Simplicity relays your core message with clarity and ease. The more tenacious the research, the better the copy. Prospects won’t read lengthy messages — especially ones that don’t relate to their own challenges. Three paragraphs of one to two sentences — that’s the ideal. Preview emails on mobile devices to limit endless scrolling.

Copy should aim to solve pain points. When writers shy away from this function, they fail to connect. Focus on the singular pain point your product or service best relieves.

Begin the message with a statement of why you’re reaching out and customize by mentioning a personal challenge or trigger event. The better the sales copy, the better the sales figures. Good copy establishes trust and gets people talking, sharing and buying.

It will describe the company’s strengths in a way that’s relevant to the prospect. Customize this by inserting a value proposition or use case story.