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Issue #5


In this fifth issue we will explore the tactics and techniques of effective email copywriting.

Training Article What's the Point?

Before you start writing any sentence you need to ask yourself what point you are trying to get across to the reader. Are you trying to elicit an action? Are you making an emotional appeal or promoting a product's features? You must have a clear objective with every statement you type, otherwise your message becomes cluttered...
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Issue #1

Training Article Less Is More

This is one of the trickiest lessons, and it sometimes drives people crazy. When we write, we often have a tendency to use more words than we need. To write effective email marketing copy, you need to keep your words to a minimum. If you write a 15 word sentence, can it be cut down to 10? Is there a shorter and more common word you can use instead? (like "fun" instead of "entertaining"). During my seminars I tell people to write...
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Training Article Simple Words Sell

I appreciate the fact that in a past life you may have been Shakespeare or another world-renowned playwright, but that isn't going to help you write effective copy. You may have the best vocabulary, but save it for a game of Scrabble. When writing email copy, don't challenge the reader. Keep it simple...
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