Today, Tuesday, May 23, Mary Gillen shares some copywriting ideas for email signature campaign headlines.

Yesterday we talked about email signature campaigns and how to schedule them. Today let's talk about headline copy that grabs attention in signatures.
Before you start, you need to know a little bit about your prospect's/customer's "pain points" and how your organization offers relief.
Back in the good old days, there was a direct marketer named Victor O. Schwab (who wrote the famous body-builder Charles Atlas ads and went on to help create the giant Book-of-the-Month Club) who penned a list of what he called "pain points," spelling out the reasons why people buy what they don't necessarily need but feel they want. People purchase stuff and services because it eases some pain they have about themselves. Schwab wrote:
"People want to gain health, popularity, praise from others, pride of accomplishment, self-confidence, time, improved appearance, comfort, social and business advancement, money, security in old age, leisure, increased enjoyment, and personal prestige. They want to save time, money, and work. They want to avoid discomfort, risks, worry, embarrassment, and doubts. They want to express their personalities, satisfy their curiosities, appreciate beauty, win others' affections, resist domination by others, emulate the admirable, acquire or collect things, and generally improve themselves. They want to be good parents, creative, efficient, recognized authorities, up to date, gregarious, leaders, sociable, hospitable, proud of their possessions, and influential over others."
Let's say you're writing email signature campaign copy for a lending institution that offers college savings plans and loans. Here are some sample signature headlines that answer some pain points:
Example 1:
17 Ways to Save for Your Child's College Education
Pain Point: Being a good parent
Example 2:
Save for College Every Time You Buy: The RoundUp Savings Plan
Pain Points: Save time and money
Example 3:
Real World: How a Single Mother Successfully Saved for Her Child's 4-Year College Education
Pain Points: admirable, creative
TIP: Use a number other than 10 in the headline if you can. Note the use of the number 17 in Example 1. It attracts the eye.
Thursday, May 25: Writing the Rest of the Copy for Your Email Signature Campaign
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WEDNESDAY 5/24/06: Creative ways to use unique promotional products from
Mary Gillen.