Old reader asks new question about copywriting self-challenge

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Last week, I wrote an email about how during the month of March, I got some surprising sales of existing offers, like Copy Riddles and Most Valuable Email.

​​​​Many of those sales came from long-standing readers, who had heard the pitch for these courses dozens of times before, but somehow only decided to buy now.

To which I got a reply from reader Christian Calderan, who’s been on my list for going on two years:

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I was one of those people who finally bought Copy Riddles (Been wanting to pull the trigger on it for ages), and it just finally clicked.

Speaking of which, it’s a fantastic course! I’m absolutely loving it and the breakdown of each technique when you reveal it is freakin’ awesome. I’m definitely the type of person who needs to repeat things over and over, but I’m genuinely looking forward to doing this course again.

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Christian and I exchanged a few more followup emails. He asked in addition:

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If you’ve got a product and the sales letter in hand, would you recommend trying to break down bullets and then rewrite them yourself as your own “extra” riddles?

I’ve got a few of Ben Settle’s books and his sales letters are 98% bullets. It would be challenging, but I think it’d be kinda fun.

Surely someone’s asked you this before? 😅

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The fact is, no one’s ever asked me this before. Perhaps other Copy Riddles members have done it on their own without writing me to ask.

​​Or perhaps Copy Riddles is just so comprehensive that nobody ever felt the need to go beyond it.

​​Or perhaps, people pay for convenience, clarity, and a sense of comradeship. Copy Riddles gives them that, and the extra return on following the Copy Riddles process on their own doesn’t pay for itself.

If you create offers, of you’re thinking of it, that past paragraph might have something valuable to marinate upon.

But maybe you’re not thinking offers at the moment. Maybe you’re thinking copywriting skills.

In that case:

If you currently only have lint and a few breadcrumbs in your pockets, and you have no prospect of making money — nothing you can sell, or nobody to sell it to — then you can still follow the Copy Riddles process. Christian describes it above. I describe it even more on the Copy Riddles sales page.

​​You will just have to do all the work yourself, instead of having me package it up for you. But it will be free, except for the time you put in.

On the other hand, if you have some money, or the prospect of making money — potential customers or clients willing to pay you something, at least if you do a good job making your case with your copy — then Copy Riddles might be worth much more to you than the money I ask for it.

​​Y​​ou might even get value from going through it, like Christian says above, over and over again.

If you’d like to find out more about Copy Riddles or the process behind it:

https://bejakovic.com/cr/

Fully patented Most Valuable Email

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I’d like to announce I have just drafted and am about to submit US patent application 16/573921.

​​My patent application only states the proven and the incontestable, which is that my Most Valuable trick fulfills the three main criteria for a patentable invention. Namely, my Most Valuable Email trick is:

Patent Criterion #1: Novel

​​While the underlying persuasion idea I write about in Most Valuable Email is as old as magic, my use of this idea in daily emails is novel. As copywriter Van Chow wrote after going through Most Valuable Email:

“I love this course, I bet some money to see if it still talks about boring stuff like AIDA or PAS. But I was surprised, I had never heard of this concept before.”

Patent Criterion #2: Non-obvious

​​I have used the Most Valuable Email trick hundreds of times in my newsletter and yet it continues to surprise. For example, copywriter Cindy Suzuki wrote after learning the Most Valuable Email trick:

“You know that moment people get epiphanies and the entire world looks different? I’m feeling that way about your writing now. You’ve helped me unlock something I didn’t know existed. So incredible.”

Patent Criterion #3: Has a concrete, practical application

​​The Most Valuable Email trick produces interesting emails, but it also produces more concrete, practical results, such as money. In the experience of copywriter Ivan Orange, who went through Most Valuable Email:

“I want to take the opportunity to tell you that the day after I read MVE, I sent my list a first [MVE trick] email, using an idea from one of your swipe file emails. That day I sold one of my courses, which made me make 5 times more the investment in MVE, so I’m looking forward to keep improving in this technique and make many more sales.”

