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July 02, 2005

"Gattin Busy Down In Knoxville" by Craig Garber

And now for today's tip: Down in Knoxville, Tennessee,
(home of the newest Food City Superstore) there's a very
nice lady named Tammy Burkhart.

Tammy also happens to be a subscriber of mine, and she
recently sent me in this nice note:

"I just wanted to let you know that I absolutely love the
way you end your emails with, "now go sell something"! It
always gives me a chuckle, makes me feel like getting busy,
and also makes me feel like you are talking directly to
me!

How do you come up with endings to emails, or what qualities
can we instill in our minds to make our ezines more
personal?? I have such a hard time with this. I thought
maybe you could touch on this for us?

Thank you, I always look forward to your email..."

Thanks Tammy. I think your question is a good one and it's
probably something that loads of other people wonder about
from time-to-time.

The truth is, the number one mindset you need to have
whenever you're writing something to a "list" or to a group
of "subscribers", is that the person reading your message,
doesn't care about the rest of your list, and for the most
part, at that exact moment when they're reading or
experiencing whatever it is you have to say... they aren't
even "aware" that your correspondence is even part of any
kind of "broadcast," or what-have-you.

See, all your reader is aware of, is your message... and
themself. And that's why sales copy is so effective -- it's
one of the most intimate forms of communication you'll ever
have with your prospects and customers.

After all, how else could you ever communicate with your
reader, one-on-one like this?

So the mindset you need to have, isn't that you're writing
to your "list", it's that you're writing to each one of your
list members, individually.

Make sense?

I was on a consulting call yesterday, as a matter-of-fact,
and a client was asking me about this exact same issue.

One thing I suggested is that he have a picture of his prospect
sitting right there in front of him to make his mindset and
his writing just a little more "intimate".

Hope this helps you out, and thanks again for your question.

Posted by isoh at July 2, 2005 07:26 PM

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