True story about daily emailing:
This past spring, I wrote an email about my grandmother and a neighbor she once had. My grandma couldn’t remember the neighbor’s name any more, but only the fact he liked fried chicken.
I made the point in that email that if you want to be remembered, you have to take things into your own hands — otherwise you run the risk of becoming the fried chicken guy.
My email was selling my Most Valuable Postcard #2.
Our story continues with a reply I got to that email. The reply came from an uncommitted new reader, who wrote:
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I am feeling unpleasantly manipulated by your writing.
Is this the key to good copy?
New subscriber, not yet committed.
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“Could be,” I wrote back to my uncommitted new subscriber. “Which part did you find manipulative here?”
He wrote back to explain:
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No one wants an epitaph of being “the guy who likes fried chicken”.
That sets up a negative emotion in the reader.
Followed by the pressure to purchase MVP #2, by tomorrow night at 50% discount.
Two emotions jammed together –
Felt manipulative.
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My eyebrows shot up when I read his reply. I can understand if my uncommitted reader didn’t enjoy reading my fried chicken email.
But with those two points he singled out he literally got to the essence of effective copywriting, at least the way I describe it in MVP #2.
Only thing is, in MVP #2, I managed to unify his two part observation into a single guiding principle, a single word, a single approach that is really the most important — the most valuable thing — in all copywriting and direct marketing.
I also spelled out specific techniques to apply this guiding principle, both in your marketing campaigns, in your copy, and even in your customer service.
Maybe that’s got you a bit curious.
Maybe this will get you to take action:
I will retire MVP #2 this Saturday at 8:31pm CET.
The reason why, in case you’re curious:
As the name of it suggests, MVP #2 is really just the remains of my short-lived subscription offer, the Most Valuable Postcard, which I ran last summer.
MVP #2 should be a standalone course, with clearer positioning, with its own sexy name, with a bit more bulk, and with an extra zero or two in the price.
So I will be retiring it. Maybe I will bring the content back in the future, changed slightly and priced much higher.
But if you would like to get it before it disappears, at the current very affordable price, you can buy it today, of your own choosing, at the link below: