- “I didn’t have time to write you a short letter. So, I wrote you a long one.” Mark Twain
- Short, not shallow
- Core Four
- Muscular tease (6 or fewer words)
- One strong sentence or lead (tell me something I don’t know or want to know)
- Context (explain why this matters)
- Choice to learn more (on their time)
- Listen to the readers and the data
- “All you can do is the next right thing.”
- What we want to say vs what they need to hear
- Write to someone in particular
- Say what you want to get across. Then stop.
- Guide
- 6 words tops for the subject line
- 10 words or less for the reason you are writing
- Active verbs always
- Trumpet one big thing
- Answer the question: What is this? Is it worth my time?
- Tips
- “Why it matters?”
- “It’s hot, I’m going inside”
- “Who doing what”
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