4 ways to make your emails interesting

--> guess which is my favourite

Over the years I’ve figured out that there are four big things you can write about in emails that are inherently interesting to your readers.

Now obviously, the topic must relate somehow to the value your readers expect to get from you. In my case in the past it’s been marketing for consultants, coaches and the like. These days it’s mainly about email and newsletters.

But how you talk about that valuable topic is what keeps people reading.

The first interesting way of covering your topic is with a personal story.

This works well because it allows you to strengthen your relationship with your readers. After all, the people whose stories we know the most are our friends.

But it also allows you to demonstrate your personal expertise and experience. Even emails about some of your challenges and failures in the past (like “My WORST sales meeting ever”) give off the vibe that you’ve been there, done it and learned from it.

The second interesting way is with a client story.

Obviously you’ll need permission. Or to anonymise it so that no one gets embarrassed or has their secrets shared.

The advantage of a client story for people in service businesses is that it allows you to show the ultimate value of your services. Not just that you’ve been able to get results in this area for yourself: but that you’ve been able to do it for clients. Because that’s what people are hiring you for.

The third interesting way is a left-field story.

This is a linkage with something or someone you wouldn’t normally expect.

Charlie Chaplin’s guide to leadership, for example (rather than - yawn yawn seen it a million times before - Winston Churchill’s or Abraham Lincoln’s).

Or it could be a weird topic connection. The marketing is like dating metaphor has been done to death in recent years but it felt insightful when I first heard it.

Left-field stories mark you out as an interesting, creative thinker.

The fourth interesting way is a third party case study.

This is where you analyse a public domain example of something in your field.

For me it’s easy: I just subscribe to a bunch of emails which means I can use any of them as a case study :) You might have to do a bit more work and digging around to find interesting examples that get across the point you’re trying to make.

But if you can find the data you need, your readers will love getting a breakdown of how someone or some business succeeded (or failed). And it demonstrates your insight and analytical capabilities.

Which of these you use is entirely up to you. In a relationship business like mine - and one where I don’t have 1-1 clients any more - I end up telling a lot of personal stories.

Maybe you’re an avid historian though and would prefer to tell the stories of historical figures or businesses. Maybe you love researching how other companies do things and can share those. Or maybe you work closely with clients and can get permission to share their stories.

All of it works, and all of it makes for interesting emails that get your message across.

And if you want detailed training on how to use each of these 4 methods, along with 23 different “story prompts” to help you come up with ideas quickly, you should click here.

- Ian