Part 2: One-word subject not enough
Part 3: Write useful subject lines
I read something recently that got me on a roll. Here's Part One of three that all center around writing better, clearer, more useful email messages. And for the most part, the principles apply to blogging, too.
An article in a recent issue of Excess Voice email newsletter from web copywriting guru Nick Usborne hit close to one of my email writing pet peeves. The article is titled 'The "Rule of One" for Copywriters.'
While his article deals with web copywriting, the principles apply to communicating effectively in business (and other) email messages, too.
Nick's "Rule of One" has two parts:
1. Confine each communication to a single topic
2. Write to one person at a time
Number 1 above is the one that gets me -- I hate it when I get email messages that cover several unrelated topics. I usually end up breaking them out into separate messages. Don't get me wrong. A chatty message from a friend is one thing, but business correspondence is quite another.
Usborne makes the case that your message will be clearer and stronger when you confine a single topic to a single web page.
I believe the same holds true for writing effective business email messages. One topic per message. It will make it easier for you and your intended recipient to manage the topic at hand. Trying to cover too much ground confuses the reader, I think, and distracts from each of your other messages. If you have to communicate on several topics, I find that it's generally better to break them into separate messages.
Number 2 above is a good one to keep in mind, too. If in your mind you're addressing your message to a large audience, it's easy to start watering down your message and sounding too impersonal.
Usborne's point: Imagine one person sitting in front of you, and write your message to that one individual.
As he says in the article:
This is not a "copywriting trick". This is writing pages in a way that corresponds to how they will be read. It may sound obvious, but so many people lose touch with the fact that every page you write WILL be read by individuals with unique lives and needs.
No "group" will ever read your page. No "industry" will ever read your page. The web pages you write will always be read by individuals, one at a time.
Oh, yeah. That's also something I've had to remember as I blog. In general, one topic per entry...makes it easier to follow.
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