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Patient Attraction Episode 899
Consider your email inbox. How many emails do you get in a day that are of absolutely no interest to you? Chances are that if you do open some of them, you can tell within 5 seconds if you’re going to keep reading. Your dental patients and prospects go through the same process with your emails. I’ll be back after the break to tell you how to nail your emails’ opening lines. Stay tuned.
– Welcome to the Patient Attraction Podcast™.
– I’m Colin Receveur.
– I’m a small business owner like you, and my email inbox is slammed.
– Your patients’ and prospects’ inboxes may not be as bad, but few people have the patience to wade through all the calls for their attention.
– Your subject line may lead people to open your emails, but your opening line has to keep them reading.
– And you’ve got 5 seconds or less to accomplish that.
– Thanks to clickbait posts from companies like BuzzFeed and Upworthy, among many others, the “come-ons” that used to work don’t work anymore.
– People have learned that ambiguous questions, hyped headlines, and outrageous statements are lures for page after page of ad-filled, poorly written articles.
– Instead of trying to “trick” your readers, give them something they can use.
– Short, straightforward, and arresting opening lines are best.
– This one could be better: “More than half of people in the U.S. will get gum disease at some point in their lives.”
– Not terrible, but not very personal, certainly not arresting, and probably takes most people about 4 seconds to read.
– Your reader has to make the mental leap from “more than half” to “me,” and that’s a weakness.
– Instant identification with your email’s content is much better.
– Here’s a better option: “You’re at risk for gum disease.”
– Now your reader can spend the next 3 seconds internalizing that message and realizing that he or she needs to read more.
– That’s because you’ve made it personal, relevant, and important.
– Spend some time on the opening lines of your emails, because your reader’s attention, and eventual click-through, depends on those lines to grab your reader.
– Follow these simple tips, and more of your dental emails will get read and acted on.
– Until our next podcast, keep moving forward.