Email Copywriting: Write like You Talk
What is it about copywriting, and even email copywriting, that makes people change the way they communicate? Our in-house copywriter is constantly preaching “write like you talk,” but quite often, people don’t.
There’s something about picking up a pen or sitting at a keyboard that brings out another persona, it seems, even in the email marketing world. But in email marketing, we’re not interested in pretty prose or stuffy statements. We want results. Period. And if you’re not careful, your email copywriting can decrease your email marketing results.
It’s email. People don’t need to be impressed. They need to be moved to act. Immediately. They’re don’t need big words or long sentences. They’re not going to pull out the dictionary when they don’t know the meaning of “riparian.” They’re going to open (you hope), scan, and either click through or move on to the next email. You want the click through. And your email copywriting helps to make that click through happen.
Write like you talk. It sounds simple, but isn’t. So here’s a trick: Read it out loud. Even if you didn’t write it as the email marketer, your copywriter did. Simply read it out loud. Does it sound natural? Conversational? Like something you’d really say to an email subscriber? If so, go with it.
Does it sound stuffy? Do you stumble over a word or two? Send it back and ask for the email copywriting to be revised.
Your goal is email marketing results, not email marketing resistance. Your email copywriting is key.
Tags: Email copywriting, Email marketing, email marketing results