Business Email Format

Reading Time: 3 minutes

The business email format takes many directions but here firstly we look at the answers to a lot of questions you need to understand.

How to structure an email

First of all, I went to Aweber the home of email to seek an answer from them. The team there should have a good understanding of what works and what does not.


  • how long or short should an email be
  • How many characters in a subject line
  • What percentage of subject lines include Emojis
  • How do experts capitalize the subject line

The most important part of an email

We will talk about every part of an email structure, the process and the follow up but let’s start at the beginning.

Your target audience is the most important aspect of email marketing and will define your success before you start.

It is no good firing a shotgun at the world, you need to aim your buckshot at a target and chase better results.

You will be challenged on opening rates, click rates and importantly Spam complaints so let’s look at the list first.

Segment your list into interest groups and watch your rates go up.

We are emailing to sell not to entertain

We need to determine our results before we start the program or simply put we need to plan the whole procedure.

Yes, how we do it may change along the way but we understand the end result.

Next the Name line

Your first step is to have a look at your own emails and review what attracted you to open or delete.
I know I scan by name first and then the subject line.
If I know the name as someone I trust then they have a chance of being opened, Name unknown small hope.
You may notice a lot of spam mail with a name close to a movie star or someone well known, it is there to get your attention, it works but it is not recommended.

If you are going to a new list always introduce yourself first. Tell them about you and what you do and that to expect more exciting mail from you.

Get your name recognized to get better open rates.

The subject line

This is pretty important and covered in part in
the A-Weber  
It should;

  • Show how to solve a problem
  • How to overcome a fear
  • offer a promise
  • Authority

I went through a page of my spam mail today and they included

  • You don’t want to miss this; seriously A promise
  • How to get people to notice you. A fear
  • I wrote the book on getting clients Authority
  • Get more done this weekend (without doing anything) Solve a problem

That was in just one page and I got the results I wanted but did I open them?
I knew three of the senders but not one got read. Why? I was not in the mood and was to busy.

That is why the headline is an art form, the sender trusted and the information relevant to have any chance of success.

That is before writing a word in the body

Short or long that is the question?
The answer is not as easy as you think nor as easy as the experts make out.

I go back to my traditional marketing and Advertising training and quote the very elaborate Mercedes or Porsche adverts. These would include a big car picture and underneath all the relevant specs and details.
You may glance at the picture or just turn over unless you are a potential buyer. For those very few in the market we will devour every written spec on the car and can’t get enough words to fill our enthusiasm.
99.7% will never read them the 0.3% need a call to action and we have success.

Generally though our attention span is pretty limited so short is better and of course pictures. Chose the pictures carefully.
You want to go on a holiday but do you look at pictures of Airport queues and shuttle buses or long sandy beaches with few people and crystal clear water lapping on a lonely shore.


In conclusion, email marketing is as relevant today as ever before. The difference is the skill set required to achieve a result.
A full understanding can not be achieved in one article. You can learn more at The Wealthy affiliate free training programme that takes you step by step into the process.

business email format

business email format a need to know

Is FOMO Real?

Reading Time: 4 minutes Where did FOMO come from and is FOMO real?
Here Peter Hanley has a tongue in cheek look at the disease and what to do about it.

Reading Time: 4 minutes

I am often questioned Is FOMO Real? As a long term veteran of this industry and a long term FOMO sufferer, I want to tell you it is real and manageable

What is FOMO?.

It is described in modern day parlance as “The Fear Of Missing Out”

When you search the web you will find a bundle of articles on this mostly related to teens and Facebook users.
I searched Wikipedia and Urban use pages and did not find the one I wanted so had to make up my own mind on this.

My family have accused me of this since before the word was first introduced and it predates the electronic version of the word.

I do like to be included in the fun things and would feel rejected if left out.

In fact, there was a saying along the lines of ” Don’t ask Peter unless you really want him to come.” The belief was that I would accept every invitation offered me. Hardly true of course but I accept the comments graciously.

Along came Facebook and messaging and the world changed, now add Instagram and a few others and we really have a reason to be anxious.

Yes, I have Facebook and Instagram and Twitter and LinkedIn because I just have to be there.
We need to like every post or make a comment lest we are thought less of.

Fear of missing out, or FOMO, is “a pervasive apprehension that others might be having rewarding experiences from which one is absent”. This social anxiety is characterized by “a desire to stay continually connected with what others are doing”.


