THE FIRST KEY is in knowing what motivates your customers.

Here are the three main reasons why people will respond positively to your e-mails:

• You have established a relationship with them and they trust you.
   
• Your offer is relevant to their needs and will help them achieve their goals.
   
• Your price is within their current budget.

So it’s up to you to harness those reasons. Keep in regular contact with your subscribers and make sure that your offering is suitably up-to-date and well priced.

THE SECOND KEY is being clear what you want your reader to do

The biggest mistake that would-be-marketers make is to forget the call to action

The second-biggest mistake that would-be-marketers make is to be uncertain what the call to action is.

What is it?…

1. Click through to your web site and buy your product?
2. Subscribe to your newsletter?
3. Request more information about your product or service?

YOU MUST BE CLEAR IN YOUR OWN MIND, and then make sure your readers understand what you want them to do.

 THE THIRD KEY is being sure that YOU understand what your offer is before you sit down at the keyboard.

Map your offer out beforehand with a pen and paper (remember those?), and make extensive notes before you start typing a single word.

This step is CRITICAL. Don’t be tempted to miss it, because you absolutely MUST have all the details of your offer sitting in front of you BEFORE you start your ‘creative’ writing.

If you want your ad to flow, you need to be focused on the “big picture” not trying to think up the details as you go.