What do I write? That’s the question I get most from small business owners during the seminars I present on email marketing. Short answer: Write what you’re passionate about in your business. The long answer:
- tell a story
- include “characters” from your business (even if they’re made up), and
- provide information your audience can use immediately to get a desired benefit.
Yes, it’s easier said than done but let me break it down for you to make it easier to digest.
1. Tell a story – Since we were kids we’ve loved the classic beginning, middle and end of a story. It’s hard-programmed into our DNA. When you use this in your email newsletter content you’re bound to have a positive result. These stories follow a pretty simple formula:
- problem (a common issue your audience is facing)
- solution (a low-cost, low-hassle, easily accessbile way one of your clients or associates overcame the problem – note: be sure it’s not a super-obvious solution that most people in your audience would already know about)
- result (what they achieved after implementing the solution – note: numbers/something quantifiable always works here. You know the cool saying, “What gets measured gets done.” Here’s my addition to that, “What gets measured gets improved.”
2. Include “characters” from your business. You know, it’s ok to have a sense of humor in your business, to let your guard down a be a little playful. Why not write a promotional email as if it was coming from the office mascot – such as your dog or cat.
For example, “My owner would just kill me if she knew I was sending this email to you, but I just had to let you know there are only three days left in our annual year-end closeout sale. I’m hoping for a nice rhinestone collar and maybe even some of that fancy organic dog food Joe always passes up in the supermarket. So get your order in today. While I was snoozing under the desk I heard Joe mention he’s offering a two for one special on all orders placed before noon. So hurry and get yours in today. Woof!”
It sounds a bit outlandish, I know. But this stuff actually works. Why? You’ll be entertaining while you’re selling. It’s the spoonful of sugar concept.
If the animal idea doesn’t strike your fancy why not try “documenting” the adventures of your office assistant.
“Susan, our loyal admin, used her cousin’s shipping company to deliver our last batch of product. Let’s just say things didn’t go so well. The items arrived, just not in the pristine condition we’re used to around here. That’s why we’re holding a ’scratch-and-dent’ sale . . .”
3. Provide information for instant use/results. This is key. Do not pass go. Do not collect $200. You must give your audience what I like to call “candy” or something they can put in their businesses that provides the sweet results they’ve been craving. Keep in mind it doesn’t have to revolutionize their business. But if your advice puts them on the road to revolution you’re good to go.
Here’s an example: If you’re marketing to women who pluck their own eyebrows give them this tip, “To eliminate pain while using tweezers for hair removal, put anbesol or any other topical analgesic on the area before plucking. This temporarily numbs the area and lessens the pain so you can focus on making the perfect eyebrow arch!”
This is something the reader can do right then and there to produce a result.
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