Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Message & Media : Copy Starters

48 idea-starters for letter and email openers

March 2012 By Pat Friesen
4
Get the Flash Player to see this rotator.
 

Whether you write, approve or read and respond to letters and emails, I think you'll agree the first sentence of copy is critical for grabbing your attention. It sets the bait for hooking scanners who become readers who then turn into responders.

The opening sentence can be both a hot spot and a rough spot.

It's a hot spot for the reader because it's one of the first places the eye looks for the answer to the question, "What's in it for me?"

It also can be a rough spot for the writer for all the obvious reasons. There's a lot of pressure to get it right, and we want to get it right the first time, which can be challenging and stressful. So, for writers, the opening sentence can be a very rough spot.

However, experience and experts have taught me there are solutions for writing successful letter and email openers.

Almost 19 years ago, Herschell Gordon Lewis wrote a mini-series of articles on "Fifty of the Easiest Ways to Begin an Effective Sales Letter." I kept article No. 9 in the series and still refer to it. And, no surprise, I've discovered many of Lewis' direct mail letter opening ideas can also be applied to email copy.

I recently asked Lewis—an internationally recognized author of more than 20 books on direct response writing also known as "The Godfather of Direct Marketing and Gore"—for a favor. I asked for permission to share a handful of his ideas with readers of this column. I'm also including a few of my own and some from direct response writers Dan Kennedy and Donna Baier Stein.

Notice most of these openers have a conversational tone, focus on you-the-reader, and make no attempt to be clever. According to Lewis, writing good direct mail copy isn't about showing how clever you are. Effective direct response copy communicates, connects and generates response.

The next time you're stumped when starting to write email or letter copy, give one of these a try:

1. "If you're like me …"

2. "What if …?"

3. "Because you are a …"

 
4

SPONSORED CONTENT

MORE ON DIRECT MAIL & POSTAL >>

FROM THE BOOKSTORE

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy.  Mobile Marketing How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. ...

ORDER NOW

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as:  What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions are not accountable? How to calculate how much you can afford to spend to acquire a customer or make a sale. And how can you calculate the customer’s lifetime value? How to understand the relative economics between customer acquisition, retention and CRM. How to measure the funnel process and which improvements will have the most impact.Your download of this book will also include model templates that you can use to immediately calculate and increase profitability for all your marketing efforts.  Profiting from the Magic of Marketing Metrics

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as: What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions...

ORDER NOW

 

SPONSORED CONTENT

MORE ON ONLINE MARKETING >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy.  Mobile Marketing How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. ...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments:
Anne-Marie Watson - Posted on March 29, 2012
Thank you Pat! These include some excellent suggestions, which could be very useful to small businesses who have to write their own copy because of budgeting restraints etc.Even though I write a bit myself, I think getting the first line is actually the hardest.. BTW I don't see any Share options in the articles on this website.As I like to tweet the good ones for my followers, is that something that could be added on by Target Marketing?
Click here to view archived comments...
Archived Comments:
Anne-Marie Watson - Posted on March 29, 2012
Thank you Pat! These include some excellent suggestions, which could be very useful to small businesses who have to write their own copy because of budgeting restraints etc.Even though I write a bit myself, I think getting the first line is actually the hardest.. BTW I don't see any Share options in the articles on this website.As I like to tweet the good ones for my followers, is that something that could be added on by Target Marketing?