Letter writing has forever been integral, and honored as a means of communication – and surely deemed “art” in the past. It is fast dying, which is sad. But it makes me wonder: what comprises a good message in this digital age?
History shows us that crafting a meaningful, thoughtful and relevant message was almost key to survival. Love, escape, family health, politics. It was the only means of communication before the telephone (don’t get me started on the Pony Express). Even Julia Child had to correspond with her colleagues, to write one of the most relevant cookbooks to this day. They did it by post, and later by phone.
So when you think about your email or blogs, remember that from line, subject line, content construction and message meaning is KEY to success.
Pretend you are trapped in the 19th century. You MUST write something so relevant that your loved recipient cannot ascertain ANY OTHER meaning, and you continue to enthrall them, and hold them dear. And wait with baited breath for a response. That’s your goal, right? And we love our customers. We should. They pay our bills.
When you think about constructing a message (which will impact your KPI or your ROI)… don’t throw out the usual crap everyone is doing now (an offer, a sweep, a discount you’ve been offering with every email). GRAB THEIR ATTENTION. Sit and think.
And think outside of the box. And keep it short. The digital age has revolutionized the “short attention span” as we all know. So you have to be VERY creative. This is good. You can do it.