Where it all starts

I experienced this recently at the birthday party of a two-year-old. This is a great time for the kids to get presents because they can really enjoy them for the first time and lots of Aunties and Uncles are keen to show they care.
At the same time, the four-year-old sibling is having a national crisis with no presents coming their way.
I am old school and let them suck it up but many buy a special present to appease the tears and tantrum. Does this create a life long phobia?

Yes, every time someone else gets something or does something good they need to be rewarded as well. A special present that will last for life.

My problem started in reverse. I had an older brother by four years so he was able to do and get things before me. New Scooter, a push bike, a car the list of my envy goes on and stays with me to this day.
I was missing out, pure and simple.

We are also guilty of promoting this in children’s’ sport. Think about this for just a moment.
The kids play a team sport and every week someone gets an award. It is something small in size or price but huge in consequence and recognition.
To make sure everyone is included it is not given for achievement it is rotated among everyone on the team. Each week little Johnny needs to suck it up a bit but understands the rules that their time is coming.
Would you think this as a training school for FOMO


The Internet took FOMO a step forward

Your Bestie posts great photos of a recent hang out on a tropical Island.
Everyone message to say did you see this and you quickly load Facebook for a gander at suntanned bodies sipping Pina Coladas in a Pool bar.
Oh, how the envy starts.
Not for them of course but the better photos they posted and everyone else is raving about them and forgotten your Ski trip of just a month ago

The young teens have a hard time with this when that invite to a birthday bash does not come to them. It even surpasses FOMO and is upgraded to social bullying. How dare they forget your little darling.

FOMO in business

My take on this is that it is a good thing. I don’t care whether it is called Jealousy or FOMO it drives me to be competitive.

This fear of missing out has driven me to compete more aggressively and to lift my achievement level. Then I get a reward for effort not just for competing.

I need to be seen as successful on my terms not because everyone gets a reward it’s because I went out and earned it by hard work and persistence

I post on Facebook because, not to, is not a consideration.
If someone is doing better than me I don’t sulk and throw a hissy fit I find ways to catch up and be in the winner’s circle.
You then get rewarded by success.

FOMO started in my childhood

FOMO starts in everyone’s childhood. It starts early and it’s now promoted by parents who encourage participating for fun and rewarding mediocre performance.

Everyone is your friend, we are all equal and we should be treated thus.
However, life is not like that. there are trolls and bullies and preferential selection of invite lists and we will miss out.

We just need to suck it up and not get all emotional about it and challenge our selves to do better.
FOMO is not a disease it is a learned art that needs to be unlearned. We need to self-cure to move on and be more comfortable in our own skin.

Say no to FOMO


In conclusion

In conclusion, I would like to say I am no expert, have no formal training or background to make comments. Being a relatively new problem we all have an opinion. Feel free to share your below


I have been in marketing for more years than I can remember. This includes being very active on the Internet for over 10 years. I promote free internet training at The Wealthy Affiliate.

and post on a different subject on most days.

Is FOMO real?
Peter Hanley


SEO Website WordPress

Reading Time: 5 minutesHere Peter Hanley looks at SEO Website WordPress and how things have changed with the intro of Gutenberg and WP 5 to make life easier for you.

How are you doing SEO on your site

First of all there are housekeeping things to do.
There are two plugins that you can use to a lot of the work for you.

Both are free and widely supported with millions of uploads.

  • Yoast SEO
  • All in One SEO pack by Michael Torbet

Some will say don’t use both and to chose your favourite but they do have different roles and personally, I use both.
They are downloaded from the plugin page and activated to allow the use.

Furthermore using WordPress 5 will provide you with all these options as we go through this.

SEO starts at the top

Your Keyword needs to be in the opening paragraph and a H1 or H2 heading.
But let me take a little side step  here and talk about WordPress 5.

You need to upgrade to the Box builder format because not only does it make page building easier it provides SEO guides as you go.
What is your Category?
Add your tags.
Set your feature image
allow comments
do a precise

Also, I also use Rapid SEO Indexer plugin to ping the site map and submit to google. As a result I am nearly done, well, not quite.

Writing is important with SEO

While you need lots of subheadings be careful to not range in H# You start big and go down from there I like to use H3 throughout the page.
You are directed to write less than 300 words between headers so don’t ramble on.
short sentences are best.
The use of Pictures that are relevant to the subject is encouraged because it draws attention to the subject>

SEO Website WordPress
Remember to provide Alt Text 









Yoast will guide you on a writing guide by providing tips along the way therefor making life easy.



There are two types of links which are internal and external. Internal is on a page or post you have on your website and external are authoritative sites. A good example is Wikipedia for more information.

