The essential elements of any good email ad copy, as we all know are to grab the reader's attention. 

So having said that, let's look at 6 ways to achieve this by looking at the essential elements of a successful email sales message... 

THE HEADLINE grabs the reader's attention. 

THE SUBHEAD reinforces the main heading. 

THE BODY COPY starts with a compelling paragraph that leads the reader in to the next section. 

FURTHER PARAGRAPHS support and reinforce the benefits of the offer. 

PENULTIMATE PARAGRAPH warns the reader of the consequences of missing out on the offer. 

FINAL PARAGRAPH stimulates response. (Order now) P.S. gives a further reason to respond and reinforces the offer. 

Headlines...

You simply must create a headline that stirs the "emotional buttons" for the prospect to take action. 

The first thing you should do is avoid the mistake that is made by 99% of the advertisers which really ruin their efforts, and that is don't write the body of your text "BEFORE" you write the headlines. 

By writing your headlines before the body of your text you literally force yourself into creating the text that is going to fit into your powerful headline. If you do it the other way around, as most people do, you end up with a weaker body of text and have to match your headlines in. Since then the text will be weaker it is inevitable that the headline will be weaker. 

Therefore the starting off point before you do anything else is to take a good look at your product or service and list the "BENEFITS" that your potential prospect is likely to perceive. 

Constructing your headline should take up more time that the actual body of your text. How many times have "clicked through" just because of the headline? If you read the newspapers, what are you looking for? Think about it for a moment. Whenever you read the paper you are not reading the paper, you are simply skipping through it looking for an interesting headline that attracts your attention, "then" you read further. 

Well, the same basic principle applies to your email marketing copy over the Web. Except over the Web you have even less time to make an impression because there is so much information out there. The next time you read your local papers pick out what attracted you to read further, what did they contain? What headers "hooked" you and I think you will start to look at things a different way. 

With so many products being sold by so many people you have to make your ad stand out from the rest. The product may be the same as everyone else's but you have to put time and effort in to make your product stand out. 

In email marketing, whether it be a classified or solo ad on the Web or in a newspaper or an entire direct sales package, the majority of people are 90% of the way to making an instant decision the second they see your headline. 

It is fact that a good headline can make or break your business. Therefore before you decide to put any old headline in your copy just for the sake of it "TEST IT FIRST." 

The Internet can be used for market research so quickly that you get the results back from your campaign almost immediately. There is no excuse for not testing! 

HEADLINE FORMULAS THAT CAN MAKE YOUR BUSINESS A SUCCESS

Hidden Benefit.. The "HIDDEN BENEFIT" headline. 

This benefit I particularly like because it automatically gives the impression of "What's in it for me" and makes the prospect take action. 

An Example of this.....

"WHAT WILL YOU DO WHEN YOUR ASSETS ARE SEIZED?" 

The benefit here is "Reassurance" One of the most powerful headers is the fear of loss and this presses a strong emotive button making you take action to prevent this. 

The Stopper style headline creates an air of importance that makes it almost impossible not to want to read further.

AMAZING NEW DISCOVERY LOSE 20LB IN 3 WEEKS!!GUARANTEED!!!! 

DISCOVERED AT LAST THE CURE TO BALDNESS!!!!!! 

NEVER BEFORE PUBLISHED LOOK 10-20 YEARS YOUNGER WITHIN 30 MINUTES!! 

NEW TIME MACHINE SO YOU CAN TRAVEL THE WORLD!!! 

I think you get the picture with these headlines how to construct your email marketing copy to pull the prospects into taking action. There are many more types of headlines that make you want to take action such as.... 

Testimonial Style Headlines 

These are very effective for your sales. In actual fact you are getting the previous customers to do the selling for you. The best type are the testimonials that state the immediate benefit while at the same time are addressing any concerns the customer may have about your product. 

"I now earn over $10,000 per month thanks to your program and to think that I almost did not order..." 

"I now work less hours and make more money. I even get to spend more time with my family."

"I lost 30lbs with your program in only 8 weeks after dieting hopelessly for years with other programs.." 

" You have been a god send to me. I now can go to work and have the confidence to face people once again..."

As you see all these type of headlines are entrusting confidence not only in you but in your product also. These type of headlines are very effective. 

News-Style Headlines 

These type of headlines are the ones that look like newspaper headlines. Remember when I said earlier that we only glance at the paper to get a good meaty headline well, this is the one we are talking about now. 

"Boy aged 8 drives down motorway at 100 mph in wrong lane..." 

"Huge stock clearance for one day only..."

"Factory worker scoops $30,000 with first EVER lottery ticket.." 

The news style headline is meant to draw you immediately to take action and want to read further. 

How To Headlines 

These headlines are probably the most common used in marketing today. They can be very powerful if they can also convey a hidden benefit. 

"How to loose weight and still eat as much as you want..." 

"How To Make A Million In A Month Without Trying..."

"How To Pass Any Exam Without Studying..." 

"How To Easily Create The Life You Desire..." 

"How to Retire In 1 Year Like Me..." 

Using how to headlines can be worth while if you get the hidden benefit across. People want to learn about what you have to say "IF IT CAN BENEFIT THEM" do not forget this.

Question-Style Headlines 

Another very popular type of headline here but you must focus on your reader and not your company. This works well because it makes the reader think and he actually has to participate for a split second with you. He has to think if this headline is applicable to him by his own circumstance. He visualizes!! 

"Are you in a dead job?.." 

"Do you suffer from back pain?.." 

"Do you have trouble sleeping at night?..."

"Do you have the confidence you need to succeed?..." 

"Are you confident with the opposite sex?..." 

"Are you financially secure?..." 

As you read all these types of question style headlines you are getting an image of your own self worth and are asking questions of yourself. If the headline for your product can reach this level of emotive feeling within the reader and say yes! I do have that problem you are well on your way to making a sale. You are leading the reader into a yes frame of mind right the way to the order from. A good tactic indeed, you are on his/her side, you understand their needs.

Reason-Style Headlines 

These tell the reader the reason why they must act now to secure their "product" 

"Here is the reason why you are not any getting richer..." 

"Here is the reason why so many never ever succeed..." 

"Here is the answer to everlasting youth..." 

"This is why we urgently need highly paid workers..." 

Then give them the reason in your ad copy as to why they should be doing business with you rather than your competitors. Tell them the benefits of your product in no uncertain terms and leave them in no doubt of what they are going to get out it personally. 

All these headlines have been proven to get a response. It is up to you therefore to convey that message across to the reader. 

The Sub Headline

This is to re emphasize the headline and keep the reader focused on what he is preparing to read. It may be an opening statement that is identical to the headline. It should have more benefit laden information that compliments the headline. 

The choice is yours to add what ever you wish. But remember the prospect can click away as easily as he clicked on to your site in the first place so keep it flowing. 

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