In email marketing…
You need to know how to make a pitch within the first 2-3 lines of your email.
And you shouldn’t just know how to do it.
You should do it.
When promoting webinars.
And live events.
And products.
The muscle you exercise when learning how to make a complete & persuasive pitch in 2-3 lines is one of THE core muscles you should be strengthening as a copywriter. It has lots of names. You could call it your “concision” muscle… your “no-nonsense pitch” muscle… your “to the point” muscle. Whatever you call it… make sure you’re frequently exercising it. By frequently pitching whatever it is that you’re pitching in the first 2-3 lines of your email (though you can – and often should – say more after your initial pitch).
One of the most common mistakes I see average copywriters making is they don’t know how pitch concisely. They only know how to make a long pitch.
Problem is…
Until you can make a short pitch well…
You’ll never learn how to make a long pitch well.
Because in ANY pitch, you ALWAYS need to shave off all the unnecessary elements of your pitch… so that only the essential and most persuasive elements remain. And the best way to learn how to do that is to learn how to make a 2-3 line pitch.
So go start practicing!
Write an email where you make your pitch (in a persuasive way) in the first 2-3 lines of your copy.
Do that over and over again.
And your long pitches will get better and better.
Funny how it works.
