I cringe when I hear marketers coach you to grow your email list because a big email list is a “money machine,” or a ticket to “print cash.”

There’s no denying that your email house file is a huge asset that can drive massive revenue…

….but only if you do it the right way.

C’mon over to my new video blog.

Find out the 3 essential tips email marketing winners, including your competitors, are really using to set their campaigns on fire and inspire their readers to click.

I hope you like my new blog format.

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Who’s the best person to write your email copy?

It’s not you.

It’s your customer.

It’s your donor.

It’s the man, or woman, or teenager, or elderly donor, or 45 year old finance executive that’s reading your email.

That person you want to take action.

Here are 4 ways you can instantly boost your copy writing

1. Hire one of your donors or customers to write your email copy

2. Hire a copy writer that already has an excellent track record with your audience (this can be expensive)

3. Vulcan mind meld with your target audience (don’t judge me)…

or

4. The very best advice I ever got about copy writing: Immerse yourself in your reader’s mind to get as close to a Vulcan mind meld as possible without triggering a restraining order.

Here’s how:

  • Get to truly know your audiences’ biggest dreams, fears, what they want for their children, where they see themselves a year from now, are they bucking for promotion, trying to save their job, in a mid-life crisis?
  • Be crystal clear about why your donor first committed to your cause or why your customer first bought from you. For most of us it’s a triggering event or moment. If you don’t know what that is without a question, find out before you send out your next email
  • Know who they trust, you can find out by asking them. Is it their friends and colleagues, is it the Wall Street Journal, is it Oprah?
  • Know them on an emotional level–what are the emotions most associated with your product or mission? Pride? Fear? Relief? Security? Panic?
  • Sit quietly and feel what they might be feeling – literally feel it.

Think this “woo-woo” stuff isn’t for you?

Think again.

When major brands hire expensive copy writers, the $25K a campaign copy writing gurus, the first thing a copy writer will do is completely immerse themselves in their subject.

If they are hired to write to golfers and have never picked up a golf club in their life, they will hang out in clubhouses, take a few lessons, learn the lingo, learn the frustration, learn the exhilaration of making that shot from sand trap to the cup. They’ll spend hours watching the golfing channel.

Why?

So when they write, each golfer that reads that copy thinks that the writer IS reading their mind and knows them. Connects with them. Can be trusted.

This process is why the really good copywriters are so expensive. It’s time consuming to learn this.

It’s also where the “gold” is.

It’s gold because you connect more deeply with your reader than ever before.

And, it’s gold because all of sudden you know EXACTLY what to say and when to your target audience.

No more writers block.

Your writing becomes so much easier because you really, truly know your reader.

Look, you can always outsource your copy writing, but I strongly recommend you develop expertise in-house.

Copy writing is like a fresh water well.

You’ll always need fresh water.

shutterstock_Fresh Water

 

My deepest apologies that this week’s blog post was late.

Keep an eye out for this coming Friday’s post, back on schedule, with another great tip on how to truly connect with your readers in a way your competitors are missing out.

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It’s only 56 days until Thanksgiving

by mandy on October 3, 2014

It’s only 56 days until Thanksgiving.

Our biggest sales and donations quarter of the year has arrived.

Time to gear up your year-end email marketing.

This week I’m re-sharing my popular year-end fundraising series from last year, almost all of which is applicable to for-profit sales too.

Year End Email Marketing Tips

The only update I would make is to encourage you to test running highly targeted Facebook ads to support your year-end marketing campaigns.

If you’re a business I’d run your Facebook ads starting Wed Nov 26th, so you’re live on Thanksgiving.

If you’re a nonprofit, I’d run your Facebook ads starting December 26th and increase your spend for Dec 29-31.

If you need help with your year-end email marketing, now’s the time to get it.

Call me and I’ll help you, or I’ll get you to someone who can help you.

Let’s make this your best year ever.

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Quick win: Turn your email signature into an effective call-to-action

September 26, 2014

Did you know that on average each of us sends, receives, and replies to about a 100 business emails per day? Want to get the most out of these 500 high-value impressions per week? Here’s an easy peasy quick win you can use in the next 5 minutes to boost your email list, or get a […]

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Here’s the best advice I got all week

September 19, 2014

Want to stand out in today’s digital communications? Make it easy for your reader. Be direct. And pass the 50 word test on your website, email, landing page, or blog to get higher conversions. What’s the 50 word test? It’s the best advice I got all week. I failed the 50 word test and will […]

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Wow! Here’s Your Social Media Post Cheat Sheet

September 11, 2014

My Clever Agency is living up to their name with this wildly useful Infographic shown below (keep scrolling). They give you social media posting template with annotated advice. I think the “timing” at the bottom of the Infograph is a bit of dodgy advice. I also encourage you to place your top keywords in your title, not […]

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It’s only 111 days till Christmas

September 5, 2014

More importantly, it’s only 84 days until Black Friday, when your year-end campaign becomes most visible. If you’re in retail or a nonprofit, you just shuddered reading this. This means you have about 83 days to prep for the season that drives, on average, 40% of your revenue. You’re up to the task. I believe […]

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How to pass the fortune cookie test

August 29, 2014

Are your sales or donations stalled? You ran a “sure-fire” campaign that just tanked? Whenever I hear crickets rather than cha-ching’s, here are the top mistakes I troubleshoot for where I veered off course. Mistake #1: If you’re selling to everybody, you’re selling to nobody Did I skip over the unglamorous work of narrowing my target […]

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Steal this right now

August 21, 2014

I was a lot happier for The ALS Association’s Ice Bucket Challenge success before I actually felt that ice water hit my own head. Holeee crap! That was reaaaaaalllllly cold. No more afternoon energy slump over here. The Ice Bucket Challenge is no longer “bucket size.” It’s a bona fide “glacier size” campaign. It’s raised […]

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When you need an image better than stock photo

August 15, 2014

Images work. Images bolster your opens, clicks, shares… you name it. Your audience loves images. It’s why Instagram’s popularity is skyrocketing and Pinterest is a major source of retail traffic. Pinterest refers up to 40 times more visitors to HSN.com than other social networks. Pinterest also dominates social media shares. Original images related to your […]

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