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).

  1. Proximity: Your prospect asks, “What is my relationship with the sender? Is this someone I want to hear from?”

  2. Specificity: Your prospect asks, “Why should I care? How is this relevant to me?”

  3. 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.

 
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