Moonlady Pages: Moonlady News

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Amy’s Email Wisdoms

#1 – Visualize Your Reader
#2 – Spend Time on Your Subject Line
#3 – Respect People’s Time
#4 – Don’t Assume Anything
#5 – Directions, Directions, Directions
#6 – Be Consistent

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Wisdom #1 – Visualize Your Reader

Successful emailing means changing the way you think about communication. You have to consider your email from the reader's perspective, not your own. It's not enough to just send an email, it must be understood. People tend to live in self-centric universes, but you can’t write a good email (or book or article) that way. At the core of successful emailing is developing a sense of empathy.

Who are you writing for? An individual, not a group... Avoid impersonal language, just talk directly and sincerely. Ad shills work poorly on us... Write a notice like you're writing a letter. Let us see your heart.

When you write, visualize a reader who is new to Dallas, who knows nothing about you, and is only somewhat familiar the holistic/alternative scene in general. Because that's often the case!... Also remember that most people are a bit skeptical of claims -- everyone has been burned at least once -- so consider that when you write. You may know you're the gods' perfect angel, but the reader doesn't... If you compose your email to that person, you will have created an effective email.

Very importantly, try to visualize how this person will process your email... How does it look in their computer inbox? Does the headline explain the email quickly and clearly? (Wisdom #2)... If they open your email, is the contact info and pertinent details right at the top, saving them time? (Wisdom #3)... If it interests them, chances are they'll print it out. Does your email fit on one page and does it include everything the reader needs to know, including directions? (Wisdom #5)

Most of all... Is your email clear enough that it can be understood by everyone or just a select few? (Wisdom #4)... Aim for infinite forwardability. Even if sending emails to your customer list, plan on them sending it to a friend -- again, visualize how your email will be processed by the recipient... Include all pertinent info, use no acronyms or specialized terms, and always always always have your full contact info in the body of the email.

Wisdom #2 – Spend Time on Your Subject Line

Think about how a person processes email. What is the first thing ~you~ do? You look over subject lines in your inbox for ones to erase. That means someone who submits a notice to Moonlady News has barely more than 2 seconds to get a readers' attention. It's your audition. That's quite a tap dance!

The subject line is the most important part of your email. Let me repeat that: The subject line is the most important part of your email.

Spend as much time on it as you do composing your message.

Some folks feel that a vague or quizzical headline will arouse readers' curiosity and compel them to open it. However, that speaks of manipulation and most folks on this list don't like that. Be clear and direct. No games! Save people time and you will have made a friend.

Why don't I allow ALL CAPS in headlines? Because putting something in all capitals is like screaming, and on this list we communicate in a civil manner.

Location is the most important consideration to most people about attending an event or obtaining services from someone. So if located in a city other than Dallas, add that at the end, too.

Wisdom #3 – Respect People’s Time

What do most people wish they had more of? Time! Save people time and you will have made a friend. That means achieving an interesting balance in your emails: not too little info and not too much.

Here's what happens:

Most people scan emails and print out or save those that interest them... Then on the day of the event they pick up that piece of paper and realize it has no directions, only an address, and they don’t know where it is. A map link is provided, but they'd have to turn on computer, call it up and print it out. Or they'll have to dig up a Dallas map and look it up. . . Plus there's no phone number provided, so they can't call... Or the price isn't included, and they feel humiliated to inquire (that happens a lot!)... There's no end time listed, so they haven't any idea how long the event will be (ditto!)... As usual, they're late getting started and in a rush.

End result: They don't go. After being happily anticipated, suddenly your event has become a hassle to this person, leaving a negative impression.

Too Little Info

I reject a lot of notices because they are simply incomplete. If you put no effort into your email, it says loud and clear that you don’t respect others’ time, that it’s all about you, your wants, your needs.

The time you spend crafting your notice should at least equal the time it takes for someone to open, read and respond to it. No one is interested in your brain fart. No one. Think it through.

Too Much Info

Be complete, but brief. After a couple of paragraphs, people tune out. Keep everything on one page. That also makes it easy for people to print it out.

If you have to go longer, break it up into sections and use headlines. It's not so much the length people object to, it's the density of text and lack of white space. If you have a web site, refer people there for greater detail. Or invite them to email you for more info.

Readers are like Goldilocks. They want their porridge/emails ~just~ right.


