- Empathise with the reader - use their language and identify with their pain point.
- Help them be aware that you understand their situation, problem or barrier for doing something about it.
- Talk about a single topic per communication. If there are 5 things people are afraid of about topic X, then create 5 emails (one for each) - with possibly a 6th to summarise.
- Briefly (and non-technically) say that you can help.
- Provide a Call To Action (CTA) with a clear way of contacting you to discuss how you might be able to help.
- Keep the email short.
- Use examples or anecdotes to bring your message to life - but keep it short.
- Use short paragraphs.
- Include an image or related article sometimes (but you don't have to all the time).
- Put the issue (pain point) in the Subject.
- Talk jargon or about your solution or service in any detail.
- Don't talk about yourself (other than you can help) nor list your services.
- Provide advice or give away all you solutions - instead you can say you have a method/way that addresses the problem.
- Be too long or use long paragraphs (break it up).
- Don't put the solution (or jargon) in the Subject.
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