Effective Short-Copy Emails Works for Health Writers

Our goal as health writers is to get our medical information read and incorporated into our daily lives.

In the spirit of short-copy emails which works well for the health writer, Michele Peterson is the guest writer highlighted today.

As copywriters, our job is to get our clients’ messages seen, read … and acted upon. Not an easy undertaking in today’s world of multitasking, short attention spans, and media overload!

One strategy marketers are finding effective is short-copy email.  That’s right … short-copy. Email.

I’m not debating the merits of long-copy sales letters versus short-copy emails versus micro-copy social media posts. (Although a debate between Michael Masterson/Mark Ford, Jay White, and Nick Usborne WOULD be fascinating!) These types of writing all have their place — or at least should — in a well-rounded marketing plan.

The question isn’t which is better, but rather, how best to use each effectively. So, let’s look at the short-copy email …

Your goal is the click.

A short-copy email is all about getting your reader to click-through to a sales page, opt-in page, ordering page, or some other landing page. That’s it.

When you begin with that end in mind (thank you, Steven R. Covey), it’s easier to write concise, targeted email copy that gets the job done.

You don’t have to answer every objection or point out every benefit that your client’s product or service offers. Your email doesn’t have to do the work of the sales page.

It just has to tempt and tease with enough information that your reader wants to learn more. You’ll give them more in the sales page.

You can think of this email as an appetizer. The feast lies ahead on the other side of the click.

Hold fast to the Power of One.

In a short email, you must present one idea. One benefit. Make one point. You must be diligent about this.

If you have other points to make … great! Send other short-copy emails.

Don’t be tempted to cram multiple benefits into a single short email. It’s like taking everything offered at a dessert buffet and piling your plate high. You can’t possibly digest everything without hurting yourself.

Likewise, let your reader savor just one sumptuous idea/benefit in your short, sweet email. You’ll keep them coming back for more!

Make every word count.

When you have limited words (typically 200-500), you must make every single one count. Edit ruthlessly, and eliminate ALL unnecessary words.

For example, a few copywriter friends and I recently discussed how best to describe direct-response copywriting. The first suggestion was, “Direct-response copywriting is using subtly persuasive writing to guide a prospect to a specific action.”

We whittled that down to, “Direct-response copywriting persuades your reader to act.”

Clear, concise … powerful in its simplicity.

That’s what you have to do with short-copy emails.

Craft your subject line with care.

If the goal of your email is to get the click, the goal of your subject line is to get the open. And every word certainly counts here.

Going back to our meal analogy, you can think of your subject line as the invitation to dinner. The best invitations carry the implied promise of a good time … right?

And so do the best email subject lines carry an implied promise — a promise to solve a problem, a promise to fulfill a want/need/desire, a promise to make life better.

Use the same techniques on your subject line that you do on your email copy. Cut all unnecessary words. Utilize the Power of One. Focus on a benefit.

Include a clear call-to-action.

Conversion rates (the measurement of how many of your readers take action by clicking through to the next step) are some of the most valuable metrics in email marketing. You improve your rates when your call-to-action is clear and compelling.

So leave no doubt in your reader’s mind as to what the next step is. This element of good copywriting is the same whether you’re writing long copy, short copy, micro copy, or haiku.

Make it clear. Make it easy. Make it the most natural thing in the world for your reader to do.

For example, which of these two links are YOU most likely to click?

Click here to go to [sales page].


Start experiencing the [benefit] of our [product/service] for yourself.

Choose your call-to-action words carefully, and make each of them count.

The most valuable of all talents …

Thomas Jefferson said, “The most valuable of all talents is that of never using two words when one will do.”

The good news is that you can cultivate this talent. Practice it. Work on it. Your copy — short or long — will be better for it.

If you’ve had success with short-copy email, please tell me about it here.

Comment below.


Doctors Need Keywords

Are you all over the place when you put out blogs or newsletters highlighting your services?

