However, this isn’t the only superpower of good copywriting: choosing the right pieces and words can help increase the open rate and the read rate. What use would it be to offer highly valuable content or an amazing deal if nobody reads you?<\/p>\n\n
Not to mention overcoming blank-page syndrome.<\/p>\n\n
And as we said, this applies to your email marketing campaigns as well as to sales pages, posts and all kinds of communications.<\/p>\n\n
Now that we know the benefits of playing with the elements of copywriting, let’s see what those pieces are, along with some email copywriting examples (by the way, here are some copywriting examples for email marketing), which is the best way to learn.<\/p>\n\n <\/p>\n\n The elements of copywriting are the pieces we were talking about. Let’s go through them one by one, in the order they appear in an email:<\/p>\n\n Even if you know very little about copywriting, you’ll have heard and read a thousand tips on striking, effective<\/strong> subject lines that help get the recipient to open your email.<\/p>\n\n OK, the open rate may not be directly related to sales, buuut one thing is certain: if they don’t open, they don’t read, and if they don’t read, they don’t buy.<\/p>\n\n That’s why it’s essential to pay attention to the short persuasive texts that make up your email subject lines.<\/p>\n\n How do you know whether your subject line invites people to click or to scroll past?<\/p>\n\n Ask yourself the four questions of the so-called 4 U’s rule:<\/strong><\/p>\n\n 1. Does it convey urgency?<\/strong><\/p>\n\n 2. Is it unique<\/strong>, different from what the competition promises?<\/p>\n\n 3. Does it offer the reader something useful<\/strong> or a benefit?<\/p>\n\n 4. Is it ultra-specific<\/strong> to the audience?<\/p>\n\n If the answer to all of them is YES<\/strong>, go ahead with the subject line.<\/p>\n\n If the answer to two or more of them is NO<\/strong>, keep writing headlines until you meet the rule.<\/p>\n\n Tip: write subject lines as if there were no tomorrow so you can reach for them when you need them. You’ll see how, after the 20th or so, they come to you faster.<\/p>\n\n Here are some examples:<\/p>\n\n <\/p>\n\n The body<\/em> of your emails is where the substance is, the part where you have to captivate readers so they don’t leave halfway through. Because if they don’t finish reading, you won’t be able to sell them anything, as we said.<\/p>\n\n To start winning over your audience, here are some professional copywriting tricks:<\/p>\n\n With these golden rules and a few more copywriting techniques, you’re very likely to catch the reader’s attention and get them to stay and see what you’re offering.<\/p>\n\n The main writing techniques you can play with in the body of your emails are formulas and storytelling.<\/p>\n\n Do copywriting formulas work magic?<\/p>\n\n No.<\/p>\n\n Is a template the same as a copy formula?<\/p>\n\n No.<\/p>\n\n Do formulas help you write persuasive text with rhythm and a purpose?<\/p>\n\n Yes.<\/p>\n\n Ergo, use them as a guide and adapt them to your message so they support you rather than constrain you.<\/p>\n\n With the debate about copywriting formulas settled, let’s look at one of the most versatile for short formats; you can use it for your emails as well as for ads, sign-up pages and short sales pages.<\/p>\n\n We’re talking about the PAS formula = Problem \u2013 Agitation \u2013 Solution<\/strong><\/p>\n<\/blockquote>\n\n Its name says it all: you take a problem (the one you’ll solve for the customer with your service or product), blow it up by touching on the reader’s pain points and finish by giving them the solution.<\/p>\n\n Et voil\u00e0<\/em>, you’ve turned pain into a sale.<\/p>\n\n The first example we’ll look at is from someone who agitates problems like nobody else, although he then mixes in the other elements in a less structured, more spontaneous way.<\/p>\n\n It’s Nudista Investor<\/strong>, a financial education expert who very effectively puts himself in the shoes of the clueless investor and then sells you his membership.<\/p>\n\n All his emails are long and in-depth, but the beginning of this one is worth reading because every single word counts.<\/p>\n\n <\/p>\n\n As you can see, this is a great example of using a formula with intelligence and personality, without rushing to close the sale.