Email Copywriting: An Easy Guide to Understanding the Science in 2 minutes

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So you want to know how good emails are written?

Interesting.

I won’t waste your time pal. I write emails for a living, and I’ll tell you its fun and easy to grasp. As long as you pay close attention:

To write a good email; you must know the structure a good email has to follow. But also keep in mind that the bestselling emails are rewritten . . . not written.

They have to be designed to meet the reader at each level of curiosity. From when he has no idea, to when he wants to buy the idea. . .

. . .it must be done carefully. You can skim this article, but I highly recommend you read and digest it.

So here it is:

Here’s an Easy Guide to The Science of Writing Good emails: Emails That Make Money

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Let’s begin with step 1.

Grab attention (The Subject Line)

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I always include the need to grab attention in my posts, I know. And for good reason. I mean you’re here because you gave me your attention right?

Without properly grabbing your reader’s attention, you are at loss, for it is a battle you cannot win. So do it right?

(I just might write a blogpost on “how to craft good headlines to maximize attention” . . . Stay tuned).

Grabbing attention initially is so important that you cannot neglect perfecting the act. Although it will not guarantee your success all the way, it will ensure your email is at the very least opened.

For example: [Last Call: Good News for YOU Inside]

^^^A Subject line like that (one that makes use of urgency intertwined with curiosity) would be read, and will be opened at least by 50% of all who receive it.

Tip: Don’t divulge too much information. It won’t help your open rates.

Arouse Curiosity (Opening Line)

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The very next part of your email that you must take the pain to craft is your opening line.

The salutation comes before, and it should be personalized [Hi john, Hi Karen, Hi Bill, Hi Sharon]. But the opening line which comes directly under your salutation should pick your reader’s interest and give him/her a reason to go on reading.

And it should be done by immediately showing relevance i.e. why you’re writing the email.

For example [As you already know, today is the last call for The Email Copywriter’s Course. But . . .]

An opening line like that would ensure the reader at least reads the next line. Because you clearly have good news waiting for him/her. Considering you didn’t bullshit in your subject line.

It arouses curiosity, and tickles the need for closure.

Establish Credibility

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After you must have written a killer subject line, a personalized salutation, and a very very intriguing opening line. . .

. . . Hold your tongue.

Because you have to establish credibility next. If you don’t your offer will never hold water. And we want our offer to make like the ocean, with all the power, and direction.

Name your credentials or, tell a story that relates to your opening line or your offer.

For example: [. . . I think you deserve to know that I would love you whatever action you take. A few years ago I learned a very hard lesson about life, and I would like to share that story with you today. Please pay attention . . .]

Don’t beat around the bush too much, so you do not wane the attention you have struggled so hard to keep. Because now the email just got interesting.

Next . . . you pull out a bunch of pins, drive them into your reader’s heart, and name the parts you stabbed. (The aorta, the left auricle, the right ventricle.) LOL . . . If you’re a voodoo specialist I’m just kidding.

Name a pain point

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The bunch of pins you must have pulled out of your pocket, and into your reader’s heart, have to be named.

This is not the time for subtlety. Nor is it the time for indirect comments.

Because from here on out, your copy begins to take form.

It is the time for direct assault. If you can make your reader cry about his pain while reading your copy. Big ups. . .

. . . they must feel something here. It doesn’t really matter what they feel, as long as that emotion can serve your purpose.

For example: [. . . Just like me, I know you want to get out of the nashty situation life has put you in. Because you know, like I know, that you are worth so much more . . .]

Tip: Your pain point should have a direct correlation to your story. Or your reader will exit from your email pronto.

Describe the consequences of not addressing that pain.

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Once you have driven your pins as deep as you can into the heart of your reader. You’re going to have to twist it, twist all of the pins ruthlessly.

It sounds very mean. Hahaha.

But that’s how copywriters make their money. And it’s what you’re going to have to do in order to write a good email. Sales or otherwise.

Describe the pain, bring it to life. Future pace, back pace. Give examples of friends and family who failed to take the pain killer you offer and are now miserable.

For example: [I grabbed the opportunity of a lifetime when I was in your shoes because I didn’t want to wake up in two, five, ten years having to drink tap water, and eat leftovers for breakfast, while my lousy neighbors feasted like kings. The thought sent shivers down my spine, and I simply wouldn’t stand for it]

As you describe the pain, it is very important that your reader can relate to your description. Because if they don’t, you just wasted all your creative juices.

You don’t want wasted juices.

Introduce the solution

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Nobody wants to hear stories that have no moral lesson, no punchline.  . . Generally nobody likes to hear a story that doesn’t serve a purpose . . .

. . . In email copywriting, your purpose is to bring the solution about.

That’s why the next crucial step in the sequence is the introduction of the solution.

The story, or the credentials you laid out at the beginning should have served as hints to the solution and nothing more. And they are the pathway to your introduction.