As soon as my $900 application fee is accepted and my patent application is approved, I plan to vigorously prosecute any and all copywriters, marketers, or small business owners infringing on my Most Valuable Email patent and writing Most Valuable Emails without a license.

​​Fortunately, I will have the full force of U.S. government and their thousands of patent lawyers on my side in that fight.

Of course, my goal is not to stop the spread of the Most Valuable Email trick. Most Valuable Email is most valuable for a reason, and it’s not only most valuable for me.

​​At the same time, I do want to control the spread of this powerful and novel idea, and I want to be rewarded properly for this invention. That’s the reason for my imminent patent application.
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​​Anybody can buy a license to learn to safely and legally use the Most Valuable Email trick, and the license fee is very reasonable, $100.

If you would like to buy a Most Valuable Email license, you can do so at the page below.

​​I also have a special offer, good for 24 hours only. Buy a Most Valuable Email license and also reply to this email, and I will tell you how this email relates to the Most Valuable Email trick, beyond just promoting my Most Valuable Email course.

You have until Tue, Apr 11, 2:31 EST to do so.

​​If you’ve bought a Most Valuable Email license already, of course this offer applies to you as well. But you do have to write me and ask, and before the deadline.

To get your own Most Valuable Email license:

https://bejakovic.com/mve/

I feel bad today and so I’m very eager to write this email

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I’m on the couch under a blanket as I write this. It’s only 7:53am on Easter morning but I’m grateful to be up and awake because I spent an ugly night in bed, fighting feverish dreams.

My tongue feels burned. I’m a little tired and achy. I’m shivering even though it’s not cold in the room.

Two years ago, what I have right now would almost certainly have been diagnosed as corona. Today, it’s simply a bad cold or some unidentified viral infection.

All of which is to say, I’m very eager to write this email. Because if I’m eager to write when I feel good, and even more eager when I feel bad, then what army can resist me?

For the past few years I’ve been reading about famous Greeks and Romans. One of these was Marcus Claudius Marcellus, a Roman general and statesman. Marcellus was the first to give a check to Hannibal’s massive army as it was rampaging undefeated through Italy. This gave the Romans hope.

Other times, Marcellus lost to Hannibal. But he still kept harassing Hannibal’s army and frustrating Hannibal, one of the greatest military commanders in history. After months of unending skirmishes with Marcellus, Hannibal put his head in his hands and said:

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What can one do with a man who knows not how to bear either good or bad fortune? This is the only general who, when victorious allows his foe no rest, and when defeated takes none himself. We shall always, it seems, have to be fighting this man, who is equally excited to attack by his confidence when victor, and his shame when vanquished.

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Point being, you can find motivation in lots of things. Glory and confidence in times of success, shame and fury in times of failure.

Maybe it comes naturally to you to be motivated, like it seemed to come to Marcellus. But even if not, then with a bit of thinking, you can often create a conscious reframe of a bad situation. Not only will this produce superior results in time, but it can make you feel better when you’re feeling lousy.

And now, let me tell you about my Most Valuable Email course.

As I’ve written before, if I had to choose just one email copywriting approach for the rest of time, from here to eternity, I wouldn’t choose stories or personal reveals or pop culture illustrations or checklists or testimonials or hard-core how to or shock and controversy.

Instead, I would choose the Most Valuable Email trick.

For one thing, because of the results it produces — interesting and novel emails, which people love to read, and which teach me a thing or two also.

But there’s also the motivation issue. Most Valuable Emails are so valuable because I personally find them the most enjoyable to write. Going back to this type of email over and over has helped me stick with daily emailing for the long term, when I’m feeling good and when I’m feeling lousy, when things are working and when they’re not.

For more info on Most Valuable Email:

https://bejakovic.com/mve/

The disciplined, professional, hard-working beggar

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On my way to the gym, there’s a Mercadona, a local Spanish supermarket. In front of the entrance to the Mercadona, kneeling on the ground, looking serious and professional, there is almost always one specific beggar.

