Writing on the Web from Patsi Krakoff, The Blog Squad

How to Write an Email Promotion Message... 6 Rules to Guide You

This is my follow-up to yesterday's post: How NOT to Write an Email Promotion Message. It's so easy to pick out what's wrong with something; the real crux is in correcting an email to make it sizzle.

Pat McGraw of McGraw Marketing contributed a great comment which sums up what is wrong with the previous email message: "This laundry list of stuff has no clearly stated benefits and is more about the Famous Guru that it is about the recipient of the offer(s)."

I agree with Pat about what's wrong:

1. No greeting, nothing with my name
2. No reason given why this is important to me
3. Only give me one thing to think about at a time, otherwise too many choice, no action will be taken.

There are others, but clearly the biggest one is not addressing the needs or wants of the reader. What's in it for me?

Even if I know who is sending me a message, I still need the reasons to care to be spelled out. Why? We're all busy with our own stuff. So if you don't spell it out for me, fuggitaboutit, I delete and move on.

Rule #1: Grab my attention. Here's a clue. I scan email headlines to decide what needs to be read. If your subject line isn't compelling, I ignore your email.

How NOT to Write an Email Promotion Message...

I opened his email because I like to know how famous consultants are marketing themselves. I was expecting some words of wisdom and maybe to pick up a nugget or two. But I got the following promotion message. See if you can understand what's wrong with it, then we can look at how to make an email promo message better:

From: [Name of Famous Best-Selling Author/Guru]
Subject: End of Year Reminder from "Famous Guru"

The discount for the 2009 teleconference series expires on December 31, so register NOW if you're interested in this very popular series at a huge discount:
[link]

There is a new XYZ program scheduled for Spring, only six people... two spots are already taken. Register on the earlier course site until the new one is up, this is brand new:
[link]

ABC scheduled, beginning to fill:
[link]

Last call for $0 to $300,000, turbo-charge the start of your year, four seats remain:
[link]

Have a happy, healthy, safe, and prosperous New Year.

You know what? I'm going to open this up to you readers to dissect. Give me 3 things you think are wrong with this from a marketing perspective. Tell me why you think this message falls flat, or isn't effective in getting people to take action, or in getting any kind of positive reaction.

Keep in mind this guy is really famous in his niche and has a large following of fans and then tell me if you think this has any bearing on the quality of the message. Personally, I think he should know better, or hire better people to write his email messages.

Conversation Agent Valeria Maltoni Shares Content Marketing Insights

Valeria Maltoni is a co-author of The Age of Conversation, a groundbreaking ebook collaboration by 103 of today's top marketing writers. She is also a Fast Company Expert blogger and a contributor to Marketing Profs Daily Fix, and Marketing 2.0. And she is eighth on Joe Pulizzi's Top 42 Content Marketing Blogs.

I recently asked Valeria some questions about content marketing and share her perspectives here.

1.    What kinds of content do you write or use to market your business?

In my day work in corporate America, I use a mix of stats, studies, citations, and stories to sell my personal ideas. When talking with customers, I like to play back to them the conversation they initiate with us - the questions they ask, the issues they tell us they face, and help them with tips, information, and technical knowledge from our teams.

I started Conversation Agent, my personal blog, from a pretty simple concept. My observation was that the line between marketing and public relations would be blurring considerably with greater adoption of social media.

Business Blog Writing: Just Ask The Blog Squad

On Tuesday, December 30, 2008, at 4 p.m. ET, you can get your questions answered in an "open mic" type call with Denise and I, The Blog Squad. Ask and it shall be answered.

At least, we'll do our best. And it doesn't have to be only about blog writing; we'll cover questions on business blog design, which widgets or plug ins to use, comments, getting subscribers, getting results. And we'll answer questions about how to use new social networking tools like Facebook and Twitter, too.

So much has happened in 2008:

• Business blogs continue to be the #1 way to attract web traffic
• Facebook and Twitter have exploded as marketing tools
• Video is easier than ever to create and use on the Web
• New ways of marketing are being defined: Content, relationship, personality & conversational marketing tactics emerge

We'll look at these emerging trends and answer your questions about how you can stay ahead of the curve in 2009.

Denise and I decided to make this call completely open and free to anyone who wants to show up. You don't even need to register. Simply go to www.asktheblogsquad.com for call in information or you can participate for free on that page at the appointed day and time.

What do you want to know? What mysteries of business blogging or social media tools do you want revealed?

We'll cover everything from the 4E's of content marketing, to the CODA blogging essentials (Content, Outreach, Design, and Action). Plus, we'll tell you about our Better Business Blog Learning system and our newly revised Build a Better Blog ebook (www.buildabetterblogsystem.com).

What do you want to know?

Article Content for Sale: Just Add Your Name

Excuse this interruption to your Holiday fun, but some of us are working today! Okay, I'm going to play tennis in a few minutes, but before I go, I gotta ask: Do you need content?

Need any coaching articles for your newsletters or blogs? You know, just in case that brain of yours needs some back up material to supplement your own writing?

Don't put pressure on yourself to write all your content yourself. Use the power of others: buy content to supplement your own.

Here's the deal: in 1999 I started writing newsletters for other executive coaches and leadership consultants. I write the articles, they put their names to them. Since then I've built up a library of over 100 articles, full of research data, based on leading business books and the Harvard Business Review.

I'm putting them all on sale until December 31, 20% off. You buy the articles, either 1000 or 2000 word lengths, then you can cut and paste, rewrite, add your own stuff or use as is. This gives you plenty of meaty content to use in any of your white papers, newsletters and blogs. Topics are ever-green and non-dated.