For example: [. . . I simply wouldn’t have it. I wouldn’t have it then, and I wouldn’t have it now. And because of my love for mankind, I have come up with a better, faster, and a by far more comprehensive outline of the path you can take to be successful at your email copywriting career. Better than anything I ever had. That path I call “The Email Copywriter’s Course”.

NOTE: The only purpose of this segment is to introduce. After doing so, begin the next step, in another paragraph.

Describe solution

Ha-ha. It’s funny. That’s why it’s imperative you take care with this next segment.

You must take care to bring your prospects out of intellectual thinking into emotional thinking. To do this you must make your description of the solution match their ideas, and emotional beliefs, the best you can. That’s where the success lies.

By description I mean lay out the benefits and relate them to the greater good.

For Example: [

  • . . . The email copywriter’s course is the course for you if you’re tired of getting let down by clients, clients who stop YOU from living the email copywriter’s dream.
  • If you’ve been looking for the FastTrack to success but keep getting lost. This this your REDEMPTION call.
  • Taking this course would mean tearing down the veil you can’t currently see through, and beholding the silent Nirvana, and its JOYS.
  • Taking this course today would mean No more Mr. Nice Guy to all your haters. Understand?]

Once you can place your benefits in the grand scheme of the greater good. You can proceed to the next crucial step of any form of copywriting.

Proof

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You know how I have been saying, sweet talk your reader, let them feel, show them what you offer is way more valuable than what you ask . . . blah, blah, blah blah blah . . .

. . . well all that will be only be worth water on a duck’s back without solid evidence to back it up.

Put yourself in your reader’s shoes . . . It would be like allowing a “doctor” whom you have no prior relationship with, and happens to be dressed in a workman’s overalls with a bunch of screwdrivers and saws . . . operate on your heart. Foolish isn’t it?

You ought to have a column dedicated to Testimonials, Case studies, Graphs, Facts and Figures, The Ultimate buyer’s bias- – -Social proof.

For Example: [. . . don’t believe me? I understand. But at least take the words of Alex, John, Sally, Rose, Rosalind, Beck, and Bran who gave their testimonials after taking this course . . .

Alex: Blah, blah, blah, blah, blah, blah, blah, email copywriter’s course, after 90 days. Incredible.

John: Blah, blah, blah, blah, blah, blah, blah, email copywriter’s course, after two weeks. Amazing.

Sally: Blah, blah, blah, blah, blah, blah, blah, email copywriter’s course, immediately. Do it!

Rose: Blah, blah, blah, blah, blah, blah, blah, email copywriter’s course. I wouldn’t have it any other way.

Rosalind: Blah, blah, blah, blah, blah, blah, blah, email copywriter’s course. Bede’s a great teacher!

Beck: Blah, blah, blah, blah, blah, blah, blah, email copywriter’s course. The results are superb.

Bran: Blah, blah, blah, blah, blah, blah, blah, email copywriter’s course. There’s no better course out there” . . .]

You get it!

Offer the reader something of value.

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Now you’re coming to a close. These last two steps we’re going to categorize as your CTA. Because essentially they are.

You are going to use an offer to soften your way, and introduce your main CTA. (This is a soft CTA)

You can go as far as offering more value and then describing people who do not deserve your product. That should set you higher on the credibility scale.

For example: [. . . Should you take this course on this LAST DAY? You get my exclusive video sales course that will allow you sell ice to eskimos for FREE.

But quite honestly it’s not for you if you don’t see the opportunities that lie in the email copywriter’s course you.

If you don’t want to join Alex, John, Sally, Rose, Rosalind, Beck, and Bran who have the freedom to sip as many rounds of coconut water, as they want, on a southern beach under the sunset.. . . That’s your choice.

I have to respect it. Good luck with your boring life . . .]

Copy can be mean sometimes. It breaks my heart even . . . but who cares! :)>

Invite the reader to take the next step.

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This is the last part of your copy. This is where the true magic of all your persuasion tricks come to life.

I used the word “invite” to tell you it’s time to layback with your language. This part of the copy isn’t for agitation.

If your reader is on the market, and you have done the other steps correctly, you don’t have to push anymore. In-fact pushing will do more harm in this section.

As if you do not care what the outcome is, tell them to take the next step.

For Example: [Would you like to join the crew, and make enough money to leave your boring 9-5 life that can be really miserable sometimes? Click the Link Below NOW before you run out of time. ]

And the [P.S: See you on the Inside Man.]

CONCLUSION

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If you read up till this point, thank you. I hope got some value from ALL THAT.

One last tip: The science of writing good copy boils down to knowing as much as humanly possible about your mark.

Do that, and follow the steps? You’ll be tapping into an incredible force.

P.S: Are you overwhelmed with all the nonsense talk about copy, and need a badass copywriter to write your emails, because it will provide you more time to focus on finding those groundbreaking ideas your business needs? Contact me today, and Let’s Make Magic Happen.

Over and out!

Author: Uchenna Bede

I write email copy for startups. In order to boost sales.

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