| Do you put cookies under the tree for Santa? | | | | wild. |
| Well, you'd better - because he's delivering a | | | | That's Mystery at its best! |
| special gift just for you this Christmas! | | | | Part two: the Value. |
| What is this special gift, you ask? It's a technique | | | | Staying with our night-before-Christmas example, |
| that's served him well for ages: the MV | | | | not only were the contents unknown to you, you |
| Technique, or the Mystery Value Technique. | | | | knew they were valuable! It had your name on it |
| MV, huh? | | | | and it was especially chosen for you! |
| Before I explain, let me back up a second and tell | | | | Just the same, your newsletters should be as |
| you why you are going to absolutely love this gift! | | | | exciting to read as opening a gift. |
| You see, you face a challenge when seeking | | | | And here's how, using the MV Technique ... |
| clients. | | | | The Mystery part: |
| Potential clients who are considering you as their | | | | Make sure that in your title, there's something |
| coach need a few things to make the decision. | | | | mysterious or unknown. |
| They need to like you; understand what you do; | | | | Some examples include: |
| feel familiar with you; and trust you. | | | | > Three Things That... |
| To accomplish this, many successful coaches | | | | > How to... |
| (successful marketers too) send information to | | | | > The Secret to... |
| prospects on an email list (a.k.a. newsletter | | | | This part alludes to content in the newsletter, |
| subscriber list). They give valuable, helpful | | | | without saying what it is. It's like the mysterious |
| information to gain trust, build familiarity and | | | | box that has something in it. |
| educate. | | | | The Value part: |
| The challenge comes in when you attempt to | | | | What do your readers find valuable? They want |
| distribute your newsletter. You need your list | | | | solutions to problems, help in reaching goals and |
| subscribers to click open your email and read it. If | | | | tips to success. |
| they don't then your relationship doesn't grow. | | | | Here are some examples: |
| Since people are very busy, lots of email goes | | | | > Reaching Goals |
| unread. What usually happens is that people scan | | | | > Quitting Smoking |
| their email subject lines and read the ones they | | | | > Doubling Productivity in Half the Time |
| feel are important and skip over the ones that | | | | And thus, you have the value piece. It's like |
| don't grab their attention. They judge the book | | | | knowing that there's going to be something great |
| (email) by its cover (subject line). | | | | inside the box. |
| Thus, the challenge you face is how to write good | | | | Now, put Mystery together with Value and you |
| subject lines for your newsletter to encourage | | | | get: |
| prospects to read them. | | | | > Three Things That Double Productivity |
| And this is where good old Saint Nick, master of | | | | > How to Quit Smoking |
| the Mystery Value technique, comes in! | | | | > The Secret to Reaching Goals |
| Part one: the Mystery. | | | | Now those are subject lines that will get people |
| Remember when you were a kid and it was the | | | | tearing into your newsletter. |
| night before Christmas? You couldn't sleep. You | | | | In conclusion, put the Mystery Value technique to |
| were anxiously awaiting the wonderful gift you | | | | work in your newsletter titles. It will encourage |
| were about to receive. | | | | more people read your newsletters, which in turn, |
| A big part of that excitement was due to the | | | | builds stronger relationships and deeper levels of |
| fact that you didn't know what was in the tightly | | | | trust with your readers - who will soon become |
| wrapped, decorative box. Your imagination ran | | | | your clients. |