Elevator emails: Does your newsletter pass the pitch test?

Any entrepreneur is familiar with the ‘elevator pitch’ test. If you can’t sum up what your product does during an elevator ride, you don’t stand a chance of pitching it to clients. When it comes to business, time is of the essence. It’s all about catching attention and sealing a deal as fast as possible.

And, it’s not only pitches to which you can apply this fast-paced impression making. Your store has to impress from the off to draw people in. Your website has to be simple to navigate and fast to load. Speed and first impressions are the names of the game. And, that rule applies, even after you’ve caught a customer’s attention.

E-newsletters are commonplace in any modern business. They’re the ideal way to build customer loyalty and remind clients who you are. But, having a long email list can often lure companies into a false sense of security. After all, most people put their newsletters straight into their trash folder. Which is why it’s worth applying the elevator pitch theory to your newsletters, too. Here’s how.

Would you click on a title like this?

The first thing your customers see is the title of your e-newsletter. If it’s boring and states something like ‘find out about our best deals’, recipients are unlikely to click on it. Instead, you want a title which piques their interest. Don’t make these newsletters purely business. Make them fun, too. Give them a narrative which keeps people reading, and reference it in your title. It’s also worth applying clickbait rules. This involves using words which tempt the customer to investigate. Urgent words, such as ‘must,’ ‘need,’ and ‘now’, will all work well here.


The grammar test

If you do manage to get customers opening your email, you need to ensure they stick around. And, bad grammar is no way to do it. A spelling mistake early on, or even at any stage, will spell curtains. A spelling mistake in your title would be even worse. The good news is, there are a few ways to avoid this. You could install Microsoft Office 365, with the help of a company like Carden IT Services. By drafting your newsletter using Microsoft word, you can correct errors as you go. Or, you could opt to install Grammarly on your business computers. This is free and corrects emails as you write them.

How do I look?

And, of course, your newsletter has to look good. If you opt for a plain layout, or a confusing one, clients won’t stick around. But, by using colours and templates, you can make sure things look good, thus making people much more likely to read on. If you opt for the Office 365 package mentioned above, you’ll have access to templates which could help with this. If not, turn to your more tech-savvy employees to perfect a design. Think, too, about bright colours which instantly attract the eye. After all, if you can capture attention, half the battle is won.

*This is a contributed posts

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