Jan 12
14
Above the Fold? Email Marketing Commandments.
Above the fold, below the fold, in the middle? This topic is one that confuses a lot of Legal Nurse Consultants when they first begin to use email campaigns to market their practices. Writing copy for hundreds of potential clients to see can seem like a daunting task, but in a post at The Point, J. Sewell outlines his 10 Commandments of email copywriting—including a few interesting ones like these:
Don’t bury the “lead.” In journalistic lingo, burying the lead means obscuring an article’s most important information in the fifth or eighth paragraph when it belongs in the first paragraph. The same rule applies to your email message: Within the first few sentences, subscribers should understand your services, why they want to use them, and how to get in touch with you.
Skip information a subscriber already knows. “It’s OK to ‘set up’ the offer by describing the problem or issue that your solution solves,” Sewell notes. But there’s no need to reiterate the unnecessary information that follows an introduction like: “ So now that you realize the difficulty in medical-legal case reviews….”
Keep your focus. Don’t let anything distract you from the purpose of an email, which should have a single offer, a single message, and a single call to action. When you go off on multiple services provided by most Legal Nurse Consultants (the magic 17 as I call them) you give potential clients multiple opportunities to become distracted or questioning your ability and expertise in all of those areas.
Avoid weak calls to action. According to Sewell, there’s nothing less motivational than the vague phrase learn more. “It means absolutely nothing,” he notes. ” Be specific, be tangible.
What is it that you’re offering exactly?” If you want your clients to call you then give them that in your call to action. Don’t just say, “For more information, give us a call.”
The question simply becomes, if your email came to your inbox would it make you want to buy Legal Nurse Consulting services from you? If yes, then keep up the good work! If maybe or probably not, then there is always room for improvement.
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