Yesterday, I was critiquing an email from one of the students in my Write & Profit coaching group.
After a genuinely interesting top two-thirds of the email which talked about Pan Am Airlines, my student concluded his email by saying:
“I’m thinking of putting together a small group coaching program where I get down to the nitty-gritty of this understanding.”
I screwed up my face. “Which understanding was this again?” I asked myself.
I started scrolling back up through the email to see exactly what promise, realization, secret this was referring to, which I had either missed or forgotten.
Of course, your own readers will not read your emails with the patience and diligence of a writing coach.
If your readers find that they are lost as to what you mean, odds are really fantastic that they won’t scroll back up through your copy to figure it out.
Instead, they will simply click away, and they will mentally mark your emails as making them feel dumb. “Note to self: avoid in the future.”
As I told my student, the way to deal with this is to use the Trick.
The Trick takes away confusion. The Trick makes your emails easier to read. In many cases, the Trick can drive sales itself, even if the rest of your copy isn’t as interesting and persuasive as my student’s Pan Am story was.
Best of all:
The Trick really is a trick. It takes all of a few seconds to apply. And if you’re feeling particularly uninspired, the Trick can simply be a matter of formatting, without changing your copy in any way.
For all these reasons, the Trick is an immensely powerful and versatile copywriting tool.
That’s why the best copywriters use the Trick so often, and that’s why I’ve devoted an entire round — round 5 — of my Copy Riddles program to all the different variations of the Trick.
For more information on Copy Riddles and the Trick: