When I sit down to write an email or letter firstly I make sure I will have no distractions.
No Distractions
So I close all other applications on my PC so I just have Word open. I use Word for doing my draft emails too. I then just cut and paste them into an Outlook email when it’s ready. I make sure my mobile phone is off or at least on silent. I also unplug the phone socket in my office and tell reception that I will not be available for 20 minutes or however long I need. To really make sure I won’t be disturbed I very often go to a coffee shop with my laptop. As I mentioned in My Business Time Table I use an online countdown timer www.online-stopwatch.com to set chunks of time and at the end of that time a loud alarm rings alerting me to stop.
Then I start to think about what the reason is for the letter or email – what is my desired outcome? What is the objective I’m trying to achieve? For example if it’s to tell someone about my great products or services with a view to getting an appointment then I make it short sharp and snappy and I always make sure that I have a VERY OBVIOUS call to action. So they know what I would like them to do next.
Email Marketing Campaigns
If you're doing an email marketing campaign you will need to send out a number of different emails. It's important for you to spend some time deciding on the different emails and what your call to action is going to be in each one. For example; let's suppose you're a vocal coach and you want to work with music producers and vocal artists. Your two key target markets are obvious - vocal artists and music producers. Assuming you have a contact database you can now start to plan your email campaign to them.
You'll probably aim a seperate campaign at each target market, but some of the content will be relvant to both so you can re-use some of your content. For the Music Producers you could plan the following emails:
No Distractions
So I close all other applications on my PC so I just have Word open. I use Word for doing my draft emails too. I then just cut and paste them into an Outlook email when it’s ready. I make sure my mobile phone is off or at least on silent. I also unplug the phone socket in my office and tell reception that I will not be available for 20 minutes or however long I need. To really make sure I won’t be disturbed I very often go to a coffee shop with my laptop. As I mentioned in My Business Time Table I use an online countdown timer www.online-stopwatch.com to set chunks of time and at the end of that time a loud alarm rings alerting me to stop.
Then I start to think about what the reason is for the letter or email – what is my desired outcome? What is the objective I’m trying to achieve? For example if it’s to tell someone about my great products or services with a view to getting an appointment then I make it short sharp and snappy and I always make sure that I have a VERY OBVIOUS call to action. So they know what I would like them to do next.
Email Marketing Campaigns
If you're doing an email marketing campaign you will need to send out a number of different emails. It's important for you to spend some time deciding on the different emails and what your call to action is going to be in each one. For example; let's suppose you're a vocal coach and you want to work with music producers and vocal artists. Your two key target markets are obvious - vocal artists and music producers. Assuming you have a contact database you can now start to plan your email campaign to them.
You'll probably aim a seperate campaign at each target market, but some of the content will be relvant to both so you can re-use some of your content. For the Music Producers you could plan the following emails:
- Initial introduction email - your service and what makes you special with a call to action of a FREE session with one of their vocalists to show what you can do.
- 1st Follow Up email - Just a polite email briefly reminding them about your service and mentioning the special offer and ask them to get in touch.
- Outside of the email campaign I always recommend a phone call to the person to follow up the email.
- 2nd Follow Up email - great to speak to you and just wanted to show you this video of some testimonials. Again mention the call to action.
- 3rd Follow Up email - Include some recent success story you've had working with a music producer and how you helped them cut down studio time.
- 4th Follow Up email - Send them a few links to some articles you've written on vocal coaching or perhaps promote an event your running.
You get the general idea. You should always be looking for reasons to get back in touch with your prospective customers and also your existing customers. To make it relevant I make sure I know my target market and make sure my message tells them NOT about the features but instead it MUST tell them about the benefits – what they will get from dealing with me; my company; buying my products and services. What is it they are looking for and does my product or service fulfil that need?
Just get Writing
Then I just start to write the message. I don’t worry about the spelling or grammar too much to begin with. I even switch my paragraphs around after I’ve read the message a few times. I find that just writing the beginning part gets my creative juices flowing and I can get into the right groove and then I find the right approach and message.
It's also a good practice to read other emails you get from time to time. Find the ones you like and which made you take action and look at them. What was it about those emails? Copy their ideas and tailor them for your business and products and services.
You should start with a beginning a middle and an end and make sure there are compelling calls to action. For example if you are offering them a FREE session with you then make sure your email states this clearly:
Call today to secure your FREE session with me - only 10 FREE places left.
Use an offer with a deadline so they are more persuaded to act quickly.
Also, make sure you include links back to your website in your emails so it's nice and easy for them to click and get to your website. These links can direct them to the exact place on your website where you want them to visit.
The Subject Line
The other area when email marketing you must spend time on is the Subject Line of the email. The subject line is the first thing they will see so it must grab their attention without being too over the top. I always include their first name at the beginning of the subject line. This is very effective at grabbing their attention because you've used their name and they will assume you know them.
James, this amazing new service is set to revolutionise the Music Business!
There are words and phrases you should try to avoid using in subject lines otherwise you get caught in ISP Spam filters, but that's a huge subject all on it's own and not my speciality.
So Plan & Get Writing
So make sure you plan your campaign and what each message subject will be and then just start writing. Put aside some time each day to work on your content and keep going. And if you'd like some help and guidance or if you have any questions please feel free to get in touch.
Please add your comments below and please do add your advice too.
