So as we start thinking about actually starting to write emails and how we might communicate that weapons, and how writing styles are going to impact our readers. So there's some things we need to understand before we go forward with this, the first thing, you have to find your voice, you have to speak to them from your unique perspective. And finding your voice can be a little bit difficult at times. And it's part of that iterative process of emails, you'll see which emails people respond to. You'll see what aspects of the way you write or the way you communicate that they respond to. So you've got to find your voice, you've got to find the communication style that they respond to and that you can deliver when you're writing copy when the key things is you want to talk to the individual.

So you don't want to be talking to 500 people when you sit down and you write your email. A marketing copy. Imagine you're talking to Ben and Ben sitting across the table, and you and him having a conversation, and just talk to Ben and write to Ben. And when you do that, they will respond to you. They will feel as if you've written the email to them, and you'll know because they will reply to your email, as if they will send you a reply and comment as if you've written it to them. And them only and it's quite amazing when it happens.

Because they're like, Yeah, hi, Mark, great point. And you've just initiated that conversation. Now we want to make sure all times comes back to this key point, retaining our list, useful and relevant and make sure that when we're writing, it's useful and relevant and a key part of that is writing in their language. What do I mean by that? What often happens is experts are terrible at this. The other day, I was struggling with something on my own.

Equipment, I had one little button. And I wanted to understand what would happen. If sorry, it wasn't a button it was a dial. I wanted to know what would happen if I just turn that dial? What did that dial do to this piece of audio equipment I'm using in my studio right now the film because what did that dial do? And I want to search a specific piece of equipment with this specific dial.

And after 20 minutes of reading five or six articles to come in, it was I was none the wiser. In fact, I was more confused, because they wrote in a language I didn't understand. And if you're watching this, and you're from that audio community, guys, you really need to just help people. Let me understand what you're talking about. And you'll see this in very tech related communities. You'll see this in marketing.

People will use terms they don't understand. And the way to look at it is like this. You're speaking Chinese and your audience speaks English. So you need to translate your Chinese into English for them. And that is one of the key things, man the most important things when you have a newsletter or something that you write in their language. Now, sometimes your email marketing lists, they will talk in a technical language, your targeted audience will talk in a tech, technical language.

And then you need to communicate in that language. But a lot of the time when someone comes to our newsletter or something like that, if especially with educational or content marketing, then they don't understand the terminology. So we must do that. And the other thing is, don't be a grammar queen. Now, there are some people that get really upset when they see you performing bad grammar and you know, I call them grammar queens. It's like, Oh, you shouldn't use that word down.

That was the wrong there. It's not there, there. Don't worry too much. If when you're writing, if you're writing for a young audience at You want to then not interested in grammar. They're interested you're communicating their language. So don't be too worried about being perfect in your grammar.

Actually focus on communicating to your audience. Now TLDR This is last, but most important probably in all of this when it comes to writing styles TLDR if you don't know what that stands for that's, that's internet shorthand for too long, didn't read. too long, didn't read a NASA response. You'll see people have an article and someone go TLDR too long, didn't read. You say you took too long didn't watch the TLDR. And when someone is in the email, we have to understand how people consume their emails.

And they go for it. They've got your email is Competing with so many of our emails. And you, we're going to talk about how you get their attention. You've got to get them to read. And they've got a time commitment they're going to give you and if you've not persuaded them, that your email is worth reading. And if you don't, if you don't then communicate that in as fast and succinct a method as possible, you've lost them.

And the way people read is a scam. So one of the things you can do in your copy, which I'm going to show you in a moment, is create a way for people to scan down. So why don't I go show you an example of an email, where we're very aware of too long, didn't read, so that you can understand how people read how people consume and why we want to keep them emails, short. We don't want to I see this all the time marketing emails, promotional email, and people have got this idea that you need to tell a huge story and entertain someone. Actually, that's the word possible case, unless you've got really engaged people really engaged absolutely love your content and you're a writer that's different. A lot of the time, they're just going to look at what you've written and say too long, didn't read.

I was too much. How can we circumvent that? How can we help that? Let's just have a quick copywriting tip here. So you can see how we get around this. So here's a screen capture of one of my emails.

So what we're looking at here is, how do we get away from TLDR. And it's really, really, really simple. People scan and you've got to understand how they read your emails are going to see your title, they're going to come in, they're going to scan, they're going to come down quickly. When we give them the ability to scan, trying to get their attention develops in some interest. We're going to talk about this later on. But what they're able to do is they're able to scan down quickly and see these Little headers.

Now this is quite a long email, you know, we're talking about too long didn't read. But I knew that this content for my list that was an appropriate length on this one, because this was something I knew that would be, that'd be very interested in. Normally, I might only have about this much text while I'm actually showing on the screen here. So what we're trying to do is we're trying to get them just to pause and actually read and if it's just blank text and you don't use this header style, you're going to find it don't engage. So too long, didn't read. So here's an example of a really short email.

I just wanted to show you this really quickly. You can see the copy here is literally what we call above the fold. They're gonna open the email and see two headers that are above the fold. They are they're simple header question, call to action, and then a link. And you can see Have you some newsletter here now obviously later on Look at the rest of the email in the footer and of course to action we'll look at the flow properly. I want you to see and understand TLDR too long, didn't read really, really, really important.

I can't stress it enough.