This man is large and strong. He has a neatly trimmed mustache. I guess he’s around 45 years old.

He usually wears a button-down shirt. He also has a little sponge down on the ground so he can kneel more comfortably. Sometimes, he has a drink next to him — from what I can tell, ice coffee.

When old women go inside Mercadona, this man will kneel and hold on to their dogs while they do their shopping. When the old women come out, they give him their loose change. One time, an old woman gave him a whole packaged chicken.

This man shows up early. When I go for my morning walk before work, he’s already on a bench next to Mercadona, waiting for the store to open up. He also seems to have a little part-time job setting up the chairs, tables, and parasols of the bar next to the Mercadona.

If you’re wondering how it is I know so much about this man, it’s because he is there most days, and for many hours a day. If I ever walk outside my house and around the corner to the Rambla del Poblenou, I inevitably see this man and what he is up to — which is usually waiting stoically for somebody to give him money, and for the workday to end.

I don’t know this guy’s history. I also don’t know how much loose change or raw chicken he manages to pull in a given week. I guess he’s doing okay since he keeps showing up. Still, I can’t believe he’s doing GRRRREAT.

And if you need some sort of takeaway from that, then let me come back to a fundamental point I’ve already made, over and over, year after year in this newsletter. And that’s the fact that you can pretty much do the same work, and get paid drastically different amounts of money for it.

The Mercadona beggar is disciplined and professional. He puts in the hours. He provides a real service to people — an opportunity for charity, plus the bonus of dog-sitting. He even hustles a little. He’s not satisfied simply coasting on his knees, ice coffee in hand, so he’s struck some sort of deal for extra work with the bar next door.

You might think I’m joking. I’m really not.

​​This guy works as hard and as long as most office workers. And many office workers work as hard and as long as most self-employed service providers. And many self-employed service providers work as hard and as long as most business owners.

And yet, there’s a vast difference between what people in each of those groups tend to earn. And vice versa. There’s a vast difference between what you can earn if you cater to people in each of those groups.

Maybe this makes no sense to you, or maybe you think it’s entirely impractical.

In that case, you will almost certainly not be interested in my offer today, which is my Most Valuable Email training. This training is only right for you if:

1. You’re willing to write an email to your list most days, preferably every day

2. You are interested in writing about marketing and copywriting

And by the way, just because Most Valuable Email requires that you write about marketing or copywriting, it in no way requires that you write to people who primarily define themselves as marketers or copywriters. In fact, it might be better to think of another group that you could write those same emails to, and get paid much more money as a result.

In any case, if you are interested in Most Valuable Email, here’s where to go:

https://bejakovic.com/mve/

6 weeks of Times New Roman

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6 weeks ago, I switched over the font for my newsletter from some web-optimized sans serif font to ugly, old-school Times New Roman. So far, I’ve had two people write in and complain.

One reader said Times New Roman hurts his eyes when he reads my emails in dark mode. Another reader said my newsletter now reminds him of long, factual 2000s websites and the font change made him scroll to the end without really taking anything in.

Has Times New Roman hurt my newsletter?

Like I’ve written recently, I had a record month last month, so it doesn’t seem to have hurt sales. More softly, I keep getting thoughtful and courteous replies from readers, even if it’s sometimes just to say that they’re not fans of the new font.

And the point?

If you read emails from marketers who write daily emails, it’s common to read messages that effectively say, “Heh, it works for me, you can either like it or leave.”

So rather than ending my email with another “Heh it works for me” message, let me tell you the two reasons why I decided to change my newsletter to Times New Roman in the first place. This might be genuinely useful to you, beyond just the satisfaction of agreeing or disagreeing with my attitudes and my personal font choices.

