Checklists for E-Mail Mastery: Part I

I ALWAYS keep a checklist by my side when I’m writing—which you may think is unnecessary.

After all, this is “just writing,” isn’t it? And I’ve been doing it forever, haven’t I?

Well, after learning that a surgeon’s checklist cut down on deaths, and airline pilots are required to go
through a preflight checklist…

I figured, “Hey, this is my livelihood, too! And what I’m writing or teaching may be life and death to
someone who’s trying to survive financially.”

So I use checklists.

And to start, here are a couple of famous copywriting formulas to stimulate your brain and keep you on
track. It’s hard to go wrong using them:

FORMULAS:

PAS
Problem- Agitate- Solve

AIDA
Attention-Interest-Desire-Action

Robert Collier
Attention
Interest
Description
Persuasion
Proof
Close

Victor Schwab
A – Attention
A – Demonstrate an Advantage
P – Prove it
P – Persuade them that it IS an advantage
A – Ask for ACTION NOW

From AWAI: The Promise; The Picture; The Proof; The USP; The Offer

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Actually, I probably put the cart before the horse.

Here are the 3 MOST IMPORTANT, unifying and focusing admonitions I keep in mind:

1) Absolutely the #1 marketing SIN…is being BORING. Excitement and passion are the engines that drive
sales…far beyond any copywriting tricks.

2) WIIFM. I have this written everywhere…because it’s so darn easy to start thinking about how great
the product is, and how much the customer SHOULD like it.

So I remind myself of what they’re thinking ALL THE TIME…WHAT’S IN IT FOR ME!!!!!!!!!!

3) I’m not sure where I first heard this one. I like to give credit but it’s been so long for most of these.

But remembering this question has made me hundreds of thousands of dollars.

I as myself, as I’m writing, “Does it pass the ‘WHO CARES’ test?

In other words, does the customer see what I’ve written or created, and yawn…then say, “Who cares
about this anyway?” If I can’t pass this test, I’m dead in the water.

5 General (but Important) Principles that Strengthen Your Copy and Your Offer.

1) Is there an enemy? Or a conspiracy I can join the customer to fight AGAINST?

Like the “fat-cat bankers,” or the “evil drug companies,” or big business that’s living off the backs of the
little guy?

2) Is there a “take-away”? Can I imply that it is OK with me that they DON’T buy? And that this offer isn’t
for everyone (it makes them special).

3) Is there scarcity in some way? Is there a deadline, or a limit on quantity?

4) What are the “proof elements” I’m planning to use? Can I weave them into the story so they slide
under the radar…then have more obvious proof at the end?

5) Am I using, as Zig Ziglar always said, “Meaningful specifics, or wandering generalities?” People believe
specifics, like numbers, places, names…but they distrust vagueness.

Your assignment it to put anything you’re writing up against this list…point by point. More in Part II.

For Part 2, you must be a card carrying Email Alchemy member. Join NOW!

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Checklists  for  E-­‐Mail  Mastery:  Part  II    

A  quick  review  of  the  BIG  3  to  start  Part  II.  
 
1)  WIIFM…What’s  in  it  for  me?  The  e-­‐mail  has  to  appeal  to  THEM  and  THEIR  interests,  not  just  showcase  
how  cool,  smart,  talented  I  am…because  they’re  not  impressed.  Which  leads  me  to…  
 
2)  WHO  CARES?  Does  it  pass  the  “Who  Cares?”  test?  In  other  words,  with  what  I  know  about  my  avatar  
customer,  will  they  look  at  this  and  yawn…or  be  fascinated,  involved,  excited,  ready  to  buy  NOW  and  start  
using  whatever  I’m  selling?  
 
3)  Is  the  writing  BORING?  It’s  the  #1  marketing  sin.  If  you  writing  does  not  light  a  fire,  or  at  least  kindle  a  
spark,  why  should  they  keep  reading?  They  WON’T!  There  are  too  many  other  distractions  that  will  easily  
pull  their  attention  away.    
 
