Start by thinking about these two things:
- Nod factor
- What can you say that nobody else can?
Then use the 7 step formula to get the first draft going:
- State the biggest benefit
- Give specific details (how much it will save, how long it will take, the hours it will save…)
- Give proof and testimonials.
- The offer.
- What will happen if they don’t act.
- Summarise the above
- Ask for action in no uncertain terms.
Crow bar in the 7 key emotions
- Fear
- Flattery
- Greed
- Guilt
- Anger
- Salvation
- Exclusivity
Add charm – in exactly the same way I added the emotions.
- Flattery
- Disarming honesty
- Be helpful
Once played with a few drafts of your letter, you’ll be ready to write the opening or the headline.
I always take mine out of the copy, as you’ll read next time.
Best
Al