Writing to only 1 person

One of the biggest mistakes I see most people make in their email marketing efforts is the problem of mass mailing. You must understand that you are not standing on top of the podium, addressing everyone as though they are talking to a very large crowd… but have you ever wondered what it is like to be the person at the bottom?

I remembered a very striking impression many, many years ago. Back then, when Michael Jackson was the darling of the media (compared to today where he is the biggest joke as a result of his law suits and bad press…), he won the hearts of people all over the world, especially when he was singing and dancing on stage.

Out of the blue, he grabbed one of the fans at the concert, amidst the screaming crowd at the bottom of the stage. He started hugging the girl after he brought her up on stage as he sang his song. But when it came to the point where the girl had to leave the stage, she was so overwhelmed with desire for Michael Jackson that the security has to drag her off the stage.

Now, when I think about this, I’m very sure that the girl that got on stage would’ve felt special, even more special than anyone else in the crowd… because she felt that she was the one and only.

Now, if you can address your subscriber as though you are writing only to one person, you will definitely be able to increase the response of that subscriber many, many times!

In fact, one marketer I heard, hired a virtual assistant to write personal emails to each of his subscribers, and his click through rates (and sales) went sky high, through the roof!

Here’s what you need to do in order to achieve this personal effect – remember that while you may be mailing to hundreds or even thousands, the person who receives you mail is reading it ALONE. No one else, just by himself or herself. Therefore, you must never write your emails using words like them, those, subscribers, they all, you all or group… they are alone, not in a group.

Use words like – you, your, me, your own, for you (instead of for you guys), etc and you will make your subscriber feel special (like the girl in the Michael Jackson example). People like it when they are addressed as an individual and not treated as though they are a number.