Public Relations Concept in Word

Owning a public relations firm, I know the importance of capturing attention. Received an email today from Alan Zoldan of A2Z MicroMarketing which captured my attention and so wanted to share parts of it.

Subject: In about 2.7 seconds, you’re going to make a critical decision.

If your email subject line isn’t instantly intriguing, your email will get trashed. Game over. In fact, research by ExactTarget shows that the average person spends only 2.7 seconds on a message before deciding if they’ll delete it, forward it, or read it.Just 2.7 seconds.

What You Shouldn’t Put in a Subject Line

  • “Hypey” verbiage. Get rid of words like excited, hot new product, free offer,
    or special pricing.
  • Information about your company. No one is interested in your new service
    announcements or company updates except you.
  • Capital letters. Just the first word should be capped. Otherwise it seems like
    a headline, not a personal message.

What You Should Put in a Subject Line

  • Use a referral. If someone has referred you to this person, put that in your subject line. They’ll want to know why. For example, you might write: “Alan Zoldan said to get in
  • Ask a quick question. If your prospect feels it’s simple and relevant, they’ll take a look. Your subject line might read: “Quick question re: new client acquisition challenges.”
  • Capture interest with relevant ideas, news or information.

In a nutshell, effective subject lines must focus on something your prospect cares about. If you do that, they’ll keep reading – just like you are (I hope) right now. There is, however, a big BUT – your email message needs to deliver on the promise of your subject line. If not, you can, once again, count on being quickly deleted.

Ronn Torossian

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.