Financial Subject Lines: 2 Truths & a Lie (Pt. 2)
Donnie Bryant
Financial Copywriter & Messaging Consultant | Attract More Dream Prospects & Convert Them into Clients Faster
Let's jump in.
Truth #1 is that repetition kills readership. If subscribers think they know what you're going to say, they won't open your email.
You can avoid that by using various different angles and appeals in your subject lines. Highlighting relevant benefits is great, but it can get repetitive.
Truth #2: Fear is good.
I know this is an uncomfortable truth for some. We want to keep things positive. To educate and empower.
But there are some legitimately worrisome realities out there. You know it and so does your reader. It's a good idea to talk about those things.
Now, I'm not telling you to try scaring your readers pants off.
I'm encouraging you to tap into the fear and/or anxiety your subscriber is likely already feeling.
Here's an example of creating a little fear without paralyzing the reader:
Firstly, there are few things that get our attention like fear. The human brain dedicates a significant portion of its energy to keeping us safe. Our senses are fine-tuned to detect and respond to danger.
Secondly, humans hate losing... anything. Behaviorial studies show we're twice as likely to take action to prevent a loss than to secure an equivalent gain (when the stakes are high enough).
That means fear gives you leverage when it comes to moving people to make a decision.
Don't leave the reader in a state of fear, though.
Use fear to win attention and focus his mind, then shift into the solution he can take to minimize or eliminate the issue.
Part 3 will be ready for you next week.
Need a set of eyes on your subject lines in the meantime? Send me a message and let's talk.
Have a productive day (and sometimes relaxing over the weekend may be the most productive thing you can do)!
Donnie
Financial Copywriter & Messaging Consultant | Attract More Dream Prospects & Convert Them into Clients Faster
5 个月In many cases, you're not telling them about topics they're not aware of. So how do you tap into existing fear in a fresh way that grabs attention and encourages engagement? Severity and imminence. Paint a picture showing the reader how the thing he's nervous about is a bigger problem than they realized. How it will affect his life in ways he never considered. As long as those things are true. Which they likely are. And illustrate that the threat is breathing down his neck today... and every minute he delays dealing with it, the hard it's going to be to stop it from sinking its teeth into his flesh. As long as those things are true. Which they likely are. (I mean, how many problems do you know that get better when you wait to address them later?)
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5 个月Great post. I believe using fear is a good hook idea, because it gets the attention of the audience. So long as your message satisfies the logical reasoning of your audience, they will continue to read along.
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5 个月This is for me today Donnie Bryant! Valuable perspective - we are not all (of) one thing. It’s complicated:)
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5 个月The fear of loss and pain are two strong emotions especially in health care marketing. I think we should play on the balance. .I prefer to share the positive side honestly with data than use fear. Well, it depends on the feedback while trying out the copy...
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5 个月I completely agree with this post. As much as we want to focus on positivity and empowerment, we cannot ignore the existence of fear. In fact, fear can be a powerful motivator for change and growth.