Imagine this beautiful scenario - A subscriber is intently staring at his inbox, eagerly waiting for your email.

Yeah, now stop imagining that. Because that doesn’t happen too often. :(

But, even though we know the rarity of this phenomenon, when we send emails, subconsciously we assume that the reader really, really cares about what we have to say.

The honest truth is that the reader doesn’t care about you. The reader cares about himself.

And the reader especially doesn’t care about your product features and the updates to these features.

How do we deal with this? How do we send impactful emails?

There’s a whole lotta science in the subject line that I used in this email.

Stick around, I will explain what I just did there.

People like information.

That’s what evolutionary science says.

“Hey, I know a secret. But I won’t tell you.”

Yeah, this creates curiosity, tension, and at times obsession.

And that’s the reason why so many shows on Netflix withhold information at the end of every episode. There is always a cliffhanger. Because people cant live with the secret.

But it doesn’t end here. There is something deeper than this...

The other day, I received an email from a brand that was quite selfish and annoying. 

I think our email marketing would get a lot better if we asked one simple question before writing that email.

The other day, Pooja, my wife, was almost convinced, that I had lost my mind.

It so happened, that I was reading out a piece of content that I was going to publish online.

What was I up to exactly?

Most brands out there, use copy that is robotic, corporate, and almost makes the reader puke. And so here is a tip that I learned from Nick Usborne through this copywriting course - Conversational Copywriting.

When J.K. Rowling puts out a book, it is well received by her raving fans, regardless of the title of the book. However, a brand that is new and looking to build trust, is much less likely to earn trust with a vague message.

You get to choose how specific you want to be.

But you can’t afford to be too vague.

I have a love-hate relationship with hacks. I feel a squirming inside my stomach when I hear words like ‘quick hack’, ‘growth marketing’, ‘tips and tricks’ and so on. The BS detector in me just won’t shut up...

However, I try to be aware of my biases.

I don’t think tips and tricks are inherently bad. I don’t that tactical advice is always useless. There is always a time and a place for those.

If I have severe pain in my arm, I do need tactical advice from my doctor.

Yep, you got it right.

Today’s email is about tactical advice about improving your email writing.

In this episode, I talk about how experts can learn about Persuasion from Cialdini and apply it to their Email Marketing. 

A lot of experts produce a substantial amount of content. However, many of us still struggle to get more subscribers in our email list. In this episode, I talk about how experts can build their top of the funnel, to get relevant people into their email list. 

In this episode, I talk about how every word that we use communicates something to the audience. I also talk about coming up with a word-cloud for your brand - basically freezing on a few set of words that you will use time and again in your communication, so that your brand sticks.

In this episode, I talk about how all the elements of your brand Online and Offline are telling different stories. They are making a promise. The question then is, is the promise in-line with what you want to convey? Is it in line with what your brand stands for?