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Everyone talks about writing “valuable content.” That’s not enough. Most newsletters read like textbooks. Dry. Forgettable. They don’t move readers.
If you want someone to read, click, and stick around, you need to understand human nature. Not marketing tactics. Human instincts. We’re not rational creatures. We buy based on emotion and justify it with logic.
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Let’s talk about five triggers that turn a boring email into something people can’t look away from.
1. Scarcity
People want what they think they can’t have. Tell them there’s a limit. Make them feel like they might miss out if they wait too long. But it has to be real. Readers can smell fake limits from a mile away. Scarcity isn’t about lying—it’s about giving them a reason to act instead of waiting.
2. Authority
We trust people who know what they’re talking about. Use data, case studies, and social proof. Talk like someone who’s done it, not someone who’s guessing. Don’t hedge. Don’t say “maybe” or “I think.” Be direct. Readers want to follow a leader, not a follower.
3. Curiosity
This is the trigger most newsletters ignore. They tell too much too soon. Curiosity is about leaving gaps. Make people lean in. Ask provocative questions. Tease insights. Don’t give everything away in the first paragraph. Your job isn’t to inform immediately—it’s to make them need to know more.
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4. Emotional Connection
Humans buy with their hearts. Tell stories. Use personal anecdotes. Make it relatable. Write like you’re talking to a friend over coffee. Most newsletters fail because they sound like corporate memos. Be human. Be raw. Let them see your flaws and lessons learned.
5. Urgency
People wait forever if you let them. Give them a reason to do something sooner. A timeline. A deadline. Even a simple nudge that makes them realize waiting doesn’t help. Not pushy. Just real. You want them to feel it’s worth doing now instead of “someday.”
You don’t need fancy copywriting formulas. You need to remember these are people reading your emails. Not robots.
If you’re tired of writing emails no one remembers, try using even just two of these triggers. Watch what happens. Readers won’t just read. They’ll respond. And they’ll keep coming back for more.
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