Writing emails can be a REAL headache, particularly when you are trying to inform potential client, rather than sell. It helps to have someone in mind (really)! For example,when thinking about writing for one of our clients we have in mind Mrs Jones. Mrs Jones lives in Carmarthen, she is aged 60, recently retired, she has an interest in gardening, she does not have a huge income, but is comfortable. She lives with her husband and loves finding out more about plants, has her own house and a reasonably sized garden. She does not like IT, but has  an iPad that she loves to use to browse the web. Mrs Jones wants her garden to look lovely with a few plants that differentiate her from her neighbour. She lives in Wales, so those plants will get great soil but should survive winds off the Irish sea.

Once we had Mrs Jones in mind, writing emails to her was very easy. Having an individual in mind will help your writing to be more personal, and will help you move from selling to being informative. Few people like being sold to. Most people like to be better informed about something they are interested in. At the moment they are interested in you and your product. Help them!