This is where you pick pain points to help your readers better understand why a negative outcome might occur – or to help them prevent it from happening to them.
The subject of your negative result might look like this: “Why John tried to lose weight for 10 years – and nothing happened.”
That phrase – “And nothing happened” – is your negative result. People want to know why.
Overall topic
Your overall theme is kind of like the category name on your blog. In the case of weight loss, it could be diet, exercise, motivation, or calorie counting. The overall theme can also be the primary topic related to your business: weight loss.
The overall theme might look like this: “Weight Loss: What You’re Doing Wrong.”
You clearly stated the topic in the subject line so people know what to expect.
Controversial topic
We all love controversy, right? It keeps us up at night and encourages us to consider topics more deeply.
The subject of a controversial topic might look like this: “IIFYM doesn’t work”
This is controversial because many people follow the if-it-fits-your-macros approach to weight loss. You are taking facebook database a controversial stance and saying that it doesn't actually work. Be prepared to back up your controversial opinion.
Target market
When email subject lines ask about your target market, they're looking for the people who are most likely to buy your products. You're calling them by name.
Looking at this topic, the target market subject line might look like this: “Fad Dieters: Here’s What You’re Doing Wrong.”
You are addressing a specific segment of your target audience, people who might be interested in buying your products. Doing so helps you speak directly to the reader, as if you could read their minds.
Common objection
Where there is a goal or a pain point, there is always an objection.
For example, when losing weight, a common objection is that people don't want to feel deprived. Dieting is as much psychological as it is physical.
So your subject line with a common objection might look like this: "Tired of Feeling Depried? Here's How to Bounce Back."
You are raising an objection and suggesting that you have a solution. Of course, it needs to be delivered in the body of the email.