Take the Time to Write a Great Letter

Write Conversationally & Personalize
The greatest secret to writing effective letters is to write like you are talking to a friend. Even though you are broadcasting to hundreds or even thousands of people, when you put ideas to pen, imagine you are talking to just one person.

Focus on Benefits
To be effective, your eMail must focus on the benefits the reader will gain from attending your events. Everyone wants to know what they are going to get out of attending. If it's comedy, for example, go further than 'funny person Jackie Jar will be entertaining you.' Instead try- 'Jackie Jar'will make you laugh 'til tears are rolling down your face.'

Talk About Them, Not You
Recipients turn off when they hear about how great you are, and what you have to offer. They want to hear about how your event is going to enliven, educate, enrich, entertain and inspire them- so tell them. Avoid using words like "our" and "we" and instead focus on "you."

Keep It Simple, Clean, Positive and Direct
Clarity and simplicity will trump complexity and hype every time. Speak with the voice of sincerity, and avoid looking to 'sell them.' Invite people to participate, contribute and make a difference. Avoid using negatives. While it's neither possible nor desirable to avoid all negatives, whenever you can state something positively and say the same thing, you are enhancing your presentation immensely. Examples of general concepts help people to quickly understand your point.

Check It Out with Real People Before You Hit 'Post'
Check the spelling, check the grammar, and check the facts. Poor grammar and mispellings make people wary of you. When your facts are off, folks lose confidence in your professionalism. Take the time to get it right the first time. Proofread your letter before you send it, and have two or three others do the same.

Include a Postscript (P.S.)
For some reason, people love to read the Postscripts of letters. They will often skip down and read it first! Knowing this, a persuasive eMail often includes its salient benefit and appeal for action in the P.S.

Find Just The Right Length & Balance
Don't assume your audience already knows all about you. Some may, but many may not. Tell them a little bit about your organization as well as your upcoming event. Find the right balance in your presentation- neither too short nor too long, neither too understated nor too over-the-top.