Each picture posted can also be linked to another post or section. Importantly you have the option of passing the reader to a new platform or making them come back to you. This is really important because you don’t want to lose your reader to another site.
When you load the image and provide the link you have a small option to
open in a new tab.

SEO Website WordPress
Don’t link to Facebook

Don’t waste them on Facebook because it is filled with exciting offers and posts of interest. Therefore they will never come back.

Introducing  colour

The jury is out on this, particularly on background colours. Certainly, don’t use dark background colours that make reading difficult. With Basic WP 5 your choice is limited.
I don’t believe this has any effect on SEO but it can distract the reader along the way

Writing in colour is also optional and you have some ability to shade the colour through a very narrow spectrum.

It is simple to shade and change as you go.
For a greater range of abilities, I chose the page builder Elementor that can be used with WordPress. It is a similar build but a lot more abilities.

Adding lists and quotes to WordPress

It seems like Google loves lists. So they, the experts say anyway. I always try to add a list somewhere and as I write I am wondering where to do this so that it works with the article. I think I shall save it to a summary.

Quotes are also good value and can give the reader some things to ponder and consequently build some like and trust.

Building tension is great but it is an art form and one that I have not managed to excel at.  Especially relevant is that the best is yet to come.


“Don’t tell me the moon is shining; show me the glint of light on broken glass.”
― Anton Chekhov

Tell a story not a fact

“You can always edit a bad page. You can’t edit a blank page.”
― Jodi Picoult

“Start writing, no matter what. The water does not flow until the faucet is turned on.”
— Louis L’Amour

The gallery should be what you are writing about.

OK, I am not writing about cats or injuries but I love a good gallery of pictures and these come from a series I do on Rescue cats, a bit of a hobby
horse of mine.

Writing for mobile

This is an important part of all writing on The web.
Google now rates your mobile SEO before the web and
maybe if it is no good you are Dead in the water.

Luckily most themes these days are mobile friendly

Where to find out more?

I use and recommend the Wealthy Affiliate free training and web hosting site for all my activity. While there is training on every module and advanced support it is free and consequently great value.


Finally, I list out your check sheet

  • Install Yoast or All in one SEO
  • Use WordPress 5 or higher
  • Best Keyword use the tool
  • Use the toolbar for Tags etc
  • Writing for success short sentences
  • Linking. Internal and external
  • Pictures, great assets
  • Colour background and words
  • Mobile phone for Google to see
SEO Website WordPress
by Peter HanleyHome

Rather than guess your way through because of a lack of knowledge you can do the Wealthy Affiliate training and easily get up to steam.

Builder Funnel

Reading Time: 3 minutes

How to Be a builder of funnels and do it for free? Here Peter Hanley takes you on a short journey with a funnel builder that really works

Why have a funnel anyway

A funnel is just  a web page with a purpose. 
It is to take the reader on a captivating journey ending in a call to action.
Pretty simple stuff really but watch the experts complicate the process
wit $200 a month funnel builders that will instantly drive visitors into a frenzy. Or not.

If you are into high priced funnels this is probably not the read for you but for those starting out read on and we shall solve a few mysteries for you.

The best funnel in the world is a waste of time if you have no traffic.
That said, then traffic is the question and a funnel is the answer.


Traffic is important

Traffic is delivered in many ways although it generally starts with a Keyword  
Then there is SEO, and paid advertising, referrals and lots of other ways to get traffic to your site. You understand this so we won’t dwell long on it.
So, traffic is the question then A funnel is the answer.
If you have mastered traffic great if not you can learn a lot more about it at the Wealthy Affiliate free training site .

Back to building funnels

As I explained you can spend a heap of money on a funnel page but it is still basically a web page. The most expensive is probably the Russel Brunson
Click Funnels and you will pay between $100 and $300 a month for a template to build a page. If you have that kind of spare Moolar hanging around it is probably a good investment but out of reach for most of us.

With a bit of background, you can easily use a WordPress site to be a funnel.
WordPress has recently upgraded to a new design format called Guttenberg. This is a box builder and a great step forward in webpage building. Those that have been using WordPress for a long time generally found  WP 5 (Guttenberg) intimidating because it is very different. I found it great but after mastering the concept I wanted more. 
The use of colours and fonts, sizes and shapes, positioning on the page offer the ability to create a better product. I wanted MORE.

There are other page builders on the market including Thrive. Lead Pages, Wix,  Beaver and many others that cost a little and or a lot.

