Short post… BIG impact!
I’ve been seeing more and more weak email copy these days and it’s been bugging me. Bugging me because much of it has been coming from big companies or professional marketers who should know better.
Finally, I isolated the issue.
It’s their writing. Their email copy breaks a fundamental rule of marketing. Once I point it out to you, you’ll start seeing it EVERYWHERE. Hopefully, you’ll adjust your own copy to not make this mistake.
Specific email copy is believable… general email copy is not.
I think the general feeling is that if something is bigger it is better. But that feeling is wrong. If something is ‘believable’ it is better.
You’ll see lots of marketing claims like “Largest selection in town!” You feel like if you are the largest, your prospects will immediately want to do business with you… you are the largest after all.
That’s the mistake. You need to be specific to be believed.
For example. “78% more selection than our nearest competitor” makes the point and is more credible.
You’ve heard the old joke, “82% of statistics are made up” It’s a better punch line than “most stats are made up.”
Sample general headlines (these are made up)
- Improves your productivity
- Get more sleep
- Save time
- Win more clients
- Finish more projects
- Largest selection in the area
- Most options
- Fastest car in town
Their matching specific headlines
- Get a 22% improvement in productivity
- Sleep 1 more hour every night
- Cut your time in half
- Win 52% more clients with our software
- Finish EVERY project 10% faster
- 1,452 items in stock every day – the most in the area
- 9 color options
- Your car will be 2X faster than yesterday
Notice the difference in how these headlines feel.
They are more compelling and more credible and they work better.
All you have to do is switch your thinking from general to specific and your writing will improve.
If your email copywriting improves, you’ll get better results.
That’s the difference between doing it yourself and using a professional.