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Writing Emotionally Engaging Emails

Lesson 4 of 12

5 Ways to Nail Your Personal Tone

Melissa Cassera

Writing Emotionally Engaging Emails

Melissa Cassera

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Lesson Info

4. 5 Ways to Nail Your Personal Tone

Lesson Info

5 Ways to Nail Your Personal Tone

How to nail the personal tone in your emails. So, like we said in the beginning, this can be a struggle, right? Like, our emails can easily slip into a place where they feel super businessy. And, also, most of us edit out our personalities. So, as we're writing, you're like, oh, wait, I'm gonna say it this way. Cause it sounds, like, way more professional, right? And I've done that millions of times, too, so I completely get it. But if your emails sound kinda boring when you read them back. You're like, oh, ya know, I read this persons email and it just seemed so much more fun than mine. It was, like, so much more engaging. Or if it doesn't sound like you. That's a huge problem. So, like this example we were just seeing earlier where there's an email that may come first, and then you're gonna have an introductory call with a client, right? If that email doesn't sound like you on the introductory call, problem. Right? Cause everyone's expecting you to show up as you do in the written wo...

rd. And if you show up not as that, then people are like, ooh. Ya know? (laughs) Are, was this, did I book the call with the right person? And that happens a lot. So, we definitely don't want that to happen. So let's go ahead and nail the personal tone. So, easy, easiest way to do this is talk to a friend about whatever topic you're gonna put in your email, and then record it and transcribe it. If you super, super struggle with making your emails sound like you, just do this. So sit down with a friend. Say, I wanna write an email about this. I wanna set a newsletter to my audience about this. Have your friend just ask you the question. So, let's say it's Jenna's example with the skydiving, right? So let's say she's like, I need to write this, huh, I don't even know where to start. So she sits with her friend, and her friend says, okay. What made you pick skydiving? So then she's gonna answer, and then her friend's gonna say, well how do you feel? Are you freaked out about it? Ya know, when you did it, what happened? Like, what was it like when you were just about to jump out of the plane? So again, you're having this, it's a friend or a spouse or whatever, having this normal conversation. All the good's gonna come outta that, right? And then you can transcribe it yourself or you can go on Fiverr, and like, pay somebody five dollars to transcribe it. Super easy. And there's other transcription services out there, as well. I just don't know them. But that, it's so simple, but it really, really works. Okay, also, build a collection of words and phrases that feel like you. Or sound like you. Some of these are words and phrases you say. So, they might just be, like, things that, like, your friends, like, you always say that. You know, you always say this. Or your husband. Write them down. Think of it as, like, your personal business thesaurus. Where you'll have this in front of you, and every time you're editing an email, or any piece of copy or content for your business, you can just refer back to that, right? Another place to do that is, think of brands. Not in your industry. Outside of your industry. That are similar to, like, the experience and feel that you want to give off. So, let's say you sell luxury real estate, right? Well you might look at, like, Mercedes-Benz, right? Which is outside of your industry, but they're a luxury brand. Look at the words that they use in their advertisements and their press releases, on their website. You know, you'll see things. Like, sleek and sophisticated. Great, put 'em in your business thesaurus, right? And that's great because then you can swap those words for whatever comes out in your own first draft. Right? Okay. Study noncompeting brands that feel like you. So we pretty much just went through that one. And then, pretend you're writing to one person. This is so, so important. When you're writing an email, sometimes you are just writing to one person, but often times we're setting it to a whole list of people. Which could be 20 people. It could be 20,000 people. You still want it to come off as you're writing to one person. So, when you're actually sitting down to write, just mentally say, I'm sending this to one person. I like to picture a client. Just makes it easier for me. I'll picture, like, one of my favorite clients. And say, I'm sitting down to write this piece of email to her. Like, as if I was just sending it directly to her. And it will infuse personality in there very naturally. Without feeling like, oh god, I'm sending this to, ya know, all the people on my list. And what if they hate it, right? And all those things that will definitely go through our mind. And then, of course, tell a true story from your life. So, you know, any time you're telling true stories, just like we went through earlier, it's gonna be pretty personal, right? It's like, naturally personal.

Class Description

When it comes to reaching people and converting them to clients and customers, nothing is more effective than email. And yet, many of the messages that businesses send out miss the mark—remaining unopened, unread or deleted from recipients’ inboxes.

This class will arm you with powerful email writing techniques that will take your email marketing campaigns to ever-greater heights. Business consultant and screenwriter Melissa Cassera will teach you the secrets to getting people to not only pay attention to your emails, but to respond to your calls to action.

In this class, you’ll learn how to:

  • Infuse personality and emotion into your emails.
  • Re-engage a list you haven’t reached out to in months.
  • Put readers at ease by sharing personal stories and life experiences.
  • Write captivating subject lines.
  • Master “movie trailer moments” in your opening line.
  • Edit your emails to make them more digestible, quotable and shareable.
  • Motivate people to take action without being pushy or sleazy.
  • Create a sense of urgency through “ticking clocks.”
  • Use email signatures to clinch the deal.


Stavroula Fotiou

This is an incredibly beneficial course. Not only is it great for individuals interested in improving their email marketing strategy, but also for those who are looking to improve their blog writing skills. Melissa does a great job of getting straight to the point. yet giving great examples and details in order for the viewer to understand her process and ideas. I recommend 100%.

Chris Humphrey

Really solid foundational course! No fluff, just meaty info with a few great surprising bits of brilliance.

Shannon Christy