Take a look here: www.contentforcoachesandconsultants.com/article-titles/. If you buy any, use this coupon code: CCC20 before check-out and get 20% off.

Be targeted and topical. These articles are suitable for coaches working with leadership and personal development issues. Got questions? Leave a comment.

Blog Writing Goals ... a few questions before the end of the year

Why are you reading this blog? Seriously, I'd like to hear from readers what you are seeking. What would you like to know about? What topics are so compelling you'd come back here each day to read something new?

Since the name of this blog is Writing on the Web, I'm assuming you have questions about writing and how to use content on the Web to attract clients for your businesses. But this can mean different things to different people.

I focus on content marketing and blog writing tasks. There are many ways to write and publish content (blogs, newsletters, articles) on the Internet that helps you attract people who want and need your services and products.

At the beginning of the year I started a poll and asked this question:

"Which writing tasks do you need to master to explode your Internet marketing in 2008?" Here are the results:

57.9%    Writing great blog posts
42.1%    Writing articles, ebooks & info products
27.2      Writing great newsletters
20.2%    Writing great sales copy
13.2%    Writing great press releases
6.1$      Writing scripts for video clips
4.4%      Writing dialogue for audio files

Writing great blog posts that attract prospects and gain subscribers and eventually convert those readers to clients is one of the most challenging writing tasks. The difference between good and great is enormous.

2009: The Year of the Personality?

I just responded to a request for a prediction for 2009 from Joe Pulizzi, founder of Top 42 Content Marketing Blogs. His question, which I throw out to you, is this:

"What is your prediction for how brand marketers will create and distribute their own content in 2009?" How would you answer this question?

My answer follows here:

In 2009 we'll see more brands developing a personality or a persona to represent the core values of the company. This 'persona' will be responsible for most of the brand's blog content and social media messages.

Cutting edge companies like Razer, the computer gaming hardware developer, have been using their founder, RazerGuy, as spokesperson for years. Other brands will find or create a persona to embody the spirit of their company. How else can companies connect and build relationships unless there is a person with a real personality?

As The Blog Squad, my partner Denise Wakeman and I have realized the importance of a 'persona' to connect with people and to represent what our company does. Fortunately, we're real people. I pity those companies that are going to have to invent a persona - that will never work as well as authenticity.

Rohit Bhargava hit the nail on the head with his book Personality Not Included. I predict that 2009 will be the Year of the Personality!

This may be one of the instances where a solo professional has an edge over big companies. At least you don't have to worry about choosing a person to blog for the company and do Twitter tweets and Facebook notes.

Writing for the Web Resources: Ask the English Teacher

I got a Google alert today to say my name appeared on a blog site. I was delighted to discover this blog: Ask the English Teacher. Crawford Kilian is a retired professor who's an avid blogger.

This Ask the English Teacher blog came about when he corresponded with an English teacher in China over common confusions in English grammar.

The blog is full of great resources on writing. I recommend you visit. The list of other blogs comprise some of the most useful resources on the Web when it comes to Internet usage.

Crawford "gets it:" using good grammar isn't about being perfect. It's all about the readers and making it easy for them to understand you.

"I've taught my students that the writer's job is to make the reader's job effortless. Anything that makes the reader wonder what I really mean is a distraction and a burden. That includes mistakes in spelling (their or they're?), punctuation, and anything else that slows down understanding."

I've known about Crawford for some time and bought his book Writing for the Web 3.0. His other blog is similar in name to this blog, Writing for the Web.com. One more resource you can use for better writing...

8 + 2 Classic Writing Keys for Better Business Blogging

If you want good advice, refer to the classics. There's no better writing advice than The Elements of Style by William Strunk, Jr. and E.B.White. Here's a post that adapts Strunk and White's advice to blog writing.

This post comes from Dean Rieck over on Copyblogger and is titled The Ultimate Blogger Writing Guide

1. Put the reader first
2. Organize your thoughts
3. Use short paragraphs 
4. Use short sentences
5. Use simple words
6. Be specific 
7. Write in a conversational style 
8. Be clear

The number 1 error I see professionals make when it comes to business blog writing is that they are frequently ego-centric. And this isn't necessarily in a bad way, it simply doesn't bring the results they expect.

They are so passionate about their message and their expertise, they preach. They shout. They proclaim. They implore. They explain. They document and support their logic.

But they forget about that old background tune that repeats in the head of all readers: "What's in this for me?" They assume that their readers are like them and interested in the same things.

2009 Will Be the Year of Content Marketing...are you prepared?

"If 2008 was the year social media went mainstream, 2009 should be the year of content marketing, the corporation as media company, the brand as publisher and broadcaster," says Junta 42 publisher Joe Pulizzi.

It's true that much of what you read these days about online marketing is about using Twitter, Facebook and social sites effectively. And most of what experts are saying about using these sites has to do with the quality of your messages and how to tie into building your brand and relationships.

If you haven't been keeping up with all this, don't worry. Some of us just aren't early adopters. We can wait for the dust to settle and just learn from the mistakes of others, after the best practices are ironed out. But get prepared because much of this will become as mainstream as email.

What is becoming crucial is that we can no longer afford to NOT pay attention to content marketing, be it on a blog, email newsletters, or on Twitter.

It doesn't matter if you're part of a big corporation trying to brand and market your products and services, or a solo professional or small business owner.

Creating content that engages readers is the challenge. You can forget going out and buying an ad. You've got to write - or hire someone to write for you.

Joe Pulizzi writes from a corporate perspective and gives 10 Content Marketing Tips to Start Now for 2009.