Read  the  BIG  3  over  every  day…they  should  ALWAYS  be  on  your  mind.  You  should  ALWAYS  be  holding  up  
your  writing  to  see  if  you  pass  these  test.    
 
So  with  the  BIG  3  ALWAYS  running  in  the  background  of  your  brain,  here  are  3  more  tips/tricks/strategies    
to  make  your  e-­‐mails  more  power-­‐packed,  punchy,  potent,  and  profitable.  
 
1)  Open  Loops.  
 
An  OPEN  LOOP  is  an  unfulfilled  promise,  a  big  cliffhanger,  a  mini-­‐cliffhanger,  or  an  expectation.  
 
It’s  like  waiting  for  the  other  shoe  to  drop.  It’s  a  “…to-­‐be-­‐continued”  feeling  that  creates  momentum,  
speed,  urgency,  and  a  “push”  in  your  writing…so  there’s  no  chance  of  getting  bogged  down.  
 
Creating  multiple  open  loops  is  extremely  important.  
 
But  there’s  also  a  danger…of  having  too  many  loops  open…and  of  waiting  too  long  before  you  “pay  off”  the  
promise.    
 
For  example,  if  your  subject  line  says,  “Top  Ten  Flab  Busting  Tricks,”  and  you  start  a  story  that  doesn’t  get  
to  the  “Top  Ten,”  until  you’re  half  way  through  the  e-­‐mail,  you’ve  lost  credibility  and  your  reader  has  a  
nagging  sense  that  something’s  wrong…or  that  they’re  waiting…or  they  start  to  lose  interest  and  drift  away  
but  don’t  know  why.    
 
The  other  day  I  read  an  e-­‐mail  that  “paid  off”  on  the  promise  of  the  subject  line  about  a  third  of  the  way  
through,  with  one  or  two  quick  words…then  they  just  kept  rolling  along  with  the  story  they’d  started.    
So  yes,  they’d  connected  with  the  subject  line,  but  it  wasn’t  enough…and  I  could  feel  the  disconnect.  
 

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The  subject  line  held  a  BIGGER  promise,  which  is  what  got  me  to  read,  but  it  was  more  like  a  trick…and  I  
had  just  the  slightest  pang  of  resentment.    
 
It’s  like  someone  using  “SEX”  in  a  headline,  then  saying,  “Now  that  I’ve  got  your  attention.”  
 
Yes,  they  DO  get  your  attention,  but  now  you  don’t  trust  them.  
 
That’s  how  you  can  use  your  own  reactions  to  educate  yourself  about  the  “feel”  of  e-­‐mails  and  all  kinds  of  
other  ads  and  marketing  media.  
 
YOU  are  your  own  BEST  learning  lab…just  watching  your  own  emotions:  boredom…frustration…  
fascination…resentment…greed…lust…anger…  
 
That  what  I’m  giving  you  here…things  to  watch  for.  Then  you’ll  deepen  your  experience  automatically  if  you  
just  keep  your  radar  up  and  notice  what’s  around  you  every  day.  
 
You’ll  fine  tune  your  writing  by  noticing  what  others  are  doing…AND  BY  WORKING  to  write  your  OWN  e-­‐
mails  (even  if  it  seems  hard  and  you’ve  gotta  think  too  much).  
 
Another  way  to  think  of  open  loops  is  like  a  rubber  band.    
 
You  want  to  stretch  it  out…but  not  so  far  that  you’re  worried  about  breaking  (or  snapping  back  in  your  face  
which  is  what  happens  if  you  use  open  loops  wrong).  
 
If  you’re  getting  to  that  point  where  you’re  even  considering  it  might  break…that  your  reader  may  be  losing  
the  connection…go  back  and  deliver  on  the  promise  a  little  earlier…you’ve  gone  too  far.    
 
2)  Reading  Out  Loud.  
 
This  is  good  reminder  for  old  pros  and  newbies  alike…  
 
To  read  your  e-­‐mail  OUT  LOUD…because  that’s  where  the  rough  spots  jump  out  at  you.  
 
