E-mail Marketing Mistake

The E-mail Marketing and Internet Marketing Mistake I Would Liked to discuss is “I would like to.”

Pretend you send me an e-mail with the opening sentence that reads, “I would like to invite you to…”

Later on in the e-mail, you break the news to me that whatever you are inviting me to carries a price tag of $79.95 or $49.95, or whatever.

I was always under the impression that when you invite someone, it’s free.

So I missed that little nuance in my business and social education.

Okay. So everybody does it now and it has become socially acceptable to invite people for a price.

Here’s what’s wrong with beginning an e-mail or a letter that way.

“I would like to invite you” is weak, wishy washy, and hopelessly unoriginal.

You can become clear and concise by saying, “I invite you to…”

When you say, “I would like to invite you to,” you are setting up a condition.

I would like to invite you, but I won’t.

I would like to invite you but my wife hates you.

I would like to invite you but the guest list is filled with my wife’s relatives.

I would like to thank you for attending the event.

I would like to thank you but I can’t think of one good reason why I should.

When you see or hear the “I would like to,” do you feel the “but” coming on.

Let’s look at this another way.

Do you remember your English teachers saying, “Stick to the Subject. Stick to the Subject?”

Please allow me to explain what that really meant.

When you say, “I would like to invite you to the gala grand opening of our new gallery,” the subject of that sentence becomes, “I.”

You can eliminate the conditional, “would like to invite you,” by saying, “Please join us at the gala grand opening of our new gallery.”

Or, ” Please accept our invitation to the gala grand opening of our new gallery.”

Now, the subject of the sentence becomes “You.”

You have taken the focus from yourself and shifted the focus to the reader.

“You” join us or “you” accept our invitation.

Some of you may remember this as the “Understood You.”

You generally find an “Understood You” as the beginning of a command, order, or suggestion.

In the two examples above, the “Understood you” began a suggestion.

“Please accept.”

“Please join us.”

The subject is not stated as being “you” but the structure of the sentence allows you to understand the meaning.

As a command or demand, you might say, “Clean your room.”

As an order, your commander would say, “Charge.”

Let’s talk about another benefit of sticking to the subject.

By editing your sentence to eliminate the “would like to,” you become more concise by using 12 or 13 words rather than 15 words.

So, saying what you mean and meaning what you say allows you to become clearer, more concise, more precise, more conversational, and more personal.

I would like to thank you for reading this article. Just kidding.

p.s. For ideas, suggestions, and strategies for creating more effective e-mails, please check out this resource at Amazon

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