P.S.I.
The inbox is now the most competitive marketing environment. When your customers receive an email from you, they quickly run through a checklist of questions.
The P.S.I. Method
Your email recipient’s questions will usually include some variation of the following questions, or what I call the P.S.I. Method (Proximity, Specificity and Intensity).
Proximity: Your prospect asks, “What is my relationship with the sender? Is this someone I want to hear from?”
Specificity: Your prospect asks, “Why should I care? How is this relevant to me?”
Intensity: Your prospect asks, “Is this urgent and important? What happens if I don’t respond immediately?”
If you can anticipate these questions and thoughtfully address them in your email, you will pass the sniff test and increase the value of your email messages.