If your company is using email to generate leads, make sales, or drive people to your Web site, let me issue an important warning.
If the person writing your email is using the same techniques they use when writing paper direct-mail letters, you risk getting creamed!
Yeah, I know that direct mail and email share many crucial similarities. But there are BIG differences too, and if you write both exactly the same way and expect great results, you could be very disappointed.
Let me give you an example:
Some time ago, TigerSoftware sent a letter to customers by snail mail that started this way:
"Dear Registered User:
Consider this: No two words in the English language have precisely the same meaning. That's the beauty of the language -- and the challenge . . .
Now, on paper, this lead could work okay, but in email it would crash and burn. Why?
Because when you pick up a letter in your hand, you're
somewhat at ease and to some degree, receptive to its message.
If it looks likes junk mail, of course you'll chuck it. But sometimes the teaser copy on the envelope will get you to open it up, glance at the letter inside, and give it ten seconds to see what it's about.
But what about email?
Do people go through it the same way they check out direct-mail letters?
As they say in New York,"fuhGEDaboudit!" Their in-box is jammed and full of spam. If someone starts an email by telling the reader that "no two words in the English language have precisely the same meaning. That's the beauty of the language" their campaign will go down in flames!
Nope. Email copywriting demands that you grab people's
attention quickly, then move IMMEDIATELY TO THE OFFER.
Here's an example of an email lead-in that I wrote for
Intuit to promote the old Quicken Deluxe:
"Interested in tracking stocks and mutual funds? Want to spend more time investing and less time searching for data?
You need INVESTOR INSIGHT! Now you can try it absolutely FREE FOR 30 DAYS without risk or obligation!"
See what I mean? In email you have to jump in very quickly with benefits and the offer!
Want to see the kind of results you can get
Want me to do some copywriting for you? Need some help with web pages, email, direct mail, whatever? Give me a call and let's talk.
Let's go to work!