<\/p>\n\n Another area where this email shows mastery is in removing obstacles. Notice how it tackles a major pain point for its audience (overcoming laziness, resistance), which is also an obstacle in its own funnel. And he turns this into a concept that’s completely outside the typical sales pitch: the sofa’s embrace.<\/p>\n\n Among copywriting formulas, there’s another widely used one worth knowing, because it’s also like a Swiss army knife. It’s the AIDA<\/strong> formula.<\/p>\n\n Attention \u2013 Interest \u2013 Desire \u2013 Action<\/strong><\/p>\n<\/blockquote>\n\n Start by grabbing attention so readers focus on what you’re going to say (with a question, for example), add information, data or stories they can identify with, present the product with its benefits to create desire and finish with an invitation to act.<\/p>\n\n Let’s look at a couple of examples that are very different in style and industry.<\/p>\n\n The first is from NH Hotels, and we chose it because it brings together all the elements of the AIDA formula in its most basic form: without long explanations, in just a few lines it touches on desire, pain points, benefits and the mental trigger of urgency.<\/p>\n\n <\/p>\n\n The second is from Declarando, an online advisory firm for the self-employed that specializes in easing one of its customers’ main pain points: dreaded taxes.<\/p>\n\n In this copywriting example, we can also see how the A for attention, the I for interest and the D for desire of the AIDA formula easily converge with the P, the A and the S of the PAS formula.<\/p>\n\n <\/p>\n\n Telling good stories is the best way to persuade (what you’re after as a company) and to entertain (what the reader is after, since we get enough information every day).<\/p>\n\n Why?<\/p>\n\n Because we humans don’t retain data for more than a few days. Stories, on the other hand, stay etched in our minds.<\/p>\n\n And that’s why storytelling<\/a> copywriting has become essential.<\/p>\n\n You don’t need to tell elaborate plots; a story related to everyday things is enough. All you have to do is make sure the main storyline is related to what you want to sell.<\/p>\n\n That, and be yourself: make sure your stories represent you and your reader, and speak to them directly. If you don’t, you’ll sound like everyone else. You’ll be noise among the countless messages consumers receive every day.<\/p>\n\n How?<\/p>\n\n If you’re a large company, your audience will give you your tone and language. Yes, because if you know who you want to address, you can build your verbal identity.<\/p>\n\n If you’re an entrepreneur writing your own emails, simply be yourself and don’t overcomplicate things.<\/p>\n\n To work on storytelling in your emails, there’s also a very useful copywriting formula if you’re not sure where to start.<\/p>\n\n Choose an anecdote, a thought or a person around you who could inspire you and fit into your email (Story). Then think about how you’ll link your story to the product (Hook). And finally, serve up the interaction on a plate (Call to Action).<\/p>\n\n Here’s another copywriting example from Nudista Investor<\/strong>, because he nails it: a friend of his buys a car and he sends this message, which, by the way, has the unforgettable subject line \u201cVolvo or Dacia, glory or death\u201d.<\/p>\n\n <\/p>\n\n You can probably guess, but the story ends with a mix of financial hardship and small daily miseries, such as the mother-in-law living in the house and the Volvo half dirty and abandoned in the garage because he could barely afford to keep it.<\/p>\n\n All this serves as the perfect excuse to get across, in the final part of the email, two basic messages in his sales machinery: that \u00abbad financial decisions live a very long life\u00bb and that \u00abit doesn’t matter what you spend your money on, you’ll get tired of it soon\u00bb.<\/p>\n\n In fact, that’s how the email ends.<\/p>\n\n <\/p>\n\n An email always, always, always has to include a CTA (call to action). At least one.<\/p>\n\n You can include several, but with good judgment, not at random.<\/p>\n\n You’ll find them as buttons and also as part of the text linking to the landing page, survey, ad or wherever you want your reader to go.<\/p>\n\n Do yourself a favor, put your thinking cap on and don’t fall for the classic (and ineffective) buttons like \u201cbuy now\u201d, \u201csee more products\u201d or \u201csign up now\u201d. Think of that little button or that sentence as the gateway to your sale.