language. Understanding their desires inspires action. Use their words to communicate how your product makes them a better version of themselves.  

What is Audience Research

Voice of Customer (VoC) research is pulled from prospective customers and past customers’ voice of customer data. It’s discovering your audience’s pain points, preferred keywords, buying behaviors, language, and more. VoC is everywhere so get as much information as possible.

Swipe words and phrases from your audience. Double down on understanding your audience by starting with the rule of 1. Determine the perfect lead for your research or let the research determine who the perfect lead is. 

McDonald’s used audience research to make significant changes.

Look no further than McDonald’s for an example of audience research making a significant change in a company’s marketing (and menu). After research and pressure from their customers, McDonald’s started serving healthy and organic food. 

The Rule of One

“Write copy that targets 20-35% of your audience that will be most likely to purchase your product.” – Joanna Wiebe

The rule of one consists of:

  • 1 reader
  • 1 big Idea
  • 1 promise
  • 1 offer

Focused web copywriting comes from a clear understanding of your audience. Your 1 reader represents people in your audience interested in your products. Researching the perfect lead allows you to craft specific copy because you know what details are important to them. You can uncover trends like how they find and consume your content.  

The rule of one and audience research go hand in hand.

Your 1 reader is the foundation of your audience. You have to know your ideal prospect to persuade them. You can’t write for everyone. You’ll end up reaching no one. The best suited 1 readers:

  • Need and want what you’re offering
  • Buy your product and tell their friends
  • Keep buying your product

Speak directly to your 1 reader; they represent the target audience you want to convert into customers. During audience research look for specific examples to convince your 1 reader to buy your product.

For example, you may search for testimonials they can relate to or even look