“Sometimes in the middle of the night, I think of something that’s funny, then I go get a pen and I write it down. Or if the pen’s too far away, I have to convince myself that what I thought of ain’t funny.”
— Mitch Hedberg
Do you know what was under Abe Lincoln’s iconic top hat?
Other than what Captain Obvious would want to blurt out, Lincoln used to keep several pieces of paper with notes under his hat. For days, while doing routine stuff, he’d take off his hat, fish out the pieces of paper, ponder, and write a few more things down.
He kept up that routine until he was ready to deliver what is now known as the Gettysburg Address.
In composing that stirring and historic speech, Abraham Lincoln jotted notes, edited, wrote some more, and edited some more, until his speech was ready for prime time, and it captivated the hearts of Americans from one generation to the next.
What’s that got to do with writing emails? Actually, a lot.
If your marketing strategy is to send out a daily email to your subscribers, that’s terrific, but the chances are that — sooner or later — you’re going to hit a wall. There’s only so much you can write about stuff, right?
Observe, think, write, edit, and repeat
Ben Settle did a fine job of reminding us that there’s potentially an unlimited amount of things we can write about anything.
At first, every Internet marketer who’s doing a great deal of email marketing is so hyped up about his product that he feels he can never run out of things to blog and email about it.
But the truth is, we all hit a wall at some point. If that happens, just step back a bit and . . .
Dig deeper into your product’s benefits and features
You might have presented your product’s core features and advantages, but could there be something beyond those?
Who’s going to benefit from your product? Who else?
What’s it good for? What else could it possibly be applied to?
Break down every advantage and even disadvantage into smaller chunks of ideas, and then break down those small chunks of ideas even more.
Write about things, and products, that are related to your product
Compare your product to other, similar brands and services. Put them side by side. Write about your product’s pros and cons versus the other one’s pros and cons.
And of course, just like Lincoln, keep a pen and paper handy. You never know when something might hit you about your product — while you’re out shopping, driving to work, watching TV, or even lying in bed. You just never know.
If the pen and paper is out of your reach, don’t persuade yourself that your sudden passing idea is not worth the trouble; or worse, that it’s so simple and obvious it’ll be there tomorrow. Get up and grab that pen and paper a few yards away. Dig it out of the depths of your briefcase, purse, or nightstand drawer.
If you don’t, you’ll be kicking yourself in the head in the morning, after you’ve forgotten that brilliant idea that was just there a few hours ago.
Look at every aspect of your product, from every angle, because you might have missed a few things, and there’s a chance that those extra nifty ideas could be broken down into several more selling points that are worth a few emails and blog posts.
Remember to observe, write, edit, write some more, edit, and repeat. Just keep on writing no matter how silly the ideas may seem. Some will indeed be silly . . . but some will not.
Email marketing isn’t precisely one of the services we offer here at AudienceBloom.com, but I hope this post may have provided you with some useful ideas about the practice.
For more information on the wide range of online marketing services that we offer, contact us now.