prescriptive formula designed to interact with those who appreciate you most with the opportunity to increase their love by providing that which they most desire from you.
Prescriptive Pieces
A message has an ebb and flow. You can certainly organize a message in any fashion you choose as there is technically no wrong answer. There are, however, those messages that are more successful than others. The goal of the message is to get the client or member to act. That is: to buy, to subscribe, to register, to call, or to renew. And, to do that, there is a time-tested layout. It is formulaic. Definitive. Prescriptive. The anatomy of the message is similar to a sandwich with the main message body in between two action links. The title, then open pitch, precedes the sandwich and a salutation completes it:
- TITLE
- Opening Pitch
- Action Link
- Description (main message body)
- Action Link
- Closing
Title. The title is more of a headline or a slogan than it is the title of a book or manuscript. As it is the gist of the message it should be poured over, word-smithed, refined, and distilled. Like a headline, this phrase may be centered on the page. Consider making it in all capital letters or title case. It also may be bold, italics, use colored font, or in a larger font https://globezoom.info/ than the rest of the message. Don’t be gaudy, but do make it stand out.
Opening Pitch. The first sentence or two should be clear and concise. It is designed to give the facts for the quick read. Think of this as the CliffsNotes of the executive summary rolled up with a call to action and just-the-details needed for the receiver who was awaiting the message, participated in the past, or is a dedicated super-fan, to move to the action phase.
Action Link. Appearing twice in