Email – Great Possibility For Eye-popping Success or Expensive Misses.
- Email has become a staple of many organizations and can be divided into many categories.
- Short Form Emails for event notification, reminders, updates, sales and motivation.
- Long Form Emails for event sales, product sales, traffic funnels for websites – events – and webinars
- Email Campaigns – coordinated releases with main campaigns, drip campaigns, and as a part of an overall strategic planning.
To be successful all of these email forms have one thing in common … great copywriting. If the copywriting doesn’t work – the email outreach doesn’t work.
Copywriting or word craft for any email – short-form, long-form or marketing campaign is the crucial element. Words are the fuel that drives the engine of sales. The right words make sales soar- event successful – webinars well attended while the wrong words are like water in the fuel – the sales or engagement engine sputters and performance can be disappointing or worse disastrous. So what are the fundamentals of making words work for you instead of against you? Here are a few of the things we look at when we copywrite for clients.
We make it our business as copywriters to know your business and your target audience.
You can sell ice water to Eskimos as the old saying goes but it’s easier to sell them mittens. Knowing the target audience will reveal what we need to know about speaking to your audience. That is the key to meeting their needs. If you’re a fish market selling fish it doesn’t make sense to sell them fishing poles and a map to the lake. Your business is important to you and to your customers, clients, donors or members. Knowing your target audience tells you a lot about their needs and provides you with a roadmap to their engagement. Eye-opening insights to your audience means stunning sales, contributions, or member participation.
Our copywriting focus is on product benefits. It would literally take an entire page to tell you how fire is ignited and how it works. But quite honestly, nobody has ever sold a lighter by explaining the physics or chemical process to create fire. Selling fire is simple – those in the market for fire want to know that this device will create it, keep them warm, cook their meals, provide light in the darkness. We are expert in letting your customers, clients, donors, or members now why they need your service or product. The process is important to you, the result is important to them. We’ll paint a word picture that magically creates their understanding of what you do and why they need it. After all – isn’t that why they’re here?
We’ll give you another trade secret – we engage your visitors with conversational tone. Have you ever had a call from a telemarketer that sounded like a computer on the other end. No matter what you said they knew only one thing – the script. If your email sounds like computer generated “hype” you’ve found the greatest tool in the world to get lose a reader quickly. Nobody wants a monologue when they open an email – they want a solution – a dream – a vision of a better life, more income, fixing a problem they care about or reaching the result they believe is needed. And certain words and structures make it feel like a conversation with them, about their life and their circumstance and that makes them feel good – like you are there speaking with not at them. And while it is easy to say – there is a certain magic to making it happen. Let us bring the magic to your email – whether it is a short-form, long-form or a full blown campaign. It’s what we do … and we can do it for you.
Sadly, many writers miss the mark because they don’t know the power of emotional trigger words and pictures. Your prospects buy or engage based on emotions and not logic. So if you want results your email copy has to be emotionally compelling. To some that may sound calloused but we’re devoted to making words work for you. In short, that means we are about reminding them why the cinnamon you are selling is exactly what they need. We don’t sell tree bark – we sell the memory of the warm fuzzies of hot oatmeal that mom made them on a baked apple sprinkled with brown sugar and wonderful cinnamon when they were a child on a winter’s day. That hot oatmeal kept them warm on the first snow-day of school as mom took them sledding in the park after that beautiful overnight snowfall. it is one of the most cherished memories of their childhood. That’s selling the result using trigger words and pictures that engage your visitors.
In other words we don’t need to tell your readers the boring details of how you will help them to succeed in sales, or recruiting we need to give them the vision of success in their lives, at this moment. They have to believe that what you are telling them will
- change their life,
- deliver the product or service they need,
- make their life or richer or better
- fix their problem(s)
- or improve their financial or emotional state.
Finally by making your copy easy to scan we allow your readers to engage with your copy in an instant. We know form countless studies that your prospect has a short attention span and will in a matter of seconds decide whether to continue reading your marketing pieces.
So you’ll want your email copy to have
- Have an explosive opening
- Dynamic bullet points
- Subheads that stand out
- Easy to grab paragraphs
- Interesting trigger words that draw their attention and
- Plant a vision of what their life could be if they buy your product, sign up for your service, join our outreach, or otherwise engage with your organization.
It is about cutting through all the nonsense they hear all day long and presenting them with a vision so compelling, a product to perfect, or an outreach so soul-soothing that they know – they just know that this is right for them. That’s the power of words – and words are specialty at Elite Power Pros.