Technique #1: Prepare to compete.
The first and most important piece of information that you need to have permanently implanted in your brain is that you are not sending email to email addresses. You are sending email to real, live human beings. These humans that will receive your email are much like yourself. They all are busy people who weren’t sitting there with baited breath waiting for your marketing email message to arrive in their empty inboxes.
Technique #2: Answer the ‘what’s in it for me’ question.
You’ve got 50 words, tops, to answer that question. You must give the recipients of your marketing emails a very good and substantial reason for taking their valuable time to see what it is that you have to say to them in your marketing email.
Technique #3: Don’t promise more than you can deliver.
Don’t be overly zealous in your subject line. You can’t deliver world peace, so don’t make a promise that you can’t keep. Keep it real. Keep it on point.
Technique #4: Study newspaper headlines.
Newspapers have headline writing down to a fine art. Pick up your local newspaper and note how headlines are written. Pay attention to the ones that grab your attention.
Technique #5: Don’t practice recycling.
That may not sound very environmentally friendly but we aren’t talking about plastics or paper; we are talking about marketing email subject lines.
Just because a subject line that you used last month was effective, it doesn’t mean that you can simply change a word or two and recycle it.
Learn three simple steps that will improve your writing and help you to move your audience.
So what is the goal of great writing, and how can it change your presentations? Professional writers always have one main goal in mind with everything they write: to transform their audience. Great writers strive to help their audience see through different eyes, act differently, change the way they interact with the world.
Anyone can throw words together and make complete sentences, but if you want to actually have impact through your writing, you must learn to write for your audience.
1. Write your action steps first.
Forget about the catchy headline and attractive lead paragraph for now. There’s no use in cleverly leading a reader into an article that has no real value to them. So start where you build your credibility, right in the action steps. Of course you want to identify your subject and then tell them how to make their lives easier. For instance, plumbers are always going to have to fix pipes, it’s the nature of their business. If you have an ezine to others in the plumbing industry, write about a new technique in the industry on sealing pipes or preparing them for the winter, etc.
2. Save the best for last.
There’s something called takeaway or take-home that should be in every one of your articles. It’s your last chance to tell your audience, “I know my stuff.” Try to put that key piece of information in the last paragraph of your article and you’ll want it to be something your reader can do as soon as he or she finishes reading your article. If you’re writing to accounts payable clerks, you’d tell them ways to get each department to get approvals on all purchase orders before submitting them. Bottom line: Give your audience something they can do immediately at the very end of your article. They’ll remember your name and become devotees for life- hanging from your every word.
3. Get excited about the benefits.
After you’ve taken care of the credibility building portion of your article, you have to draw the reader in and whet their appetite for all this great information. By the way, if you write the action steps and take-home first, this part will be easier because you’ll be so excited about the information you’ll see the benefits of it. And that’s what writing lead paragraphs and headlines is all about: benefits to your readers.
You can begin to receive that new wave of subscribers you’ve been hoping for