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.
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. 🙂