Five mistakes email copywriters make and how to avoid them

Ivan Levison —
Direct Mail, E-mail and Advertising Copywriting

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THE LEVISON LETTER
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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising

Published by
Ivan Levison, Direct Response Copywriting

October, 2007
Volume: 22 Number: 10

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Five email mistakes and how to avoid them
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As any direct marketing pro knows, email can be an affordable and increasingly targetable
communications tool.

What's more, it can give you answers to important marketing questions super fast. Want
to test a new offer or product price-point? No sweat. Send out a split-test email blast
and in no time the marketplace will tell you what to do.

Another thing I really like about email is that it's very flexible. You can use it to meet all
kinds of marketing challenges. For example, you can use email to:

* Get prospects to request a White Paper
* Encourage the use of your downloaded software
* Ask for the sale after a free download
* Cross sell your product
* Upsell to higher-priced products
* Generate sign-ups for an online conference
* Garner customer testimonials

And that's just for starters.

Of course, there's a catch . . . You have to write your email right. That means avoiding
the pitfalls that await the unwary. Here's a list of five mistakes that I urge you to avoid making.
Get all the details right and you can make emails make money for you!

*** Mistake #1: Using a weak "Subject" line

It doesn't matter how compelling your email offer is, or how brilliantly your message is
written. If your subject line isn't working right, your email will never get opened and
your campaign will be a failure.

Subject lines should be kept short. (Never exceed forty characters including spaces.)
This means that every subject line must communicate extremely quickly and have a little
punch. Flat or cute is bad. Examples:

BAD SUBJECT LINE: Who's minding the store? Security info.

GOOD SUBJECT LINE: Five ways to prevent store theft

GOOD SUBJECT LINE: Stop store thieves in their tracks

GOOD SUBJECT LINE: Don't let thieves steal you blind

*** Mistake #2: Burying your Web address.

This mistake is pretty obvious but people make it all the time. They stick their hot-linked
URL (to the landing page) at the end of the email and don't include one near the top of
their message. Wrong. Some folks don't want to plow through all your copy. They're ready
to click through right to your site. Make it easy for them to do so!

*** Mistake #3: Failing to identify the reader's pain quickly.

Don't start your email by enumerating every feature and benefit of your product. (You're
not writing a data sheet!) One effective way to roll into your message is to prove to your
prospects IMMEDIATELY that you understand exactly what they're up against -- that you
have the perfect answer to their problem. Here's an example of a classic problem/solution
lead-in format:

"Dear Physician:

Have you ever been sued for malpractice?

I hope not, because it can be a terrible, devastating experience.

If YOU are concerned about protecting your practice, your income, and your reputation,
download our free report immediately. It's called "Five Steps You Can Take Now To
Avoid A Malpractice Lawsuit" and you can download it free right now at:

http://www.abc.xyz
ETC."

*** Mistake #4: Keeping the email too short.

Some people have a terrible fear that their email won't get read so they write two short paragraphs
and run for the hills.

Don't be so afraid! Prospects WILL read your email if it's got valuable information for them. The
typical emails I write run a good seven or eight paragraphs in length . . . often with bullets too.
They work just fine.

Don't forget, if as I mentioned above, you drop a URL in early, prospects can click through
without reading every single word. Some people, though, like to read what you've got to say
and you shouldn't shortchange them.

*** Mistake #5: Writing in a boring, flat style.

This is a big no-no. As I often say, you have to write with a little energy and sense of fun.
Example: Take a look at this email I wrote for Shockwave. When I sat down to write this
email, I imagined that I was sending a note to a 21-year-old sitting in his messy dorm room.

"SUBJECT: Shockmachine is FREE and it's AWESOME!

Hey, have we got something for YOU.

Shockmachine. Free. Now.

It's dynamite, and it's waiting for you at:

http://www.shockwave.com/xxx

Why does Shockmachine deserve a place on YOUR hard drive?

Well, first of all Shockmachine is free so it will cost you absolutely nada.
(Not a bad selling point!)" ETC.

Fun to write! Sometimes, when you add a little attitude, you can cut through the clutter
and get the reader on your side. Then you're halfway home!

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How To Get In Touch
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Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904

Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com

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