Yep I know that’s harsh but it’s the honest truth, people don’t read, not just what you’re writing but what most people write. There’s just so many emails that we all receive and let’s face it, a lot of them are not that useful or worthwhile.
Please don’t fall into the trap that yours are different and you really do care about what sort of week someone is having because believe me, you are not the first to have asked the same banal question that morning and it’s only 9.15am!
So what can you do if you need to reach people by the written word? It’s basic but true – skip the very British intro paragraph (or more) saying you hope they’re having a good week, or something about the weather, if your audience has opened your email they don’t have time for that stuff so get straight to the nitty-gritty which is why they have given you a chance.
This is the same whether it’s an email, an advert or a social media post – don’t do the banal. Stop it right now. Just get down to what you want to communicate and do it succinctly and clearly. No long winded explanations, no apologies for interrupting their day, just SAY IT and then get out of their inbox!
