Tags: copy

Writing Compelling Email Marketing Copy

Writing Compelling Email Marketing Copy

Beyond • August 10, 2009

Coming up with effective email marketing copy can be a frustrating experience. The formula that sells is a blend of getting your readers to understand your offer and giving them a clear way to get back to you. To successfully create the perfect formula, here are some tried and tested tips you should be aware of before you begin writing copy! 1 Picture your audience Always keep your target audience in mind. Give your audience a bit of background; picture how they spend their day, what’s important to them, their age, what they have bought from you and their reasons for doing so. This makes your copy relevant and targeted. 2. Follow an objective When you have an objective in mind, you can provide your readers with a clear view about your offers. Your objective should come across casually but firmly and not seem overly formal. Write about your products and services the way you would speak about it with a friend. 3. Explain the benefits One of the most important tips for writing great copy is to highlight the benefits of your offerings. Enlist all the ways in which your offer benefits readers and ensure these advantages stand out in your copy. Your readers are spending precious time to read what you have to say; you have to let them know that it is worth their while. 4. Use subheads and bullets Nobody is interested in reading a page long sermon about what you have to offer. Get to the point, and get there fast. Subheads are a great way to make readers focus on important details. Bullets allow readers to get a quick idea of what you are selling. With subheads and bullets, readers are able to quickly get an idea of what you are talking about by simply glancing at your marketing copy. 5. Use effective Subject Line Pay attention to your subject lines and your headlines. Make sure your subject line communicates your email message precisely. Keep it short and sweet. Ensure your headline is a real attention grabber. Remember, your heading is what compels your reader to read further. Tip: create your subject line and heading after you have finished your email body for better results. 6. Make use of testimonials Customer quotes and testimonials are an excellent way to sell what you are offering! Make sure the customer quote that you include explains why the customer loves your product or service. Also include your customer’s name and other relevant details, as this makes your testimonial more credible. 7. Be unique In this competitive era, the uniqueness of your offering plays a large role in your success. A run of the mill offer will not interest your readers. The more unique your offer is, the more it will intrigue and excite your readers. So make sure your offerings are distinct, one of a kind and stand out. 8. Be positive When writing marketing copy, avoid using words such as \'hope\', \'ish\', \'try\' and \'perhaps\'. Instead, use direct and positive words such as \'will\' and \'can\'. Such words make your readers trust your offers and go a long way towards making them believe in what you have to say. Keep these points in mind and you’re sure to sell your email copy! If you can think of any other pointers, let us know!


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Email campaigns and newsletters: 4 good copy writing tips

Email campaigns and newsletters: 4 good copy writing tips

Beyond • June 24, 2009

When you sit down to write your email and newsletter campaigns, do you know if you\'re pleading to your customers\' practical or emotional sides? Is your writing voice passive or active? Are you using basic marketing writing techniques that have survived the passage of time because they\'re so effective? If you can\'t answer any one of these questions, you could most likely use the 4 tips below to make your email marketing writing the best it can possibly be.   Write to your subscriber\'s desire and emotional needs. It\'s well documented: people make purchases based on emotion, not cold facts or schematics. For instance: what\'s more likely to get someone to buy an ice cream cone? Lower sugar, 100% real strawberries and less lactose makes this ice cream cone sweet and easy on the stomach. Or On a hot summer day, nothing soothes and pleases like the sweet, creamy taste of strawberries and cool cream. If you guessed the second one, you would be correct. Look for ways in your email copy to enhance your recipients\' lives. Don\'t bother listing out a litany of boring facts and schematics, really show them how their lives can be more enjoyable or easier by buying your product.   Use an active voice Using an active voice means cutting out the words that tend to slow down what you have to say and make your writing more passive. Active voice is like going from point A to point B, rather than going from point A to point B to point C. For instance: Passive voice The token you purchase enables you to board the train. The train will then transport you to Coney Island. Active voice Buy a token and ride the train to Coney Island The second sentence cuts out the words that stretch out your sentences, but don\'t make them better. Use active voice in your email and newsletter campaigns because it keeps the customer interested. An added bonus? It also saves space.   Define your subscriber and write to who they are. Not all subscribers are alike, but most subscribers to any given list share some things in common. Make a list of these attributes and write in a voice that caters to them. Here are some examples of possible attributes: Practical Frugal Busy Smart Wise Your emails will grab more attention and make you more money if you write to who your customers are in this respect. If you can harness that skill, you will see an interest in sales, guaranteed.   Practice economy of language. To practice economy of language, write your copy and look it over in its entirety. Can you cut out certain words and still preserve the meaning of certain sentences? Can you rearrange sentences to save time and space? Are you getting to the point sooner rather than later? Keep these questions handy when you\'re writing your HTML email copy. Give your email copy a second pass with these questions in mind. Change your copy to make it leaner and more focused and you\'ll see your ROI and interest go up.


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Email Marketing Tip: Banking Evergreen Copy

Email Marketing Tip: Banking Evergreen Copy

Beyond • May 29, 2009

Newspapers do it. Magazines do it. Advertising firms do it. What we\'re talking about here is building up a nice, convenient library of text known as “evergreen” that you can use in your email campaigns. Simply stated, evergreen material is any sort of generic-type text or article that can be used at any time in the future. Here are the main reasons why you should write evergreen copy: When you don\'t know what to write about in your next email or newsletter, you can drop it right in and buy time until the following email or newsletter. It gives your recipients a break from a long string of emails pushing them to buy, buy, buy. Here are a few evergreen copy ideas: Seasonal articles that focus on the time of year, rather than a specific product General how-to sheets Tips on saving money and time Weather-related articles and tip-sheets To make things even easier, you can re-arrange or re-write a general article from the past. You can update the article to reflect modern developments, but the bottom line is you won\'t even need to hunt around and find new content.


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