What an you learn from Audible’s writing for a better customer experience here?
1. Don’t start with empathy
Obviously it’s an empathetic headline.
But only the second part of it.
It doesn’t let the need to signal empathy sweep away the readers’ original need.
Acknowledge the need (taking a break).
Only then build the empathy (until things settle down).
2. Mention the reason they were a client in the first place.
“…to try to keep you informed, inspired and amused”
Nice reminder of all that Audible can do.
3. Don’t just load the spoon, put it in their mouth
Probably the trickiest part of all digital writing is the CTA.
How do you make it clear without patronising?
I think this does it right:
It’s clear on what’s possible (put membership on pause).
Clear on what WiiFM (makes it easier to pick up just where we left off).
(WiiFM = what’s in it for me)
4. Doesn’t let the ‘creative’ urge overcome the writing.
Did you spot the metaphor at work here?
It’s about relationships.
Which, if they’re good relationships, are of mutual benefit.
But it doesn’t take the old adland approach.
No headline about ‘We’re on a break’.
The metaphor isn’t gilded.
The metaphor serves.