A challenge for you

During the week, I threw out a challenge on social media in honour of Love to Write day. It went like this: if there’s something you’ve been meaning to write for a while, do it now. Not the fully edited and proofed version, just throw down some ideas on a piece of paper before the weekend. That’s the hardest part. Editing is easy (well easier).

But what’s that got to do with the blog I promised you about writing mail? I hear you say

I’m glad you asked. Because in this blog I’m going to give you some simple ideas about how to pull it all together once you’ve got some basic ideas down. Specifically, I’m still talking about sales mail but you can apply these principles to lots of what you write. So here goes:

Starting your letter or email

This is the most important part of your letter because if you can’t hook them with the opening line, frankly you’re doomed. They won’t read on. Your opening needs to be intriguing but clear…and that’s almost a contradiction (I never said it was easy).

Things you can try to hook them in with

Curiosity, vanity, the beginning of a good story or by emphasising a benefit (although be careful not to give the whole game away or they have no reason to read on) are good ways to start. Appealing to greed followed by flattery can work well, or a suggestion they’re part of something exclusive.

Asking questions is engaging (we can’t stop ourselves from thinking about the answer) and try and write something that they will agree with. Once they’ve agreed with one thing you’ve written, they’re more likely to agree with something else you write…so build up gradually to your main proposition.

For example, “Social media is a time suck (reader nods). It would be so nice to outsource it (reader nods). But it would have to be affordable and get results (reader nods).” Then you hit them with the fact you provide super affordable social media services and can guarantee results or their money back! Hard for them to argue with that as they’ve almost talked themselves into it.

Keep going

You’ve got their attention, now with each sentence and each word you’ve got to keep it. But how? Here’s one well known, tried and tested formula: AIDA or in other words Attention, Interest, Desire, Action.

You’ve got their attention with your killer opening. Then you engage their interest by writing about something that is super relevant to them (and think benefits here). Make them want it with your persuasive arguments and maybe some kind of inducement or guarantee. Then make them act by perhaps making it a time sensitive or exclusive offer. It’s an old formula but it’s really useful to keep in mind.

What else can you do?

Another useful tip to bear in mind is to tap in to your reader’s emotions and then back up your arguments with logic. Quantify your benefits as much as you can…how much time will you save me exactly? And don’t forget your social proof; testimonials, statistics, independent validation. Finally, always have in mind what offers or incentives you could use.

You know I love a bit of structure

I hope it’s coming together for you now. But the next thing you need to look out for is structure and rhythm. Your writing should be easy to read. So read it back to yourself out loud after a day or two and check it doesn’t have the frown factor. You know what I mean, when you have to frown to figure out what’s been written.

It should flow smoothly and logically from one sentence to another with each paragraph focusing one just one idea (unlike this post but do as I say not as I do). Make your sentences a nice mixture in length (but not too long) and then sit back and let it all brew for a few days before your final edits.

That’s probably enough for now. You’re busy and I have to pack for another trip to France. But don’t forget the challenge that I started with. Just get some ideas down on paper for that thing you haven’t written yet. We can check in next week and see how you’re getting on.

Lucy

PS. Don’t forget your P.S, People often look there before they read the letter. Oh and don’t forget your CTA and your headline. I’ve included a link to my previous posts on these if you need a helping hand.