I’ve studied lots of email gurus and have meticulously trained in programs and formulas from Ryan Deiss, Jon Benson, Ryan Levesque, Jonathan Mizel, Tim Gross, Maria Veloso, and others.
Today I combine all the best from everything I’ve learned in email marketing with a decade of good ol’ fashion EXPERIENCE crafting and testing email after email to know what works.
But guess what?
It’s always changing and the “tricks of the trade” and messages grow old, don’t they?
That’s why I always have my nose in training programs, studying other people’s list emails, and work with testers on an ongoing basis to write fresh, new, curious emails that attract, get opened, and clicked through.
If you’ve ever had a list you’re selling to, you know it’s all about testing and optimizing. That’s why I write multiple different subject lines and email copy that is much like a mini sales page with a hook and embedded direct-response persuasion techniques… and emails that are short and sassy… and emails that tell a great story… and every kind of email in between!
People get bored with boring emails… you do too, right? And think of how fast you delete emails (in a millisecond) just because they have subject lines that suck… er, um, I mean don’t interest you.
That’s why I really pour over email copy I write. I take each one very seriously, and try to impress upon the business owners I work with to treat each email they send like the last time they’ll talk to that person on their list. If that was the case, what would they say? Would they rush through writing that email just to get it “over with” so they can move onto more important things” like their sales page of VSL?
Well here’s the thing… the potential buyers on your list will never SEE your sales page or VSL if they don’t get past your email, will they? See how important it is to THINK about what each email should say (I’m talking about strategy and unique creativity here).
Remember: the money’s in the list.
But it’s also about creating relationships through the emails you send, and it only takes ONE to turn off a reader/follower and opt-out of your list. That’s not what we want.
So let’s get out there and craft every email to be a home run. Of course not every email ends up being a home run but you still write each one with that intent. Let’s use email to carry on a genuine conversation that builds relationships with potential buyers because they trust and like what you say.