GOOD SUBJECT LINE: Five ways to prevent store theft
GOOD SUBJECT LINE: Stop store thieves in their tracks
GOOD SUBJECT LINE: Don't let thieves steal you blind
Mistake #2: Burying your Web address.
This mistake is pretty obvious, but people make it all the time. They stick their hot-linked URL (to the landing page) at the end of the email and don't include one near the top of their message. Wrong. (This is similar to the direct mail piece which buries the calls to action.)
Some folks don't want to plow through all your copy. They're ready to clickthrough right to your site. Make it easy for them to do!
Mistake #3: Failing to identify the reader's pain quickly.
Just like Direct Mail Copywriting 101, don't start your email by enumerating every feature and benefit of your product. (You're not writing a data sheet!) One effective way to roll into your message is to prove to your prospects IMMEDIATELY that you understand exactly what they're up against — that you have the perfect answer to their problems.
Here's an example of a classic problem/solution lead-in format:
Have you ever been sued for malpractice?
I hope not, because it can be a terrible, devastating experience.
If YOU are concerned about protecting your practice, your income, and your reputation, download our free report immediately. It's called "Five Steps You Can Take Now To Avoid A Malpractice Lawsuit" and you can download it free right now at:
Mistake #4: Keeping the email too short.
Some people have a terrible fear that their email won't get read so they write two short paragraphs and run for the hills. (And this trend is also visible in direct mail, with all-important letter getting so cut down that it's been stripped of its power.)