Write casual. Make your message read the way a conversation in a
restaurant would sound. Big words might impress some people, but most of
them just want to know what you have to say—and they aren’t going to rush
to the dictionary in the middle of reading your message to find out what
you’re talking about. Use short sentences and keep it straightforward and
direct. Don’t be afraid to use contractions instead of the more proper two
word phrases. Do, however, make sure your spelling and grammar is correct.
You want to seem friendly, not sloppy.
Be personal. You are writing a message that will be read by thousands of
people, one at a time. Each person who opens your message is an individual,
and will be far more at ease if you address them as a person rather than a
piece of the collective public. Use the word “you” as often as possible, and
limit the use of “I.” You don’t want to tell them why you’re so great. You want
them to know how purchasing your product will benefit them, and why they
should part with their hard-earned money to hear what you have to say.
Eliminate extra words. As previously mentioned keep your message simple
and clear. If you have an “effective web site marketing technique,” don’t say
it’s a “wonderfully amazing, mind-blowing web site marketing extravaganza
method.” No one wants to try and cut through all the fluff and hype to try and
decode your message. It’s also annoying.
