Month: September 2024

Financial Subject Lines: Pt. 3 (The Lie)

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working for free stairs to nowhere

If you’re following along with our “2 truths and a lie” game, you’ll recall the truths we’ve covered:

  1. Repetition kills readership.
  2. Fear/anxiety is good.

The Fed’s rate cut yesterday (September 18) gave us an interesting illustration of how you can play with fear.

Here’s a subtle example.

screenshot of subject line: Important information regarding September 18 enclosed

It doesn’t indicate something bad is going to happen, but it makes you wonder what you don’t know about Jay Powell’s looming decision.

Here’s a more in-your-face angle:

Screenshot of subject line: The Fed's Panic Cut is a Sign the Worst is Yet to Come

For the reader who was certain the rate cut would boost his portfolio, this email may be a bit of a surprise. You have to read it to find out what’s coming your way.

Now, it’s time to talk about…

The Lie: You can educate prospects into buying.

This is a sticky one.

Because education is a good thing.

We want to have well-informed audience. And the rising tide of financial literacy/intelligence lifts all boats (especially in underserved segments of the population).

But as you’ve probably heard many times before, humans make decisions emotionally.

You’ve seen it happen countless times, right in your face. You explain a product, service or even just an idea to someone… give them an airtight logical argument for why they should move forward…

And they choose a less beneficial option. Or they decide not to do anything at all, even though their situation is likely to get worse with each passing day.

The issue isn’t education. It’s motivation.

So as uncomfortable as it may sound to some, it’s your job to help your potential clients get out of their own way and make the decision that’s best for them.

Your email subject lines can be the tip of the spear.

Appeal to motivational emotions. Grab your subscriber’s attention and trigger a motivated state by speaking to their:

  • fears and frustrations
  • pains and problems
  • dreams and desires.

Not just new information, lessons and strategies.

Again, I’m not telling you to avoid education. Rather, I’m telling you to use education as a motivational tool.

This may be a big shift in your approach, but it’s worth doing.

I’ve unpacked a whole lot more insights, examples and templates in my book Subject Line Science: 11 Made You Look” Secrets to Getting Emails Opened & Read.

I also recorded 120 YouTube shorts breaking down some of my favorite subject lines in 60 seconds or less. You can see them all free here.

Does it seem like I’m failing to follow my own advice by giving you a lot of education here?

Let’s fix that.

If your email marketing hasn’t been bringing in as many clients as you know it should, let’s discuss how I can help.

Or, if you’re just stuck when it comes to marketing your firm, hit me up. We can discuss ways I may be able to help.

Financial Subject Lines: 2 Truths & a Lie (Pt. 2)

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Let’s jump in.

Truth #1 is that repetition kills readership. If subscribers think they know what you’re going to say, they won’t open your email.

You can avoid that by using various different angles and appeals in your subject lines. Highlighting relevant benefits is great, but it can get repetitive.

Check out Part 1 here.

Truth #2: Fear is good.

I know this is an uncomfortable truth for some. We want to keep things positive. To educate and empower.

But there are some legitimately worrisome realities out there. You know it and so does your reader. It’s a good idea to talk about those things.

Now, I’m not telling you to try scaring your readers pants off.

I’m encouraging you to tap into the fear and/or anxiety your subscriber is likely already feeling.

Here’s an example of creating a little fear without paralyzing the reader:

Firstly, there are few things that get our attention like fear. The human brain dedicates a significant portion of its energy to keeping us safe.

Our senses are fine-tuned to detect and respond to danger.

Secondly, humans hate losing… anything. Behaviorial studies show we’re twice as likely to take action to prevent a loss than to secure an equivalent gain (when the stakes are high enough).

That means fear gives you leverage when it comes to moving people to make a decision.

Don’t leave the reader in a state of fear, though.

Use fear to win attention and focus his mind, then shift into the solution he can take to minimize or eliminate the issue.

Part 3 will be ready for you next week.

Need a set of eyes on your subject lines in the meantime? Send me a message and let’s talk.

Financial Subject Lines: 2 Truths & a Lie (Pt. 1)

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In my last post, I dissected a subject line similar to what lot of financial service professionals might send out if they wanted to try something “edgy.”

We discussed why that subject line may not accomplish what the sender hoped to do and explored some ways to make it stronger. You can read that post here.

Let’s expand on that idea a little more today.

I won’t take up too much of your time, but this information deserves to live in your head for a while. Let it marinate.

Truth #1: Repetition kills readership.

Variety is the spice of life. Including the inbox.

Here’s a screenshot of emails a really smart financial professional sent out recently.

This isn’t meant to embarrass or shame the man. He’s doing a lot of things right. But he’s fallen into the trap a lot of us are ensnared by when it comes to email marketing.

(He’s an accountant, but the lessons apply to financial professionals of all stripes.)

These subject lines call out the reader (I’ve blurred a few key words to further protect anonymity)… promise relevant benefits… and include “power words” like maximize and wealth.

So what’s the problem?

They all look and sound the same. A subscriber swiping through his inbox — which is what they’re all doing — may not be able to tell the difference between them.

He may think he’s seen today’s emails before. As recently as yesterday.

Also, highlighting benefits is important. But listing benefits nonstop starts to feel like either salesy or scholastic.

And what tells the reader that the email contains something he can’t find with a quick Google search or a scan of Yahoo Finance headlines?

You need to mix things up!

  • Tell intriguing stories.
  • Address pressing, pertinent problems you know your ideal client’s thinking about.
  • Give unique or contrarian perspectives on trending topics and news stories.
  • Share your personal/organizational philosophies so your reader can connect with your values and worldview.

This is especially important when you email as often as you should (weekly at minimum).

I said I wouldn’t take too much of your time, so let’s stop here for today. Part 2 is on the way.

Need a set of eyes on your subject lines in the meantime?

Send me a message and let’s talk.

Most Financial Subject Lines Are Boring (and the Sender Doesn’t Even Know It)

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Is this a good a subject line for a financial professional or educator?

Why or why not?

I’d say in most cases, it’s NOT a good one, and not because of what your compliance officer might say.

Here’s why.

Listen, I adore my wife. Marrying her was the smartest — and luckiest — thing I’ve ever done.

But when I read that subject line, my instant reaction is “OF COURSE she could.”

No one gets your blood pumping more (in good ways and bad) than the person you love most. So this idea isn’t as shocking as it seems at first glance.

The curiosity factor is weak, too.

A little specificity about how or why s/he’s going to make your heart explode could have gone a long way. For example:

  • Your spouse’s money habits may cause a heart attack
  • When you spouse buys THESE, heart attack risk goes up

Those aren’t better, even though they’re too long. But they’re still not great.

What would make it a great subject line? Maybe something like this:

  • 3 money habits that can (literally) kill you
  • “The heart attack was your wife’s fault”
  • Money move deadlier than clogged arteries?

It’s aggressive, but the subject line would be even stronger if you implied you could be the one giving your spouse a heart attack…

That said, there are 2 things that I like about the original subject line…

1) If you’re sending the email to an audience that’s nervous about their heart health, they’re more likely to open and read because they want to know about anything that can stop them from having any issues.

2) It’s likely different than any other subject lines you’ve been sending. Predictability is not your friend in the inbox, so there’s good chance a subject line like this will spark some renewed attention from your subscribers.

We’ll going to talk more about email subject lines for financial service pros, educators and coaches in the next few posts.

Stay tuned.