Most  of  you  have  probably  heard  about  doing  this,  and  may  have  done  it  a  bit…but  no  matter  how  long  
you’ve  been  writing,  reading  out  loud  is  STILL  important  to  maintain  as  a  regular  practice.  
 
And  sometimes  you’ve  gotta  resist  the  temptation  to  skip  it…I’ve  gotta  fight  it  too…when  it  seems  like  an  
annoying  extra  step  that’s  really  unnecessary.    
 
But  there’s  just  no  substitute.  There’s  NOTHING  that  will  improve  the  flow,  clarity,  rhythm…so  it’s  easy  and  
a  pleasure  to  read…like  reading  out  loud.    
 
One  other  thing  to  keep  in  mind  as  you’re  reading  out  loud…is  to  OVEREMPHASIZE  everything.  

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Read  like  you’re  at  an  audition  for  a  play  and  the  director  is  at  the  back  of  the  theater…so  you’ve  REALLY  
gotta  project  and  belt  it  out.  
 
Of  course,  you’ll  feel  like  an  idiot  doing  this…but  do  it  anyway.    
 
It  will  KEY  you  in  to  the  drama  and  emotions…which  are  the  CRITICAL  elements  of  your  writing.  
 
3)  Formatting.  
 
Before  you  send  your  e-­‐mail,  look  at  the  formatting.  
 
How  is  it  laid  out?  
 
How  big  are  the  paragraphs?  
 
Are  the  sentences  short…then  long…then  medium  sized?  
 
Are  there  bullet  points?  
 
Are  there  one  or  two-­‐word  sentences  sprinkled  in  to  it  seems  easier  to  read?  
 
In  other  words,  just  check  the  over-­‐all  effect  of  looking  at  your  e-­‐mail  when  you  first  open  it  up.  
 
Because  most  people  are  lazy…and  I’m  one  of  them.  
 
If  I’m  confronted  with  a  massive  block  of  text,  there’s  an  immediate  “too-­‐much-­‐work”  reaction,  and  I  step  
back  from  the  e-­‐mail.  I  feel  a  subtle  internal  resistance.  
 
It’s  nearly  universal…so  it’s  very  important  to  be  aware  of.  
 
That’s  why  you  want  to  check  out  the  VISUAL  effect  for  the  overall  formatting.    
 
OK,  that  should  give  you  MORE  than  enough  to  keep  in  mind  until  Module  3.    
 
Your  assignment  is  to  PRINT  OUT  one  of  the  e-­‐mails  from  Jared  and  Kenrick’s  campaign  and,  1)  identify  by  
highlighting  or  circling  them  (do  something  physical)  on  the  paper;  2)  read  it  out  loud  like  an  over-­‐
enthusiastic  actor;  3)  look  at  the  formatting  and  circle  or  underline  or  make  a  PHYSICAL  notation  about  
what  you  notice.  Am  I  practicing  what  I  preach  (I  don’t  always)?  Is  the  VISUAL  impression  intimidating?  
 
OK,  that’s  it  for  this  session.  Get  to  work!  
 
 

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Checklists  for  E-­‐Mail  Mastery:  Part  III  

 

To  start  Part  III,  here’s  the  same  quick  review  of  the  3  MOST  IMPORTANT  e-­‐mail  considerations.  You  should  
read  these  every  time  you  write  a  word…BEFORE  a  single  letter  is  typed  on  your  keyboard.  
 
1)  WIIFM…What’s  in  it  for  me?  The  e-­‐mail  has  to  appeal  to  THEM  and  THEIR  interests,  not  just  showcase  
how  cool,  smart,  talented  you  are…because  they’re  not  impressed.  Which  leads  me  to…  
 
2)  WHO  CARES?  Does  it  pass  the  “Who  Cares?”  test?  In  other  words,  with  what  you  know  about  your  avatar  
customer,  will  they  look  at  what  you’ve  written  and  yawn…or  be  fascinated,  involved,  excited,  ready  to  buy  
IMMEDIATELY  and  start  using  whatever  you’re  selling?  
 
