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if you are writing email copy writing that spends time talking about yourself, or your company then you run the risk of making your readers ask "so what"? and the second question is likely to be "where is that delete button"
Email copy must focus on what is important to the readerRemember that the person reading your email message does not care about you personally. As a writer of email promtions you need to focus on what's important to the reader. Your do not want your reader to be able to look at any part of your message and say to themselves "so what", "why should I care"... After you have finished you first draft read your email message out loud to yourself and ask yourself this question: "if I don't know the person who wrote this and don't give a hoot about them could I say to myself "so what?". If you can, then you have a problem with you email copy that you need to fix. Re-write that section or simply get rid of it. And when in doubt - leave it out. This rule applies even if you are a consultant or topic expert. You cnan talk about your skills and expertise but put them in the framework of what they can accomplish for the reader. You need to keep your email engaging and more about what the reader wants to hear. If you want to talk about yourself buy a dog... don't blab on in your email messages. |
When client we have worked with planning direct mail promotions very often we are asked the question, "what response can we expect from this mailing?"