Wizard of Words
We all know the importance of email subject lines right?
Subject lines are like headlines in ads; they need to get attention and stimulate interest. (The ‘from the line’ is even more important.)
So just like headlines, this is where I spend a bit of time, working out the best subject line to fit the email.
But to get real good at this, you need to understand who you are writing to.
So in this article, I’ve got two lessons for you.
First, the Sales Psychology of Email Marketing. As you probably know, this is where the money is really made.
And second, a BIG mistake many marketers make in their subject lines.
Sales Psychology of Email Marketing
How many emails do you delete each day?
At least a few hundred.
I’m quick at it too.
My finger on the mouse is ready to fire, deleting any emails that don’t immediately catch my attention. Many times I’m so busy I delete emails from people I actually want to read but haven’t the time or energy to do so.
Maybe you’re the same?
BIG POINT TO KEEP IN MIND:
They Don’t Want To Read Your Email!
They are busy, distracted, bored and restless.
Your email hits their inbox.
What does it take to get them to open it?
This goes right back to the old copy principle of walking in your prospect’s shoes. Understanding what their day is like. Feeling what they are going through, what they are thinking. And what they dream about and what they fear.
So put yourself in their shoes. See them as they check their emails. Then you’ll never take readership for granted.
Here’s where many get lost in the technology of the Media. They try to get clever. Try to trick people into opening their emails. The important thing here is to stick to principles. Principles can be transferred from one Media to the next. Sure, techniques change from one Media to another but the principles remain constant, unchanged, to think otherwise is foolish.
SIDE NOTE: Be seduced by principles, not technology. Be seduced by basing your business on solid principles like connection, trust, value, relationship and a clearly defined point of difference in the marketplace. To think these principles change with the Media, that somehow they do not apply in this instant-access, instant gratification world of ours is plain wrong. These principles are timeless, they will not go out of fashion; they are the foundations of a successful, long-term business and always will be.
So your objective with Subjects Line is twofold…
- To get attention
- To get the email opened
And you use the same principles of marketing here, by using emotional triggers such as curiosity, anchors, bribes (greed); secrets and so on. If you have these core principles ingrained into your pores, creating sizzling Subject Lines gets easy.
Bait & Switch… A BIG Mistake
Here’s a lesson on subject lines. Many marketers try to trick you into opening their emails by using outrageous subject lines packed with shock value. Many times, using shock value will get your emails opened.
Well, it’s like a car crash; you’ve just got to look.
Take a look at the ninemsn homepage for some classic examples of short headlines packed with hype and emotion. Here’s one I just came across…
Bride defends raunchy ‘white trash’ aisle dance.
Now get this. I was busy when I saw this. Had lots of work on my plate. But I couldn’t help but click on the above so I could watch the video. I just had to see it even though I knew the copy would be better than the actual video.
It’s the same with subject lines. Using outrageous and controversial subject lines can increase your open rates. But, and here’s the but… you’ve got to back it up in the copy… there’s got to be a ‘connect’ between the subject line copy and the email copy. Otherwise, it’s the old bait and switches and this just turns people off.
So, to recap, the 4 BIG LESSONS in this article are…
1: Understand the critical importance of subject lines.
2: Get real clear on the Sales Psychology of your market and what this means for your subject lines.
3: Never take readership for granted.
4: Don’t trick folks with your subject lines. There must be a connection between the subject line copy and the email copy.
For more on emails, I’ve created a short but powerful FREE report called: “Shocking Email Blunders That Cost You Money!”
Although this report is small and will only take you a few minutes to read, it reveals a simple, yet powerful lesson on writing emails that get attention, build trust and ultimately make you money.
Here’s the link: http://www.petegodfrey.com/moneymaking-emails
Who Is Pete Godfrey?
With more than a dozen years of experience in the direct marketing arena, Pete Godfrey, AKA “The Wizard of Words”, has developed a keen eye as to what it takes to succeed in business.
As one of Australia’s most successful and highest-paid copywriters, Pete has the uncanny ability to turn the written word into money.
That’s why clients stand in line and almost beg him to do their promotions.
His client list has contained many of the world’s savviest entrepreneurs including Mal Emery, Pat Mesiti, Daryl and Andrew Grant, David Krauter, Matt and Amanda Clarkson, Julie Mason and many others.
Although he has worked for many of the big-name Gurus in the past, his main focus and main clients are everyday business owners who wish to grow their businesses and live better less stressful lives.