Excerpt from Digital Persuasion by Erin King
In thirteen years of my own discovery and working with some of the world’s biggest brands, I’ve developed a formula that leverages proven success patterns to craft a more persuasive way of communicating through the screen. I didn’t have a good name for this formula until the day I remembered the first time I subconsciously used it—in the email I sent to my Professor offering him the Irish pub map. And it hit me: Be personal. Be useful. Be brief.
Effective digital messaging that rises above the noise follows these three rules:
- Personal. Is this message leading with something highly personal to my recipient?
- Useful. Am I offering something of actual value to my recipient?
- Brief. Is this message shockingly short?
If you can craft your message maximizing those three steps, you will register as Friend or Server, and you’ll avoid being categorized by your recipient’s brain as a Foe or Seller. You will inspire an action. You will ignite some kind of engagement. You will open an opportunity.
When you’re not sure what to write or how to approach someone, just head to the PUB. Sounds simple, right? Fair warning: writing a message that’s Personal, Useful, and Brief can be challenging. In fact, it’s usually much harder to be concise than to just write out a long sales pitch. Being succinct is always more challenging than showing up and throwing up.
But taking the time to research and create the perfect PUB message is your digital differentiation edge. It determines whether you are heard or ignored. It decides whether your message is processed as Friend or Foe, Seller or Server.
Which one will your recipient decide you are?