Most advisors write emails that inform. They share market commentary, charts, or long explanations. The problem? That doesn’t fill your calendar.

Your prospect isn’t looking for a history lesson. They’re worried about running out of money, paying too much in taxes, or missing something important in retirement. If your emails don’t hit those pains directly and give them an easy next step...they won’t reply.

Here’s how to fix it.

1. Lead with their pain, not your expertise

Open your email by naming the problem they feel right now:

• “Are you worried about whether your money will last 30 years in retirement?”

• “Do you feel like you’re paying more in taxes than everyone else?”

• “Is your portfolio too risky for where you are in life?”

When they see their pain in your subject line or first sentence, they keep reading.

2. Crush objections before they even ask

Prospects are skeptical. They’re thinking:

• “This will take too much time.”

• “I’ll just get sold something.”

• “My situation is probably fine already.”

Address those head-on:

• Keep emails short (2–3 paragraphs).

• Use plain language: “No pitch, just a second opinion.”

• Show proof with a quick story: “One client thought they were fine...until we found a tax mistake costing $18,000 a year.”

3. Always include a call to action

Every email should end with a next step. If you don’t ask, they won’t act. Rotate your CTAs to fit the context:

• “Reply YES and I’ll send you a free retirement assessment.”

• “Click here to schedule a 15-minute second opinion call.”

• “Want me to send you a checklist to see if you’re on track? Just reply CHECKLIST.”

Keep it simple and clear. One CTA per email.

4. Make replying effortless

Reduce the friction:

• Don’t ask them to “find a time.” Give them a link and suggest two slots.

• Use micro-commitments. Let them respond in one word (“YES,” “CHECKLIST,” “CALL”).

• Avoid heavy terms like commitment or obligation.

5. Hit at the right time

Your email is competing with hundreds of others. Send when inboxes are lighter:

•  Mid-morning (around 10 a.m.)

• Early afternoon, when people check emails again

The bottom line

Your prospects already know they should get help with money. They’re just putting it off.

If your emails consistently:

• Hit the pain

• Neutralize objections

• Offer a clear, low-barrier call to action

…you’ll book calls. And booked calls are the only metric that matters.