Writing is hard! But, sometimes it’s fun, and therapeutic, once you get beyond the screaming blank page in front of you.
Some folks think that being a writer requires that you’ve authored a book. It took me a long time to consider myself a writer. I haven’t published a book (yet), but I have one written. It’s currently sitting in a cloud folder reminding me of my paralyzing impostor syndrome.
Then, I stumbled across Ann Handley’s book “Everybody Writes, Your Go-to Guide to Creating Ridiculously Good Content”. She reminds us that if we create words on a page, in an email, for a social media post, etc., you’re a writer.
I highly recommend it. It’s inspiring not to mention her delightful personality comes across even with the written word. Oh and, I’ve seen her speak three times so her presentation style confirms this. The book is on Audible too.
One of the reason I didn’t consider myself a writer is because I never aspired to be a creative writer. I marvel at the skill it takes to be a fictional writer. It’s awe-inspiring.
The extent of my writing has been business blogging (and the current memoir collecting dust). I’ve not only blogged for my own businesses, for the past dozen years, but I was a paid blogger as well for a national credit bureau who had a channel on insurance and other financial services sectors.
There are essential writing activities necessary for business operations and development including, but not limited to, email marketing campaigns, website copy, social media posts as well as video descriptions for the purposes of search engine optimization.
I was recently invited to a Zoom meeting where a few insurance brokers were preparing for an appearance on a Reality Show about Commercial Insurance. As a thirty year insurance professional and previous Insurance Agency Owner, and I mean this with all sincerity, it’s about time there’s a show about THAT!
A couple of the contestants were working on a project for their next assignment. It involved how to structure an email campaign to send to leads and prospects. My contact (and client) asked me to join the call to give a few tips on how to prepare and create their email campaigns.
The following was my personal and professional opinion based on what’s worked for my own practice. I don’t get into rules of grammar or punctuation as much as ideas to drive compelling copy.
There are 3 components when I’m attacking an email to send and to sell something whether it’s an appointment or a product or service.
Irresistibility.
You can’t just tell them what you’re selling and how to buy it. That’s boring. Create curiosity.
Make their mouth water with anticipation that they can’t believe they’ve been living without you all this time. You want to expound on the “WHY” behind the “what” it is you’re offering. Make people imagine how they would use your product or service and what are the potential problems they’re solving.
Scarcity / Fear of Missing Out (FOMO).
Some folks may think that this is a manipulative tactic. However, it’s easy to be complacent. It’s easy to stay familiar with a normal process and protocol.
The learning curve can be a steep, slippery slope and it could stop someone in their tracks vs. taking the next step with a smart call to action.
You want to move someone to take action. Giving a deadline on the availability, a sale price or limited spots is a great way to politely apply pressure when someone is having decision-making fatigue or lacks incentive to flatten that learning curve.
Analogy/Metaphor.
This is where it gets fun. Analogies and metaphors are a great way to tell a story and/or paint a picture. This gives you creative license to speak in a language that will help connect the reader with your message.
Maybe you’re marketing to a niche audience or a specific industry vertical. A metaphor will generate a visual in your reader’s mind. My least favorite analogy of all time is how I was initially trained to sell insurance:
If you had a machine in the garage that printed money, would you insure it from breakdown?
An analogy helps to associate two different things that will solidify a point. Here’s an example of an analogy:
The product: Selling a video training course for businesses with 1–10 employees.
You know the objection is time management and the inability get the team organized to sit still for a series of training session. You address this upfront in the email with something like this:
We know business owners try to organize staff and put together a team meeting, but then….it’s like packing a picnic and the rain starts as soon as you get to the park. No more! We’ve created two ways for you to ….
Now it’s your turn. Write to me with your ideas on how you craft your business marketing emails to generate sales. I’d love to hear from you.