Its all in the subject
Good publicity writers think the only way to get an email read is to give the facts. A copywriter believes it is how creative you are that gets people to read an email. So who is right? Both.
You need to put on the creative thinking cap when writing powerful emails that can generate a publicity story, or get an article published. So what are the tricks to getting emails read? No silver bullet when it comes to the media. Just keep the creative in check. Don’t lie or twist (pr people like a publicity twist when possible) the truth. Give your recipient a reason to open the email, then provide them with the information you said you would. Otherwise, your name, company, can be put into the "do not read" list.
There is a top 10 list of ways to make your emails read, and this can apply to B2B, consumers and even the media. Just keep your mind open to the audience your are addressing to.
A good report titled “Ten E-mail starters to break writers block” will give you some good sampling of what I am telling you to do.
Publicity people and pr clients need to read these top 10 and see how to make the rules apply to your specific situation. The writer is giving you some tools, now you need to adapt them to your publicity campaign. If you are developing an email campaign, then all you need to do is follow the steps.
Like most everyone, I get a lot of direct mailers, and other junk mail. So why do you open those hard selling envelops? Because of the "billboard" message.
Good direct marketing copywriters have the talent to place the right words on the outside of an envelope to build your interest and open the mail. Curiosity? Possibly that too. The fact is they got you!
Well-known writers like Ted Nicholas who wrote a book called: "Magic Words That Bring You Riches", explains how to use the power of words, both written and spoken. He has discovered how to write great copy to get people to respond.
Another excellent writer is Gary Halbert. His expertise is in writing letters, and has some great examples of what to put (words) on the outside of envelopes. But is it the power of the letter (inside) that makes you want to buy. This is where Gary can help you learn how to convert boring copy into selling copy.
My reason for telling you about this "Marketing Tip" is to not have you buy these writers books, or attend seminars, but to understand that it takes powerful words written by talented people to get your message out.
This holds true for PUBLICITY. A successful Direct Mail piece is like a good PR campaign. To get reporters to notice your company, you need to have the right words written in press releases, or a cover letter that is sent to the targeted media.
Publicity is Everywhere. So look around and see how the next pr campaign you develop, or have assigned to your pr firm, can get the attention of your targeted audience. Be creative, without sacrificing your image. You might find the response to be very positive.