Do you feel like email marketing just isn’t for you? Maybe it’s not working—no one is reading what you have to write or you just don’t know how to stand out. In today’s episode Zafira Rajan joins us to share how you can craft emails that people want to read and infuse who you are throughout the copy!
Standing Out in the Inbox
In a time where AI has taken over, the one thing that no one can truly replicate is your personality and your voice. Lean into using your voice to showcase who you are and how you serve your audience, especially in your emails.
When you’re writing your emails, people really need to start recognizing that you have a certain take or opinion or things that they can turn to you for.
The Importance of Personality Pillars
Zafira introduces the concept of “personality pillars” to help structure email content. According to her, these pillars can help you stay consistent and authentic in your communications. Here are the five pillars she recommends:
Core Values: These are the foundational beliefs that guide your actions both personally and professionally. Zafira emphasizes sharing these values through stories and lessons that resonate with your audience.
Stamp of Weird: Embrace your quirks! Whether it’s your love for cats, your obsession with a particular TV show, or your unique hobby, these traits make you relatable and memorable.
Intentional Impact: Highlight the real-world impact of your work. This could be through client testimonials, success stories, or even your own origin story, reminding your audience why you do what you do.
Unapologetic Opinion: Don’t shy away from sharing your strong opinions or taking a stand on issues you care about. These moments can polarize, but they also set you apart and attract a like-minded audience.
Z-Factor (Zest Factor): This is the unique touch that you bring to your work. It’s what makes your services distinct and why people choose to work with you over others.
Transitioning This Strategy Into Practice
Zafira highlights practical advice on integrating these pillars into your email marketing strategy. Here are some key takeaways:
Organize Your Content: Use tools like Asana to create boards for each personality pillar. Organize sticky notes or digital notes under each category to keep track of ideas.
Repurpose Content: Start with an email and then repurpose the content for your social media channels. This method helps in extracting valuable insights and stories that can easily be adapted for different platforms.
Consistency vs. Memorability: According to Zafira, it’s more important to be memorable than to be overly consistent. Focus on making each email impactful rather than stressing about frequency.
How to Build a Lasting Connection with Your Audience
Zafira believes in the long game when it comes to email marketing. Unlike social media, which can be fleeting, emails offer a controlled environment where you can nurture your relationship with your audience.
Be Intentional: Whether you’re launching a product or just sharing a story, ensure that your emails carry a sense of purposeful content that speaks directly to your audience’s interests and needs.
Balance Personal and Professional: Embrace the practice of showing your human side. Combine personal anecdotes with valuable business insights to make your emails both relatable and informative.
Unpopular Opinion
Zafira’s unpopular/ unapologetic opinion about email marketing is to be memorable rather than consistent. Plus, email is more valuable than social.
If this approach feels overwhelming, start small. Begin by identifying your core values and a couple of unique traits that define you. Share them with your audience and see how they respond. You might be surprised at how much they appreciate the authentic touch.
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