There is nowhere on the internet more intimate than our inboxes. In talking with Copy Hackers co-founder Joanna Wiebe, this truth revealed itself again and again.
“Email is such a personal way of communicating,” Wiebe says. “You have to respect that and consider who you’re writing to, and why you’re writing to them in the first place. You’re building a relationship. You have to build your reputation, and don’t ever break their trust.”
Wiebe has spent nearly a decade nurturing relationships with readers. Here, she shares 15 lessons she learned the hard way, which you can put into practice today.
On writing with voice
Have someone in mind.
If you’re trying to please a mob, there’s a good chance your writing will be pretty bland. That’s why Wiebe suggests doing the opposite. “I think of a specific person to write to, and then write to them. Always remember email is meant to be one-on-one.”