A good song
A good song gives you a moment in time, a break from the grind, calm in the midst of a maelstrom. A well crafted email can do the same. This post is both an excuse to use the word maelstrom and a way to briefly mention why I think emails can be musical. Let's take a look at a typical person's day:
*dream sequence wishy washiness ensues and then focuses on Joe in an office...Joe here is frantically busy. You might even say he's in the midst of a deadline induced maelstrom. Well I probably would. You might say something else. Joe's phone is ringing off the hook, he has files and papers piled up on his desk and his usually suave hair is in total disarray (like his post-it note collection).Suddenly Joe's computer makes a mournful "ping" and he see's he's got a new email.
"Oh gosh! Now what?" Joe cries out in exasperation. "Wait, thats not trouble brewing or more work, thats the weekly email from [YOU]! Let's see what interesting informative information they have for me today..." And Joe gets a 3 minute respite while he peruses your products, ogles your oddities and is, well, informed by your information. His eyes shine as he makes mental notes (the kind one actually remembers) and he thinks of all the awesome stuff in your email. You've transformed Joe's day by providing him a pleasant moment in his day. Like hearing a song on the radio that reminds you of something fun. If this all sounds a little over the top, it is. But the point is valid - your newsletter shouldn't be an advertisement or an essay when it could be an inspiration, a break, a moment of pleasure, a song. Joe will thank you for it! Cheers,Dean
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