Think Like The Reader
Remember when we were just a few years old and we would spend all day playing make believe? We would put ourselves in someone else's shoes. Well, it’s time to go back to that! (When I talk about this at conferences, I toss a diaper on the table and tell people we’re going back to those good ol’ days. I guess for this email you’ll just have to imagine that!)

When you sit down to write something, don’t think like the writer, think like the reader. Put yourself in your readers' shoes and figure out what they want to read, and what they want to learn about.

Don't forget to spend a little extra time on the headline. After all, that's what grabs your readers' attention and encourages them to read on.

Most sales experts will tell you all customers have certain 'buttons'. When you press those buttons in just the right sequence, you can encourage customers to take the action you want. With email marketing, your words are the tools that press those buttons.

Think about the reader's thought process. Let's say you're selling mugs, so your reader may initially think: Do I need a mug? It's your job then to elicit more questions, offer answers, and lead the reader along a path that may continue something like this: Hmm.. an extra mug wouldn't hurt. Ooh, and this one is leak-proof. But do I want to spend money on a mug? Well, that is a great price. Ooh, and if I buy now I get another 25% off... and so on. You have the power to press those right buttons and with a little effort you'll see big results.