Copywriting doesn’t have to be this frustrating!
It’s Friday afternoon, the most challenging part of the work week. And while it may be tempting to coast lazily into the weekend, I encourage you to reach deep down inside and draw upon the focus and will necessary to finish the day strong. If you’ve tried to do that and it isn’t happening, well, let me at least help you be effortlessly productive.
While iBoomerang tries to provide you with e-mail templates for most sales-related issues, we can’t account for every situation. Some circumstances arise that are either completely unforeseen or warrant a very personal response. Or, maybe you’re preparing to launch an email campaign that will lay the foundation for your early retirement and you need to write ad copy that would make whoever came up with “Just do it” for Nike bow to your superior marketing skills. Either way, writing copy, while certainly not so easy a cave man can do it, isn’t rocket science either. Here are some quick tips to email copywriting that will ease your suffering:
- Include numbers in the subject or headline. People love lists because they are quick and easy to digest. Odd numbered lists seem to be more effective at getting a reader’s attention. Always use the numeral when writing a number in the subject/headline to make it stand out and allow the reader to make the quick distinction that the e-mail probably won’t take too much of their time.
- Brevity is king. The sooner you make your call to action, the more likely the audience is to read it. If you’re going to include details, do it after you’ve stated the most important information you want the reader to get.
- Utilize your artistic license. Don’t get hung up on grammatical details or try to challenge Robert Frost to an imagery contest. That’s not to say you should completely disregard your 10th grade English teacher or use vibrant verbiage, just be sure when all is said and done, your message is clearly and concisely conveyed.
Business Response E-mails
- If a client has just sent you a very spirited e-mail calling into question your competency and role in the circle of life, don’t fire back a knee-jerk reaction. Take your time and CHOOSE EVERY WORD CAREFULLY. If the issue the client is writing about was truly out of your control and not your fault, do not apologize (you’ve got nothing to be sorry for). You can regret to hear of their situation, find their circumstances unfortunate, or any variation thereof, but never take the fall for a problem that wasn’t your doing. Remain wholeheartedly sympathetic, however, and offer alternative solutions to resolve the situation.
- Don’t be afraid to be less formal. This isn’t to say professionalism should be discarded, but if you detect a hint of hesitancy in your client’s tone, alleviate their uneasiness with a more personal, friendly response as opposed to using stilted corporate-talk, which brings me to my next point…
- Know your audience. This goes for any writing you ever do in the history of your life. It seems obvious, but is easily overlooked by many. Tailor your tone and voice to your client’s personality (if you know them on a more personal level). However, don’t guess or make assumptions about a client’s personality and write an e-mail that is completely off-putting to them. Always err on the conservative side with this one.