I know you’ve heard it before…and you’ve seen it in your own e-mails…so much advertising and rhetoric about how good the product, service, or the producer is, you’re tired of reading before you get to the line…if there is one…about what it can do for you! So you click out of the e-mail before you take any kind of action and both you and the writer lose.
When you’re sending e-mails to anyone else, who are you writing for?
The reader, right? Yes, you have a purpose. Not one, however, that you want hidden in verbosity — too wordy!
What is it that you want to do for them?
Remember…they’re tuned to the WIFM station (What’s In It For Me), and your sole purpose is to help them find joy, solace, pleasure, or some other emotional link to your tune. That’s why you’re sending them an e-mail.
Whether you’re just sending information with this e-mail, or persuading them to buy a product or service, it’s not about you…it’s about them.
If this sounds a little harsh, remember that regardless of who you’re writing to, whoever is reading your e-mail has a self-interested motive. After all, even though we give and share… in many ways, we humans are still very focused on “what’s in it for me.”
When you’re engaged in “what’s in it for me”; once you’ve made the decision to open an e-mail, the next phase is to scan quickly for the “why” — why would this make my life better or easier. If you’re the writer, you want an emotional tug, a little something like this:
” Listen, I’ve been on the bottom rung before…where you are now. I know what it feels like. You don’t have to stay there…any more than I did. I’m telling you straight up. I have found the secret corridor and I want to show you where it is. The guys were swarming around me at the water cooler once they knew I had the President’s ear. And when my girlfriend found out the first time we were invited to dinner at the Ritz with the President and other top company officials…well (grin) what can I say?”
What you don’t want in your e-mail is so much information about how great you are, or all your techniques in getting to one of the “top rungs” of the company that the person you want to persuade gets lost before the message gets delivered. Yes, you can give details that distinguish your product or service. It’s good to be different from your competition. Remember, however, to keep the focus on more than what each benefit is…instead focus it on what each benefit does for the customer…without word clutter.
How do you do that? Cut the fat! Keep your e-mails clear, concise, and compelling. Focus on the emotional reward available, (WIFM), why and how it is available and affordable, and what they need to do to receive it.
As you’re doing this, let your excitement about sharing shine through, and engage their excitement in what their life can be like once they’re on board with you. People may do tons of research based on logic, and they may justify a purchase based on logic. But when it comes to the actual purchase, emotion is what pushes the ‘buy’ button.
Reread that e-mail you’re about to send. Is it clear, concise and compelling? Have you “cut the fat?” Good.
Now that it’s ready to send, just one more double-check. Are you truly ready to deliver…everything you’ve promised…and more?