A few years ago I was sitting at a long table in a sales and marketing workshop.
An entire weekend, shoulder to shoulder with small biz owners.
And a big chunk of this workshop was around how to write great headlines or email “subject” lines.
The idea with crafting the perfect “subject” is to stop people in their tracks with your post or email.
We were taught to follow rules: make sure that the headline or subject of the email is “unique,” “urgent,” “ultra-specific…”
There are more. Frameworks to “grab” attention and bring them in.
The thing is, while great “subject” lines pull us in for a minute here or a second there, the thing that actually hangs around for the long haul is whether or not I still have trust for the “sender.”
Shock marketers will disagree with me here.
While crafting a great email headline or “subject” to get some reads might be a great tactic, continually showing up to build enough trust that your “subject” is less important than the fact that you sent it is a far better strategy.
One is done in a few minutes, and the other takes years. When we eagerly wait to see what you have to say to us, you’ve won.
