In my last post, I wrote about the importance of building a list of subscribers for your online business. A large part of doing business is building relationships, and that can easily be done through sending regular email messages that give value to the people who receive them.
But after we’ve built a list, how do we go about communicating with our subscribers and get them to know, like and trust us enough to do business with us?
Writing Hot Copy Is the Key
In order to build a relationship with our subscribers, you need to grab their attention and hold it long enough for them to read what you’ve got to say. Here are 7 tips to help you accomplish this:
1. Start with an outcome
What do you want to achieve through the email message you’re sending? Do you want your subscribers to learn something about you or about a specific subject they might be interested in? Do you want to introduce them to a product or service you’re offering? The outcome has to be clear in your mind as you begin to write your message.
2. Write An Attention Grabbing Headline
This is actually the most critical part of the communication process through email. It’s of no use to write a great letter that no one will open and read, so do your best to not use uninteresting or spammy headlines. Instead, use humor, curiosity or fear of loss to pull your subscribers toward you and your message. Even modeling your headlines after those that appear in gossip magazines can work really well because the ridiculous makes people look.
3. Write down the page
Always format the letter so that it doesn’t go too far across the page. People reading something on a computer have to scroll down, so make it easier for them by writing narrow and down.
4. Leave spaces between your sentences
Reading paragraphs is hard on the eyes, so don’t do it unless it won’t make sense. When you complete a thought or take a breath as you read it out loud, put a space.
5. Use lots of dots…
Putting dots at the end of your sentences makes people think you’re talking to them. It’s like they can hear you and feel you through the computer screen, so use them often.
6. Use fun or interesting words and capitalize them when necessary
You want your letter to be cotton candy for the eyes – it should be fun to read. Have important words capitalized to punch them out and make the brain place more emphasis on them. You want your subscribers to have so much fun reading your letters that they look forward to getting the next one.
7. Communicate often with your list
Some online business owners send letters to their subscribers only once or twice a week. Many successful marketers, however, email their lists every day, or even twice a day, because they believe that communicating often will help build stronger bonds with their subscribers. It’s up to you to decide what you are comfortable with and what you have time for.
Attract the People Who Want to Do Business with You
Writing good copy for emails is essential to building a relationship with your subscribers. Keep in mind that not everyone will open your emails, no matter how interesting or valuable the information might be, but that’s OK. The people you want to attract to your business will be drawn to you and will find value in what you have to offer, and will keep coming back again and again.
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