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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
July 2000
Volume: 15 Number: 7
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How to copywrite emails that make money
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Trust me. Writing an e-mail sales letter is a tough
job
for any copywriter.
Why? Because all your favorite tools and tricks are
taken away from you before you ever write your first
word!
Let me explain . . .
When you're writing a sales letter that's going to be
printed on paper, you can use italics, bolding,
underlining, and dingbats. And you can dramatically
improve readability by structuring your letter using
indented blocks of copy. This is technically hard to do
in e-mail. (Formatting problems.)
But when you're writing an e-mail sales letter, (unless
you're into HTML), all you have available are simple
ASCII characters. This can make your letter look flat
and colorless.
Believe me, this creates formidable challenges for
copywriters. When you're writing e-mail, all you've
really got to work with is your offer and your raw
writing talent.
O.K. There are SOME things you can do with pure ASCII
characters that can help you out.
For starters, you can capitalize individual words for
impact -- but go easy on this one. A little goes a long
way and you don't want to look like you're shouting.
Another thing you can do is number your messages. It
can be a good way to structure your content and
organize key points.
Your best bet? As I always say, write with energy and
enthusiasm. This is essential in e-mail!
Let me show you how easy it is to screw up.
Listen to this pitch from a Fortune 500 company. (Name
changed.)
You are invited to attend Anonotech's
=====================================
Real-Life Security Implementation -
INTERNET BROADCAST June 2d
=====================================
Review the basics of security and glean valuable
lessons learned from a case study involving a $9
billion financial services company.
Anonotech presents a unique opportunity to see and hear
expert speakers from the convenience of your office or
home. Through the Internet, you will view presentations
from security practitioners and researchers to learn
about the latest advances in security tools designed
for systems administrators, IT auditors, security
directors, and consultants.
ETC.
Don't you agree that this is rather boring? (I have no
doubt that it's hurting Anonotech!)
E-mail sales letters just won't generate response rates
if they're flat or dense. (Readers are as quick to
trash e-mail as they are to change TV channels when
they're surfing and there's nothing on.)
Take a look at this spunky e-mail I received from Apple
and please check out the first sentence:
Dear Ivan Levison,
Don't watch television -- make it! If you haven't
already seen it, read the new edition of Apple Media
Arts, which focuses on Digital video production --
Ideas in motion.
See how creative professionals make the most of
QuickTime, FireWire and Final Cut Pro to create
breakthroughs in motion graphics, the web and broadcast
television. http://www.apple.com/mediaarts
ETC.
I really like that first line: "Don't watch television
-- make it!" It's challenging, engaging, and provocative.
The kind of smart, fun tone Apple has been using from
day one. (This is not a trivial point. A smart, hip,
cutting-edge attitude is at the heart of Apple's
branding effort!)
Or take a look at this e-mail I wrote for Shockwave.
When I sat in front of my computer to write this e-
mail, I imagined that I was sending a note to a 21-
year-old sitting in his messy dorm room.
TO: NAME
FROM: The shockwave.com team
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!
The takeaway message this month?
When you're writing or evaluating an e-mail sales
letter, you have to compensate for the limitations of
ASCII. Which means you must write with all the energy,
enthusiasm, and personality you can muster. When you
do, profits inevitably follow.
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Check out my "Five Fabulous Books" page
=====================================
If you haven't checked out my five favorite marketing
books on my new Web page, take a look right now:
http://www.levison.com/books/
TIP: If you haven't read "The 22 Immutable Laws
of
Marketing" by Al Ries & Jack Trout, order it
immediately. I promise you won't be disappointed!
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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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_______________________________________________
Copyright 2000, by Ivan Levison, All Rights Reserved.
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