A lot of marketers seem to be doing one of two things right now:
- Copying formulas from other marketers without thinking:
(“your account is approved!”, “bad news” and so on…) - Emailing completely without thinking – volume over quality
(thinly disguised pitches and even repeat mailings of the same exact email)
Needless to say, both approaches are not only leaving a lot of cash on the table, they’re also alienating the audience for the long term.
photo credit: Wiertz Sébastien
So. Then again!
If you want ACTUAL RESULTS…
Ask yourself these important questions first or as you edit the email about to go out:
- Do I have a single clear idea, thought or offer I want to get through to the reader? (if not, hold off until you do!)
- Am I ‘speaking’ in a clear, uncomplicated language (even scientists, politicians and bureaucrats secretly crave simple communication)?
- Do I have a personal tone so they realize you’re a Real Person First – one they can relate to like they do to a neighbor (not a marketer, spokesperson or a corporate drone)?
- Am I coming from a sense of sharing (my insights, information and experience), not out of neediness to make a sale?)
- Does my reader know where I’m coming from, regarding the subject matter I’m writing about? If not, share a personal story or a piece of your backstory to give a chance to get to know you and like you.
- Am I formatting the email in short little pieces that give it the same rhythm as my speech would? Don’t be afraid to include one row chapters and three word sentences.
- Are my links presented in logical places, so they’re a natural part of the conversation – not just a blunt interruption betraying greed or neediness.
The next time you send out a broadcast email, ask yourself these questions before you hit that Send button.
You’ll be glad you did. 🙂
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Show comments Hide commentsThanks for the very grounded share, Juho! Nice. 🙂
Heh, thanks Bernie. I try to get grounded every once in a while. 😉 Thanks for stopping by!