Last week a client sent me a draft of her newsletter to review – she’s trying to promote her paid products more effectively in her emails.
She’s an expert in helping parents navigate tough conversations with their kids.
In the newsletter issue she was planning to send she told a good personal story and then had a solid call to action at the end promoting a related product she offers.
That’s good, but…
It’s missing an opportunity.
I recommend incorporating a subtle link earlier in the piece because if you only promote your offer at the end – which is what most people do – it reduces the number of people who see it.
Because only people who read to the end will see it.
There are ways to do it that don’t disrupt the flow of your writing – one of my favorites is to do a little tease in a parenthetical.
Here’s what I suggested she do:
I added the parenthetical line you see below between the second and third paragraphs of her piece – the word THIS in that line was a link to her product.
“Even then, social media made me anxious. Cyberbullying! Predators! Addiction! I knew too much about what could go wrong, and, unfortunately, Afton and Kate got to hear about all of it.
(I wish I would have had THIS back in the day.)
I remember one Friday night Kate and I were on the couch when she took a goofy photo of herself and started posting it to Instagram. Nothing remotely concerning. Just the kind of ridiculous photo preteens think is hilarious.”
It’s that simple.
Remember:
The more prominently you include a link to what you want to promote, the more attention you’ll drive to it.
You’ll also notice I framed the parenthetical line in a way designed to spark curiosity which increases clicks as well.
I help clients turn email subscribers into buyers all the time.
Let me know if you’d like to know how I can help you do it too.
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