"Yours are the only emails I actually open and read" - a regular reply in my inbox since 2009...and I'll bet in yours, too, once you subscribe and learn by pure, lazy osmosis to become the most compelling writer around. That said, no promises on improving your moral character.
This client’s got ASS for days. 👀
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Hello Reader, I hope that you are well. I recently had the privilege of delivering a thought-leadership session to marketing visionary Brian Kurtz’s distinguished Titans Xcelerator, where I unpacked proprietary frameworks for leveraging narrative-driven touchpoints to deepen audience immersion and accelerate revenue generation across the email ecosystem so that — WAIT! DON’T GO! That wasn’t me, that was a PowerPoint deck speaking through my body. It happens when I forget to eat lunch. What I meant was: I just gave a talk to marketing legend Brian Kurtz’s Titans Xcelerator group on my favorite topic: writing addictive emails that sell. A big piece of that is sounding like a human. You know, writing like you talk. (Pronounced “tawk.”) At the end, one of the members asked how she could convince her client to let go of their wordy, formal, corporate communication style. “I try to tell them that natural and concise is better, but they’re obsessed with keeping in all the extra words. You know that example you showed about using contractions? Like saying ‘who’s’ instead of ‘who is’? They won’t even do that.” I nodded understandingly and said it sounds like the client is a moron. Kidding! I don’t believe that at all. (Though someone did type in the chat, “How to write for a stupid client.”) I think the client suffers from a problem I see all the time in Shrimpers who are former academics, corporate escapees, and “recovering lawyers.” They suffer from Artificial Smartness Syndrome (ASS) — a tragic compulsion to sound intelligent by inserting corporate lingo and extra words. I suggested trying out the following wisdom:
(The client may not ever have said or thought, “I want to get paid to be me,” but ask anyone if they do — the answer will never be no.)
I actually didn’t say that last part but I have posted about it on IG before: Maybe you’ve got a mild case of ASS. Or maybe you’re just ready to learn the secrets to writing emails people can’t wait to open…and buy from. Either way, you’ll want to come to my FREE LIVE CLASS: 🎤Emails That Sell Cure that ASS! xoLaura Love Shrimp Mail? Forward this to a friend so they can get in on the action and sign up below.
Thank you for reading and sharing, |
Laura Belgray (Talking Shrimp)
"Yours are the only emails I actually open and read" - a regular reply in my inbox since 2009...and I'll bet in yours, too, once you subscribe and learn by pure, lazy osmosis to become the most compelling writer around. That said, no promises on improving your moral character.
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