One of my peeps just posted on Facebook that she’s about to host her 10th (tenth!) Vision Board Workshop in less than a year. People were inspired. They commented and asked how she’s had so many successful workshops. Here’s what she wrote:
So yes, I give my students a complete pack of promo emails all written – every single word – by me. It makes it easy on them. They can plug and play without having to learn the art of writing the perfect email.
Time and time again, those emails get sign-ups.
Well, neither you or I have time to turn this into a copywriting lesson.
So what if I just give you 5 tricks to help you get better responses to your emails…whether you want people to sign up for your workshop, or you want people in your neighborhood to volunteer for recycling day?
Cool? Here goes…
Trick #1 – Write like you talk.
You can tell people about your services and their problems until the cows come home.
But the moment it comes time to put pen to paper (or fingertips to keyboard), everything shuts down.
Suddenly, you become corporate drone girl.
You stop helping, and you “facilitate.”
You don’t use, you “utilize.”
You write things like, “We can incubate mission-critical methods of empowerment.”
Even YOU want to throw up in your mouth a little bit.
So why do we do this?
Because for some reason, we think writing is supposed to impress people. But it’s not. Writing is supposed to connect with people.
Impressed people gawk. Connected people click things.
So chill. And write like you’re having a conversation.
Tip: Record yourself talking, transcribe it and start from there. Your own words. As they flow naturally. (Do you ever incubate anything when you’re talking? Not unless you raise chickens.)
Be you. Be real.
Trick #2: Obsess on your Subject Line
The subject line is the key decider if anyone even opens your email, right? So don’t blow it off. Make it compelling.
Compelling, however, doesn’t mean the liberal use of exclamation points. Don’t shout at people.
Compelling means it grabs, it speaks to a need, it’s personal – and it jumps out through the noise.
I write 10 – 20 subject lines before I pick one. You don’t have to be crazy like me…but if you want your email to get opened, get intentional about your subject line and see how that changes your response rates!
Trick #3 – Write to a person, not a group
Whether it was back when I was writing songs, or when I’m writing a sales page, or an email, or even this article – I talk to the ONE person on the other end who’s reading it. (I actually imagine a specific person.)
Why is this important?
Well, when we speak to “groups,” we tend to make big bold statements, grandiose and sweeping gestures in order to prove some big something that seems to matter in those big something kind of ways.
Intimacy and connection are lost.
So, imagine a client or friend who thinks you’re the best thing ever. The one whose life you have touched in a big way. Imagine that person on the other end of your email. Write to that person. See what happens.
Trick #4 – Line breaks
I know, I know. This one’s basic. But OMG, people!
I’m stunned at how many folks still send emails with long-ass paragraphs that no one’s eyes can possibly even begin to read. And when you consider that most people read emails on their phones, do you honestly think they can take in your ten sentence paragraphs with all of your intellectualizing and opinion-making? They can’t! This is why I teach my clients that marketing is service. It means you always think of the customer experience – or, in this case, the reader experience. Being a great marketer means you are less selfish and self-centered.
And line breaks are the least selfish thing you can do as a writer of emails.
Even one-word paragraphs?
p.s. If you actually made it through that paragraph up there, congratulations. I hated writing it.
Trick #5 – One. Freakin. Thing.
This one falls under the category of “Simple but not Easy.”
When you write an email, think about that ONE thing you want your reader to get. Or the one action you want them to take.
All of the content of that email leads to or is about that one thing. That’s it. If they don’t do that one thing, your email wasn’t successful. “Click here.” “Hit reply.” “Call me now.” Make it clear, uncomplicated, and easy-to-do.
In fact…here. I’ll model this for you right now.
Answer one of these two questions:
1 – Which of these tricks do you forget to do when you write emails?
2 – At a time when our inboxes are flooded, what makes you open or respond to an email? (Seriously – have you ever thought about this? It’ll make you a better writer!)
Share your answers with me in the comments. I’m super curious…