#BlueShoeDaily - #BlueShoeStory

Your copy should always address 4 key questions:?Who am I writing for? (Audience) Why should they care? (Benefit) What do I want them to do? (Call-to-Action) Did I entertain, engage, and/or educate you? (Tell it in a story).

Audience

Who is your audience? Create a list of what each group of possible client's common denominator interest is. Example: Real estate broker - The audience is sellers, buyers, those working in the industry (mortgage bankers, builders, etc.). What do they want to know that you can offer them? Then tell it to them in an engaging, entertaining, educational way.

Benefit

Why should they care? What info/offers/fun are you offering that fits them like a glove? Like this #BlueShoeDaily that we do. We are not selling Blue Shoe, but we are offering engaging, entertaining, and/or educational information each day. Judging from our open rate and the growing number of those reading it, it's right in what we believe would benefit those we want at our watering hole.

Call-to-Action

What do you want them to?do? And, then give them a reason to do it.

Create a great offer by adding words like "free" "personalized" "complimentary" or "customized." A sense of urgency often helps readers take an action, so think about inserting phrases like "for a limited time only" or "only 7 remaining!"

Engage, Entertain, and/or Educate

You need to get them at hello.

And, lastly, tell it all in a story. Make your narrative an interesting dinner conversation. Selling aluminum siding? Tell the story about how Willy Loman became an aluminum siding salesman in Death of a Salesman. (Ok, we never knew what Loman sold but I had you right?)

-Christine Merser, Managing Partner, Blue Shoe

Extracted from today's?#BlueShoeDaily?missive. Email us at [email protected] to be added to our list and to receive the missive in its entirety each day.