Reason one I switched fonts was that I had a phrase by marketer Dan Kennedy echoing in my head. Dan was softly croaking into my ear, and saying how you want to create a sense of place for your audience, a door that they walk through, which separates your little and unique world from everything else outside.

You might think this is just another way to say, be unique, have a brand, different is better than better.

And sure, that’s a part of it. But a key part of what Dan is saying is that this sense of place should be consistent with the kind of influence you want to have on your audience, and that it should permeate everything you do, beyond just fonts, beyond logos, beyond color choices.

Still, this might sound vague and fluffy to you. You might wonder whether this kind of “sense of place” stuff has a role in the hard world of results-based marketing.

That’s for you to decide.

I’m just putting the idea out there for you, because it influenced me. If you really want an argument for it, then I can only refer you to the authority of Dan Kennedy himself, who helped guide and build up Guthy-Renker, the billion-dollar infomercial company, and who influenced and educated more direct marketers and copywriters than probably anybody else in history, and who was himself responsible for hundreds of direct marketing campaigns and many, many millions in direct sales.

So that’s reason one for the font change.

Reason two is that switching my font to Times New Roman was an instance of my Most Valuable Email trick in action. Yes, this little trick goes beyond just email copy, all the way to font choice, in the right context. If you’d like to make more sense of that, you can find out all about my Most Valuable Email course on the following page:

🦓

https://bejakovic.com/mve/

The case against reading books

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One of the first-ever emails I wrote for this newsletter, back in August 2018, was about magician Ricky Jay. Jay was widely considered one of the best sleight-of-hand artists in the world.

Why write about a magician in a marketing and copywriting newsletter?

My feeling is that magic, as practiced by top performers like Ricky Jay, is about controlling the audience’s attention, about painting mental pictures, about entertaining, about building curiosity, all the while guiding people to a tightly controlled desired outcome — the magician’s desired outcome.

​​With some small tweaks, that also sounds like the job of a copywriter, or more broadly, any persuader.

Back in August 2018, Ricky Jay was still alive. He died a few months later. He left behind an enormous collection of magic artifacts — posters, books, handbills, paintings, personal letters — from some of the most bizarre, mystical, and skilled magicians, jugglers, acrobats, learned animals, con men, and sideshow freaks of all time.

After Ricky Jay died, his collection was broken up into four parts. Just the first part, auctioned off in 2021, brought in $3.8 million.

Today, I came across a little video of Ricky Jay talking about the books in his collection. And he had this to say:

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There are probably more books written about magic than any other art form. Literally thousands and thousands of books. And I’ve collected thousands of books in my life about magic technique.

But I believe that the real key to learning is personally. It’s almost like the sensei master relationship in the martial arts. That the way you want to learn is by someone that you respect showing you something.

There’s a level of transmission and a level of appreciation that’s never completely attainable just through the written word.

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I agree. If you can find somebody you respect, and you can get them to agree to teach you personally, you will learn things, and at a level of depth that you could never learn otherwise.

So go find a  sensei. But—

What if you can’t find one?

Or worse, what if you find a sensei, and, in spite of your best pleading and cajoling and stubbornly hanging around, he just says no? What if he’s too busy, too cranky, too secretive?

In that case I suggest being your own sensei.

Because books are great. I’ve read two or three of them, so I know. But there’s a level of understanding that’s never completely attainable through the written word.

Anyways, that’s my entire message for you for today. Except, if you want some help becoming your own sensei, take a look at my Most Valuable Email course.

