Email Copywriting: Follow a Formula

Posted by joe in Content, Email Marketing on July 25, 2010

Subscribers aren’t expecting “War and Peace” in your emails. Rather, they want relevant, useful information presented in an easy-to-read format.

One of the easiest ways to write copy for your next email is to follow a time-tested formula. It might take some of the intimidation associated with writing out of the equation.

Here are a couple of formulas you might adopt:

AIDA. It’s one of the oldest formula’s in the history of writing. Most often associated with print advertising, AIDA stands for Attention, Interest, Desire, Action. Your writing should attract Attention with an interesting headline and opening paragraph, create Interest in what you have to offer, arouse Desire to own it, and include a strong call to Action.

SCH. This is the Star, Chain, Hook formula. The Star captures attention, the Chain pulls the reader along, and the Hook holds them until it’s time to take action.

CCCC. Your writing should be Clear, Concise, Compelling and Credible. Clarity comes from eliminating fluff and fuzzy things. Your writing is Concise when it is free from unnecessary words, long paragraphs, and jargon. It is Compelling when you appeal to the reader’s needs, wants, and fears. Credibility comes from third-party endorsements and case studies – the readers has to believe you can deliver what you promise.

The next time you are staring at a blank screen, wondering where to start, pull out one of these formulas and get to work!