By Paul Broni | Inbox Interactive

Before you write the copy for your next email marketing effort, ask yourself these five questions and write down your answers:

Question 1: What problem does your target audience have?
You only need a few sentences here. Your prospect needs to know that you really understand her. Remember, we’re not writing copy yet, so you don’t need to be creative here. Rather, we’re developing a framework that we will turn into great copy.

Question 2: What have been the obstacles to the problem’s solution?
Again, this answer can be short, with just a few factual sentences. You need to identify what the historical roadblocks were to the problem’s solution in the past. Think about what’s been keeping the problem from getting solved.

Question 3: What is possible because of your product or service?
You’re getting ready to set the stage for what your prospect’s life will be like after buying your product or service – your solution. The answer to this question should paint a picture so the prospect can see himself enjoying the benefits.

Question 4: How is your product or service different?
Write a few sentences on your Unique Selling Proposition (USP). Your USP is what sets you apart from your competition in a favorable way. Your USP is what gives your business the advantage from which your clients and customers benefit.

Question 5: What do you want the prospect to do?
This is the call to action. Think about what you want the recipient to do. Sign up for something? Call you? Register for an event? Make a purchase?

With this framework in hand, you are on the way to crafting copy that will elevate your email marketing results.

-Source: Paul Broni has been a partner at Inbox Interactive since 1998.

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