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September 14, 2010


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Cathy Miller

Great list, Lynn. It covers all the bases.

I have four questions I ask from the perspective of the prospect-

1. What problem will this solve?
2. Why do I need this?
3. What’s different about this?
4. How do I know this will work?

I use that as my litmus test to ensure the email or marketing is focused on the reader and his or her needs-your #3.

I love your list and am going to keep it handy for future email marketing. Thank you for sharing.

Business Writing Blog

Thanks for your four questions, Cathy. I always like the practice of thinking about the questions of the audience.


David Bowman

This list echoes our basic principle for all writing: Think about what your reader wants, and use that knowledge to deliver your message.

Our 6 guidelines for e-mail etiquette are based on 2 specific principles:
1. Business e-mails and personal e-mails serve different purposes.
2. Business e-mails are formal correspondences.
(From "6 Guidelines for E-mail Etiquette": http://preciseedit.wordpress.com/2009/11/04/6-guidelines-for-e-mail-etiquette/ )

Your list of essentials is great. I plan to share it with my marketing specialist.

In particular, I appreciate the focus on the value to the reader, leading to clear, defined action.


How about inviting the customer to comment on the sales letter and/or state his needs?
A business does not have to assume it knows everything; it can ask the clients for help.

Business Writing Blog

David, thanks for your comment and link.

Yoav, I think what you are suggesting depends very much on the situation. What situation do you have in mind?

It seems to me that asking for clients' input is good. But asking for help? It depends.

Thanks for commenting!



Shouldn't it be e-mail?

Business Writing Blog

Hi, Pete. See my post here:


Sharon J.

Thanks for the tips on email marketing. I happen to believe that Twitter is more effective than email marketing but if you do it right, it can still prove fruitful.

Business Writing Blog

Hi, Sharon. Thanks for stopping by. It's a good idea to use a variety of marketing methods. Among the ones I use, email stands out.


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