​​Yes, Most Valuable Email is a bit of a how-to guide to a specific technique of email copywriting. But more than that, it’s a framework, a magical one in my experience, for becoming your own sensei. More info here:

https://bejakovic.com/mve/

10 of my email ideas you are free to use

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I’ve spent the past hour preparing and attempting to write this email. Here are some of the ideas I approached and then discarded:

1. The strange, 100-year-old, menage-a-trois history that inspired Wonder Woman

2. How even classic comic books like Superman had woke politics behind them

3. A demonstration of an idea I heard during a Dan Kennedy seminar, that the opening of your writing should set the emotional tenor even if everything else is discarded

4. An email in which I pretend to promote the Brent Charleton offer that’s currently being promoted by Ian Stanley, Dan Ferrari, and Justin Goff, but then I come clean that I am in fact not promoting it (there was a point there, really)

5. Something like in the movie Fight Club, where they splice in a frame from a porn movie, but where I would do something similar but in an email? (I have no idea how)

6. Running a lottery within the actual email, with money bets and money prizes (I realized this is probably illegal)

7. Kicking off a P.T. Barnum-like hoax

8. Telling a personal story about myself and purposefully holding back key information

9. Writing up an email using the FREE framework I devised during my Age of Insight training (FREE is my alternative to the AIDA framework)

10. Thinking up some way to illustrate the following quote by legendary music producer Rick Rubin, who said, “Never judge an idea based on the description of the idea, show it to me”

I played around with all 10 of these ideas. Somehow, they didn’t come together. Maybe they will in the future. But even if they don’t, that’s fine, because at least I have my email for today.

The point I want to make to you today is something I read in John Cleese’s book Creativity.

​​Cleese, as you might know, was one of the members of comedy sketch troupe Monty Python. Later he had one of the most successful British sitcoms of all time, Fawlty Towers. He also made some very funny movies, including A Fish Called Wanda.

All that’s to say, Cleese is a creative guy. And in his book Creativity, about creativity, Cleese writes:

“You can’t have a new idea until you’ve gotten rid of an old one.”

That might seem obvious, but maybe seeing my discarded ideas above will make it stick in your head better. And the next time you are struggling to come up with one good idea, maybe will remember to quickly discard 10 bad ideas first, so you don’t end up taking an hour+ to write an email like I just did.

Anyways, all this was really just a build up to a little promotional plug I am about to make.

It’s for my Most Valuable Email course. What might not be obvious is that each of those 10 discarded ideas above was my unsuccessful attempt to put the Most Valuable Email trick in action.

It normally doesn’t take that long. But even if it does, it’s almost always worth it, at least in my experience.

In any case, if you would like to find out Most Valuable Email trick, and even start putting it in action (you can use any of my 10 ideas above if they work for you), here’s where to go:

https://bejakovic.com/mve/

Become a snowflake newsletter owner

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I’ll tell you what a snowflake newsletter is in a moment. But let me set it up first, with something surprising that happened to me last night:

I got in a taxi last night. I’m in Croatia, and my driver was local, and very white.

“Good evening,” he said. “Where are we going?” In just those few words, it was obvious he was from the coast town of Split, one of the strongholds of Croatian national identity.

I told the man where to drive. As he took off, he put on some music — that was the surprise.

It was some kind of solo stringed instrument. The only way my western ears could describe it was “oriental.” After a few moments, I leaned forward and asked the driver what music he was playing.

“It’s Persian,” he said. “If you’d prefer, I can put on some jazz.”

I’m visiting family for a few days and jumping around town all day long. I’ve taken a cab probably 15 times in the past 5 days. Each cab ride I’ve taken has featured an entirely different kind of soundtrack:

Romantic 1960s crooners from Yugoslavia… James Brown humping and groaning… Croatian folk music with little mandolins and bass fiddles… generic 2023 pop music… techno.

Last December, a guy unsubscribed from my list. I often check the “unsubscribe reason,” hoping to find something good. This time I was rewarded. The guy wrote as he unsubscribed:

“I’m getting too many emails overall… I get 50+ per day so I’m only going to stay on the lists that I want to read daily”

Too many emails today, right? Too crowded? Too late to get in?

I’ll make the exact opposite claim. Right now is the best time to get in.

Previously, I’ve called this snowflake positioning.

The classic marketing book Positioning is all about how great it is to be unique, how great to be first. But you don’t need to be either, not globally. You just need to be unique and first to a small number of people. And that’s very doable.

