Some folks don't want to plow through all your copy. They're ready to click through right to your site. Make it easy for them to do so!
Mistake #3: Failing to identify the reader's pain quickly
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 problem.
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 http://www.abc.xyz ETC.
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. Don't be so afraid! Prospects WILL read your email if it's got valuable information for them.
The typical emails I write run a good seven or eight paragraphs in length … often with bullets too. ?They work just fine. Don't forget, if as I mentioned above, you drop a URL in early, prospects can click through without reading every single word. Some people, though, like to read what you've got to say and you shouldn't shortchange them.
?Mistake #5: Writing in a boring, flat style.
This is a big no-no. As I often say, you have to write with a little energy and sense of fun. ?
Example: Take a look at this email I wrote for Shockwave. When I sat down to write this email, I imagined that I was sending a note to a 21-year-old sitting in his messy dorm room.