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Sometimes, all the rules, guidance, brilliant ideas, expertise and even creativity just get in the way. They suffocate the most essential, basic thing that matters.
This month, we’ve been focusing on email marketing and how to write emails that captivate and connect with your reader. And I’ve given you tips and posts to help you do just that. But when I think about it, there is really only one thing you need to know to write great emails that get opened, read and responded to:
Be a real human being reaching out to connect with another human being.
Have something to share, and share it from your heart. And do so with the intention of speaking right to the heart of the person receiving your email.
There. That’s it. That’s all you need to know.
But I’m happy to say more.
See, when we think of email marketing as “mass marketing,” or even direct marketing, rather than “one-to-one connecting,” we fall off the beam. The beauty of email is that it can be so much more personal and intimate than any other form of communication online. Social media may be in the spotlight right now, but social media is, well, social. It’s like one enormous cocktail party where everyone is talking over everyone else. It’s loud and crowded.
But when you send someone an email, it’s just you and that other person… even if you’ve sent that email to 4,000 other people. You get to speak directly to one person at a time. It’s you and them, alone at last.
So, speak to the heart of that other person. Virtually sit down with them, have a cup of tea and share whatever is on your mind, and do so from your own heart to theirs.
Continue reading Email Marketing v.s. Email Intimacy
March is Email Marketing Month! During the entire month of March, I’ll be giving you tips, ideas and off-the-wall insights about how to get your bulk emails opened, read and responded to. Because, hey, if you’re going to take all that time to write a great email or email newsletter, you want people to read it, right? Right!
H ave you ever seen a movie trailer that was so exciting, suspenseful and intriguing that you couldn’t wait to see that movie? And when you finally got the chance to see that movie, you were incredibly disappointed… because the trailer was 4-times better than the actual movie?
Well, some emails are like that. They might have an intriguing subject line and a captivating lead, but once you dig into the guts of that email, it wimps out. There’s nothing there to hold your interest. And you feel slightly deceived, cheated and manipulated.
While the subject line and lead (which consists of the greeting and first few sentences) are key to getting your emails opened and read, the body of your email has to be able to keep your reader engaged in what you have to say AND what you have to offer. Last week we talked about email marketing and the basic anatomy of an irresistible email, and today, we’re getting into the blood and guts – the meat of your message – so you can create email content that captivates and connects with your reader… without silly manipulative tricks.
NOTE: It is essential that whatever you write in any email feels true and genuine to who you are and your message. No phony-baloney copywriting tricks. No false promises. No B.S. Don’t copy someone else or try to act on email marketing advice unless it feels in alignment with you and your message. That includes what you read here in this blog post!
Here is a place to start… a few ideas to hopefully spark your own authentic way of writing emails that resonate with your ideal clients and prospective customers. Let’s get started!
Continue reading Email Marketing: The Blood & Guts of An Irresistible Email
It is March 20 and we continue our month long spotlight on email… how to write emails that get opened, read and responded to!
Today, we are talking about stupid email writing rules you need to avoid. Oy, I heard a doozey the other day!
AND… how to make sure your email makes [...]
March is Email Marketing Month! During the entire month of March, I’ll be giving you tips, ideas and off-the-wall insights about how to get your bulk emails opened, read and responded to. Because, hey, if you’re going to take all that time to write a great email or email newsletter, you want people to [...]
Hey There! Did you hear the news?
For the entire month of March, we are going to be talking about how to write emails that get opened, read and responded to. And we start with this week’s Tough Love Tuesday tip on… email subject lines! When it comes to writing emails that get [...]
Hey, today, I’m keeping it short and snappy! And you should too!
When you’re writing website copy, or an email, or anything online, you stand a better chance of engaging your reader by keeping it short and snappy. Here is a tip on how to do [...]
The following is Part III of a multi-post series on writing autoresponders that get results. Part I told the story of Kate and James. Part II, that story continued, along with some pretty sweet guidelines on how to write autoresponders. And now, we continue with both Kate and James, and your autoresponder series!
Ah, have I kept you in suspense too long?
Are you wondering what happened with Kate and James?
Well, you will be relieved to know that James made good on his promise; he called Kate. And rather than let that call go to voice mail, Kate picked it up! She accepted James’s invitation to dinner, and it was lovely! James picked a quiet, classy Northern Italian restaurant with incredible food, huge wine list and impeccable service. But neither one could pay much attention to the food because they were so busy talking, flirting and feeling a little queasy with first-date nervousness!
Was there a goodnight kiss? I’ll never tell. And you don’t need to know in order to get the point of what’s coming next.
Let’s pull this back to your autoresponders, shall we? Because just like James, you got your prospect to say “Yes” to your offer, right? They’ve either opted in for your free offer or bought something from you.
So, what needs to happen next?
Exactly! You need to be sure your client is sent an autoresponder, immediately! In fact, their opt-in should ignite a series of autoresponders that you’ve set up ahead of time. So, today, we’re going to talk about when to schedule those automatic emails and WHAT should be in them!
