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!
Have 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!
Tell Me a Story
If I gave you the choice between reading a short story or a promotional email, which would you choose…assuming that the story is true, interesting pretty short and snappy? You’d choose the story, right? (If not, you must be a marketer or a masochist… or both).
One way to engage your reader is to tell a great story. Now, I’m not going to kid you. This is harder than it sounds, especially when you’re doing it in an email, because it has to be short and quick to make a point or deliver a message. As intriguing as your story may be, people are short on time and they want “the prize inside” right away.
But don’t let that scare you. See if you can come up with a short, true, and revealing story that communicates the heart of your message.
(I’ve got some very cool tips on how to get people immediately engaged and interested in your story. I’ll be sharing those tips in the upcoming teleclass, “The 5 Essential Qualities of An Irresistible Email.”)
Lay Your Heart On the Line
There is nothing more captivating than someone who is willing to reveal a deep, personal truth — a secret they rarely share with anyone. Especially if sharing that truth requires a raw vulnerability.
Is there something you can share about yourself, that is relevant to your reader, that lays your heart of hearts on the line, reveals something deep and true about you, your life or your work?
In my experience, any time I’ve shared something about myself that was humbling, life-changing, eye-opening or caused me to make a change, do things differently, or see the world in a different way, the response from my readers has always been overwhelmingly positive. Sometimes it can be nerve-wracking to take the risk, but remember, we’re all human beings doing the best we can. And by revealing more of who you are (even the less-than-all-together side) you allow people to connect with you as a human being, not just you, the professional.
This type of revealing vulnerability and transparency is not for everyone! You really need to feel comfortable sharing more than one dimension of yourself with your readers.
AND… whatever you share needs to have a message that is valuable and relevant to your reader. Don’t use your email as your own private therapy session or make-believe appearance on Jerry Springer. Whatever you write needs to be in service to your clients and prospective customers.
What An Idiot!
Have you ever made a mistake that changed you? A mistake that taught you something you’ll never forget? If so, share it. Let people know that you screwed up, big time, and what you gained as a result. This could be a mistake you made years ago or within the last hour.
Everyone, EVERYONE, can relate to mistakes, because guess what? We’ve all made them! So when you share your mistakes with the intention of helping or teaching others, you automatically become relevant to your reader.
Long ago, when I was in college, I had a therapist who gave me this assignment: make a mistake everyday, and tell someone about it. The purpose of this assignment was to help me get over my tendency towards perfectionism… and at the time, I found it very liberating!
Now, I’m not advising that you intentionally make a mistake just so you’ll have something to write about it in an email. No, I only mention it because you may find that exercise as personally liberating as I did.
I’ve got several more blood-and-guts formulas to share with you, as well as some fun and effective ways to make these ideas work for you. If you’re interested in learning how to write emails that captivate and connect with your prospective clients, without any silly, manipulative tricks, join me on April 10 for “The 5 Essential Qualities of An Irresistible Email.” It’s free!