The Email Sound Booth with Liz Wilcox

SALES EMAIL SUMMIT: Gary Williams – Using Survey Results to Write Your Email and Make Sales

Podcast Host: Liz Wilcox
Guest: Gary Williams
Date: August 21, 2025

Overview

In this episode, Liz Wilcox welcomes Gary Williams to the Sales Email Summit to discuss a sales email strategy that leverages real survey responses from your audience. Gary takes listeners behind the scenes of a highly effective sales email campaign built on live workshop feedback and shows how sharing audience language and results can spark authentic conversations and drive sales. The episode is rich in practical advice, examples, and actionable insights for anyone seeking to make their email marketing feel genuine, conversational, and profitable.

Key Discussion Points & Insights

1. The "Survey Says" Sales Email Strategy

[01:02 – 05:23]

• Gary's Most Successful Email: Gary describes a standout sales email he sent, inspired by one of Liz's templates, that used audience survey data to drive engagement and conversions.

  • He conducted a live workshop and polled attendees with the question: "Where do you find yourself getting stuck when it comes to your productivity?"
  • 107 responses were collected live via Zoom.

• Survey Data Analysis with AI:

  • Gary downloaded the poll data and utilized AI to help distill responses into five key themes, acting as a "thought partner" for categorization.

• Crafting the Email:

  • The email shared the five productivity challenges/themes that emerged, and included direct (anonymous) quotes from respondents.
  • Readers were asked to hit reply and indicate which theme resonated with them.

  “We’re using the words of our ideal client, people that were on the workshop… it’s a beautiful way to actually speak the language of the people that you’re trying to reach by using their direct words with them.”
  — Gary Williams [03:52]

• Why This Works:

  • Relatability: Sharing real audience language makes the email feel personal and relevant.
  • Fosters Conversation: Invites readers to respond, sparking one-on-one conversations.
  • Behind-the-Scenes Appeal: Transparency about “what others are saying” taps into readers’ curiosity.

  “Not only do we just use those five themes, but we used actual quotes… Which leads us to the second thing of why this email worked so well is using their words created this relatability...”
  — Gary Williams [05:07]

  • Conversation Over Closing: The email isn't a hard sell—it’s a warm invitation to share and open a dialogue.

2. Executing the Strategy in Your Own Business

[05:23 – 07:20]

• How to Replicate:

  • Run a live poll or send a one-question survey via email.

  • Summarize and categorize responses.

  • Pull back the curtain for your list: “Okay, the survey says…”

  • Include direct quotes (anonymized), showing readers they’re not alone in their challenges.

  • Invite replies on which theme resonates most.

  • Bonus: Sprinkle in success quotes from customers who have benefited from your solution, subtly shifting from problem to transformation.

• Applicability: Whether you have a live event or not, the approach works as a simple survey in any business context.

3. Handling Replies and Avoiding “Cringy” Sales Conversations

[07:26 – 11:21]

• Liz’s Question:

  • “Did that ever feel cringy to you or embarrassing or awkward? And if so, what did you do to get over it?”
    — Liz Wilcox [08:13]

• Gary’s Honest Take:

  • Early on, he overthought the reply process, worrying about the nature and expectations of email replies (e.g. “am I starting a never-ending pen pal chain?”).
  • Leaned on Liz’s “welcome sequence” method: ask for simple yes/no replies and don’t overcomplicate the follow-up—gratitude is enough.

  “I definitely overthought that for the first few years in business... I don’t have to write them a novel to a yes or no response.”
  — Gary Williams [09:20]

  • Now, he views replies as opportunities for empathy and problem-solving, not just pitches.
  • Sales conversations should be inviting, not transactional. Responses are a “gift” — someone is sharing their pain point.
  • He stays unattached to the outcome, simply seeking to help, recommend solutions, and build relationships.

  “Sales is kind of like the intersection between empathy... and problem solving.”
  — Gary Williams [10:00]

4. The Power of Enthusiasm and Audience Connection

[11:33 – 14:46]

• Liz highlights that enthusiasm and genuine desire to help is just as critical as strategy for making sales feel easy and natural.

  “When you’re enthusiastic about helping your people, sales comes a lot more easily.”
  — Liz Wilcox [11:33]

• Gary’s Call-to-Action:

  • Shares a free guide, the “Needle Moving Action Plan”—a 15-minute resource to help listeners identify and focus on priority actions for their business.
  • Recommends Liz’s membership as a game-changer for his own email marketing success.

  “Your membership has been the biggest game changer in my business... If you’re not already in her membership, what are you doing?”
  — Gary Williams [12:21]

• Resource Links:

  • betterfuturecoaching.com/action – Gary’s free resource
  • Liz Wilcox’s membership & resources – Weekly templates and email marketing support

Notable Quotes & Memorable Moments

• On Using Audience Language:

  “It’s a beautiful way to be able to actually speak the language of the people that you’re trying to reach by using their direct words with them.”
  — Gary Williams [03:52]

• On Authentic Sales:

  “It’s not about closing the sale, it’s about opening a conversation.”
  — Liz Wilcox [07:26] (attributing Mike Kim)

• Regarding Reply Anxiety:

  “I definitely overthought that for the first few years in business... I don’t have to write them a novel to a yes or no response.”
  — Gary Williams [09:20]

• Empathetic Selling:

  “Sales is kind of like the intersection between empathy... and problem solving.”
  — Gary Williams [10:00]

• On Enthusiasm in Business:

  “When you’re enthusiastic about helping your people, sales comes a lot more easily.”
  — Liz Wilcox [11:33]

• Membership Testimonial:

  “Your membership has been the biggest game changer in my business...”
  — Gary Williams [12:21]

Important Timestamps

• [01:02] Gary explains the “Survey Says” email concept
• [03:52] The value of sharing direct audience quotes for relatability
• [05:07] Three reasons the email worked so well
• [08:33] Discussion on discomfort with sales conversations
• [09:20] How to handle responses simply and authentically
• [10:00] Sales as empathy plus problem solving
• [11:33] Importance of enthusiasm in sales
• [12:21] Gary’s testimonial about Liz’s membership and invitation to his free action plan

Takeaways for Listeners

• Use surveys—live or emailed—to gather real customer struggles and language.
• Share this “behind-the-scenes” feedback directly with your email list to drive engagement.
• Ask for replies; keep your responses simple and focused on empathy, not immediate sales.
• Use customer language and peer stories to foster trust and relatability.
• Focus on conversations, not just conversions; genuine connection leads to sales.
• Harness enthusiasm—it’s infectious and sells better than any script.

Links:

• Get Gary’s free Needle Moving Action Plan: betterfuturecoaching.com/action
• Join Liz’s membership for weekly email templates: lizwilcox.com
• “Steal These Sales Emails” template pack (as mentioned in outro): See show notes for details.