The fact is, there’s an unimaginable tonnage of humans in the world today. They are all easy to reach. What’s more, all of them have slightly quirky and unique tastes, even if, for example, they all fall into the broad category of taxi drivers. Or direct marketers. Or online business owners.

Here’s what I’ve found:

With a little bit of luck, and simply by showing up today, tomorrow, and the day after, some of the 8+ billion people in the world will join my newsletter. And of those, some will become customers, for a long time, worth hundreds of dollars, or maybe thousands of dollars, or maybe even tens of thousands of dollars. That’s started adding up to a nice sum of money for me each month.

The same can be true for you. Assuming you can muster a little bit of luck, and you can manage to show up today, tomorrow, and the day after.

The sooner you get started, the sooner you can turn this into a nice living. That’s why I say right now is the best time to get in.

Anyways, since you are on my email list, there’s a good chance you are interested in marketing and copywriting topics.

Maybe you’d also like to write about those topics, and not just read about them. In that case, let me remind you of my Most Valuable Email training.

I only recommend you get Most Valuable Email if you are writing, or want to write, about marketing and copywriting.

By the way, I wouldn’t necessarily suggest you write to an audience of copywriters, but that’s a topic for another day.

Still, if you do want to write about marketing and copywriting for an audience of marketers, business owners, or maybe curious taxi drivers — then this course can show you one type of email that has been most valuable to me.

Most Valuable Emails have given me all kinds of hard benefits — including sales and list growth and valuable endorsements. But the greatest benefits of writing these Most Valuable Emails have been soft — the fact that they make me better each time I write them, and that they make it fun and easy for me to stay motivated today, tomorrow, and the day after.

My Most Valuable Email is available today, and will be available tomorrow, and the day after. ​​But you’ll get most value out of it if you get it today, and if you start applying it today.

In case you’d like to get started:

https://bejakovic.com/mve/

How to increase your average open rate by 1.95%

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My average daily open rate for the last week of February was 33.89%. My average daily open rate for the last week of March was 35.84%. That’s a staggering increase of 1.95%.

Well, it’s not really staggering. It’s not really anything.

Open rates don’t tell you much, and what they do tell you is often bad. I’ve written before how for one large list I was mailing with daily offers, I found a mild inverse relationship between open rates and sales — on average, each extra 1% of opens cost us $100 in sales.

But my sales are up as well. Like I wrote a few days ago, this past March was a record month for me. I made plenty of sales in that last week of March, many more than in the last week of February. I won’t say how much more, but it’s enough to go to Disneyland with.

What gives?

I can tell you my impressions. The jump in both open rates and sales very clearly came after March 6, when I ran an ad in Daniel Throssell’s newsletter. But — about that.

The staggering increase in open rates might be due to new subscribers who came via that ad. I don’t know, and ActiveCampaign gives me no easy way to figure it out.

But I do know that the bulk of new sales I saw in the whole of March compared to the whole of February did not come from new subscribers who came via the ad. The bulk came from my existing subscribers.

Many of those sales came from people buying new offers I had made in March, such as Insight Exposed and Copy Zone. That’s normal.

But one thing that struck me is how many existing subscribers, some of whom have been on my list for months or even years, decided this March to buy offers like Copy Riddles and Most Valuable Email, which I have offered dozens of times before. These readers successfully resisted all my previous pitches, but they found themselves curious and willing to buy now.

It wasn’t just one such person. It was lots. I asked myself what made the difference.

My best answer is this:

There’s a lot that goes into the success of email marketing beyond the actual email funnel and copy. At least if you’re doing something like I’m doing, which is a long-running, personal, relationship-based email newsletter.

I’ll leave you with that for today. And I’ll just remind you of my coaching program for email marketing and copywriting.

I have to include the email copywriting in the coaching program, because it’s what almost everybody wants to learn and believes is most important.