	Wisdom #4 – Don’t Assume Anything There is an old cliché: To ASSUME is to make an ASS out of U and ME. Yep, not only can making assumptions in your email project a negative impression of you, it can even make readers feel bad. The most frequent assumption I find is people assuming that everything is in Dallas. Moonlady News covers at least 4 counties. Include the city with the address and directions. Folks from other cities tell me they feel like they're too puny for radar because most notices assume everything happens in Dallas. Almost as pervasive is the assumption that everyone knows your acronym. The most frequent offender: UU. This means Unitarian Universalist, a church denomination. The easy rule is this one: First time you use an acronym, spell it out. An example: "You are invited to Cross Timbers Unitarian Universalist (UU). UU is a welcoming congregation. Be careful as well with specialized terms. For instance, don’t assume people know what reiki is. I’ve sent out dozens of emails on reiki events and services, and only one ever defined reiki or included a link for more info. The wisdom of not assuming anything is tied to the main goal of effective email networking: Aim for infinite forwardabilty. You want an email that can be forwarded to someone without having to add or explain anything. That is how your group or enterprise grows. Not making assumptions has some pretty deep connotations; just as developing a sense of empathy underlies all effective emailing. Don't make assumptions is one of the Four Agreements, which I think are rather profound and elegantly simple. Here's how not to assume anything when writing an email notice. It goes back to visualizing your reader. Write to a person who is brand new to Dallas and relatively unfamiliar with your topic. And finally, no matter what your notice is about, always always always type your contact info, including your email address, into the text of the email. back to top Wisdom #5 – Directions, Directions, Directions Many folks who send notices about events or services give the address and nothing more as if we’re all supposed to know where it is. Think of including directions in your notice as a handshake, a good-will gesture that says, "Here, let me make things easier for you." Who wouldn’t like someone who did that? Remember: Save people time by respecting their time and you will have made a friend. The most frequent thing I hear is: People can just look it up on the web. Which means they have to go to a web site and print out a map. Now they have two pieces of paper to keep up with, one for your notice and one for your directions. Also, many more people than you realize are on office systems that don't allow web surfing, only email. Some people comprehend visually; for them maps are great. For others, they need verbal written directions; they find images confusing. So why exclude anyone? Include both styles of directions! More top tips of creating perfect directions: ~ Always include a phone number so people can find you if they're lost. ~ Include the city and zip code with the address. Some computer and in-car map systems use zip codes to locate. ~ At the very least give a cross street with the address (ie: Main between Ervay and St Paul; or Preston two blocks west of Forest). The direction of a corner location is always appreciated (ie: northwest corner of Plano & Estate). ~ Best is to give directions from nearest expressway or large thoroughfare. ~ People appreciate giving visual landmarks (ie: Turn left at the day-care sign). ~ Give the name or describe the building they are looking for – let them be able to visualize where it is they’re going. ~ Tell people where to park and if it costs. In some areas like Deep Ellum and Oak Lawn this can be a real hassle unless you know the inside scoop. With good directions, people are more likely to arrive at your place or event in a peaceful frame of mind, something beneficial to you both. back to top Wisdom #6 – Be Consistent I see it over and over again. A teacher will offer classes one time, maybe twice, through a notice on Moonlady News. They don’t get much attendance, decide that MLN sucks, and feel rejected. Or a holistic center will open with a big promotional push, with print advertising and the whole shebang. Then a year later they wonder where all the people went. Here’s a cold truth. Few people will pay attention to your first effort of anything. It took two years of sending notices about my seasonal events to the newspapers before they recognized my existence – and I used to work for them! You have to gain trust. And you do that by being consistent, by being there month after month, year after year. The world is full of shady operators, even in the holistic community. People get burned. Most people have a deeply skeptical side. You have to gain their trust. If you offer services for healing and such, operate a yoga or dance studio, or have a group that meets regularly like a book club, send something in every six weeks or once a season. But not too often, absolutely no more than once a month. Set a relaxed schedule of notices and stick to it. Think of these regular notices as an open door that lets people see you at your work. Be friendly and casual in your emails. Change the look of the notice a bit each time. Mention what's different or newly learned at your enterprise. People love monthly schedules from yoga places and groups. They can print it out and pin it on the board. That way you are there when people need you. back to top