I gotta run George to a vet appointment this morning.
So today’s email is a re-print of one of my favorites.
It’s all about why the first sentence in your email is the most important (I also share a killer example of this from the health niche).
Enjoy
—-
On Wednesday, I was teaching my private coaching group about the importance of opening your emails with a “bang”.
And here’s what I mean by that…
Most people make the mistake of opening their copy with a sentence or two of “throat clearing”.
They’re basically trying to set the email up instead of hooking the reader right away.
But you can’t do that.
You gotta grab them with the first sentence.
And nowhere is this done better in copy than in the old Bottomline magalogs.
So let’s take a look at one of these opening sentences…
Do you see how that first line immediately pulls you in?
“Who would have dreamed that a lowly snail held the key to curing the world’s most unbearable types of chronic pain?“
What a great sentence.
Think that would get your attention quickly in an email?
Yep.
And that’s the power of opening your emails with a bang.
It’s the same way that hit movies open with an action scene, instead of trying to slowly build up (think of the bank robbery scene with Heath Ledger as the Joker in the Dark Knight. It pulled you into the movie immediately).
If a movie opens SLOW, and tries to build up to the action, they lose you.
Well same thing happens with your email copy.
Which is why it’s so important for that first sentence to really PULL someone in.
It’s not hard to do.
It just takes a committment to making sure your first sentence isn’t a bunch of “throat clearing”.
Keep that in mind next time you’re writing email copy.
And if you think someone on your team would benefit from this email, feel free to forward it on to them…
– Justin
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