"Are you happy with your current solution for (product/service)?"
That may seem like an engaging way to open a marketing communication. But it instantly puts your best prospects -- people who would answer, "No" -- in a negative frame of mind. That can make them less receptive to any messages that follow.
A smarter marketer asks questions that trigger a series of "yes" responses. Instead of the above, for example, open with, "Would your company benefit from a faster, more affordable solution to (product/service)?"
The idea is to get readers to mentally nod as they read your message, thinking, "Yes, I do. Yes, that's right." By the time you conclude and ask them to take action, they're more likely to be in an agreeable mood.
Just for Fun
Ever chased after sign-offs? You'll relate to this Dilbert strip.
In a Word
Etc., etc., etc.
Stay away from etc.
It suggests that other examples exist, but they aren't important, or you don't know what they are. You can easily replace it with "and many more," or "just to name a few."
Lively Writing, on Time and on Target
When you message needs to engage and persuade, be sure to approach it from the Write Angle. Udi Shorr writes marketing and sales-training presentations for live audiences, video, print, and the Web. You benefit from years of marketing experience with Fortune 500 clients.