There has been a particular piece of advice about online marketing that has been floating around for many years. The fact is that it isn’t seen as much as it used to be and we’re pretty sure that most businesses are unaware of it. With people on the internet, you cannot or should not ever make your visitors work for anything. That almost sounds like a sad state of affairs but it is nonetheless accurate. This principle applies to almost every market but obviously not to those markets that are the most highly skilled or educated. If your prospect starts to feel like he or she needs to do real work, he or she is probably going to get turned off.
Even though it is important to make sure that your content and your email copy are easy to understand and clear to read, there are exceptions for things like long copy. It’s been said plenty of times that the only time people are willing to read long copy is if it gives them really good value. The primary issue then is that internet readers are quick on the judgment but way less likely to forgive. When you need to write long form email copy, proof-read it a few times to make sure that nothing has been wasted or isn’t really necessary. This is smart no matter how long your copy might be but the margin of error becomes much narrower as the length of your copy increases.
Slowly ramp-up your emails in your autoresponder series, and you can take a few cues from how you deal with people in real life. When you meet someone new, you will usually talk to them about things in a different way than how you talk to long-time friends. So avoid writing that first email like they are your long lost pal and being highly informal. Be sure to thank them for subscribing, and then recap what they can expect from you in future emails. You can add to a great first meeting by letting them know that you realize they have options, yet they still chose to be on your mailing list.
There are many ways to work with copy, and one of them is to ask your reader questions. The questions will also serve to get the reader thinking more about what you are saying which serves to pull them closer to you. Remember this is a skill, and it is worth doing and practicing until you get better with it. Each email almost always stands alone, so this approach requires you to make it work. Once you are ready to move on in your email, make the turns and new directions polished so there are no snags.
We have talked about the need to know how you should structure your email copy, and that knowledge comes from knowing your subscribers. There is more to learn about email marketing, and that is why you need to seek out the best sources of knowledge. Your email campaigns can become much more powerful when you know what you are doing and why. If you are new, then it is so important that you learn as much as you can, but balance that with taking action. Learn something about copywriting because that is part of what you will be writing.
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