In email marketing, we live and die by the Subject line.
We run countless A/B tests, follow different hook models to attract attention and engage all our copywriting prowess to entice an open.
But if you do the work, the Subject line becomes secondary.
Because the From name is more important.
The truest sign you’ve “made it” as a brand is to attract attention just by being you. You’ll first have to build relationships and develop trust. It’s a long journey. But the upside is massive.
The analogy of “subject vs from” is email-centric, but the same thing can happen in different scenarios.
Imagine it all:
- subscribers open your emails first;
- fans proactively look for your new YouTube videos;
- customers come directly to your site for gift recommendations.
The channels may change, but the signs are the same. People want to hear from you and happily take extra actions to do it.
This is what brand success looks like.
This is the goal I’m striving for when developing client content strategies.
It’s not about “more Instagram followers.” It’s not about “more reach.” And it’s definitely not about “going viral!”
It’s about trust and long-term relationships.
Because when you have this, conversions and revenue will come, too.
So how do we get there?
First, it’s about value. You can’t get anywhere unless your content is solving customer issues.
Second, it’s about consistency. You can’t show up once. You need to be there.
And third, it’s about personality. That certain element that makes you you. That makes you memorable and reminds people it’s you.
In the end, people will like the value you bring, they will trust you since you show up consistently, and they will love you because of your unique personality.
I know that’s a really high-level answer. The how needs to go much deeper than that. But that won’t be something easy to explain in a newsletter, right?
As long as you know where you want to get, you can explore different ways to get there.
📰 P.S. What content sources (brands or individual creators) do you actively seek? Hit Reply and share your examples!
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📝 New Blog Post
Sidenote: Wow, haven’t had one of these for a while!
One year ago today, I pushed “Publish” and the “Strategic Content & Messaging” online course was born. I didn’t know what creating and launching a course would be like, but I’m happy where I ended up.
I’m writing this recap of the lessons I learned along the way from the perspective of time, leaving only the most important things on the surface. In this post, I share some lessons other course creators may find interesting, a bunch of behind-the-scenes photos for the curious, and a transparent summary of my results so far.
👌 Handpicked Stories for You
The Ultimate Guide to Writing Online
This is an older resource, but it stands the test of time. In this long read, you’ll see how to ensure you’re collecting content ideas on the go, improving your writing with constant audience feedback, and sharing your work in an engaging manner that makes you stand out.
How to survive and thrive in a Google helpful content world
Helpful content has become a big key phrase used left and right by content marketers and SEOs alike. The truth is this is nothing too new – as long as you build your website to make the user experience pleasant and you satisfy searcher intent to the best of your abilities, you’ll reap the benefits. One key point: niching down and building up your sphere of influence can be a powerful strategy.
Who chooses the world’s Color of the Year?
Meet Leatrice Eiseman – the director of Pantone’s Color Institute and the mastermind behind their annual Color of the Year. This is a really smart campaign, and I believe you’ll love hearing more about it – especially the color selection process. I’ll update my post on the topic on December 7, when 2024’s color will be officially announced.
5 Writing Tricks That Treat Audiences to Better Data-Based Stories
Content creators often think they aren’t good with numbers. But they need to be. This post will show you a few common uses of data and stats and some important rules of thumb on numbering your posts’ points or using absolute numbers vs percentages.
How We Do Influencer Outreach and Get a 60% Response Rate
This post isn’t about Instagram starlets but busy thought leaders. Landing interviews with subject matter experts can be tricky. Here’s a strategy geared for success. It’s all about being specific with your offer and follow-ups.
👀 Interesting stuff to click on
- This visual history of the Internet – no matter if you can still hum the dial-up tone or you’re a Zoomer who thinks a floppy disk is a 3D-printed “save” icon, you’ll love this nostalgia-laden directory.
- This story of a Thanksgiving staple – turns out that cranberry sauce wasn’t part of the original Thanksgiving diet but the result of smart marketing.
- Weekly cat – hope they have these in my size…
I hope you like these!
🔥 That’s a wrap! Before you go…
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