Most emails and tweets fail because writers address everyone at once instead of a specific person. The fix: pick one customer avatar, write to them by name, then adjust for a wider send. It makes copy feel personal and boosts engagement.
Where are people making mistakes with their copy? And, like, because people will send emails and not get anything from them, and people will make tweets and not get any engagement. So what are people doing wrong?
So I think when you inherently write for a Twitter or for an email list, whatever, there's an audience on the other side, and you think about the entirety of the audience. I think that's what people get wrong, is you want to think about a sliver of the audience. So within email, we call that segmentation, being able to parse the entire list into pieces and be able to send specific messages to those pieces. So I think, like, when people try to write to too many people, they don't really write to one person. So really focusing on a single person and having that customer avatar in mind. So maybe you were a customer. I would literally type like I was writing you a plain text email, a normal email to Neil. And what would I want to say to you if I was just thinking about you? So within the Gmail or Outlook window, I would compose the email as if it were just to you. And then I might make a few tweaks later on to make it a little bit more appealing. So that's a really big hack that I figured out that takes off a lot of pressure off of me, like, not thinking of all these other people, but writing for that specific person that we want to send that specific campaign to.
