You finally finished a new and improved killer email you know your subscribers will eat up like molten chocolate lava cake.
“It’s a work of art!” You think to yourself as you push back from your desk and stretch your neck. “This one will surely resonate with my audience. They will realize I’m the go-to person for [insert your specialty here].”
But there’s a little nagging voice in your head saying, “Are you suuuure?”
How do you know for certain you’ve done everything within your power to hook your reader and keep them reading?
Checking for typos isn’t enough. You need a way to stand out and be counted and noticed among your readers’ hundreds of emails.
I gotcha covered.
These three simple sweeps, based on tips from Joanna Wiebe of Copyhackers, can not only improve your message but could mean the difference between an email (or landing page) that gets read and clicked… or one that gets deleted with a *yawn.*
1. Make your message clear as glass
Your message should be directed to ONE reader. Before you write a single word, have this specific person in your mind.
It’s tempting to want to cast a wide net to see how many fish you can catch. But the person you most want to reach may not think it’s for them and slip right on through.
Make sure they know you’re talking directly to them by asking yourself:
- Who is this page for?
- What clear message are they supposed to get?
- What is the clear action you want them to take?
- Will more words make your message clearer?
- Will fewer words make your message clearer?
Limit each sentence to a single idea.
Don’t be afraid to use sentence fragments to emphasize a point.
Like this one.
2. Paint a word picture with specifics
This tip requires you to know your audience like the proverbial back of your hand. Their likes, dislikes, habits and pet peeves.
So instead of using generalities like talking about your prospect’s “struggles,” describe what that struggle looks like.
For example, if you write for the fitness field, instead of talking about your One Person’s “weight loss struggles,” paint a picture they can relate to:
“After living in expandable sweatpants for the past three months, you suspected your fitted pants may be tight. But after lying on the bed for 10 minutes trying to zip them up, you realize it’s worse than you thought. The late night bowls of fudge brownie ice cream. The extra helpings of pasta. Self-medicating with wine. All of it is now sitting around your waistline… “
You get the idea. Look at places where you can use specifics to improve generalities and commonly-used phrases.
Get into your reader’s head. Make it personal. Let them know you understand them and can relate and they’re more likely to trust you and keep reading.
3. Tune your voice
A company’s voice describes the personality of the brand. It’s consistent and never changes. The tone may change depending on the particular message or story.
Companies with distinct voices include:
SKITTLES: A bit offbeat. Some may call it “weird.” Either way, it’s distinct. And freakin’ hilarious. (Try leaving their website after you open the page. #impossible)
WENDY’S: A great example of snarky and humor done in a way not to offend. Too much.
DOVE: Known for their body positivity message, Dove works with models outside of
traditional standards of beauty. Their attitude shines in their messaging and voice as well.
What is the voice of your brand? Friendly? Fierce? Formal? Witty? Sassy? Bold? Casual?
- Consider the emotion you want to create with your voice. Does it create the mood you want your reader to feel?
- Check voice by reading line by line from start to finish.
- Does the mood carry through to the end? Is it the appropriate mood all the way through? Where can you make improvements?
Use these three sweeps with everything you write to capture attention and keep readers reading… and chomping at the bit for your next, great message. And offer.