3)  Is  the  writing  BORING?  It’s  the  #1  marketing  sin.  If  your  writing  does  not  light  a  fire,  or  at  least  create  a  
spark,  why  should  they  keep  reading?  They  WON’T!  There  are  too  many  other  distractions  that  will  easily  
pull  their  attention  away.    
 
These  BIG  3  considerations  should  be  branded  on  the  inside  of  your  corneas!  
 
They’re  THAT  important  and  should  be  like  a  6th  sense  that’s  ALWAYS  operating  to  evaluate  everything  you  
write…AND  everything  you  read.    
 
In  other  words,  look  at  headlines,  marketing,  and  other  writers  to  decide  what’s  good  and  bad  about  what  
they’re  doing.  There’s  nothing  that  will  keep  you  on  your  toes  like  constant  vigilance!  
 
OK…now  for  this  module,  I  want  to  give  you  3  more  key  points  for  your  checklist,  based  on  the  e-­‐mails  my  
clients  bring  me  for  evaluation  and  critique.    
 
1)  DO  NOT  SELL  PREVENTION.  
 
This  one  is  a  tough  to  get  deep  in  your  guts.    
 
Because  lots  of  people  think  their  “widget”  is  going  to  save  the  world  if  people  will  just  use  it  in  advance…if  
they’d  just  SEE  how  much  this  would  help…how  much  time  and  money  it  will  save  them.  
 
Forget  it.    
 
No  matter  how  much  we  WANT  people  to  be  proactive…and  how  much  we  think  they  SHOULD  be…this  
isn’t  what  happens  in  reality.    
 
So  if  you’re  basing  your  campaign  on  prevention,  you’re  in  trouble.    
 
Instead,  you  should  base  it  on  PUTTING  OUT  THE  FIRE  it’s  already  burning.  
 

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Dentists  and  chiropractors  know  this  deep  in  their  bones.  

 
Dentists  can  teach  about  flossing,  Water  Pik’s,  and  periodontal  health…but  it’s  WORK  to  push  that  agenda.    
 
On  the  other  hand,  patients  will  drive  their  cars  through  the  office  wall  if  they’ve  got  an  abscessed  tooth.  
 
Chiropractors  know  the  same  thing.  They  can  teach  exercises  and  stretches  ‘til  they’re  blue  in  the  face,  but  
a  slipped  disc  before  the  yearly  vacation  makes  for  a  very  cooperative  patient  who  will  PAY  ANYTHING.  
 
So  look  at  your  marketing  again  with  this  in  mind.  And  even  if  you’ve  got  a  put-­‐out-­‐the-­‐fire  product,  see  if  
you’re  pushing  hard  enough  on  the  PAIN  BUTTON.    
 
As  Gene  Schwartz  said  in  the  very  first  sentences  of  his  brilliant,  Breakthrough  Advertising:  
 
Let’s  get  right  to  the  heart  of  the  matter.  The  power,  the  force,  the  overwhelming  urge  to  own  tha  
makes  advertising,  work,  comes  from  the  market  itself,  and  not  from  the  copy.  Copy  cannot  create  
desire  for  a  product.  It  can  only  take  the  hopes,  dreams,  fears  and  desires  that  already  exist  in  the  
hearts  of  millions  of  people,  and  focus  those  already-­‐existing  desires  onto  a  particular  product.  This  
is  the  copy  writer’s  task:  not  to  create  this  mass  desire—BUT  TO  CHANNEL  AND  DIRECT  IT.  
 
2)  DON’T  FOCUS  ON  YOU!  
 
This  is  a  corollary  to  WIIFM  (see  #1  above),  but  I  wanted  make  a  point  about  the  word  itself…”you.”  
 
A  lot  of  entrepreneurs  think  they  can  make  their  marketing  about  their  customer  by  just  sticking  a  few  
“you’s”  in  the  text,  which  isn’t  a  bad  idea.  
 
But  it’s  gotta  go  deeper  than  that.    
 
You’ve  gotta  REALLY  be  focused  on  THEIR  interests,  wants,  concerns,  and  fears.  
 
Don’t  just  pay  lip  service  to  the  idea  because  some  advertising  guy  said  to  do  it.    
 
Because  customers  can  tell.    
 
If  you’re  patronizing  them,  heaven  help  you.    
 
That’s  worse  than  insulting  them  directly…because  it’s  slimy  and  underhanded.  
 
As  least  a  blatant  insult  is  right  out  in  the  open.    
 
So  with  that  idea  beaten  to  death,  here’s  what  John  Caples  said  about  the  word  “you”  (BTW,  he’s  the  guy  
who  wrote  the  famous  ad,  “They  Laughed  When  I  Sat  Down  at  the  Piano…But  When  I  Started  to  Play…).  

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Caples  was  studying  headlines  and  went  through  marketing  legend  Victor  Schwab’s  list  of  “100  Great  
Headlines.”  He  counted  the  frequency  of  the  important  words.  Here’s  that  list.  
 
And  note  the  BIG  gap  between  “you”  and  all  the  other  hot  headline  words:  
 
you   31  
your   14  
how   12  
new   10  
who      8  
money        6  
now      4  
people    4  
want    4  
why    4  
 
3)  REASON-­‐WHY  COPY  
 
Sometimes  it’s  hard  to  understand  the  way  we’re  wired.  
 
That’s  why  using  the  terms,  “That’s  why,”  and  “Because,”  are  extremely  powerful…even  when  they  don’t  
make  absolute  sense.  
 
This  was  demonstrated  in  the  study  they  did  with  people  waiting  in  line  for  the  copier.    
 
Robert  Caildini  talked  about  it  in,  The  Psychology  of  Influence.    
 
The  gist  is  that  people  are  more  likely  to  comply  with  a  request  if  you  simply  give  them  a  “reason  why.”  In  
copywriting,  we  focus  on  benefits  in  order  to  convince  prospects  to  take  action.  Without  a  reason  why,  you  
won’t  move  an  audience  to  action,  no  matter  how  good  the  writing  is.  
 
Caildiani  describes  an  experiment  conducted  by  social  psychologists  Langer,  Chanowitz,  and  Blank  
which  illustrates  how  compliant  people  will  be  with  a  request  if  they  hear  words  that  sound  like  
they  are  being  given  a  reason,  even  if  no  actual  reason  is  provided.  The  experimenters  approached  
people  standing  in  line  to  use  a  photocopier  with  one  of  three  requests:  
 
• "Excuse  me.  I  have  5  pages.  May  I  use  the  Xerox  machine  because  I'm  in  a  rush?"  
• "Excuse  me.  I  have  5  pages.  May  I  use  the  Xerox  machine?"  or  
• "Excuse  me.  I  have  5  pages.  May  I  use  the  Xerox  machine  because  I  have  to  make  some  
copies?"  
 

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When  given  the  request  plus  a  reason,  94%  of  people  asked  complied  with  the  request.  When  given  
the  request  without  a  reason,  only  60%  complied.  But  when  given  the  request  with  what  sounds  
like  a  reason  but  isn't,  compliance  jumped  back  to  93%.    
 
So  use  liberal  handfuls  of  “reasons.”  
 
And  they  don’t  have  to  use  the  word  “reason,”  although  that’s  fine,  too.  
 
For  instance,  Gary  Bencivenga  stresses  the  importance  of  the  “if…then”  construction,  because  it  implies  
there’s  a  reason  for  your  statement.  Gary  B.  says:  
 
When  you  say  IF  (followed  by  a  requirement  your  prospects  have  to  meet),  it  seems  to  magically  
switch  off  and  bypass  their,  “Yeah,  sure,”  alarm  and  usher  you  right  in  their  front  door  to  sell.    
 
Here  are  a  few  more  that  fit  loosely  in  “the  reason”  category:  
 
Here’s  why…  
Here’s  what  I  mean…  
Here’s  the  reason…  
If…then…  
And  there’s  a  good  reason  this  works.  
Let  me  explain  [the  reason].  
You’ll  understand  [the  reason]  in  a  minute.  
Once  you  are  shown…  
You’ll  absorb  the  key  ideas…[the  reasons].  
And  you’ll  file  those  facts  [reasons]  away  in  your  mind…  
Think  of  it!  [the  reasons]  
But  even  more  important…[reasons]  
 
So  make  sure  there  are  lots  or  “reasons”  in  your  e-­‐mails.    
 
In  fact,  for  you  assignment,  go  back  through  one  on  your  own  e-­‐mails  and  strengthen  it  by  lacing  it    liberally  
with  reasons.  
 
Actually  DO  THIS  so  you  fire  your  neurons  and  lay  some  track  for  a  new  skill.    
 
It’s  not  hard…just  the  smallest  actions  produce  massive  changes  over  time.    
 
To  quote  a  shoe  company,  “Just  DO  IT!”  
 
Because  it’s  a  good  idea  (there’s  your  reason  why).    
 
 

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Checklists  for  E-­‐Mail  Mastery:  Part  IV  

 

Here’s  a  list  of  the  top  50  thing  to  keep  in  mind  while  writing.  Again,  I  start  off  with  my  BIG  THREE…even  
though  I’ve  repeated  them  in  every  section.  You  should  read  the  BIG  THREE  every  day,  and  the  rest  of  
these  at  least  once  a  week…preferably  before  you  write.    
 
1)  WIIFM…What’s  in  it  for  me?  The  e-­‐mail  has  to  appeal  to  THEM  and  THEIR  interests,  not  just  showcase  
how  cool,  smart,  talented  you  are…because  they’re  not  impressed.  Which  leads  me  to…  
 
2)  WHO  CARES?  Does  it  pass  the  “Who  Cares?”  test?  In  other  words,  with  what  you  know  about  your  
avatar  customer,  will  they  look  at  what  you’ve  written  and  yawn…or  be  fascinated,  involved,  excited,  
ready  to  buy  IMMEDIATELY  and  start  using  whatever  you’re  selling?  
 
3)  Is  the  writing  BORING?  It’s  the  #1  marketing  sin.  If  your  writing  does  not  light  a  fire,  or  at  least  create  
a  spark,  why  should  they  keep  reading?  They  WON’T!  There  are  too  many  other  distractions  that  will  
easily  pull  their  attention  away.    
 
4)  Is  there  a  STORY  that  holds  your  e-­‐mail  together?  Do  you  “open  loops”  at  the  beginning  so  they  have  
to  read  further  to  have  them  resolved?  
 
5)  Are  you  keeping  the  e-­‐mail  to  between  500  and  800  words?  
 
6)  Are  you  mixing  up  the  FORMATTING  with  medium-­‐length  and  short  sentences?  
 
7)  Are  you  throwing  in  lists  of  bullets  to  mix  up  the  pace  and  break  up  the  look  of  the  e-­‐mail?  
 
8)  Are  you  writing  to  ONE  person  instead  of  general  audience?  
 
9)  Are  you  using  actions  verbs  to  keep  the  momentum  rolling?  It’s  a  good  idea  to  go  back  through  it  one  
final  time  and  see  if  you  can  add  actions  verbs  for  more  punch.    
 
10)  Are  you  using  targeted  testimonials  that  counter  objections?  
 
11)  Do  your  testimonials  have  headlines?  
 
12)  Are  you  using  specifics…with  REAL  time,  place,  person,  numbers?  
 
13)  Are  you  showing  them  why  it’s  not  their  fault  that  they  have  this  problem  (though  not  necessarily  in  
those  words)?  
 
14)  Did  you  read  it  OUT  LOUD  one  final  time?  

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15)  Have  you  given  a  reason  to  ACT  NOW?  Scarcity?  Time  Pressure?  
 
16)  Are  you  using  the  “4  U’s?”  Urgency.Ultra-­‐specific.  Unique.  Useful.  
 
17)  Are  you  SELLING  instead  of  educating  or  teaching?  
 
