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

7 Copy-Starter Tricks Every Marketer Should Know

January 22, 2014 By Pat Friesen
1
Get the Flash Player to see this rotator.
 
Openers can be onerous. Which may be why registrations for last week's webinar, "Copy Starters: 48+ Ideas for Letter and Email Openers" were some of the highest ever for Target Marketing. The hour-long session was based on a column I wrote for Target Marketing magazine in March 2012 that still attracts online readers. Couldn't attend? Here's a short recap of some of the most frequently asked questions and high points of the discussion.

Q: It's difficult to get started. What can I do to overcome writer's block? I spend a lot of time staring into space.

A: Experienced writers agree you shouldn't sit and stare at a blank screen or white piece of paper waiting for a flash of brilliance. Instead, just start writing. When you do, you'll most likely find your opening line buried in the second or third paragraph. Try it; it really does work!

Q: If you open with a question, isn't there a risk readers will answer "no" and you'll lose them?
A: Sure ... which is why you want to phrase the question in such a way that no matter how your readers answer, they will be intrigued enough to continue reading. Bill Jayme was a master at creating openers like the ones we looked at during the webinar. You can also create questions with fairly predictable answers based on research or testing. Or do as I do and keep a file of question-openers you like, then analyze them for why they're effective.

Q: Should B-to-B openers be different than those used in B-to-C?
A: Used appropriately, the same general tips and techniques apply for writing both business and consumer copy. Notice I use the word "appropriately." We're human beings whether we're at home or work ... so the same motivators apply.

Q: Aren't email and letter openers similar to email subject lines and outer envelope teaser copy?
A: The answer is yes. However, by the time someone clicks on a subject line or opens an envelope, they've shown some interest. Now, the challenge is to offer an opener that reels 'em in to generate response. If you're interested in learning more about writing effective email subject lines, this free Brunch & Learn webinar hosted by DirectMarketingIQ offers ideas. 

 
1

SPONSORED CONTENT

MORE ON COPYWRITING, CREATIVE AND BRAND >>

FROM THE BOOKSTORE

A guide to delivering a better user experience through A/B testing: Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

A guide to delivering a better user experience through A/B testing:
Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan...

ORDER NOW

One of the only books for fundraisers on monthly giving! Tips on how to make monthly giving work alongside other fundraising effortsHow to acquire monthly donors through different channels such as email, social media, direct mail, television and radioAnd much, much more! Monthly Giving: The Sleeping Giant

One of the only books for fundraisers on monthly giving! Tips on how to make monthly giving work alongside other fundraising effortsHow to acquire monthly donors through different channels such as email, social media, direct mail, television and radioAnd much, much more!...

ORDER NOW

 

SPONSORED CONTENT

MORE ON DIRECT MAIL, PRINT AND POSTAL >>

FROM THE BOOKSTORE

One of the only books for fundraisers on monthly giving! Tips on how to make monthly giving work alongside other fundraising effortsHow to acquire monthly donors through different channels such as email, social media, direct mail, television and radioAnd much, much more! Monthly Giving: The Sleeping Giant

One of the only books for fundraisers on monthly giving! Tips on how to make monthly giving work alongside other fundraising effortsHow to acquire monthly donors through different channels such as email, social media, direct mail, television and radioAnd much, much more!...

ORDER NOW

Anyone who has  read any of Panas’ other books 
knows his  style – a breezy and irresistible mix of storytelling, 
exhortation,  and inspiration.            
 Habits follows  the same engaging mold, offering a panoply of habits
 any board would  be wise to cultivate. Some are specific, with 
measurable  outcomes. Others are more intangible, with Panas seeking to 
impart  an attitude of success.
            Here’s just a sampling:You don’t allow a mission deficit.You never lose sight that your organization is in the business of changing lives or saving lives.You’re willing to leave the comfort zone.You understand that not all gifts are worth accepting. Fundraising Habits of Supremely Successful Boards

Anyone who has read any of Panas’ other books knows his style – a breezy and irresistible mix of storytelling, exhortation, and inspiration. Habits follows the same engaging mold, offering a panoply of habits any board would be wise to cultivate. Some are specific, with measurable outcomes. Others are...

ORDER NOW

 

SPONSORED CONTENT

MORE ON EMAIL >>

FROM THE BOOKSTORE

A guide to delivering a better user experience through A/B testing: Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

A guide to delivering a better user experience through A/B testing:
Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan...

ORDER NOW

PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

That being the case, your email marketing campaign needs all the attention it can get, and knowing what works and what doesn't is the best way to start. That's where "The Ultimate Guide to Email Marketing" comes in. 

The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness.

You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

<b><u>100% Money-Back Guarantee</b></u>

Your order is risk-free. If you are not completely delighted with “The Ultimate Guide to Email Marketing,” notify us within 30 days for a complete credit or refund, no questions asked.

<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: