How To Write Irrestible Email Copy

Written by Philip Lim

If you've been online for very long, and have clicked on any of repparttar major marketing sites, you've probably seen headlines that promise, "Write Hypnotic Copy That Guarantees Sales!" or "The REAL Secrets of Writing That Will Make Customers Get Their Wallets Out!"

These ads can be tempting, because as an online marketing, you really do want to see results-and fast.

But is there really "one method that works for all?" when writing to sell?

And is it as quick and easy asrepparttar 109538 online ads (written by professional copywriters) claim?

The answer, simply put, is "no".

Creating an irresistible email takes work, research, and effort, unlikerepparttar 109539 promises you see (if it really worked and was as easy as ads proclaim, all ofrepparttar 109540 major advertising agencies and copywriters would quickly go out of business, since we could all churn out our hypnotic copy and get rich in 30 days or less).

But if you don't mind approaching writing your emailsrepparttar 109541 way that professionals do, you will reach your clients, and see improved sales.

The first four steps are part of creating what is known as an advertising strategy.

Your emails are ads that you are writing, and to create really effective ones, you must first do (ugh!) research.

It's work, butrepparttar 109542 emails you create will be so much better than your competition's, that you will literally 'blow them out of repparttar 109543 water", competitively speaking.

Combined with sending them to your targeted opt-in list and you will have an unbeatable online marketing campaign.

And that's what we all want, right?

*Step One: Know Your Target Audience*

The first rule of marketing, either online or offline, is to understand your customer.

This isrepparttar 109544 person who will be buying your products, visiting your web site, and giving you their hard-earned money.

"Oh, that's easy, my customers are anyone who needs car accessories, and wants to buy them online," you might say.

But it isn't usually that simple, and if you dig a little deeper, you will find out that your customers come in different sizes and shapes.

Some are older people, going online forrepparttar 109545 first time, who want a nice-looking car seat cover to protect their leather upholstery.

Others may be middle-aged auto enthusiasts who love to restore classic vehicles, and are looking for those hard-to-find parts that you just can't find in Country Springs, Arkansas, so they went online to order them.

And yet others may be SUV enthusiasts, who want really cool accessories for their weekend trips.

And others may be very net-savvy young adults who are looking for affordable car stereo speakers.

Your audience comes in segments, many times, and you will want to create different emails to reach each of them.

Ask yourself, "Who comes to my store or web site, and actually buys from me? What are they like? How old are they? What do they do for a living? What motivates them? Are they conservative, or easy-going? What controls their decision to buy? Price? Necessity?


This is called market research, and it should berepparttar 109546 first thing you do.

In fact, answering these questions will help you with your offline marketing as well.

*Step Two: Know Your Product, And Why People Use It*

"Of course I know my product!" we exclaim, and you probably do.

But do you know how your customers view it? Can you get into their heads, and see what they see?

People don't buy your product because it's pretty, or a certain color (in most cases), or hasrepparttar 109547 highest-tech software installed.

They buy it because it solves a problem for them.

Your emails should addressrepparttar 109548 problem, and your solution: this is known as your product benefits, and isrepparttar 109549 most compelling method of selling known.

An example: on a hot day, when you go into a store to buy soda, you have a problem: you're thirsty. Which soda solves your problem, inrepparttar 109550 best manner? And gives you a good value doing it?

This will probably berepparttar 109551 one you choose.

You may be marketing consulting to others, butrepparttar 109552 principle still applies: are you solving their problems? And giving them a good value while doing so, whether by your customer service,repparttar 109553 "extras" you offer?

Sit down, and ask yourself, "Why do customers buy my product or service? What problems am I solving for them?"

Brainstorm for a bit, and write down all ofrepparttar 109554 ideas that you come up with.

It can help to create two columns, one labeled "problem", andrepparttar 109555 other, "solution".

When you're done, you will have a list of customer benefits, and repparttar 109556 foundation of what you will be highlighting inrepparttar 109557 email you write.

*Step Three: Position Yourself*

If you are like most other businesses, you are competing with a ravenous pack of other, similar firms, who all want your customers (this is called "competition" and is part of our free-market economy).

