Time is not always on your side when writing emails.
Next to an emergency 911 number for a copywriting crisis, having a few proven formulas in the back pocket of your brain can be life saving.
Here are 3, easy-to-follow email formulas for those when you need an email yesterday...
The "Perfect For You" Email
Help your reader identify as the right fit for your offer.
Describe your ideal user of your solution and be sure your readers relate to that description.
Customer success story → testimonial → influencer proof → before and after
The Special Case
People believe they’re an exception to every rule and to your offer.
Data from other users →
Testimonial from someone like them →
The Even If clause: tell them how your solution can work for them “even if” - and then add bullet points of their objections
No one likes feeling left out. So write an email that taps into this fear.
Dig into the things they’ll be continuing to struggle with when their friends have overcome it.
The sequence includes:
Success story → Risk reversals (ways to eliminate risk re: guarantee or trial period) → Urgency/time limit → Countdown timer
Even if you're not up against the clock, these work even better when you have time to think... and research.
P.S. Read this first
After you open an email, where do you go first?
If you’re like most people (according to research), you jump to the P.S. at the bottom.
Sounds counterintuitive, right?
It’s like reading the last page of a book to see how it ends. Or eating dessert first.
The exact stats vary, but allegedly 90% of people read the P.S. before the message.
Reasons why this works include:
It stands out in an email, especially if it’s highlighted or in a different font or color.
It gives people an idea if the rest of the email is worth reading.
It uses the Zeigarnik Effect: we don’t like incomplete tasks.
So once an email opens, we can cut to the chase by reading the P.S. first. This diffuses the tension.
So use this additional thought to its fullest advantage by:
√ Talk about what they lose if they don’t take action / buy your product or service.
√ Remind them of the solution and how much better their life will be.
√ Mention a deadline or other urgency factor to motivate them.
√ Share bonuses.
√ Provide links to freebies or additional info.
5 Ways to Conduct Marketing Interviews Like a Pro
Interviewing is an art…an art that pays dividends in many ways whether you’re a copywriter or content writer.
If you master interview skills, and people are comfortable talking with you, you’re golden. They may end up revealing stories they had not planned to tell.
I know because I've been told that many times.
Over the years of writing content – mainly magazine and online features – I learned a thing or two from interviewing people from all walks of life.
From CEOs to MDs and reality show hosts, here are a few tactics that enabled me to get the most out of each interview…
1.Keep the chit chat short. A comment about the snowstorm or quick note on a commonality (“oh, I see we both majored in X in school…”) is fine but then move right in.
2. Use bullet points, not scripted questions. (An exception may be PR people of celebrities or high-ranking officials, but it’s not normally required.) This allows the conversation to flow naturally. Reading from a script doesn’t allow you to really listen to their responses\
3. Don’t be afraid to venture off topic. Often the best information and most fun stories come from unplanned tangents. Just be sure to rein the conversation back on track if it goes too far off the rails.
4. Tell people when the end is near. Saying, “I have one more question…” or any other indicator that tells the person the interview’s almost over, often elicits a visible relaxed posture (if on video) in the other person. (And ironically, they may open up more at this point.)
5. Always end with this question: “Is there anything I didn’t ask you that you’d like to include on this topic?” I can’t count the number of times this produced the most interesting stuff.
For more on this topic, be sure to check out this week’s podcast interview with Ryan Paul Gibson, founder of ContentLift.io.
A former on-the-street journalist, Ryan provides great tips and advice for nailing the marketing interview.
Check it out HERE (and please subscribe and share if you enjoy it!).