STRATEGIES THAT WORK

Transcription

1 PERSUADE, ENGAGE, CONNECT STRATEGIES THAT WORK Whitepaper examples, breakdowns and tools the building blocks for your next message Copyright by Chris Westfall 2015 All rights reserved do not duplicate or distribute without author permission

2 PERSUADE, ENGAGE, CONNECT Time to talk? This simple subject line is a great place to start, for your next conversation. It s a way to set the stage for what comes next, allowing you to ask for the thing that you want the most: greater engagement. But, of course, there are many paths to a similar destination. If your intention is to engage and persuade, via , this guide will share information on how to customize a message that makes your recipient say, Tell me more. As a means of explanation, I call the recipient by different names - the terms recipient, audience and listener all mean the same thing here in the whitepaper. Building on the principles found in The NEW Elevator Pitch, there are several key themes that explain the most powerful kinds of communication: Connect: The best conversation electronic or otherwise always starts with what your listener is thinking Focus: When communicating a message that connects in powerful ways, it s important to remember you language. In other words, making the second person first. Relevance: Your accomplishments, past history, desires and goals are not as important as what you can do for your audience, right now Action: Three words, in some form or fashion, will let you know that you have created a conversation: Tell me more In the webinar, we talked about a three-step process a process that will help you to be more mindful of your listener, and create greater clarity around your goals: THINK FEEL DO

3 Thirty Seconds before Send... Ø When someone opens your , what do you want them to think? Ø What do you want them to feel? Ø And what do you want them to do? An emotional appeal, if phrased appropriately, can be very compelling. In my experience, the heart drives the head on matters of any real significance. At least, that s what I figured out when I bought my first house. Did I present my wife with a spreadsheet, and an analysis, of interest rates, school district data, and other demographic information? No. We had ideas about where we wanted to live and kept an open mind. Then we visited a certain house, and she said, Wow! Then the analysis really began! The point is: the emotional appeal drove the details emotions led us to action. The analysis was the action the tell me more once we connected with what we wanted. Have you ever felt that way before? And, a bigger question: Do you trust your instincts? Your listener may not be thinking about commercial real estate. Or taking a new position with a financial firm in Chicago. Or creating a new web campaign for their products. Today, we have more ways than ever to connect. But, are we making the connections that can really make a difference? The common bond - in the midst of the likes, tweets and pokes - is our humanity. What is your listener thinking about? You have to know something about your subject the subject in the TO: field. Based on your experience, and what you know of your listener, start with what they might be thinking. And then, present an idea that s innovative, surprising, counter-intuitive, or unexpected. And then: ask for a time to talk!

4 Here s an example of a Time to Talk? , in 132 words: Here are some highlights to notice: The where is part of the why : our point of contact is important, so that he knows where this is coming from. Why I m writing to him becomes evident, as I agree with his platform and want to somehow further his agenda The common thread or high concept - is recognition. Everyone wants to be recognized, and funding for any venture always begins with recognition on some level Find out more about The High Concept in this short YouTube video:

5 Subject Line Generator What about the next you don t want to use Time to Talk? all the time, right? Let s take a look at five words that can be very powerful in the subject line: Why Because When Let s Above Then let s combine these five words with ideas, issues or constructs that can create interest a tell me more : Why People Leave Good Companies Because Proposition 71 Just Happened When Vacation Time is Over Let s Connect in Cabo Above the Big Data Challenge Ask yourself these questions: 1. Do any of these topics make you curious? 2. What do you think each of these s is about? Can you imagine how you might write a THINK- FEEL DO , with a call to action that fits for this subject? (Maybe you should try it! Take two minutes and put a new skill into action...after all, imagination is the key to creativity, and if you want to create something interesting and engaging...well, hopefully you see the logic there and can take it to a useful conclusion!) 3. Do any of these topics lend make you want to add another additional phrase: It s time to talk!? Or, something else? 4. Do you think that these examples are not a fit for you, your industry or your intentions? If so, what words could you choose, to create a provacative and unexpected subject line?

6 Creating an effective subject line is about choosing active words that will help you most. Is your objective to help or serve others, in some way? Be authentic and clear throughout compelling s are not about some bait and switch strategy, or for verbal jujitsu that can manipulate your listener in some fashion. Your authenticity and ability to be clear is the key to taking your message to the next level. The fact is, there are hundreds (if not thousands) of ways to create a powerful subject, when you understand the principles behind The NEW Elevator Pitch. Setting the stage with remarks that are surprising, relevant and personal to your audience is the key. Why? Because the best content deserves the best context. And that context starts with what your listener is thinking. Establish where you connected, and why you need further dialogue. Provide provactive and insightful statements that reflect your understanding of your listener s circumstances and challenges. Words that help: I believe... it seems that... wouldn t you agree...seems like... it might be...what would it mean to you if... Combine your premise with a powerful curiosity that requires they elaborate. Ask for a response that can only be served by the perspective of your audience, your listener. Then, make your call to action something that s very easy to say yes to: an invitation. Here s one, just for you: For more information on how you or your organization can create powerful messages for the people that matter most, be sure to reach out via my website,