How to Create Your Email Blueprint

Before the general contractor begins construction on a new home, he or she will do a thorough review of the blueprint with the  homeowner. 


Because not only is it important to know what the finished home will look like, it’s important to know how all the pieces fit together…like an attached or detached garage…basement or crawl space…one, two, three level or more, etc.  It’s also important to know what supplies will be needed and what it will cost.  It’s important to agree in advance with the homeowner on all of the critical elements of style and structure.

Similarly, you must have an e-mail blueprint.  You are, for all intents and purposes, the general contractor.  And your prospective customer is your new homeowner…the person who will be using what you hope to be constructing with them. 

Here are some things you’ll need for your e-mail blueprint:

  1. What is your proposal?  In a sentence or two, what is the product or service, and why is it so compelling for the reader or prospective customer? 
  2. What are the benefits?  Again, in a sentence or two, what is the “hook” for why your prospective customer will benefit from what you are marketing?  Your passion and interest in the subject needs to come through here.  This is a good place to use a second-person voice, such as:  “Have you ever thought about how what you would do if your boss walked through the door today with your pink slip, and you were set adrift in today’s economy without a job?  Joe Green didn’t, until it was almost too late.  It cost him his family, and most of his life savings.”
  3. What is your story?  Your blueprint should be able to tell the story, briefly and succinctly, of what your product is about; why there is a need for it; how the prospective customer can expect to benefit from it;  why your product is different from others in the market; why you are the best person or organization to provide the product; and what the reader must do to obtain it.
  4. Does your e-mail transition?  Just as the house blueprint shows how the roof connects to the walls, and how the walls connect to the foundation, your e-mail blueprint must be able to keep the reader intrigued and engaged in the narrative you are weaving.  If it jerks the reader about awkwardly, the message will tumble down without success just as surely as if the roof doesn’t connect properly to the walls of your house.

Having a good blueprint can be the difference between getting an e-mail opened, and acted upon, or having it deleted…either immediately without opening, or immediately after opening and reading a few words.

Make sure that when you share your blueprint, that  your prospective customer sees what you see.  Refine, tweak, and remember, even small changes can make a big difference. 

Once the reader knows “This is the ‘house plan’ for me” and they’re satisfied that the blueprint adequately describes all of the critical elements, and have been convinced the product will deliver what has been promised…with a money-back guarantee…they’ll be ready to get their “general contractor” moving on the job.

And…you…of course…will have made the call to action easy to find and even easier to use.

Success really can be…that easy…with a good blueprint!

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