Copy Starters:48+ Ideas for Letter & Email Openers

email: Pat@PatFriesen.comtwitter: @pfwriter

blog: WordChocolate (by Pat Friesen)

lead = lede = opener enticing scanners to keep reading

Biggest Tip of the Day:

Don’t wait for a flash of brilliance. Start writing.

Then look for your lede buried in the 2nd or 3rd

paragraph.

APPROPRIATE

Ask a question

What if _____…?Did you know that…?Have you ever wished for …?Are you paying too much?Do you make these mistakes?

Make sure your question connects with your audience:

Are you tired of office politics, corporate ladderswith limited opportunities, and demandingresponsibilities that go unrewarded?

Bill Jayme classic questions:Psychology Today:

Do you close the bathroom door even when you’re the only one home?

Bon Voyage:

How much extra should you tip when you’re planning to pocket the ashtray?

Ask for help

I need your help.I’m writing to ask your help in …Your opinions matter.

Medical practice letter opener:

Dear Mrs. Smith,Would you do me a favor? It only takes

a few minutes.

Please answer the questions in the enclosed patient survey. Your opinions and answers will help me and my staff as we ….

Establish rapport

Thank you.We’ve missed you.If you’re like me …Because you are a _______…Our records show it’s time to ____ your ____.Thank you for your _______.

Power of a single word

Maddening! That’s what I think about …Thanks. I appreciate the way you’ve …Whew. It’s been a tough year, but you’ve …Oops! Thank you for your patience while …Shhhh! This is your invitation to a private …

Extend an invitation

You are invited ….This is your private invitation to …It’s my privilege to invite you to …

Retail store email opener:

Fred, you’re invited to the GRAND OPENING of Smithville’s first automotive supermarket –in progress right now. We’re just around the corner from you.

Flatter. Compliment. Reward. Surprise.

Congratulations!You’re a rare bird. A customer who deserves …Because you’re ____ , you’re eligible to ____.You’re important to us.You’ve been name Honorary Employee for the month of

_____ which means you _____You have a free gift waiting for you …Because of your loyalty …

Because …

News/Urgency

You have ___ days left to pick up the phone or go online to …

This is your last chance.For the first time, you can …Good news!We’ve got some good and bad news. The bad

news is _____. But here’s the good part …This will be short, sweet and full of good news

for you and your family.

Tell a story

It’s early morning. You unlock the door to your business and the first thing you see is …

You’re in trouble. And so am I. Here’s why.

Share a testimonial or quote

Warn or remind

According to ____, two-thirds of those with your job title will lose their jobs in the next 12 months.

Don’t wait until the last minute! Order your _______ now and we’ll take care of all the details – including the gift box and enclosure card.

Problem-Solution

Open with the offer

I know it’s hard to believe … but I really do want you to wear-test our clothes—FREE for 14 days—as though they were your own.

More ideas

As you know …Believe it or not …If you like ____, you’ll love ____.I’ll get right to the point.You may wonder why …If you are a ____, then you can ____I’ve enclosed …

Engaging openers = Easy to scan Make them short & easy to scan; 1 ½ lines or less. Keep the first paragraph short; 3 lines or less. Use words that are short; 75%-80% should be 5 characters or less. Use the word you; it speaks directly to your scanner/reader. Set up or pay off WWIFM?

For starters …

• Just start writing• Ask a question• Ask for help• Establish rapport• Single-word starters• Extend an invitation• Flatter. Compliment.

Reward. Surprise

• Because …• News/Urgency• Tell a story• Share a testimonial or

quote• Warn or remind• Problem-solution• Offer openers• I’ve enclosed ++++++

Questions?email: Pat@PatFriesen.com

twitter: @pfwriterblog: WordChocolate (by Pat Friesen)

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