Beyoncé rolled into town a week ago. Her first tour in eight years. People were desperate for tickets.
It’s customary for touring artists to have an opening act or two. Get people warmed up. Give people more for their money.
But Beyoncé had no opening act. Why should she? It’s Beyoncé. She hasn’t done a show in eight years.
Everybody who managed to get a ticket to see her and to witness the light show and the costume changes and Reneigh the flying silver horse got their money’s worth. And they were grateful to get a chance to be there, just to see Beyoncé, and to hear Beyoncé sing.
Yesterday, I invited people to send me their failing emails. The solid ones that didn’t make sales. The interesting ones that nobody cared about.
One thing I saw in a third of the emails is people taking cues from the Beyoncés of the email marketing world. The equivalent of, “Beyoncé doesn’t have an opening act. So why should I?”
No reason. If your emails are getting the results you want, then keep doing what you’re doing.
But if not, it might be time to stop taking your cues from email Beyoncés, to look at the fundamentals of your copy, and to see if you’re missing anything there.
I responded to everyone who wrote me with what I thought was the biggest mistake in their emails, and I told them how I would fix it.
I will put on a training based on this, about the most common email copy mistakes I see, in my coaching students, in consulting clients, and in copywriters and business owners who have bought my courses and trainings.
Meanwhile, my offer from yesterday still stands:
Have you written a great email that made zero sales? Or did you send out something super interesting — but nobody cared?
Send me an email of yours that was a disappointment or failure. In return, I’ll point out the biggest mistake I see in that email, and I’ll tell how you can fix it in the future, quickly, easily, and profitably.