In a nutshell:
- Think about your audience. Who are they? What do you know about them? Use that information to craft a personalized message.
- Talk like a real person, and write like you speak. Shorter and simpler is better than longer and more complex. Don’t be excessively formal, don’t use jargon, and don’t use undefined acronyms.
- Focus on benefits not features. Present your offer from your audience’s perspective, not the association’s.
- What’s your call to action? If the answer is, “I don’t have one,” don’t send the message.
Image credit: Open Vine