| Attention and "Why" The single most important thing you have to do in writing an email marketing message is answer the question, “Why should I care?” In other words, you (the writer) have to convince me (your target audience) that there's a good reason for me to open your message. You've got to grab my attention. The same holds true for the lead of a news story. A good editor will make sure that the why of the story (Why should I read on?) is in the first paragraph. My favorite bad lead: "The fire engine rushed to the fire!" Well, of course it did. That's what fire engines do. That's not news. Interest and "What" Now that you've got my attention, kindle my interest. What's new? What's in it for me? That's what editors in newsrooms say to reporters. In an email message, this is where your offer comes in. Tell me what it is as quickly and concisely as you can. Don't wait! Experiment with the preview function in Outlook or another email client. Is your offer high enough up in the copy that I can read it without opening the message? Of course, you've already piqued my curiosity and given a hint of what the offer is about in the subject line, right? Desire and "Who" Now it gets tricky. You've got to build your case. Tell me a story or paint me a picture, but make it clear that the benefits of your offer strike the core of my business problem. If you're selling me high-priced widgets, let me know that you can save me money or make me money. For example, overnight delivery and great customer service will save me time and eliminate frustration. That's a cost savings if it frees up internal resources for other stuff -- like selling more widgets. In journalism as well, everything boils down to a simple equation. A great news lead cuts right to the quick of an issue or event, lays it out clearly, and puts it in context (answering the question, Why should I care?). Then, in as few words as possible, the first paragraph or two give us the most important facts (who, how many, when, where). Action and "Where/ When" You got my attention, you kindled my interest, you made me desire your offer -- tell me what to do next. Tell me where to go and when (that's your limited-time offer). Make it breathtakingly simple, like: "Click here to download our white paper on Top Tips for Writing Great Email Copy!" |
| AIDA Copywriting AIDA= Attention, Interest, Desire, Action |
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| Anne P. Sharp |
| Anne P. Sharp Los Angeles CA, USA Telephone (310) 600-9247 |
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