If you ever feel “stuck” on how to start a marketing message…
It’s easy to get stuck.
You know the message you want to convey, but how to give it a lead-in that will keep readers interested long enough to see it?
You probably know that the purpose of the headline or subject line is to get readers to read the first sentence. The purpose of the first sentence is to get them to read the second – and on and on.
But sometimes, a brilliant idea for that first sentence just isn’t there.
Here’s good news:
This morning’s email included a Target Marketing message that should help. It offers up a list of 48 “starters” that have been proven effective in marketing over the past many years. Some come from the pre-internet world of direct marketing, but that’s OK – our methods of communicating have changed, but human nature has not.
Readers STILL want an answer to “what’s in it for me” before they read on.
I personally disagree with a couple of the suggestions on this list. A couple would actually make me delete the message immediately. For instance “We’ve missed you.” My mental response is that I don’t care – I left/unsubscribed/quit buying your products because that’s what I wanted to do.
Notice that this irritant begins with the word “we.”
All of these have been proven to work, but to be on the safe side, I believe you should “choose and use” those that are customer-focused and avoid starting any message with “we” or “I.”
Anyway, if you’ve ever been stuck, take a minute to visit Target Marketing and print off their list of 48 “starters.” It just might come in handy one day.