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Home::Newsletters
Creating Messages That Get Results
Author : Javier Salces
This is where the real meat of e-marketing begins. You have a
list of hungry subscribers at your fingertips and now you need
to convert them into customers. You want to send them the best
offer possible, presented in the best possible light.
In order to accomplish this, you need to create effective sales
copy.
Good copy includes many elements: voice and style, proper
grammar, spelling and punctuation, emphasis on benefits and much
more. Let's talk a bit about each of these.
Voice/Style*
Your messages should sound professional without sounding
"stuffy'.
You need to find your unique voice to connect with your
subscribers. Pretend that you are sitting across the table from
a friend and write as if you were speaking to them (leaving out,
of course, things like swear words or references to your
personal life).
You should also keep close watch over pronoun usage. Talk
directly to the subscriber and avoid using the word "I" as much
as possible. Be personable, but not too personal.
English 101*
We all make mistakes in our writing at times. Your subscribers
will probably forgive you for a few gaffes. However, you don't
want to send out horribly written messages. Always run your copy
through a spell-checker. Brush up on your grammar and
punctuation skills if you've gotten rusty.
Focus on Benefits*
Never place your focus on selling the product or its features
alone. People want to know what the product can do for them. For
example: will it save them time? Will it save them money? Will
it bring more love into their life?
Remember that most consumers, even if they swear otherwise,
purchase products that they desire, and not products they need.
Self-gratification and self-improvement always lay behind the
buying impulse.
Offer Useful Content First*
Are you giving your subscribers useful information? You need to
win them over first with lots of high quality, free content
before you begin making offers. Your sales pitches should be
periodic in nature.
It's a really bad idea to flood your list with offers every
single day of the week. If you want, you can bury an affiliate
link or two in each newsletter as long as it points to a useful
resource in the context of your content. Just go easy on the
special offers, though.
The best way to prime your subscribers is through scarcity. Your
offers should be something subscribers look forward to
receiving, rather than something easily predictable.
Calls to Action*
When you do finally send an offer to your list, don't be shy
about letting your subscribers know what action you want them to
take. If you want them to buy a product, sign up for a
membership, visit a site, etc..then offer them the link and tell
them to go for it.
Sprinkle your link several times throughout the copy for maximum
effectiveness.
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