.
.
And stand out in a cluttered inbox.
***
I, too, get too much email. But what do we actually click on? What phrases, what messages, create need?
I pay attention to these moments. I analyze subject lines. What makes one more attractive over another? I pay attention to headlines, to length, to my own emotional reaction. These observations build insights into effective email.
The client wanted to promote their "Four Cornerstones" consulting program. The audience needed to be interested – so interested they’d take an assessment on their business.
Business owners respond to positive affirmations: You’re doing so great, but imagine what you could do with a little help.
So, I distilled each “cornerstone” into specific goals, and I illustrated how the client’s program could get them there.
The client wanted to promote a debut in-person consulting workshop. The audience was familiar with the client, and this quick, immersive format was a departure from their lengthier programs.
So I leaned on efficiency. Advisors cite "lack of time" as the main reason they don't pursue professional development. I positioned this program as compelling counterpoint.
The workshop met its attendance goal by the target date.
ICA is a small-town broker-dealer. My team and I developed a look and feel to capture their independent, rugged spirit. I use expansive words to evoke a sense of freedom and limitlessness, which is reinforced by saturated images of the horizon.
To help NPC stand out among legion of similar promises made by other broker-dealers, my team and I developed the "Actions Speak Louder" look and feel. The subhead of every piece highlights a specific "action" instead of a vague promise: "Here's our CEO's phone number" instead of, "Our leadership is invested in your success."