My first instinct is to say no. And I think I’m right.
This morning I had a brief email chat with the always excellent Mark Brownlow of Email Marketing Reports.
He had purchased a copy of my short report, 6 Questions to ask yourself when writing Subject Lines for your emails.
In his blog he described it as being good advice for those with little experience.
And he’s right. The report talks about six fundamental points one should address when writing a subject line.
But I have to admit I was disappointed when he said that. Not that his point wasn’t accurate, but because I felt it sounded like the report was light-weight and not worth reading if you had some real experience with email.
The thing is, I didn’t write it just with beginners in mind. I wrote it after years of experience had taught me that sophisticated marketers often rush their subject lines, and rarely consider all six points I covered.
But Mark’s observation was helpful in an important way. It made me think of the problem I face when trying to create short, simple content for an experienced audience.
How does one remind experts of the fundamentals, without appearing that you are talking to beginners?
I’m not sure. But I’m going to give it a lot of thought.
If I have learned one thing after the last ten years of writing and consulting for businesses large and small online, it’s that experienced marketers often get too tied up in what they have learned recently, and fail to address the simple fundamentals they learned when they got started.