18)  Are  you  showing  empathy…that  you  CARE?  
 
19)  Is  there  a  guarantee?  
 
20)  Are  you  selling  with  emotion  and  justifying  with  logic?  
 
21)  Are  you  presenting  the  price  and  immediately  following  with  a  discount?  
 
22)  Are  you  building  value  by  describing  the  pain  and  agony  that  went  into  creating  the  product?  
 
23)  Are  you  consistently  providing  statements,  opinions,  emotional  reasons  that  your  customers  can  nod  
their  heads  and  agree  with  you?  
 
24)  Are  you  telling  them  what  this  is  NOT…who  it’s  NOT  for?  
 
25)  Are  you  using  numbered  sequences  to  break  up  the  formatting  and  forcing  your  prospects  to  
continue  reading?  
 
26)  If  your  offer  is  complicated,  are  you  providing  a  simple  summary?  
 
27)  Do  they  know  WHY  they  should  listen  to  you  (have  you  established  yourself  as  an  authority)?  
 
28)  Do  you  support  your  statements  of  fact?  
 
29)  Are  you  letting  some  personality  come  through?  
 
30)  Are  you  talking  down  to  your  customers…or  like  2  friends  having  coffee  at  Starbucks?  
 
31)  Are  you  using  jargon  that  makes  you  seem  like  “one  of  them.”  
 
32)  Have  you  positioned  yourself  as  someone  who  is  an  advocate?  Who  REALLY  wants  to  help?  
 
33)  Have  you  answered  all  their  objections?  
 

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34)  Have  you  made  it  FUN  to  read…with  infotainment  elements  sprinkled  in  (and  are  they  appropriate  to  
the  subject)?  
35)  Have  you  given  them  a  reason  to  respond  NOW?  
 
36)  Is  your  e-­‐mail  believable?  Too  many  superlatives?  Logical?  
 
37)  Is  there  a  reason  why  they  should  buy  from  YOU  instead  of  the  guy  next  door?  
 
38)  Do  you  “get  to  the  point”  right  away?  If  you’re  telling  a  story,  make  sure  you’ve  got  something  that  
ties  to  what  THEY  want  right  from  the  beginning.  
 
39)  Don’t  emphasize  everything  or  you  emphasize  nothing.  In  other  words,  don’t  underline  everything,  
or  use  caps  on  everything.    
 
40)  Have  you  been  honest?    
 
41)  Have  you  provided  “news  value”  with  WHO,  WHAT,  WHERE,  WHEN  and  HOW?  
 
42)  Have  you  read  it  through  and  tried  to  cut  out  the  fluff…the  excess  words?  
 
43)  Is  your  copy  logical?  Does  it  flow  smoothly  from  one  paragraph  to  the  other?  Do  your  segues  fit?  
 
44)  Are  you  enthusiastic  about  what  you’re  selling?  It  always  comes  through  and  “covers  over  a  
multitude  of  sins.”  
 
45)  Are  you  wasting  the  first  paragraph  or  2  by  “clearing  your  throat?”  Could  you  start  at  the  3rd  or  4th  
paragraph  and  not  miss  anyting?  
 
46)  Don’t  use  3  words  when  one  will  do.  
 
47)  Have  you  clearly  explained  any  technical  terms?  Don’t  assume  they  understand  what  you’re  talking  
about  our  why  your  product  is  so  great.    
 
48)  Make  it  sound  easy.  The  ultimate  product  gives  you  a  pill  that  makes  you  thin,  rich,  smart,  
happy…while  you  sleep!  
 
49)  Is  your  e-­‐mail  EASY  to  read?  If  they’ve  gotta  work,  they  won’t  stay  with  you.  
 
50)  Continue  to  use  questions  that  engage  your  reader…but  NOT  if  they  can  say,  “NO.”  
 
51)  Paint  VIVID  pictures  that  stick  in  the  mind  like  gum  on  your  shoe…not  vague,  limp,  wishy-­‐washy  
images  that  vanish  without  a  trace.    

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