Something I know holds many people back from doing great things with email marketing is a fear that they just won't be able to write interesting emails. That they'll bore their prospects and lose them.

It's true, of course. No one ever bored someone into buying from them.

But the secret of writing interesting emails isn't as difficult as most people imagine.

It's not about clever headlines, though that can help.

It's not about brilliant writing, great stories or the use of humour. Though again, those can all help.

And it's not about images or layout.

The secret of writing interesting emails is… 

…drum roll…

…to write about interesting things.

Or more exactly, to write about the things that are interesting, valuable and useful to your ideal clients.

What fascinates them may bore the pants off everyone else. But that doesn't matter. All you care about is whether your ideal clients find your emails interesting. Not your friends, your colleagues, your significant other, your inner critic. 

Just your ideal clients.

Of course, all that extra stuff helps. Great stories, metaphors, pacing, characters. All icing that makes the cake taste sweeter.

But you need the cake itself to taste great before you worry about the icing.

So…

Do you know what your ideal clients really care about and find interesting?