If your training invitations are not getting the responses you expect, take a close look at what you’re sending. E-mails are too often mundane, making them easy to ignore.
- Are your subject lines compelling?
- Do you consider benefits to your target audience?
- Does your formatting highlight key information at a glance?
Here are examples of training for business writing, which you can easily adapt to your area of specialty.
Say It in the Subject Line
You have three to five seconds to engage readers— making this the most important part of your e-mail invitation. A strong subject line will make your message pop out at a glance. Some examples:
- Sign Up Now: Learn to Write It so They’ll Read It (sense of urgency)
- December 5: How to Write for the Results You Want (compelling)
- Does Your Writing Get You the Results You Expect? (arousing curiosity)
You must identify your target audience so you know where to aim.
- Why is your training worth their time?
- Will it offer professional growth, new skills, certification, something else?
- What do they “need to know” for the results you expect?
Keep It Short and Simple (KISS)
Focus your message on them, not on yourself. Be brief. Be professional. Be personable.
- Please join us to learn… (about them)
- You’re invited to learn… (about them)
- I’d like to invite you to learn… (about you)
Format with Strong Visual Impact
In this age of visual overload, content must be easily scannable.
- Use short paragraphs, white space, and bullets.
- Call out when and where:
- Write a heading stating the key benefit followed by a bulleted list of sub-benefits. For example:
LEARN HOW TO WRITE WITH IMPACT CUT WRITING TIME BY 30-50% LEARN HOW TO GET THE RESULTS YOU WANT
- Create a registration link with a strong heading such as:
REGISTER NOW. WHY WAIT?
NEXT STEP: REGISTER TODAY
SIGN UP TODAY!
Read and Re-Read
In addition to spelling, grammar, and punctuation, check the following:
- Do your links work?
- Do the day and date match (i.e., December 8 is Wednesday, not Thursday).
- Did you give a deadline for registration?
Don’t overlook the value of mailing printed, oversized postcard-style invitations to large audiences. Use the same guidelines as above, with the subject line becoming the main heading. The invitation will be delivered, read, considered, and (hopefully) passed around to colleagues who will fill your training seats.