Thrive was very popular over many years but like all things they change and Elementor has been able to build on the success or otherwise of others

A page builder

I then found Elementor

is a simple plug in

Yes, you just go to Elementor and download the plugin.
Go to plugins on your WordPress site and upload Elementor

You can now build pages with WP5 Block editor, the old Classic Editor or Elementor, the world is yours.

Elementor has all the training online  so it is easy to follow.

What I did the first time was to build my site while going with the video. Run the video for awhile then pause and do it on my site. They cover all the options so you get pretty hands-on with it. Somethings will leave you early but just skip on through you can always return later

You can advance to the Pro version at a small annual fee but save your money until you are competent and ready to rock big time.

Where did I start the first funnel? I tried it on a complementary site about 
working on the web at Market my business on line

What is it a about a builder funnel that is confusing, here Peter Hanley takes the mystery away and provides a free offer
by Peter Hanley

Facebook for small business

Reading Time: 5 minutes Social media is a must for every business. Here we explore the different products and the effect on your business

Reading Time: 5 minutes

Here we look at Facebook for small business and consider if it is as good today as it was last year. Peter Hanley shows that it is getting better for SME’s

No need for Facebook Introduction

We all know Facebook and what it does but first of all let’s separate the fun stuff for the business side.

I like Facebook because I have 5 kids with family’s that regularly post happy snaps that keep me up to date. Everyone gets in and comments and it is lots of fun. What I don’t do is spend a lot of time on it. First thing in the morning and maybe a late look as well. 
Saying that my wife does regularly monitor my feed because she does not like Facebook, go figure that out.

Lets only consider business Facebook

Every business should have a Facebook page that is active and attended regularly with updates.
Buyers, sellers job applicants in fact anyone wanting to do business will you will want to look at your Facebook page.
The result when it is not up to date is probably worse than not having a site at all, it shows that you don’t really care about Social media.

Not having social media displays that you are still in the dark ages of marketing and would I really want to do business with you?

But does Facebook really work?

It really does drive traffic to you and your website and it can be proven.
I follow a local dress shop marketing program because I Find that they do it very well. In my feed, I regularly get 2-4 messages a day every day. This site is done by a professional group so it is done correctly. They have a good website and Instagram account as well.
They recently posted figures bragging 8000 customers through the door last year and 3896 online orders. What amazed me is the number of online orders. Yes mostly from Facebook posts. Yes, the girls are hot and even provocative but they are targeting the look-alike customers.


Milk fashions

Facebook is a delivery mechanism

Milk had a great post today, Go to our website to get 30% off Zarba or similar brand. They send you to the website because there you can place an order. When on the Website the Facebook link is hidden down in a corner so you need to search for it. They don’t want you to go back to Facebook.

Now I reckon the Online orders to be worth just short of a million dollars in turnover at a 100% margin, a tidy business if I do say so.
It appears that Facebook is the prime marketing medium. I have not yet seen evidence of retargeting on Facebook so that could really add a new dimension.

Who needs a Shopfront when you have Online

Facebook for small business

The Million dollar in turn over (estimated) is a good business all on its own.
Though you would not sneeze at 8000 walk-ins either. About 22 a day on average.
Probably another couple of Million in turnover. Remember this is not the cheap end of the market it is the Young trendy females.

Why do I tell you this? First, let me clear up I do not know the owners and have no association with them at all. I have not purchased from them at any time.
My interest is purely academic and to point out to you how well it can work and that three posts a day every day is not overkill when the content is all class. The figures quoted were in a yearend Facebook post by them and not made up by me. don’t shoot the messenger

How hard to post every day

I have a site on rescue cats, this is an exercise in building followers and not at this time monetised. With about 5500 regular followers it is growing nicely. I want about 20K before I am happy.
I post once a week on the weekend. I gather a few interesting pictures or ideas and then schedule a week of posts. Done and dusted about 30 minutes. Hardly a chore and I get some delight with it.
If I can do this so can you or someone you nominate. Do a week’s posts and sit back and enjoy the action. Because I am not monetising this I generally only do one post a day but it is every day.


Does quality matter when posting to Facebook?

A pretty dumb question if I do say so myself but surprisingly many don’t think of this. 
Off course it matters, pictures work, smart headings work and calls to action work. Short written posts get skimmed over and not read. simple really.
Have a look at your feed and see what gets your attention and make that an action point.

What is retargeting

This is Facebook advertising at its very best. When someone visits your website and selects a page or product they are tagged by Google as interested. An advert will then pop up in all sorts of places reminding them of your site. 
important to know is that no private data is shared or kept so it is not Big Brother. A few pixels are collected and replayed at choice. It works really well.