How can you compete with them, and convince your customers that your firm isrepparttar 109558 one they want to buy from?

This is where positioning becomes crucial.

What makes your business unique? What do you offer that others don't? Is it better prices? More inventory (such asrepparttar 109559 auto accessories firm discussed earlier)? Outstanding, individualized customer service? Special expertise and training?

Dig deep, and ask yourself why someone should come to you instead of your competitor. The answer is your unique positioning statement (UPS).

This UPS isrepparttar 109560 pivotal point for all of your marketing (hopefully, you did this long before you ever went online), and isrepparttar 109561 basis for creating a killer marketing strategy.

Convince your customers of why you are better, unique, and fill their needs, and your emails will make sales soar.

Okay, now at last, you're ready to write your email. Make sure you've donerepparttar 109562 first three steps before starting ...

*Step Four: Create a Great Headline*

Your headline isrepparttar 109563 first thing customers will see when they click open your email (don't worry, I didn't forget subject lines; those are so important that I've devoted a whole lesson, number seven, to them).

Headlines determine if a person reads further, interested, or closes uprepparttar 109564 email. A strong one is vital to your marketing.

How to create one?

Look overrepparttar 109565 information that you wrote inrepparttar 109566 first three steps. Now, step intorepparttar 109567 shoes of your customer for a moment.

What isrepparttar 109568 most compelling reason that they buy from you? Use it in your headline.

And appeal to their emotions: most people buy from greed, fear, status, hunger hirst, or other basic needs.

Ask them a question that highlights this reason they want to come to you, or create discontent with other alternatives to buying from you.

Guarding Against Email Scams

Written by Susan Dunn, Marketing Coach and Consultant

The email scams aren’t going to go away. Our only recourse is to stay ahead ofrepparttar game by learning its rules. The way to do this is usingrepparttar 109537 Emotional Intelligence competency of intuition. Intuition is not some “mystical” thing; it’srepparttar 109538 result of experience and processing, and then getting mindful about what you’ve learned that you aren’t initially aware of. There is always something “odd” about these emails. Stay alert and follow your instincts. Intuition is knowing, rather than thinking.

One type of email scam is designed to get secure information from you – and who knows what else. I haven’t replied to any, so I don’t know what else is involved. I don’t want to know, and you don’t either. The least innocuous result would be getting your email address on some mailing list. The worst-case scenario? Viruses, hardware crashes, identity fraud, access to your account and money, and who knows what else.

If you have an Internet business, or spend a lot of time onrepparttar 109539 Internet, as I do, and receive hundreds of s*** emails per day, you learn to recognizerepparttar 109540 signs. (Intuition is really a matter of lots of experience and paying attention torepparttar 109541 “signals” which alert you that something is amiss.)

If you do business onrepparttar 109542 Internet, as I do, likely you have a PayPal account. This latest scam sends you an email warning you that your PayPal account is about to expire, and requests information, or requests that you go to a site to update your information. (I have recently been receiving these allegedly from ebay as well.) As you know, PayPal says they will never ask you for this information via email, and they warn you not to give it.

Pay attention, because it's very easy to copy someone's logo, font size and color, etc. offrepparttar 109543 Internet, and at first glance it can look just likerepparttar 109544 site it's imitating.

How do you recognizerepparttar 109545 scam email? I’m both sorry and delighted, as an English major, and champion of proper English, to say that one ofrepparttar 109546 signs of a scam email is poor English.


First of all,repparttar 109547 subject line is almost always peculiar. The latest one I received reads “YOUR PAYPAL.COM ACCOUNT EXPIRES.” No one would write this way. More likely it would say “Important information about your PayPal account,” or “Notice about account” or something like that. Who writes subject lines in all caps? It’s also inrepparttar 109548 wrong tense. Your account WILL expire, or IS GOING to expire, yes?


Within fake messages I have always – ALWAYS – found typos and grammatical errors, and I mean blatant ones. This particular email contained: “To avoid any interruption in PayPal services then you will need to runrepparttar 109549 application that we have sent with this email (see attachment) and followrepparttar 109550 instructions.” “Then” doesn’t belong in this sentence.

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