Earlier this week I took a training/class zoom with an email architect. She teaches people how to write better emails - the sort that people open and click on. The sort that inspire top-to-bottom reading, threaded with a singular call-to-action like “BUY NOW” or “SIGN UP NOW” or “DO ONLY THIS ONE THING NOW!” As part of an evergreen course I purchased from her, I received an invitation to submit one of my emails for her review, certain that if I did, it would not be selected. I often hear Oprah in my head (I mean, who doesn’t?!), but instead of her telling me that I GET A CAR! My Oprah says, “luck is when preparedness meets opportunity.” Tough for the the Maven of the Inbox to select an email you don’t submit, Kwinn!
Of course this time, mine was selected, (otherwise I likely would not be telling the story). It was the second of four presented in the 90 minute zoom. I wasn’t notified in advance, or asked to be there, or given guard rails. I simply read my name on her screen as she was sharing email number one. The cultural experience of this event was not to be missed - the 45 or so participants were cameras-on-eager, leaning in to hear her comb through word choice and process. Many of them appear to be overt grammarians, of which I am not, although I am the offspring of one and can nit-pick with the big fish.
The first client was a financial advisor using story to attract the attention of her audience, and while I’m not her audience, the writing was decent and the feedback she received was nominally helpful for me as I think about connecting stories (what I do) to yoga (what people pay me for). The Grammarians in the chat were quick to point out a few inconsequential bits, posturing as only the Police of the English language can, and their chatter was interrupted only by a list pirate - someone who was like ‘Hey friends, join my rogue doc over here and we can email about these emails in an ongoing way!” Up second was moi and my classic May Day - A message from my knees for review.
The review was helpful. First, she, the inbox all-star fame, said I was a good writer. Second, she said I was hilarious. Third, the actionable feedback she gave me was to <<insert first name>> and write the email to YOU rather than Y’ALL, use more contractions like ‘we’ll’ and ‘ya’otta’ (jk), and stop telling the people that they don’t HAVE to take action on my email, just be confident and be like ‘bitches, be there!”
(I’m editorializing only slightly.)
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