I’m quite bloated today.
Ate way too much last night and, frankly, I don’t even want to THINK about food today, much less eat, smell or so much as look at it.
But, I can WRITE about it.
And there’s a FAT email lesson within.
Here’s what I mean:
Feeling bloated after Thanksgiving has the same affect on people as sending them a large, content-packed email — you’ve filled them up, they’re “full” and still trying to digest your information for days in some cases, during which time they ignore all the other emails you send them (and are less likely to buy).
It’s like the supermarket cheese cube lady.
(The chick giving away cubes of cheese on a toothpick.)
She only gives you a TASTE of cheese.
It’s not nearly enough to get full so you aren’t hungry anymore. After all, if she gave you a POUND of cheese, you’d be far less likely to buy.
And so it is with email.
Most content emails are WAY too long.
I’m not saying long emails never work.
They can and do.
But just like you wouldn’t eat a Thanksgiving feast even a couple days per week and expect to be hungry (and not feel bloated)… you can’t serve the email equivalent of a Thanksgiving feast to your list regularly and expect them to be hungry enough to buy or not be so bloated they don’t want to even look at your next several emails.
Anyway, this email is getting a bit long itself.
So bottom line is this:
Writing pithy (yet profitable) emails is an art.
It rarely comes natural.
And few know how to do it.
To see how it’s done, check out:
Ben Settle
