I once helped a client with some web copy, specifically her site’s ‘About’ page, and she needed some advice.
But before I get into that, here’s some background info:
This particular client runs, in my opinion, a pretty noble mission-driven business.
She provides travel planning services for people to visit the lesser known areas of a country rather than the mainstream tourist attractions.
And she does it not just because she wants to give people great travel experiences, but to support the local foreign areas too.
The way her ‘About’ page was written sounded like her business’ mission was more focused on the social cause rather than the service they provide to their clients.
While it sounds like a good mission, I told her that it’s not a good idea to frame it that way, and apparently, the copywriters that she asked before me gave her similar advice.
Nobody gives money to a business to support a social cause. If that’s the case, then they might as well donate to a charity.
No, they give money to gain something from it.
One of the very first things I learned when I dipped my toe into the world of copywriting is this motto,
“People don’t care about you, they only care about themselves.”
So, I advised her to focus on what her business can offer to her clients and the social cause aspect should be secondary.
And that was the end of that.
But the principle of focusing on your customers and clients first applies across the board of marketing, and email is no exception.
Building relationships, making your emails a fun reading experience, and offering helpful, relevant products and services are things that should be in the front of your mind whenever you’re about to write an email.
While I may not be able to entirely help you with the third thing on the list, How to Become an Email Titan will certainly help you with the first two.
Ellisen Wang is an email copywriter and the author of “How to Become an Email Titan.” You can read the sample chapters of the book and learn how to write email copy that your subscribers will never get enough of and will make them want to buy from you by opting in at EllisenWang.com. When you opt in, you’ll also get daily copywriting, email marketing, and business tips sent straight to your inbox. If you don't want to optin, you can also read through the blog and listen to the audios for more marketing content and training.
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