Keys to Converting Your
Recipients to Readers
Internet readers like to skim. They skim over copy until something grabs
their attention. If an article seems beneficial, then it will be read.
The best way to attract attention is to provide a hint of what's to come.
According to the President of Proven
Systems, Marc Dube, getting people to read your email newsletter
doesn't require magic tricks or slight of hand. It's all
about headlines. Not just any headline, but something that tells the
reader what to expect.
"Excellent headlines that tell the reader what they will gain or
lose by not reading or reading the article is what attracts readers. Tell
what they will get out of the article in 10 words or less," said
Dube.
But it's not just about writing catch headlines. You must follow
through on what the headline promises. Don't get headline happy and
promise things you can't deliver. For example, "Win the Lottery
Today" isn't a good headline for an article about investing
in pork bellies. You may feel strongly about the earnings potential of
bacon, but your readers will feel cheated.
Most important behind headlines is content. Headlines provide the bait,
but content is the hook. The catch is that you must provide a continuous
stream of articles without becoming boring. Valuable content is the key
to keeping readers interested.
More specifically, what keeps content fresh and readable? Consider
the following:
- Don't just tell people the sky is up or water is wet - give readers
information they can use.
- Do not use hype or other deceptive statements.
- Tell readers how to do their jobs better or how to be more efficient.
- Make them laugh.
- Tell how to do something, like get a free Ferrari or other valuable
items.
Providing useful information is what will keep recipients anticipating
and reading your email newsletter every month. |