<\/strong><\/p>\n\n CTAs in an email are a real copywriting feat, and the best way to see it is with a few examples. Let’s start by analyzing the calls to action in the emails we’ve just seen:<\/p>\n\n Nudista Investor<\/strong> relies on anchor text integrated naturally into the body. The copy is part of the email’s storyline and very short. What does it achieve? It generates interest, even intrigue.<\/p>\n\n NH and Declarando<\/strong> opt for a button and conservative copywriting that’s understandable for all kinds of audiences and leaves no doubt about what will happen if you click. And notice something: once again, they address the reader directly.<\/p>\n\n Here are some other examples of CTA copywriting to inspire you:<\/p>\n\n Count me in!<\/p>\n\n I want it!<\/p>\n\n Perfect!<\/p>\n\n Show me those boots!<\/p>\n\n I won’t miss it!<\/p>\n\n Here I go!<\/p>\n\n <\/p>\n\n One of the copy techniques that has gained the most ground recently has to do with the postscript, that extra bit of communication with the recipient that comes after the signature.<\/strong><\/p>\n\n By the way, it’s always better for a person to sign, even if they belong to an organization. Otherwise, you don’t create the closeness we’re looking for with the person reading the email.<\/p>\n\n With that said, let’s move on to the postscript.<\/p>\n\n What can you use it for? Take note:<\/p>\n\n As we said at the beginning, writing is like putting together a puzzle, but much better, because the final picture can be whatever you want.<\/p>\n\n So use the pieces we’ve given you so you don’t forget anything, but always with your own personality and with your goals in mind. You can move them around as you see fit and use the copy formulas and techniques we’ve explained, such as the PAS formula or storytelling copywriting.<\/p>\n\n Mind you, you can also invent your own techniques. And keep digging into your customers’ mental triggers to reach the epicenter of their decisions and leave your mark on your readers.<\/p>\n\n What else is copywriting, after all?<\/p>\n\n If you want to keep practicing, here’s what copywriting<\/a> is, and in tips and tools to improve your copywriting<\/a> you’ll find practical resources to keep improving.<\/p>\n","protected":false},"excerpt":{"rendered":" The elements of copywriting are like the pieces of a puzzle: a resource that makes communicating with your audience easy and turns your email copywriting into a game. Finding information and inspiration about copywriting in Spanish for marketing campaigns and bulk emails isn’t that easy, which is why we bring you new approaches and techniques […]<\/p>\n","protected":false},"author":1,"featured_media":47357,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[761],"tags":[],"class_list":["post-96474","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copywriting-2"],"yoast_head":"\n![\"Elements](\"https:\/\/mailrelay.com\/wp-content\/uploads\/2017\/08\/publicidad-por-correo.png\" "\\"Elements")
<\/figure>\n\nElements of copywriting<\/h2>\n\n
#1 The subject line<\/h3>\n\n
\n
![\"email](\"https:\/\/mailrelay.com\/wp-content\/uploads\/2018\/10\/publicidad-digital.jpg\" "\\"email")
<\/figure>\n\n#2 The email body<\/h3>\n\n
\n
\u25c6 Copywriting formulas: yes or no?<\/h4>\n\n
\n
\u25c6 Copywriting example: the PAS formula<\/strong><\/h4>\n\n
![\"Nudista](\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/12\/ejemplo-newsletter-nudista-investor.png\" "\\"Nudista")
<\/figure>\n\n\n
Copywriting example: AIDA<\/strong><\/h4>\n\n
![\"NH](\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/12\/ejemplo-nh-hotel.png\" "\\"NH")
<\/figure>\n\n![\"Declarando](\"https:\/\/mailrelay.com\/wp-content\/uploads\/2022\/05\/IM3-copywriting-ejemplo-formula-aida-declarando.jpg\" "\\"Declarando")
<\/figure>\n\nStorytelling<\/h4>\n\n
It’s the Story \u2013 Hook \u2013 Call to Action formula.<\/h4>\n\n
![\"Nudista](\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/12\/ejemplo-newsletter-nudista-investor-2.png\" "\\"Nudista")
<\/figure>\n\n![\"Nudista](\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/12\/ejemplo-newsletter-nudista-investor-3.png\" "\\"Nudista")
<\/figure>\n\n![\"calls](\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/08\/importante-en-publicidad-en-adwords-2.png\" "\\"calls")
<\/p>\n\n#3 CTA<\/h3>\n\n
![\"copywriting](\"https:\/\/mailrelay.com\/wp-content\/uploads\/2018\/03\/anuncios-publicitarios.png\" "\\"copywriting")
<\/figure>\n\n#4 Postscript<\/h3>\n\n
\n
Wrapping up the elements and examples of copywriting<\/h2>\n\n