One email, one story, one topic. Let me break this down for you. Most asset managers use email quite a bit and we’re proponents for it, because we see it working effectively. But there are some keys to it that are very important to hone. Attention spans are limited. So make sure your emails focus on one story and one topic.
What’s Your Story?
Every asset class has a story behind it – self-storage, industrial, multi-family, etc. And oftentimes, it’s based on the demand drivers behind an asset class. Or an asset manager’s investment approach. Which demand/supply dynamics or a unique take on an asset class could you educate advisors on? That is your story.
Focus on One Topic
Now, boil your story down even further to one topic to help educate advisors. For example, choose one factor that drives demand or one unique aspect of your investment philosophy and focus on that.
As you write the copy for your one story/one topic email, keep it simple and easily digestible. Keep the jargon out of it. Avoid complex terms and superficial language (aka fluff) that doesn’t say anything. People have a very short attention span…don’t waste any attention your email may have garnered on an advisor deciphering what the text means. Keep language simple, and get right to the point.
Keep It Short
Most emails should be able to be seen in their entirety on your computer screen. Don’t make advisors scroll…and scroll…and scroll to read the email. Engage advisors immediately with short, compelling content – strong copywriting and headlines – and high-quality visuals and you’re more likely to get them to commit to reading your email in full.