This is just a short synopsis of some of the ideas contained in the first half of the book Write to Sell by Andy Maslen – so if you’re interested in finding out more I can’t recommend buying a copy highly enough.
When writing an email campaign to attract new customers, get more subscribers, make an impression or any other purpose, the language and structure you use is extremely important. It’s all well and good having a lovely looking, perfectly rendering email, but if it misses the point then prospects will reach for the delete button.
some extremely helpful copywriting tips to ensure your emails have the impact you need.
Your reader always wants to know: WHAT’S IN IT FOR ME?
Focus on your readers’ FEAR and GREED. B2B still means selling to people, not faceless corporations. Tap into their emotions as well as their reason.
Always talk to your audience as one single person, a typical individual, not a group of people.
Be relevant – not brief. People are busy but will read on if your emails are appropriate for them.
Promote benefits not features.
- Save time
- Save money
- Give peace of mind
- Make bigger profits
- Reduce staff turnover
- Improve productivity
- Make money go further
Read your copy. If your reader might ask “so what?” after a benefit, it isn’t a benefit.
Use plain English. Distinguish technical language from threadbare clichés.
Paint your reader a picture.
Before you start writing follow these steps to ensure when you put your fingers to the keyboard you’ve got the right aim in mind.
What am I trying to achieve?
Who am I writing to and what do I know about them?
What do I want to say? Concentrate on their needs not your own.
Think about word limit and deadline.
Set the goals you want to achieve:
- Make more sales
- Encourage trials
- Spend more money with you
- Connect on social media
Think of the consequences for your reader: what WILL happen if they use your product and what WON’T happen? If they don’t use your product what WILL happen and what WON’T happen?
Start at the back; write your call to action first.
Finally, AIDCA. No, it’s not a multinational conglomerate’s abbreviated name, but five points to concentrate on throughout your writing.
Attention: Get their attention with your headline.
Interest: Interest them in what you’re selling. By explaining how it will benefit them.
“How will my readers’ life be improved if they do what I want them to?”
Desire: Encourage desire (beyond just interest) by encouraging a sense of exclusivity, that only you can offer these benefits, that they’ll lose out to a competitor by not buying, supply is restricted, your offer is better than any others or you’ve made it really easy for them.
Conviction: We have to convince that the risks of not buying outweigh the risks of buying. Use techniques like testimonials, free samples/trial (freemium), reliability/performance statistics, third party endorsements or a money-back guarantee for instance.
Action: Call to action. Don’t be vague, don’t have ambiguity and don’t make it too wordy. Make it short, simple, direct and clear. And make it a command.
Forfront have been creating incredible campaigns for over fifteen years. We’re experts in everything from email design to copywriting to deliverability.
Give us a call on 0203 320 8777 to learn more about how our range of marketing services will generate you a staggering ROI.