0 Day Autoresponder
The first autoresponder is sent as soon as your client opts-in or buys something from you. That’s why it’s often called a 0-Day Autoresponder. This email should:
Reassure
You want make your clients feel really good about opting-in or making a purchase. Remember, a lot of people will buy something and immediately regret doing so. You want to eliminate Buyer’s Remorse! Let them know how brilliant they are for making such a wise decision and emphasize how this decision will benefit them in a thousand different ways.
What’s The Scoop?
What do they need to know or what can they expect from this point on? Will they be receiving something via email, snail mail, UPS, FedEx? Will they be receiving your e-zine as well as their purchase or your free offer? Let them know what they can expect from you.
Offer Support
Be sure to give your new clients a way to get help or support if they have a problem with their order. Such as, what can they do if the download link doesn’t work? Or if 3 weeks go by and they still haven’t received their order in the mail?
I know a lot of Internet-based businesses use those online support centers, where you, as a client, have to sign up, log in and submit a ticket in order to get any assistance at all! Ugh. What a drag! Personally, I hate those Support Center contraptions! They are always awkward, impersonal and a hassle. Sure, they make it easier for the seller or provider, but they don’t make is easy for their customers.
Continue reading How to Write Autoresponders That Turn Looky-Loos Into Raving Fans: Part III
The following is Part II of a multi-post series on writing autoresponders that get results. Part I told the story of Kate and James. We continue our story here.
 When we last left Kate, she was anxiously awaiting a phone call from James.
Impressed by his savoir-faire, consideration and undeniable good looks, she has been unable to focus on anything other than the fact that he promised to call her and ask her out for dinner. Will she let the call go to voice mail? Will she pick up? And will she go out with him or not?
All these ideas are bouncing through her mind as she sits in yet another business meeting, futilely trying to pay attention to the task at hand.
But, as we said in Part I, if this relationship is going to move any further, James has to call!
This is a critical time for Kate and James. They don’t know each other, but there is an obvious connection. It’s the beginning… and such, it’s a fragile, tentative time when the slightest thing could either strengthen their relationship or bring it to a screeching halt.
Equally, when a new prospect comes to your website and opts-in for your free offer (or buys something!) this is the fragile beginning of your relationship with them. They’ve already expressed their interest by opting in or making a purchase, but they still aren’t quite sure if you’re the one. Are you really the person who can help them with their problem? Are you someone they can work with? Do they like you? Are you the perfect match for what they need right now?
They’re still not sure about you. So, what you do next is critical. You can either move this relationship along or lose your prospective client to some other fish in the massive Internet sea. This is why your autoresponders are so important; they have the power to build rapport and trust with your new client so their initial interest turns into a strong feeling of connection, respect and appreciation.
So, here are some general guidelines for creating autoresponders that turn mildly interested prospects into die-hard fans. Oh, and by the way, most of these guidelines can be used for writing any kind of email to your clients.
1. Be Interested
Your autoresponders should express a sincere interest in your client. Be sure you’re offering to be of service to them and not prattling on and on about you, your business and what you’ve got to offer. Ask questions. Invite them to tell you more about themselves, their needs, their dreams and goals.
Have you ever been on a first date where the other person did nothing but talk endlessly about himself? Were you impressed? No. You were bored stiff, disappointed and mad that you were missing your favorite TV show in order to be with this jerk.
Don’t be that jerk. Make your autoresponders all about your client, not you.
Continue reading Autoresponders That Work: 10 Guidelines for Writing Autoreponsders That Turn Looky-Loos Into Raving Fans: Part II
Join me as we continue our journey into the heart of A Website That Works Wonders! This post is part of a series in which we explore and explain the key elements your website must have if you want attract new fans, engage your audience, build your mailing list, promote your services and sell [...]
 Do you send out a regular ezine or e-newsletter to your clients, potential clients or fans?
If not, WHY NOT? If you do, I have a quick tip for you.
First, if you DON’T send regular emails or an e-newsletter to your email list, you’re missing out! Email is one of the best ways to build and fortify relationships of loyalty, trust and genuine interest with your clients and fans. Plus, direct email is more often than not where any sale is made, at least, in the Internet marketing world. By this I mean that your clients or fans are more apt to buy something from you as a result of an email you send to them than they are from some other form of communication, like a blog post, article, tweet or Facebook post.
One of the reasons for this is that email, whether through a formal newsletter or a short textural note, allows you to be more direct, personable and revealing with your client or fan. You can offer more of yourself, your personality and your services through an email than you can a status update, and you can be more casual and forthcoming than you would in, say, a blog post.
Email is the closest thing we have in the Internet marketing world to a personal letter. And everyone loves getting a personal letter from a good friend, right?
Continue reading A Quick Tip for Your Ezine or E-newsletter
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I’ve given you tips and posts to help you do just that. But when I think about it, there is really only one thing you need to know to write great emails that get opened, read and responded to:
