So yesterday we talked about why you’re not converting your auto transport leads, because if you look and sound like everyone else, your clients will choose based on blind selection or price.

Be yourself and clients will be begging to do business with you.

Just like the story Ruby the Copycat, she discovered that by being herself, everyone wanted to be just like her. She became a leader instead of a follower. The same applies to your business. You have to be yourself.

Shortly after I posted the article, I received an email from an auto transport broker that read,

“Ashley, I’ve watched your videos and I love what you teach. I am a broker and I was told to copy what every one in the industry is doing. That’s how you will make money. It isn’t working out for me so I really want to try your advice. The only thing is, I don’t understand how to be myself or how that will get people to open my email. Can you explain more in detail so I can understand you. Thank you Ashley. I hope to take your course soon when I save enough money. God bless you and your family.


Mario brought up such a great point. It’s easy to be yourself, but how does being yourself directly relate to getting people to open your emails? Especially when the auto transport leads you’re buying is leaving you to compete with 9 other brokers.

I will explain that but first let me tell you a story of two brokers.


So there’s two auto transport brokers that began their business around the same time. Both of them immediately start out making calls without any formal training and both copied what everyone else was doing in the industry. After all, that’s what they were told to do.

Broker A, quickly discovers the strategy that a lot of the other companies were employing. Quote low and tell the client anything they want to hear and in return, you could make money a lot faster. And if you happen to upset the client, blame the carrier.

Broker B also tried to copy what everyone else was doing but refused to quote low. The the low quoting just didn’t sit well with them. Unlike broker A who was quickly gaining traction, broker B was losing money. So they had to figure something out and fast.

The shift.

One day there was a shift. Even after all the success Broker A had in the beginning, the low balling started catching up to them. All it took was one brave client to leave a negative review, despite what the broker was telling them. That cause a domino effect and before you knew it, clients began leaving negative reviews.

Broker B on the other hand, discovered the magic formula to converting auto transport leads with their integrity in tact and still earn top dollar.

So what happened?

What did Broker B do differently from Broker A? Broker B stopped copying what everyone was doing and started being themselves.

If you haven’t figured it out yet, I was Broker B.

The Lady in Red

The key to getting clients to chose me was by being me. Why? Because no one can duplicate me. I am unique and when you offer something unique in a sea of sameness? Clients want it.

It’s like a Lady in Red. When she walks in the room, she demands attention. Why? Because she stands out.

I had to become the Lady in Red, so the first place I started was rewriting my quote email to get it read. And that’s what you’re going to learn today, how to become to lady/man in red and get your emails opened.

There are 3 key parts to your email that directly affects not only of you get your emails opened, but whether you will convert your auto transport leads.

The 3 Keys:

Key Part #1: Your Subject Line: : You need to create a captivating subject line that will stand out amongst the rest. Think about your potential client’s inbox. It will be full of subject lines like this:

Quote #456227-AJ

Talk about Subject Line Crime. If yours look like that too, will it get read? Probably not. You need to hook them with your subject line. Get them to say I want to open this email.

Which looks more enticing?

Quote #456227-AJ vs {Insert Their Name}, It’s Not A Game. It’s your Car.

I would say the latter.

Remember, this is the most important step of them all. If you don’t get them to open your email, you’ve lost.

Key Part #2: Your Actual Email: Once you’ve gotten them to open your email with your hook, this is where you will continue to woo them. You want to show them you are genuinely interested in them and the well being of their vehicle.

So in the same example, you need to continue with what you’ve started. So I might write something like this:

“{Insert Their Name}, It’s Not A Game. It’s your Car. Why trust your first or second most valuable possession in the hands of just any body?

I know I wouldn’t.

So here’s the deal. I’ve listed your moving details below and would love to set up a chat on the phone to discuss your must haves. You can ask me whatever you like about the process, what to expect or even ask me about my company. The main objective here is to ensure we figure out whether I can actually be of use to you and your move and so you can actually meet your broker.

Besides, there’s no room for error when it comes to these things and I wouldn’t want messages to get lost in the interwebs.

So take a look at the information below and then hit reply with a date, time and working number that’s good for you and I’ll give you a call.

I promise I won’t share your info with anyone without your permission.

Your message comes straight to my inbox. I look forward to chatting with you over the phone.”

Now obviously you would write using your personality, your voice and most importantly based on what you’re trying to achieve.

So really think about what your end game is and write accordingly. Whatever you do, don’t copy this example word for word because that’s being a copycat and that’s also considered stealing in the court of law.

Key Part #3: Your Call To Action: Your call to action is how you close your email.

For example if you want them to place their order, your call to action should express this.

Whatever you want their next step to be, that’s what you need to say here. Do not skimp here.

People need to be told what to do next or else they’ll just close your email and move to the next. Give them specific instructions.

In our example, the call to action was getting them on the phone. So I asked for their contact information even though I already had it. By asking for it again, they’re not only given straight forward instructions on what to do next, you’re secretly asking for their permission to contact them. Giving them the feeling of power and being in control. Let’s be real here, who doesn’t like to feel in control?

I know I do!

So there you have it. The 3 Key Parts to your email. By simply tweaking these parts of your email, you will not only get your email opened, but you’ll also naturally increase your chances of converting your auto transport leads into clients.

Now it’s your turn. In the comments below, I want to know if you were guilty of the subject line crime we discussed above. Then I want you to open your quote email and start dissecting/tweaking the three parts we’ve discussed in this article.

If you found this article helpful, please share on your favorite social media site. Today mine is Facebook but tomorrow it could be Google + ;-).

As always thanks for reading!

Wishing You Lots of Love, Prosperity and Happiness.


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