June 2, 2016

Make your emails more valuable (part 2)

One of the copywriters I pay attention to is Drayton Bird. I have two of his books on my bookshelf: Commonsense Direct & Digital Marketing and How To Write Sales Letters That Sell.

Drayton Bird books

I’ve read Commonsense Direct & Digital Marketing all the way through once. Despite Drayton’s written charm it felt like trying to swallow an elephant.

How To Write Sales Letters That Sell is only marginally smaller, yet I happily re-read it every couple of years.

I once heard Drayton say he felt How To Write Sales Letters That Sell was the better book, because he set off to write it with a tighter focus and a structured plan. The book, in other words, started life with tighter parameters.

Every writer or artist knows that parameters can be deeply liberating.

If I asked you to write me a story, chances are you would flounder and struggle. If I ask you to write me a story about a time you felt ashamed growing up, then things become easier.

Parameters are equally important when you write a nurture email. Without parameters you waffle, wander, or end up dumping all of the information you have into a single email.

Nobody is interested in all of the information in your head, at least not all in one go. What people want is your take on one particular bit of information. This information becomes your parameter, or ‘one idea’.

You make your message more valuable by isolating one particular piece of information, not by throwing everything you know at your reader in one go.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.