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Standing apart from the crowd of other emails in your prospects’ inbox isn’t easy. There are gimmicky ways to do it – write subject lines that shock, use lots of funny characters in the subject line, use the latest “hot” subject line [for the past year this has been “Hey”] and so forth. But how do you get your recipients to become avid readers of your emails?
Sane Method #1 – Tell stories. There is a marketer who appears in my inbox about once a day. Gmail highlights this email, because Gmail knows I read his emails. Why? Because he entertains me with stories. I know when I click his email I’m going to get swept up into another world. And even if it’s just his world and just for a minute, it’s a great escape to my otherwise sometimes monotonous day. And yes, I buy his products, too.
There’s an added bonus to telling stories besides the fact that your emails get opened and read, and it’s this: Telling stories is fun. Instead of selling, selling and more selling, you’re now entertaining. You can embellish, you can be flamboyant, you can add your own personal touch, you can get creative and you can have a blast doing it.
Suddenly your day is just a little more exciting because every moment you’re watching for the next story to fall into your life. Even a routine trip to the store can become an exciting adventure. The newspaper holds new meaning and the websites you visit are a treasure trove of possible stories you can share.
Sane Method #2 – Be a coach. Think of your readers as your students. Love your subject and stick to your subject. Only build your list with people who want info on your particular subject, then teach them all you can about it. When it comes to recommending products, tell them the good and the bad. Give them lots of detail. Be their coach first and foremost and they will hang on your every word.
This method works especially well if you love your topic. If you find yourself spending hours on the Internet learning about this topic, hitting all the forums and websites, finding the best products and so forth, then this method is for you. Every new site you visit is an adventure because you are continually on the lookout for more information you can share with your students. And selling becomes easy because again, you are simply sharing your knowledge with your students.
The [Not-so] Crazy Method – Hide clues in your emails that lead to prizes. I haven’t yet tried this method but I’ve been tempted. What if every email you send out holds a clue to a valuable prize? Collect all the clues and you find the prize online. There’s little doubt this method will get your emails opened, but will they be read? In the right niche, yes. Imagine doing this in a gaming niche – what a killer technique. The viral effect alone could be huge.
So tell me – is this last method crazy, or a millionaire maker? I don’t know of anyone who’s doing it – yet. But no doubt someone will. And in the right hands, it could be powerful, indeed.
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