Her Email Was Great. So I Swiped It.


Last week, I subscribed to a great email newsletter by Ann Handley.

I immediately received a thank you email from Ann that’s so good, I swiped it for my own biz.

In that email she:

  • Thanked me for subscribing.
  • Told me what she will send and when.
  • Shared some examples of archived emails.
  • Shared simple instructions to help get the emails to my inbox.
  • Asked for some feedback.

That last point is key. She wrote: “Why did you subscribe to my newsletter? What do you hope to learn here? Your answer will help me to know you a little better, so that I can offer you real value in return.”

I love that.

The more you know about your email subscribers, the more value you can provide.

So I rewrote the email I send to new subscribers. It now checks all the boxes that Ann checked, and I write:

“Why did you sign up for these emails? What do you hope to learn/accomplish here? Please email me at [email protected]. I truly want to know. You see, these emails are for YOU and the rest of the subscribers. I want to offer real value. The best way for me to do that: LISTEN to you and my other subscribers.”

You can do this, too.

Treat new subscribers (or social connections) like a new friend. Begin a dialog. Demonstrate the value you offer.

There’s another important lesson in this story: Implement. When you witness a great tactic, don’t bury it in the “Good Idea” file. Swipe it. Adopt it.

I created my own version of the Ann-inspired email just minutes after I received hers. By “swipe” and “adopt,” I don’t mean “steal.” I wrote an original email that implemented the key ideas from Ann’s, but it didn’t copy her email.

More on swiping and implementation in an upcoming email.

Whenever you’re ready…here are a few ways we can help you become a storytelling stand-out so you’ll land more clients:

1) Follow Tom Ruwitch on LinkedIn and Facebook and (if not subscribed already) join our email list.

2) Attend our free training: “How to Harness the Magnetic Power of Storytelling…” Discover how to transform marketing from a confusing, resource-draining hassle into something that’s simple, fun AND productive. Details and registration here.

3) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”

4) Become a Story Power VIP in the Content Transformation Academy: Master how to discover, assemble, and deliver business-building stories. Weekly masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.

5) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

6) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.