Fundamentally Business

How You Write is Important

Equally important as to what you write is how you write it. You could choose the best topic in the world, have the best design and promote it relentlessly, but if your style of writing doesn't go over well with your email newsletter subscribers, you'll be spinning your wheels. For more information on choosing the best style for your Ezine (newsletter) and one that effectively meets your goals is available with this free Ebook download at 10 Ways to Profit from an Email Newsletter
The Easiest Way to Write Anything!
By "Mr. Fire" Joe Vitale
You've got something to say. You know it. Your associates know
it. But you don't regard yourself as "a writer."
How are you going to express your wisdom? How will you communicate your thoughts?
Yes, you can follow the path of J.Paul Getty, Lee Iacocca, and
Donald Trump and hire someone to write your words. That works.
But there is an easier way.
I call this the "two step" because that's all there is to it. Here's the secret in a nutshell:
Step one is state your principle. Step two is illustrating it.
Pretty simple dance routine, right? Yet you can use this method
to write ANY type of nonfiction---whether it's your life story,
a school paper, an executive brief, or a full length scholarly
book. (Actually, the scholars sorely need this method. They're
too stuffy!)
I was reminded of this method while reading a book from the
1940's. I noticed that throughout the book the author would make
a statement and then illustrate it with a story. The more I
thought about it, I felt this was the easiest way to write
anything.
Here's how it works:
1. Make a list of the ideas you want to communicate. Pretend
these are laws, rules, insights, commandments, theories, or
whatever will work for you. What you're looking for is a list of
messages. For example, I was working with a Houston body-mind
therapist and I told him about this method. I said, "One of your
messages is that people can have whatever they want, as long as
they aren't attached to how they get it." He nodded. "Another
message of yours is that the energy we put out is the result we
get." He nodded again. "Those are your key points," I
explained. "Write those down. That's easy. All you do is pull
out a sheet of paper or turn on your laptop, and just jot down
the ideas you want to get across."
2. Now all you do is illustrate every point with three stories.
This is what I liked about that book from the forties. The
author made a statement, and then illustrated it with a story that
made the statement come to life. "You have all kinds of stories
to share," I reminded my therapist friend. "For every point you
make, support it with a story. Maybe tell how someone achieved a
breakthrough following your main point. This reinforces your
point and makes it easier to understand."
That's it!
Principle-story, principle-story, principle-story. You can take ANY subject and break it down this way.
You're making it easier on the readers, too. They don't have to
wade through a long involved tale. With this method, you cut
right to the point. You say, "Here's what I believe," and then
you use a story to explain why you believe it.
The book from the forties that I'm referring to was "How to
Develop Your Executive Ability" by Daniel Starch. I'm using it
as an example of this two-step formula, and not necessarily
urging you to run out and find a copy (it's out of print,
anyway).
I just pulled the book off the shelf and opened it at random.
I'm looking at the chapter titled "Putting New Ideas to Work."
It begins with a statement: "Write them down at the time they
come to you."
It then spends four paragraphs giving lively quotes from
Tolstoy, Darwin, and Robert Louis Stevenson about the importance
of writing down your ideas when they come to you.
If you just write down your message or key point, it will sit on
the page in a lifeless, very un-hypnotic way. If you want people
to remember the message, if you want them to install the message
in their skull, then tell a story that illustrates it.
Your stories don't have to be classics of literature. A relevant
quote can bring a statement to life. Stories from other people
can bring your message to life. But most powerful and memorable
of all are the stories from your own experience.
I just flipped open Starch's book to chapter twenty-four, on
"Turning Bad Breaks Into Opportunities." Right off the bat
there's a statement: "Resolve not to be downed by failure."
And then follows a page and half of stories about people who
were in accidents and went on with their lives, including a
quote from Cervantes and John Bunyan. This supportive material
awakens your message in the reader's mind.
You might notice that I just used this very technique to write
this chapter. I told you there was a two-step formula for
writing anything. Then I illustrated the two steps with stories
from my clients, and with a story about the book that gave me
the idea.
This "two-step" works!
The next time you have to write something, remember:
principle-story, principle-story, principle-story.
It's the easiest way to write anything!
Joe "Mr. Fire!" Vitale, regarded as one of the world's most powerful copywriters, is a best-selling author of marketing books and courses. Here's a listing of some of his products:
Hypnotic Marketing - techniques to publicize your emails and web sites
Hypnotic Writing - "hypnotic" tricks to get people to read your messages
Hypnotic Selling Tools - how to write for results
How often should I publish my Ezine?
The frequency with which you send your messages affects the format of your Ezine in terms of length and form. If you email less than once per month that normally won't be enough to positively impact your customers. A better frequency would be to send ezines on a weekly basis as that seems to be the optimum between not overwhelming your readers with information and maintaining a strong relationship with them.
What time of the day and what day of the week your Ezine is published can also impact on the response to your email newsletter. In this area there are a lot of theories and basically you'll have to test your messages to see what time works best for you.
The following is one such theory with the reasoning given:
.Email newsletters between Tuesdays and Thursdays between 10 a.m. and 2 p.m. ET. With the reasoning being:
1) People are usually extremely busy on Mondays and don't have time to read;
2) People are distracted on Fridays as they are getting ready for the weekend;
3) Sending in the meat of the day ensures that people will be at their desks -- after they have processed emails they have received the previous night but before they get ready to go home. Again this is not the case in all scenarios. You'll do best by studying your readers' habits.