Is Your Inbox Out of Control
My email inbox is out of control. Some days I can barely skim
the list before another deluge arrives. Don't you wonder if your
email messages are getting lost in someone else's flood? If so,
read on for the secret to getting your email read. Then
scroll down for some info about the next online marketing
course, a free NY networking event and results from my
Marketing Mentor program.
Whether you're sending out a marketing message or simply corresponding with a client, your email has to rise to the top of the inbox in order to get read. But how?
It's your voice.
Most of the email (and web copy) I read is full of jargon and void of warmth. It doesn't pull me in or engage me, so I don't read very far. In fact, text that is meant to describe a person's services often leaves the person out completely.
The messages I take time to read have a different tone to them. That difference is the clarity of the person's voice. What moves me, what makes me stop and listen, no matter what the subject, is a genuine voice talking. In fact, I was amazed at how many people clicked through to read my Reflections on Brazil in my last tip.
A client recently told me that what comes through in my messages is that I want to help. And it's true. I do. (If you want me to help you with anything marketing-related, reply to this message with "help" in the subject line.)
So here are a couple ideas for bringing your voice through your email:
1. Use your own voice to speak to your prospect. Speak casually and don't try to impress anyone. Use simple words, rather than fancy ones. Use the words you would use if you had nothing at stake in the conversation.
2. Speak directly to your recipient. Imagine you're sitting next to this person and they've just asked you a question. Tell them, don't sell them. Frame everything from their perspective. (Hint: Use the word you.)
3. Say something unexpected or in an unexpected way. Take a moment to be creative about how you say what you say.
4. Talk about something you care about. When a graphic designer client recently sent a message to her email list about how the movie, Frida, has inspired her, she got lots of enthusiastic response, and an opportunity to expand her ideas for a trade association newsletter that will go to her target market.
