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"Make the customer the hero of your story." — Ann Handley.
I love that quote above by Ann Handley. She's a copywriter and also someone worth listening and subscribing to.
But you didn't come here to learn about my copy crush and quote loving habits…so let's dive in, shall we?
You've probably, at some point, sent emails where you thought, "I wonder if anyone will actually read this?"
The fact is that many people don't write the best emails. While it can be a skill one can learn, most folks overlook the power of email and randomly send things without a second thought. Most of your subscribers may be getting tired of seeing all these bland subject lines and repetitive offers in their inboxes. They're likely to put up a wall between them, you, and your company by unsubscribing or marking you as spam.
So if you're wondering how to overcome this, try asking yourself one simple question before sending out an email to your list – what would make YOU open it? If you can get inside the head of your audience, then they'll know that they are receiving something valuable from someone who understands them (which makes them more inclined to listen).
Having a prospect or customer's email address is both a privilege and an honor. Strong words, but it's the truth. Folks have given you access to their inbox in exchange for something not only of value but that also may help solve a pain or issue for them.
So when your subscribers feel like you respect their opinion, they'll be stoked to open your emails. Every human being loves giving his or her opinion, whether you want it or not, and because of this, you can guarantee your emails are opened and read simply by doing one thing…
Ask your audience what they want.
Your list is a living, breathing group of people. Those people have individual desires, needs, and pains. What better way to develop trust & respect than to ask them exactly how you can help them?
The feedback you get can be invaluable, and you only need to ask a straightforward question to harness this powerful data.
"What do you want to know more about… _____?"
Fill in the ___________ with whatever topic or problem is relevant to your subscriber list.
This lets your subscribers know that their opinion is important to you. It also can open your eyes to possible products and services you need to be offering.
What does this look like in practice?
I thought you'd never ask.
Here's the how-to take action now.
Write an email and ask this question. Keep it super simple, don't overthink this, and certainly don't try to add more fluff or filler. Here is a legit email I sent to my list, so please, literally copy and paste this (or modify to fit your product/service as needed):
SUBJ: Corona question
BODY: How can I help you during this crisis?
What can I write about? What types of content do you want? What kind of products can I create or recommend for you?
Just hit reply and let me know how I can help you.
Ok, so I see you.
You are shaking your head because you don't have an email list yet.
Drop that email as a post on your social profile. If you can, post it in a Facebook group (assuming you do it ethically and with the group owner's knowledge). Could you send it in a tweet? The point is the engage your folks in a way that is unique and that builds further trust.
And in case you need to hear the instructions again.
- Please keep it SIMPLE...
- Don't overthink it...
- Don't add to it...
These short emails always do best when you keep them real quick and easy.
Now go get 'em tiger.