Long gone are the days when you put out a shingle announcing an M.D. is in town and everyone flocks to the office for medical services.  Now, competition dictates that a business plan is in place and information disseminating from the practice has a purpose, one that will get you noticed.

Paying close attention to having keywords in your work will do that for you.


Just what are keywords and how do they work?

When someone is searching for information, they will usually visit a searh engine like google or yahoo search and type in some words describing what they are looking for.  The search engine then checks its database and returns the results listing pages that meet the words submitted.

These search terms are keywords. Having a long-tale keyword (several words strung together) make you pop up high on the list. So, your keywords are working for you, a free advertising system. It is a free way to direct targeted traffic to you and enable people to find you. The more specific your keywords, the better the results.

Keywords should be used not only to optimize your websites, but in all articles published and blog entries.

If you don’t have time to take advantage of keywords and promote yourself, let a health writer give you the information that you need.  Outsource this vital piece of your practice and then you have time to deal with what you enjoy the most- the actual practice of medicine.

What have you been doing with your keywords?  Comment below.



Did You Hear of The New Amendment

This is an article that was passed around through email over the past year.  Though it never picked up steam, the information within it has great merit.

The article is a proposal by the people, for the people and should be passed for equality within our society and the people who “represent” us.

The 26th amendment (granting the right to vote for 18 year-olds) took only 3 months & 8 days to be ratified! Why? Simple! The people demanded it. That was in 1971…before computers, before e-mail, before cell phones, etc.??Of the 27 amendments to the Constitution, seven (7) took 1 year or less to become the law of the land…all because of public pressure.??I’m asking each addressee to forward this email to a minimum of twenty people on their address list; in turn ask each of those to do likewise.

This is one idea that really should be passed around.

Congressional Reform Act

1. No Tenure / No Pension. ?A Congressman collects a salary while in office and receives no pay when they are out of office.

2. Congress (past, present & future) participates in Social Security. ?All funds in the Congressional retirement fund move to the Social Security system immediately. All future funds flow into the Social Security system, and Congress participates with the American people. It may not be used for any other purpose — including selling bonds to the US Treasury, which must then be repaid with higher taxes.

3. Congress can purchase their own retirement plan, just as all Americans do.

4. Congress will no longer vote themselves a pay raise. Congressional pay will rise by the CPI.

5. Congress loses their current health care systems and participates in the same health care system as the American people.

6. Congress must equally abide by all laws they impose on the American people.

7. All contracts with past and present Congressmen are void effective immediately.  The American people did not make these contracts with Congressmen. Congressmen made all these contracts for themselves. Serving in Congress is an honor, not a career. The Founding Fathers envisioned citizen legislators, so ours should serve their term(s), then go home and back to work.


What are your thoughts?  Use the comment box below

Tips that Get Health Writing Read

With social media so popular, it might surprise you to learn that most people would prefer another way to get their information about health.

A recent study asked consumers which medium  they prefer for getting permission-based  messages. More than 3/4 surveyed stated that their preference was  email. A mere four percent  of respondents said Facebook, with Twitter  scoring only 1%. This is a very clear message that to be “heard”, you need to send email to your patients, customers and clients.

Sending email is only the start however to be well received.

With the looming finger on the delete key, it is crucial to make the email enticing. Have  a marketing schedule considering the frequency that the email will be sent.  Sending your message too often will ensure that you get ignored or deleted.  Sent too scarcely will make your prospects forget you.

Link your emails to your website- not only your home page but also the landing page for any service, health information  or products that you would like your audience to read. The click-through rate is directly related to the number of links you create. Remember though the links must have relevance.  If not, that dreaded delete key will be pressed all too soon.

Personalize your message.  Blasting out the same information to everyone will get very poor results.  Some clients are more familiar with your website and have already seen some of the message that others need to see for the first time.

Do you have an email marketing plan in place that has been working for you?  Let me know!  Comment below.