In Dan Pink’s wonderful book To sell is human there is a chapter that describes six ways to pitch an idea, a product or even yourself.
The one that I found most interesting was what he called the Subject Line Pitch. Imagine the best email subject line in the world, and Pink argues it will contain three key elements;
- utility – that is, it’s immediately obvious that it has relevance to the intended recipient
- curiosity – it’s relevant to me, but there is an air of intrigue which means I’ll open it
- ultra-specificity – somehow I know how much effort whatever it is will take me
I’m not sure that I’ve seen this much in email subject lines over the years. If ever. But the internet is rife with this structure, and by golly it seems to work. Witness the top ten all time LinkedIn posts. The headline for every single one of them follows Pink’s subject-line format.
Pretty strong evidence for the subject line pitch don’t you think?
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