I’m a sucker for email newsletters.
I already subscribe to more of them than is humanly possible to read, yet I keep subscribing because
- I love the power of words, and good copyrighting is an art and skill that fascinates me.
- They are samples and case studies for me: If you write an e-letter (as I do, with my monthly Ho‘ohana „¢) you know that you need to get better at cutting through the clutter everyone gets so that your message is the one they read.
- Most of you are just too nice to tell me when my emails are less than concisely brilliant, and so I try to recognize my own mistakes (hopefully before I hit SEND) when I see someone else make them first. I’m a sponge for other people’s lessons learned.
And you just never know when something profound is going to catch my eye at the exact time I may need to read it.
For example, Friday before last I got one from Constant Contact, the folks that I use as my own email editor, called Break Through the Clutter, 3 Tips on Writing Email Copy. I just read it yesterday, but I did read it, and it was very well done.
The author started with a good story, (storytelling works!) then he shared these 3 tips:
1. Pick one idea. We tend to go from searching for content to complete overload.
2. Boil it down. Edit, simplify, and get to the heart of the matter.
3. Speak like a human being. Biz-Speak is unnatural and Marketing-Speak is annoying.
The italics are mine :-)
Good advice, and I got another take-away from this:
Works well when you are talking to those you manage and coach too. Does clutter and poor delivery get in the way of your message? When you’ve wrapped up your spiel, is everyone waiting for you to leave so they can ask each other exactly what you were talking about?
As we can be fond of [lovingly”] saying in our family, “Get to the point Gertrude.”
Hmmm” just noticed my intro was longer than my message ” does that count as the story-telling part? Well, an early
announcement, okay warning, for you who do subscribe to my email updates: I’m about to send another one out sometime tomorrow…
Gertrude thinks practice makes perfect.