I want to wish you and your family and outstanding holiday season and all the best for 2014. I also wanted to wrap up this year with a couple of gifts – from me to you! So I racked my brain to think of something holiday appropriate, walked to the mail box and BAM — it hit me – The Christmas Letter.
By now I’m sure you’ve received a couple and I have some questions for you:
- When a letter was single-spaced in 8 point type and longer than a page, did you put it back in the pile until you had more time to read it – will you ever?
- Do you really care about Aunt Tillie’s bursitis, or that your cousin’s, brothers’ kid won first place in the jelly-bean counting contest?
- Did you see some pictures or a read a good story?
- Did it make you laugh?
You know what I’m talking about, but here’s my point. Whenever you communicate with your clients and potential clients in writing, IT SHOULD BE ALL ABOUT IMPACTING THE READER. Period. Yes, you can inform, but it needs to PACK A WALLOP! Here’s why.
You want to get your message across so they look forward to reading whatever you’re writing. You want to include just enough detail to peek their interest so they keep on reading. And by including some graphics or a story, you’ll make your piece memorable AND they’re more likely that they’ll actually DO something with your information.
I use the same process in my Christmas letter, as I do when I post an essay on Organize and Profit. And it’s all about YOU, Dear Reader. Why?
Because I want you to look forward to seeing my missives pop into your email box each week. This only happens if I write stuff you enjoy reading – that’s short, sweet and has a point. Here’s how I do that; and you might like this process, too.
- Don’t make it too long: 500 – 800 words, tops. Everyone has a short attention span.
- Introduce ONE BIG POINT. So, for example, if you offering several organizing packages feature only ONE and tell your readers all about that ONE BIG POINT.
- Add in a testimonial in the form of a story. This is the specific proof that whatever you’re selling is valuable, is interesting to read, and solidifies your ONE BIG POINT.
- Finally, it should have an actionable takeaway. What do you want your readers to do? Click a link to your website; cash in a coupon; attend your event? Whatever you want them to do; even though it might be obvious to you, make sure you …TELL THEM!
There you go — 497 words – and my little gift to you. Make your next post, offer, or newsletter a readable one. And tell me what you thought of this post by commenting below (see…I’m telling you what to do;-)!