Use Short Punchy Sentences To Create Compelling Email Copy

byhirohurl

1.1K followers

3 years ago

"They Ran Away Like Cowards"

The other day I subscribed to Andrew Tate's newsletter out of sheer curiosity.

If you've never heard of Andrew Tate, he's a gobby former kickboxer who got himself banned from several social media platforms and has made millions as an "influencer".

Anyway, this morning one of the emails in my inbox had this subject:

They Ran Away Like Cowards

I guessed "they" were probably the Russians in Ukraine.

The sender was "Andrew Tate." I didn't recognize the name (even though I had subscribed to his newsletter the day before).

But there was something about the headline that made me want to check out the content.

So I opened the email on my phone on my morning commute.

Then I realized who it was from.

Short Sharp Sentences

What struck me was the short, sharp sentences, and the dramatic effect they had on pushing the story forward.

I was drawn in.

I wanted to read more.

Short sentence. Short sentence.

Then a longer sentence, or a couple of sentences strung together to make a two or three line paragraph.

Then back to short sentences.

Move the narrative forward.

Raise the tension.

Then slacken the pace again with another longer sentence.

You get the idea.

I think it is a great example of well written email copy.

It has brevity and drama.

It tells a story. A story you (or at least I) want to keep on reading.

Here's a sample so you can see what I'm talking about:

(Source: cobratate.com/ )

I read the story from beginning to end.

It stayed with me all day.

The story, and this:

There was not a single link out to a product or service.

Nothing.

And you know what?

It kinda made me crave for a link to check out.

I guess that's the intention.

Clever.

And nothing to do with Russians in Ukraine!

You may not like Andrew Tate or what he stands for, but you gotta admit he (or his copywriting team) sure know how to write butt-kicking copy.

Skillful writers keep it brief.

And pack it with emotion and drama.

Next time you write, write like Tate.

Cheers!

David Hurley

P. S. The proverb in the cover photo is from the Japanese "Iroha Karuta," a collection of Japanese proverbs that are used in a card grabbing game.