How to Make the Content of Your Email Riveting
Now let's dig into the content. So we have subject line, opening line, content. So first thing to consider, please stay focused. This is a good tip. Before you start writing your email now you may already be in this space but write down just on like a little scrap of paper what the point of your email is. So like what's the one thing you wanna get across and keep referring back to that. Because I can't tell you how many times and I've been guilty of this too, that we go off on tangents and now all of a sudden we have 27 different points in our email and then none of them land, right? So keep them simple, one thing, what's the one thing you want your clients to either know, feel or do from this particular email? So just have that, whatever that is, on a scrap of paper and then as you're creating your email keep focused. What's the conflict? So keep your audience on their toes, right? We want them to keep reading. So this is in screen writing, it would be like what will they face, like, ...
will they risk everything? And you know you've seen that in like previews all the time. So we want them to feel that way too, like what's the conflict in this story? So you can't just say hey I went and got coffee and everything was great and my life is awesome (laughs) so that's it. Of course you're not gonna do that but sometimes emails do come off that way, there's no like stakes or conflict built in. So you wanna have a journey there, right, if you're telling a story, it's gotta be like, I felt this way and then this, this, this happened and now I feel this way. Or my client felt this way, this, this, this and that way. So a journey, you need some kind of conflict rolling through not just like, one day I was this and then I was this. I don't know how it happened it was overnight (laughs) and that's it and so that's not gonna appeal to anyone, right? Vivid language, so again rolling back to that business thesaurus concept we talked about earlier, you wanna bring this in. You don't have to bring it in in rough draft, in your first draft that's fine but later you can put it in. So a stake to the heart, my thumbs fly across the keys. Whirl of conflicting emotions. They leached the vitality from me. My bravado dissolves, right? All very vivid language, may not work for you, these are all for my scripts (laughs) I just pulled out. But you know it just gives you an idea of, instead of just saying I was typing, right? It's much more vivid to say my thumbs fly across the keys. Now I'm putting stakes into it, energy, enthusiasm, right, or maybe like, maybe there's something darker going on. I don't know.