Hey Stephen King and other subscribers,

Yep, as a world-renowned author, Stephen knows better than anyone how crucial well-planned copy is to the creative process.

The gripping tales of horror and suspense from our favorite master storyteller didn't appear overnight, they were meticulously planned and written to captivate readers with every spine-chilling twist and turn.

Good email marketing copy transforms a simple paragraph into an enthralling story that captures attention and keeps people engaged.

To help you achieve this literary prowess in your newsletters, we've curated a list of 13 essential copywriting tips that will make your content as gripping as The Shining.

1. Tease the value in your subject line

💡Create subject lines that spark curiosity and encourage readers to open your email. Like a blurb on the back cover of your favorite book, it should pique interest and show readers what to expect without giving too much away.

2. Use persuasive language

💡Choose verbs and phrases that inspire action and showcase the value of your offer. For example, "Transform your images with a free mini-course on Lightroom Denoise" instead of “We just launched a free mini-course!”

3. Focus on the reader

💡You're not selfish, right? After all, your newsletters are not about you. Focus on what's in it for subscribers by using "you" and "your" instead of "we" and "our" to make your content more reader-centric.

4. Spend more time writing the opening lines

💡You have 2 seconds to grab the reader. Start with an intriguing question or statement to make it impossible not to read more. Example: "What if I told you there's a simple way to double your productivity? No limitless pill required!"

5. Tell a story

💡I know I don't have to tell this to Stephen King twice. People connect with stories, so weave them into your content. Use the classic structure of Character > Problem  > Resolution > Lesson.

6. Highlight benefits, not features

💡Emphasize how your product or service will solve problems or improve the reader's life. For example, instead of "This Pomodoro planner lets you create to-do lists to achieve in timed blocks", write "Achieve more in less time. Master time management with this Pomodoro planner".

7. Keep it clear and concise

💡Keep your message short and to the point, focusing on the most important information. Aim for a word count of up to 200 words per topic/section to avoid overwhelming your readers.

8. Leverage social proof

💡Incorporate testimonials or case studies in your newsletter content to establish credibility and build trust. Displaying them as a visual quote can also be a great way to break up large chunks of text.

9. Speak to your audience like a fellow human

💡Use a conversational tone and address your reader as if you were talking to them face-to-face. For example, "Have you ever wondered why XYZ...?", or "Did you know that X is actually Y?"

10. Apply the AIDA formula

💡Use the Attention, Interest, Desire, and Action (AIDA) framework to guide your copywriting. Example: Grab attention with a bold statement, pique interest with a compelling story, create desire by showcasing benefits, and drive action with a clear CTA.

11. Use an active voice

💡Write with strong, active verbs to make your copy more engaging and persuasive. For example, "Sign up today and get immediate access to our exclusive content." Instead of "Immediate access to our exclusive content is available when you sign up today."

12. Anticipate and address objections

💡Anticipate and address common concerns or objections your readers might have. Example: "Think you don't have time for our course? With our flexible, self-paced format, you can learn at your own speed."

13. Get inspired by AI

💡We're in the camp of using AI to enhance human ideas. If you're not experimenting with AI in your emails, you're missing out. If you need proof, our friend, Duncan, wrote this great article all about email and AI. Check it out!

We want your ideas!

There are so many great ideas out there that even we may overlook a few. Let us know the ideas we missed. If we like it, we'll add them to our website and credit you with a backlink.