Everyone gets emails that they delete without reading. Though I don’t get anywhere near the 4 million emails a day that Bill Gates is rumored to receive, I trash about a third of the emails in my inbox. How can we keep our messages from this oblivion? Try writing better subject lines. What makes a subject line so compelling that the email will be read, instead of trashed without a look?  Lately, the best email subject lines in my inbox come from the health site,  RealAge.com. Who could resist opening a message with either of these subjects:

Tip: Try this cheap and tasty wrinkle fighter
Tip: Think this thought to curb overeating

Here are some lessons to draw from the RealAge subject lines:

Keep it short. You don’t want your most important words truncated by an email app, so keep to 50 characters or less.

Use plain, specific words. Words like cheap, tasty, wrinkle, curb.

Ask for action. This goes for internal emails to colleagues, coworkers, and even bosses, too. (Examples: “Review this plan by Friday” or “Need your recommendation to cut costs” )

Give thought to word order. The same idea can be written in many different ways. Which of the following makes the better subject line?

Subject: MetaCafe Insider Shares Video Campaign Secrets
Subject:  Video Campaign Secrets from Metacafe Insider

Well, that all depends on what you think the recipient cares about most: Metacafe or video campaigns.

Bottom line: Subject lines are the most important part of any email message. Don’t toss them off, or the message may get tossed out.

Never do yourself what someone else can do better and faster. I record all interviews, and I used to transcribe them myself. Not any more. Having them professionally transcribed makes me more productive as a writer. Plus I can offer the transcriptions as an added value to my clients who may want to use them for other purposes — such as press releases, presentations, and web content. My preferred transcriber is voType, owned by Wendy Ledger. voType is fast and accurate.

If you use a transcription service, here are some tips to get the best results:

• Schedule in advance. Make sure the transcriber can deliver what you need when you need it. I can’t always schedule ahead, but when I can’t I try to allow extra time for turnaround.
• Provide a word list. If the content is specialized, give the transcriber a list of names, technical terms, acronyms, and arcane words used.
• Be clear about your expectations. The transcriber will likely ask if you need a verbatim transcription, with all the ums, ahs, and false starts. For my purposes, I like the transcriber to clean these up for me.
• Ask about acceptable formats. Does the transcriber prefer mp3 or some other format? Transcribers can usually convert formats for you, but it takes time and, as a result, may cost a little extra. I record in dma but convert to mp3 because file size is smaller. I  To convert, I use Switch Sound Converter software because it is very easy to use.

Is there anything you would like to add, Wendy?

It can be frustrating working with an outside writer sometimes. The writer doesn’t know you, so you have to spend time telling him  (or her) everything from the start about the company, the product, the market, the customers, and so on. Then the writer still doesn’t truly get it. He (or she) comes back with brochure copy that is okay . . . but not quite right.

Try this. A rap session for the writer.

Definition: Rap session is an informal discussion held especially by a group of people with similar concerns.

Instead of sending the writer off with a list of people in your organization from whom to collect input individually, get everyone in the same room to talk to the writer at once. The room will begin to vibrate as the conversation gets rolling. People will agree, disagree, tell another story, laugh and before you know it the real passion will start to come out. This more free-wheeling approach will help the writer understand your company or product better than one-on-one interviews and will help the writer breathe life and energy into the brochure, article, etc.  This worked really well with a recent client who had been previously disappointed with a brochure (written by another agency).  The group session was lengthy and some people had to come and go, but they all knew each other and they became more and more animated as they talked. I got to see what the other writer didn’t have the opportunity to see. And the client liked the results.

Have you heard that people don’t read anymore, and you believe it? There are no more disheartening words than these to writers who value and revere the power of words. But the fact remains good writing is just as necessary as ever. Every  website ever designed has at least some written words (If you find one without, I would love to see it.).  Product labels, direct mail flyers, facebook pages, tweets, signs, business cards (need I go on?) have words on them. And according to Kevin Daum’s new book, ROAR! Get Heard in the Sales and Marketing Jungle, there is even a need for longer pieces of writing in business. On the dedication page of the book, Daum quotes Rudyard Kipling: “Words are, of course, the most powerful drug used by mankind.” Of course.

Daum identifies four types of buyers, who have different communication needs, but to meet them you’ll need the written word (even if you decide to record or film it instead of printing it).

• Wise Buyers make decisions on fact. They are curious and want lots of information. They’ll read articles, white papers, guides, even books.
• Cynical Buyers have been burned before and they don’t like being sold to. They hate those screaming, “make millions in seconds” sales letters. They need credible, honest, “behind the scenes” information. Putting it in writing helps.
• Simple Buyers know what they want and that’s all they want. Like Cynical Buyers, they don’t respond to exaggerated sales letters. They also don’t want to be overloaded with information. Don’t waste their time; get to the point quickly.
• Disinterested Buyers “aren’t aware of how your offering affects them.” You have to be creative, loud, and bold to get their attention. Then they will convert to one of the other types of buyers, with all the “word needs” of that type.

Reaching all these types of buyers will require a hierarchy of communications, from the short and sweet to the detailed and reasoned. All written, and some in writing.

Daum’s book is a short, fun read—and it practices what it preaches. If you have a train ride home or find yourself waiting for a friend who is late, this is an engaging and productive way to spend some time.