Email Copy That Works

Do you want to write email copy that works? Here are a few tips that will take you a long way.

Ask yourself to whom do you want to be talking ? Before you sit down to write your email sales letter, you have to determine exactly who your audience is. This is a fundamental to getting results from email marketing. Ask yourself a few questions. What do your prospects/customers want? What frustrates your prospects/customers most? Who else is selling something similar to your offering? Why should your prospects/customers believe you? Why should prospects/customers respond to you instead of someone else? What kind of appeals will your target market respond to?

Having a great subject line is crucial. Before an email can generate results, recipients need to open it. But what can you do to spark their interest? Here is a tip; if you are like most of us you receive hundreds of emails a day; most you will discard immediately, but some you will open. Study the ones that enticed you to open them and adapt your subject line to a variation of one that appealed to you. There are many types of subject line formulas you can use as a guide, and each has a different psychological appeal. that works like magic on consumers. Here are some examples: Do you have something of value to offer that is FREE, or very low cost. Information products easily fit into this category. Subject lines with "Easy way to..." or "Avoid the traps that..." or "New study reveals...", etc. All you want to do initially is to get their attention and get them to read the email. Write a number of variations and test them agaibnst each other.

Ask yourself what's in it for them? Sit down and write every conceivable benefit your product has. Don't know the difference between features and benefits? Features describe the product; benefits describe the results of using the product. Remember that people do not buy what a product is; rather, they buy what it will do for them. So, use yourself as a starting point. "What would I want my product or service to do for me?" Then write your letter telling your reader what it will do for them.

Try to find an emotional appeal. When promoting anything to anybody, you must remember that buying decisions are based upon emotion and later backed up by logic. Are there some emotional hot buttons you can push to "jumpstart" your prospect? Selling health supplements? Go for the "fear of illness" button with "A Natural Way to Save Your Eyesight." Selling political bumper stickers? Hit the "anger" button with: "Let the President Know What You Think of His Policies." Other buttons include: curiosity, lifestyle, ego, vanity, hope, and/or fear of scarcity or security.

Establish trust. To convince people to buy your product or service, you must make them believe that your offer is credible and that you (or your product) will deliver as promised. How do you do that? Here are three easy ways you can build credibility with the readers of your sales letter: Provide testimonials. Include endorsement letters from authority figures in your industry. Make your offer and promises sincere and believable. Also offer a guarantee. Nowadays, trying to sell without some type of guarantee is a losing proposition. You have to have one. And the stronger your guarantee, the better your response will be. Most people will not ask for a refund, and you can offer a 30-day, 60-day, 90-day, or even a full-year. And here's an interesting fact: The longer the time period, the fewer returns you'll have.

If you can, offer several ways for your prospects to order -- consumers love choice. It tells them, "You're talking directly to me and meeting my unique needs." If you only offer one way to order, make it crystal clear how to order and how easy it is. Describe it in detail and ask for the order. Then ask again.

Remember what keeps you reading; large blocks of copy are intimidating and will often send people running for the hills or at least the Delete button.The solution? Break up paragraphs into two to four sentences. Use several subheadings throughout the email letter. And use asterisks, dashes, and ellipses (...) to give your copy more rhythm. Bullet points are excellent eye-catchers - use them whenever appropriate.

by: Tony Gallardo

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