I’ll bet a few of you are snickering at this point, and that’s because you need to hear the message.
I’ve got news for you: people need to hear your message too. It’s never “one and done”. No matter what you have to say, you need to be in front of your target audience on a regular basis with thoughts, ideas, and tips that are engaging.
What can you share? What can you teach people so that they will understand you better? Moreover, if you write in language that is not easily understood, your readers will stop opening your emails. Here are a couple of things to avoid:
- “Shop talk” or internal industry jargon that is included without explanation
- Acronyms: don’t make me think! Language is overloaded with little three letter shortcuts that one has to interpret before reading on, thus stopping the thought process. PS One of my pet peeves.
- Statistics: go easy on industry specific statistics. An example: the real estate market – all I really care about is “what my home is worth”, and I kinda know that already.
Whether your message is UFO’s, crop circles, plumbing, photography, finance or insurance or whatever – if your audience doesn’t want to hear what you have to say, they won’t1 open your emails. Make it interesting, and make it easy, and they will come.