Just as you need to write emails differently for solopreneurs than you would for types of businesses, you need to write the emails subject lines differently, too. Let’s dig into how to do that.
Today’s question comes from Robin M., who asks, “Is there anything I need to know about writing emails for solopreneurs? I’m writing in a more personal style, but am I missing anything?”
As I’ve mentioned before, copywriting for solopreneurs is a very interesting niche. You need to still convey the benefits of the service/product and include a call to action, of course, but you need to be far less direct than you would be with other types of business.
Solopreneurs generally connect with their prospects and clients in a very personal manner. One of the best ways to achieve that feeling of personal connection is to tell stories; these stories help build trust in the solopreneurs and convey why prospects should purchase from them.
But, of course, if your email body copy is story-oriented and personal, you can’t have a subject line like, “40% Off! Last Chance!” The style of your copy needs to be consistent in both the email body and the email subject line.
The purpose of your subject line is to entice people to open the email. If your subject line doesn’t do its job, the rest of the email doesn’t matter—because no one will ever see it.
Whereas a straightforward, benefit-driven subject line is usually most effective with other types of businesses, solopreneur emails tend to benefit most from curiosity-driven subject lines.
First, your solopreneur subject lines need to pique the reader’s interest—without giving away the whole story. Something like, “Why I never, ever use cash (and I’m saving on my taxes big-time)” would do that. People want to know the story behind the subject line.
Second, though, your solopreneur subject lines will tend to perform better if you give some hint of what’s in the email. An “Oh my gosh! THIS is unbelievable” will probably get a decent open rate, but that’s a gimmick that you can’t rely on repeatedly.
You’ll do much better if you combine the interest-piquing with some hint at the purpose of (benefit of) the email. Compare the “Oh my gosh! THIS is unbelievable” subject line with “I ate more bread and cheese than ever—and lost 17 pounds.” The hypothetical solopreneur’s target audience is much more likely to be interested in, and open, the second one.
Your turn! Have you seen any great solopreneur subject lines lately? Let us know in the comments below!