But in my experience, email copy is rarely the thing that really makes the biggest impact in the results of your emails. By results I mean sales, as well as soft stuff like retention, engagement, and influence.

Anyways, if you are interested in my coaching program, you’ll also be interested to know this program is only open to two kinds of people:

1. Business owners who have an email list and want to use email to both build a relationship with their customers and to sell their products

2. Copywriters who manage a client’s email list, and who have a profit-share agreement for that work

If you fit into one of the two categories above and you’re interested in my coaching program, write me an email and say so. Also tell me who you are and what your current situation is, including which category above you fit into. We can then talk in more detail, and see if my coaching program might be a fit for you.

Take “selling your own knowledge” off its pedestal

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Last Friday, while I was selling my Most Valuable Postcard #2, I got a message from a new buyer, Joseph Robertson. Joseph is a marketer and copywriter who, for more than a decade now, has also been publishing Extracted, a magazine for coffee fanatics.

Joseph’s message was very thoughtful. I am reprinting it in full below because it might be useful to a few people, especially to copywriters working with clients:

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Thanks for this opportunity. My first purchase from you. Impressive work.

Several realizations for me…

I’ve come to the point in my personal copywriting-as-career journey where I finally feel like I know myself and what I’m doing, to the point where I don’t feel moved to understand the secret… I’m not searching for a new way to do something, or a new answer, but rather looking for insightful perspectives to augment/enhance my own understanding and work.

And seeing your work has given me the odd realization that there is indeed great value in productizing one’s own understanding of fundamentals, if that presentation helps bring valuable new perspective/ideas to someone else.

I say odd because I think until this point I put “selling my own knowledge” on a pedestal, and just settled into good consistent client work (I haven’t needed a new client in a long time). But that client work has given me an enormous amount of context for developing my way of doing and understanding.

Before you announced this new offer, I’d been thinking deeply and incorporating a new understanding/perspective on structural tension. What you share here fits right in with that very well, naturally, but in a way and with a perspective I don’t think I’d come across on my own. Maybe in time (i’ve been finding the longer I let myself sit with an unknown or a question, the more MY interpretation of the understanding emerges, which is quite valuable).

Anyway. Just felt like I ought to share and express my thanks for your work.

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Here are my two added shekels:

If you’re a copywriter working with clients, but you don’t yet have your own email list, start one today.

If you have your own list but you haven’t sold anything to it, do like Joseph says above. Productize your own knowledge, and sell that to your list.

There’s little new under the sun. But if you present proven ideas in a way that manages to reach someone, that they resonate with, that they finally benefit from even if they might have heard the idea 1001 times before, then there’s real value in that.

And beyond the money:

I’ve personally found that whenever I sit down to put together a course or a training, I do so because I feel I know that subject fairly well. But by the end of the process, I realize how confused or shallow my previous understanding was, and how much cool stuff I figured out simply by forcing myself to put the course together.

All that’s to say, if you do package up and sell your own knowledge, the benefit can often be way beyond the actual money people might send you.

But of course, the money. Always the money. I gotta get back to work:

Today, I’m still promoting my coaching program on email marketing and copywriting. I include offer creation in that.

In fact, I previously called this coaching program Income at Will, because that’s the ultimate pleasure island that I want this coaching program to take people. But after I wrote an email a few weeks ago about taking out the poetry from what you’re doing, I decided to be more blunt and and simply call this “coaching on email marketing and copywriting.”

The goal of my coaching program is to help you sell more and more easily via email, and who knows, maybe even deepen your understanding of things you thought you knew well.

This coaching program is only right for two kinds of people:

1. Business owners who have an email list and want to use email to both build a relationship with their customers and to sell their products (or their productized knowledge)

2. Copywriters who manage a client’s email list, and who have a profit-share agreement for that work

If you fit into one of the two categories above and you’re interested in my coaching program, write me an email and say so. Also tell me who you are and what your current situation is, including which category above you fit into. We can then talk in more detail, and see if my coaching program might be a fit for you.