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- Every line of your copy has one job... Get them to read the next line.
Every line of your copy has one job... Get them to read the next line.
Jason Farris
May 13, 2025
Writing emails that actually get read (and acted on) isn’t about being clever—it’s about being clear, intentional, and strategic. Here’s a simple framework you can start using today to keep people engaged from the first word to the final click:
1. Hook Them Immediately 🪝
Start strong or get ignored.
Your subject line and first sentence have one job: stop the scroll and make them curious enough to keep going.
Real estate example:
“Why your neighbor got 3 offers in 48 hours—and how you can too.”
2. Keep It Short and Snappy ➡️
Long blocks of text kill momentum.
Break it up. Write like you talk. Make every word earn its place.
Real estate example:
“Bright. Clean. Priced right. This one won’t last.”
3. Build Flow Like a Story
Each line should make them want to read the next.
Draw them in. Don’t drop everything on them at once. Tease, build, and deliver.
Real estate example:
“Thinking of selling? You’re not alone.
Inventory is low. Demand is high.
Here’s what that means for your home value.”
4. Make the Next Step Obvious
End with a call-to-action that’s clear and easy to act on.
Don’t just “let them know.” Move them toward a result.
Real estate example:
“Want a free home value report? Just reply with your address—I’ll send it today.”
Final Thought:
Attention spans are short. People are busy. If they stop reading, you’ve already lost them. But if you can guide them sentence by sentence toward a next step, you’ll win more trust, more replies—and more deals.🫱🏼🫲🏼💼