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Power Sales Writing by Sue Hershkowitz-Coore

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CHAPTER 10CRAFT POWERFUL SUBJECT LINES

Any man who can drive safely while kissing a pretty girl is simply not giving the kiss the attention it deserves.

ALBERT EINSTEIN

Are your customers paying about as much attention to your e-mails as the guy who is kissing and driving is paying attention to the kiss? No matter how exciting or well presented your e-mail might be, if your reader doesn’t pay attention to your message because of a dull or hyperactive subject line, he won’t open the message, and you’re left unfufilled.

Think about how you determine which e-mails you’ll read. Most of us check the sender’s name and the subject line. If they don’t “speak to us” (aren’t relevant to our needs), it’s an easy decision to delete them or delay reading ...

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