email copywriting
Does your marketing content pass the 5-second test?
You have 2-5 seconds. That’s all…if you want your marketing promotion to be read!
The first few words of a marketing piece set the stage. Sales letters, email promotions, press releases, website home pages – whatever you use – choose your first words strategically. That is, if you want to keep the reader engaged.
Headlines compel action.
They seize you by the attention-jugular. And the gripping ones won’t let go until you’ve finished reading the copy flowing beneath them – regardless of length.
Study the copywriting that crosses your desk, workspace, or email inbox. What makes it readable, compelling…or toss-able?
Give precise attention to the creation of your headline and the lead copy that follows it. The headline seizes the moment. And the lines of lead copy that follow (typically the first 2 paragraphs) define it.
Riveting, thought-provoking copywriting captures attention. And keeping attention is vital if your marketing communications are to ultimately translate into any measurable amount of cha-$-ching!
Lowlife spammers – I’m averse to say – are masterful at attention-mongering headlines. Check out those that make it past your junk filters. Caught your eye didn’t they? There are reasons why.
Even though you quickly recognize the odor of spam there’s something compelling about the words – right? Despite their evil intentions, there’s a few things to be learned from a spammer’s technique (please don’t confuse my recognition of their technique with acceptance of their modus operandi).
Their magic is typically the subject line. Just as a print headline draws you into the message, the email promotion’s subject compels you to open and read or hit delete.
It makes strategic sense to give attention to the headline and lead in your copywriting that promotes your business, product, or services online or offline.
The following guidelines make a difference in whether your copywriting results in new client or sale…or whether it finds its way to junk-mail central!
1–Create a sense of urgency
Depending on your marketing message’s intent, give readers a reason to desire the benefit(s) sooner rather than later. The element of scarcity can lead to profitable outcomes.
For example…
“It ends tonight at midnight…!”, “Only 4 days remain…!”, etc. implies what? – “you snooze…you lose” – right? Choose words that create a necessary tension and lead to a decision.
2–Communicate usefulness
“How to Get the Heart of 370 Business Magazines in Just 30 Minutes a Month”
Did those words communicate something useful? Check out this headline:
“32 Ways to Save Time and Money from the Pages of Good Housekeeping”
Legendary copywriter, Gene Schwartz knew the power of a compelling headline. He wrote the above two inside of a career that generated over $2 billion in advertising sales.
Effective headlines communicate something of practical value.
3–Claim the unique and specific benefits associated with your product or service.
Use words that enable you to step-away-from-the-crowd. Impress your reader/prospect with your uniqueness. And be as specific as possible. Vagueness creates indifference. Specificity compels.
And remember – a headline should never…
>State something standard, conventional, or…predictable. This stops a reader in their tracks, thinking, “Why read further…I know where this is going…”
>Mislead or trick. If you make a promise you fail to deliver in the remainder of the copy…you’ll lose trust and a potential client or sale.
Make your headlines count just like the seconds it takes to read them!
The Bamboo Principle for Successful Email Marketing
I read an article by Harvey Mackay . He reminded me of the amazing story of the bamboo tree.
When a bamboo seed is planted it must be watered consistently each day. This process continues for four years before any growth is visible above the ground.
But…when growth occurs, the bamboo stalk grows 60 feet…in the next 90 days!
Amazing, huh!
Email marketing is similar in scope to the seeding, watering, and eventual growth of the amazing bamboo plant. In recent posts I’ve shared some vital elements of email promotions and why they work.
Essentially, email promotions are a means to build an ongoing relationship of trust with your client list. The copywriting – from the subject line to the main message – are designed to say, “our company, products, services, etc. can be trusted…check us out.”
With email, trust is developed…over a period of time. One day a click-through to your website or online product sales page will deliver a satisfied buyer!
Build client relationships by planting these bamboo-growth elements in every email promotion:
>Plant the seed — if you don’t plant seeds it’s next to certain you’ll not experience a harvest. Are you “seeding” your list consistently? Compelling, story-based emails are “seeds” with the potential to create growth in sales.
>Water the seed — planting and forgetting is no way to increase a harvest. Daily watering is to the seed what follow-up is to your client and prospect list. Email is an effective follow-up tool. Use email to provide useful content and/or links to it on your website (e.g. a blog, article archives, e-newsletters) as a client/prospect nurturing tool.
