Aristotle’s 5 Email Messaging Strategies That Get Results
When to Use the Comparison Technique in an Email Message: Do you need to explain a complex product in a short email and inspire your readers to take action? Then metaphors, analogies, and similes can be a powerful tool. You can use a comparison to create a quick, dramatic picture that your readers can immediately relate to. Pair that picture with a strong call to action and you will get results!
3. Relationship: Cause and EffectYou can use the relationship technique to establish scarcity. Scarcity is a time tested marketing technique and for a good reason — it works. Show how the action you desire from your customers relates to their desired outcome. "Act now or you will miss this once in a lifetime opportunity to change your life!"
When to Use the Relationship Technique in an Email Message: Cause and effect, relationship messaging can be used to invoke the feelings of scarcity, fear, and other strong emotions from readers. If you need immediate action, this is the technique to use. Scarcity, in particular, has the strongest impact for immediate returns.
4. Circumstances: the Possible and the Impossible
Inspiration! You use the circumstances technique when you encourage your readers by sharing how your product, service, etc. makes something possible, or, in other words, when you share an inspiration story about how your brand impacts customers. We all love a great inspirational story and they make for great messaging opportunities.
When to Use the Circumstances Technique in an Email Message: The circumstances technique is a great messaging tool for charitable giving or giving back type programs. Inspire readers to give to your cause by telling an inspirational story of what is done with their donation. But the circumstances tool is just as effective for motivating consumer purchases. Nike is a brand that is very adept at using the circumstances technique to show how their brand makes athletes achievements possible.
5. Testimony: Establishing Authority
Product reviews, expert endorsements, social sharing — they all provide testimony that your product is worth purchasing. Testimony is perhaps the most important technique of the five: testimonials and other form of social proof can dramatically increase conversion rates!