I wrote on Retargeting in a recent blog.

Using other social media

Facebook for small business

The more the better. A must do is LinkedIn because many will search for your details there.
Have a good BIO and photo and upgrade occasionally

Instagram is the new darling of the younger set and compliments Facebook with a similar approach>

Some just use Instagram and gather a following but I prefer Facebook for your target audience.

Your webpage

Everything ties back to your Web page the ultimate selling tool with great SEO and lots of well-written blogs.

You can do this yourself if you follow the free training at Wealthy Affiliate    

or outsource it to others just make sure it is done.

So what about YouTube

Video is a must do product and YouTube is catching up to Google in the number of searches. It is a whole new subject and I don’t want to dwell here but you do need to understand it

In conclusion

Social media my just be the difference between success and failure. Everyone is doing it in one way or another. All the multi national corporations are in on it and the stories of success are everywhere.

Peter Hanley is a pioneer in small to medium businesses going through to Public Listed companies. He has over 40 years of continual experience.
In about 2006  decided he needed to know everything about the new way of marketing and has dedicated time to learning new skills. He is happy to share the learning

Elementor Review

Reading Time: 4 minutes

A great funnel or page builder comes at a cost. Here we look at a new page builder that works with WordPress and do a Elementor Review on the free version.

What is Elementor?

Elementor was launched pre-2015 as a live website builder using the WordPress platform. I, like many others, would love to pay for Click Funnels at a couple of Hundred a month but can’t bring myself to pay the price.

Elementor fits my Budget with the free version and three upgrades $49 for one site$99 for three sites and $ 199 for as many as you want. In Fact, discounted as we speak by 150%.

Word Press web page and funnel builder

Elementor v Gutenburg

WordPress 5 and its later upgrades has changed the field slightly as the Gutenberg version of WP is now a block builder.
I changed to WP 5 because I believe it is a great advance but then found I needed more. I wanted to build funnels like the Pros, at a cost like the newbies  so I went searching for more.

I am not the most skilled at the art form of  pretty sites and my prior attempts  ended in failure. Mostly because the learning curve was to great.

Learning Gutenberg led to Elementor

I decided to embark on site building on one of my trainer sites with Elementor to test the water. Did I succeed? I think so but only because of the great training video that introduces the build.
I watched the video as the instructor built a site live right from the start. I would then pause the video and copy what they had done.
My first attempt here
The block builder is similar to WP5  so that bit was easy to move on but adding colours, fonts and sizing came a bit harder. I managed the basics as I copied the tutorial.

WP5 made pretty

Aint pretty

When I do a page or post I have a choice of using Elementor, Gutenberg or Classic Editor depending on my needs. Editing is similar and all the usual accessories are there.
I use either Yoast SEO or All in one SEO, even both sometimes  as the Plugins of choice for SEO and writing. They work on all formats so there was no change there.
Playing with colors, fonts and sizes makes the site look a whole lot better.

Adding media to your site

Everything works as it should, in fact in even enforces the need to add alt tags and change picture sizes with ease. You can position where you like add captions and generally play the game.

I really like the easy gallery builder that draws interest

ategories, tags, featured image blocks all still remain in place while building your site.

The management of color

This is interesting with two fader blocks for colour and intensity where  as WP 5 has a simple colour choice which is not really pretty

The same with font colours your choice is bland  and really restricted but in Elementor the choice is easy and ranges greatly

Positioning is the same with many options more than just Right, Left, centre
to adjust the writing where you want it.

The big difference between WP and Elementor

First of all the editing on Elementor is in a side block where as WP5 is on the page. Both are live and easy to manage once you get into it though swapping does take a mind shift .

The range of Options in Elementor leaves WP 5 for dead allowing so many more site building techniques available to you.
Here is a list of Elementor inputs to make your site come alive

First a Hosting site

I use and recommend Wealthy affiliate as a host. Starting out you actually get a free site or two to build your experience.
You also get a bundle of training in setting up WordPress and the upgrade 
is simply to add more sites.
Elementor works really well with the site so it is a great duo 

Why am I writing in WP5?

Elementor is really a page builder or funnel builder although it could be used for blogging. I find WP 5 just as good for a blog page .

Whats Next with Elementor

As I am buying the paid version of Elementor I will do another post shortly on the benefits to us average folk. I am not a professional by any stretch , ok you noticed, but I love new things and this product is really worth a go. In fact, take out a free Wealthy Affiliate service, choose a paid domain or one of the available free ones, download Elementor and build a funnel for your self following the intro video. You won’t be sorry.

by Peter hanley