>Patiently wait for growth — just because nothing is visible above the surface (e.g. the bamboo plant) doesn’t mean growth isn’t prepared to occur. The key is the process: plant seed…consistently water the seed…growth happens.
It’s easy to follow the latest this-or-that fad for client and customer development. Perhaps staying the course with consistent effort will one day produce explosive growth – the kind that happens because you trusted the seed!
The connections you nurture through email marketing works if you plant it…water it…and let it grow!
3 Essential Elements of Profitable Email Promotions
I was “in love.” And I couldn’t wait to get my next perfume-scented letter (hey, we were giddy teenagers…cut us some slack). Ahh…the joys of adolescent “romance.”
I remember those younger days when I anxiously waited for the US Postal vehicle to make it’s way down my street…to my mailbox!
Here’s a thought – without all the fluffy romantic stuff. Imagine…
…your client list feeling that sense of anticipation I just described when your next promotional email arrives in their inbox.
Is it possible? Yes. And there are 3 ways you can add some allure to your dental product and dental service email promotions…and enjoy profits to boot.
These are the 3 most important (and overlooked) elements of email promotions.
1–The Lead
Why? It’s where you connect with the readers (your client or potential client) and build a relationship.
I go with a *story-based* lead 90% of the time. Notice how I started this one.
Stories, current events, movies, personal life experiences are relevant and compelling. They increase the potential of your entire email being read – especially to the point of the all-important *click-through* link (more on that in another post).
2–The Transition
This keeps you from “shifting-without-the-clutch.” Like when you’re driving a vehicle with a standard (not automatic) transmission. Don’t think high-end sports car. They’re much too smooth. Think 19?? pick-up truck. The kind your grandpa had down on the farm. Remember that gear-grinding noise when the clutch wasn’t engaged when shifting.
That “gear-grinding” happens when you make sudden or disconnected transitions of thought in an email promotion.
I know this probably sounds like a lot of effort to put into a simple email. But, if you want them read and clicked-through to a product or service offer on your website/webpage – you’ll give significant thought to how you “shift” from one element to the next.
Seamless, smooth transitions!
And now…drum-roll please…the most important element of your email promotion…#3
3–The Subject Line
Most emails fail here! Compelling content, smooth transitions, a well-placed click-through link in the email body… even a strategically designed website awaiting your client’s or prospect’s arrival. They’re worthless if your subject line doesn’t persuade them to open the email.
For starters – take a look at your inbox. Critically review the subject lines of your favorite enewsletters you subscribe to and other email you receive. What compels you to open & read or delete?
Subject line wording matters. Read and learn.
And remember…
Compel (tell a story). Connect (seamless transition). Concentrate (subject line)!
How to build a relationship of trust with your dental industry clients
Want to build a relationship of trust that keeps clients/customers doing business with you again and again? This tool is regularly abused by the ill-informed (and sleazy types – you know who you are). And at the same time it’s an under-utilized marketing tool.
I’m talking about e-mail. Not the kind that jams and spams (reference earlier “sleazy types”) your inbox and that of your clients.
I’m talking about e-mail that…
…gets opened
…read
…clicked-through (links to your website, online product sales page, social media sites/pages, etc.)
…and even forwarded as a referral source to client colleagues
Question: Do you send out email? How often? Is it sent via an opt-in delivery system (the optimum delivery method – more on that in another post)? Are you measuring response?
>E-mail promotions are the hidden power of business communication.<
Here’s how:
1–Effective e-mail promotions are about building a relationship of trust
Think of each e-mail as a portion of an ongoing conversation. One that establishes an acquaintance…builds credibility…and a long-term sales source.
2–Effective e-mail promotions are conversational – not hyped up sales pitches
When I write an e-mail promotion (or any copy) I ask the question: “Would I say that sitting on a bar stool?” Do your e-mails sent to your client list pass the bar stool test?
3–Effective e-mail promotions open the door to larger service/product promotions…resources…sales pages…online content and more
Some people talk too much and say nothing in the process. Those are the conversations we avoid!
Trying to do too much in a single e-mail promotion overwhelms and dilutes your marketing approach.
Build trust through an ongoing conversation – one e-mail at a time.