A friend shared the story of her email copywriting win.
She was doing an email course run by an A-list copywriter. (Names withheld to protect the innocent 😉)
This copywriter said they LOVED her emails. It was because of her writing style. And they were uber-engaging.
My friend told me…
“I’ve been thinking that they were crap. Seriously. I’ve been racking my brain trying to figure out what to write!”
So I gave her my highest of high praise…
“Very cool! 😎”
Along with a little 2c-worth dollop of unsolicited advice. (Just can’t help it! 🤷♂️)
Here’s the gist…
A trick, to avoid “racking the brain syndrome” … as it’s known in the email marketing community (😉) … is to just write about anything.
I mean… tell a story about what you ate for lunch. Really!
It doesn’t have to be… and shouldn’t always be… starting off talking about the thing you’re selling.
If it’s your own email list that you’re building…
It’s OK to share life stuff. Or a story about someone else. Or an interesting observation. Or some historical trivia.
So long as it’ll be entertaining for your audience.
Then it’s simply…
Getting comfortable with the art of the pivot.
Because you may make one or two pivots. I often do that.
From intro story. To a tip. To sharing about a helpful product.
You’ll also hear this talked about as “transitioning.” Pick what word works for you.
I prefer “pivot.” Because it’s about turning direction. But in a smooth motion.
For your pivot, a true connection point is ideal. So it’s smooth as butter.
So, in my friend’s case… because she’s an author… and writing to fiction readers…
It could be a story about her oddball sandwich fillings.
The connection point might be a famous author who also has oddball choices… either in their sandwiches 😆. Or their writing. Or business. Or whatever.
Like…
I always get comments about my choice of tuna and apricot sandwiches.
Yeah, I know it’s a bit of an oddball choice. (Sue me!)
But you know what else is pretty oddball?
How Steven King talks about ‘Killing your darlings!’
But he ALSO says, ‘Read a lot and write a lot.’
Which I think is a bit LESS oddball.
In fact, it’s pretty good advice.
Here’s why…”
OK… that was pretty contrived. But hope you get the gist…
That you can usually find a way to pivot from talking about one thing. To talking about another.
Just think of it like an in-person conversation. Springboarding off what one person said. And heading in a new (but related) direction.
And if you’re REALLY stuck…
You can probably get away with a “poor man’s pivot” like…
“Which reminds me…”
And that’s fine every now and again.
Taking this approach means you can enjoy being you! And have fun sharing about life-stuff and the things you care about. And your audience cares about.
Towards the end of your email there’ll be a pivot to a call to action of some sort.
And can be a connecting point to sharing about your products.
In my friend’s case, it’s her books.
In mine… it’s to something like my handy ebook about writing content.
And if you’re ready to build your email list… go here…
EmailForTheWin.com
Chris Milham