You’ve probably heard the saying “a picture is worth a thousand words.” That’s because, for most of us, a picture is all it takes to remember a story. With the click of a button, you can pull up a photo on your phone, at work, or on a social media site, and it’ll be like that moment is right there in front of you. You wouldn’t believe the power of a photograph to keep people interested, to encourage them to click through to your content, and to make them feel like you’re connecting with them, on a personal level.
Now consider how many words you have to say to someone to get that same effect. If you’re writing an article to pitch to a potential customer, you’re going to need to dig pretty deep into your brain to remember all the important details about their specific needs. You’ll probably come up with a long list of requests, which you then have to condense into a single, concise email.
This is where good copywriting comes in. When you’re pitching an article to a potential customer, you’re going to have to write a compelling email that will encourage them to click through, read your article, and make a purchase. Sounds easy enough, right?
Wrong. It’s actually pretty difficult to draft a compelling email that will convince someone to read your content, let alone order something from you. But with a little practice, you’ll be able to write an effective email that will inspire your readers to take action.
The Anatomy of a Great Email
So how does a good email sound? What makes it stand out from the rest?
There are a few elements that, when combined, make up a great email.
First, you want to use language that is easy to understand. Your email should be concise enough to keep people attention, but not so short that they miss critical details. Of course, this is easier said than done, but you’ll get good at it with practice.
Next, you want to use the right words, but not too many. Your copywriter will tell you not to put too much text in your email, because if someone has to read it to understand what you’re saying, it’s too long. Write for the average person. Use simple language, and you’ll keep your reader engaged.
Third, you want to make sure that everything is actionable. Your email should include all the important information that the reader needs to take some kind of action. If you can, you want to include a call to action at the end of your email. For example, say you’re selling pants, and you want to encourage your reader to click through and make a purchase, you could write something like this:
“Hey there! I saw your tweet about finding the best pair of jeans. I have a great link that I think you’ll love. Check it out, and if you like what you see, just click through to my site to continue reading about the best pants for women.”
In this case, your reader would need very little information to know what to do next. The fact that you’ve already called them to action and provided a link in your email will get them further along in the process, and make them feel that you’re genuinely trying to help.
How to become a good copywriter
So you’ve decided that you want to be a good copywriter. Awesome! There are some tips and tricks you need to follow, though, to make sure you produce exceptional emails that will generate business for you.
First, find your voice. What makes you different from the rest? What is your specialty, for lack of a better word?
You may be an expert when it comes to SEO or marketing, but your forte is clearly going to be written communications. To put it simply, you need to find what you’re good at, and use that to your advantage. Don’t be afraid to be different, to take a chance, or to experiment.
The second tip is to learn from the best. Visit websites and forums that are relevant to your niche, and spend time reading the articles, observing the comments, and soaking up as much information as you can. Then, take that knowledge and use it to write compelling emails that will attract customers and grow your business.
Spend some time reading through the comments on marketing blogs and forums. People usually love to give advice about what they’ve learned, so you’re sure to learn a lot from them.
Conclusion
You may have heard of email marketing, and you may even follow it yourself. Chances are, you’ve heard of at least one of the big four publishers, who produce 70% of the e-mailed content that we see on a daily basis. The fact that so many people have heard of the power of email marketing is a good indication that it is a powerful channel to grow your business and establish yourself as an authority in your industry.
But how can you be sure that your emails are effective? How can you write compelling letters that will inspire your readers to action, and make them remember your name?
The answer is email copywriting. At the end of the day, you’ll have to write a handful of convincing, engaging emails to grow your business. The ability to write an effective pitch, or to craft an email that encourages your readers to take action, or to create a lasting impression with your customers, is something that you can practice and develop. With a little bit of effort, and some excellent copywriting tools, you’ll be able to write compelling emails that generate business for you. So don’t be discouraged if it doesn’t come easy right away, as you’re learning how to write, but keep at it, and soon you’ll be enjoying the benefits of a strong, engaged audience.