Emails

An incredibly powerful email hook

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Oh boy.

Yesterday’s email, about scarcity as a performance art, brought the replies pouring in.

I feel like I’m in the courtroom scene in Miracle on 34th Street, with postal workers bringing in satchels of mail for proof of how strongly people feel on this issue.

The issue, in case you missed my emails over the past couple days, is an upcoming livestream by marketers Dan Kennedy and Russell Brunson.

During the livestream, which is set to happen in a couple weeks’ time, Russell will interview Dan, from Dan’s sacrosanct basement workspace. The topic will be Dan’s mind-boggling decision to shut down new subscriptions to his No B.S. print newsletter, starting March 3 of this year.

Real? Fake?

Some of my readers turned detective and wrote in with their findings.

They spotted a detail on the optin page for this upcoming livestream. An image shows Russell, with a mild look of panic on his face, holding a fax from Dan to demonstrate how real this decision is.

The fax has a headline in huge font that reads “SHUT ‘ER DOWN!!!”

Only problem is, the fax also has a small date in the upper right corner, and that date reads 10/24/2022.

Other readers acknowledged that Russell does go for fake scarcity, but defended the man. Some called him a marketing genius. Others just said he does a great job distilling marketing concepts and makes them usable quickly — and it’s up to you to decide what to do with them.

My main takeaway after this whole experience is that industry gossip is an incredible powerful email hook. If, like me, you needed any reminding of that, then let me remind you:

Industry gossip is an incredible powerful email hook.

The only problem I have with anything that’s incredibly powerful is that I bore quickly.

As I said recently on my “How I do it” presentation, I look at this newsletter first and foremost as a sandbox, a playground.

It’s kind of a miracle that it’s turned into a nice source of income and a fountain of good opportunities.

But once something stops being interesting for me, it stops being a topic for this newsletter. So I won’t be writing about this bit of industry gossip, as Dan himself might say, for the foreseeable future.

That said, my playground attitude is not an attitude I encourage anyone else to take.

So if you want to see how two professionals who take their jobs very seriously do it, then check out Dan and Russell’s current “SHUT ‘ER DOWN!!!” campaign.

I continue to promote it with an affiliate link, even though I don’t know if I’ve made any sales, and even though, given that it’s Dan Kennedy, I would promote it without getting paid, simply because I’ve learned so much from the man, and I think you can too.

If you’d like to sign up for that free upcoming livestream, here’s the link:

https://bejakovic.com/no-bs-scarcity

How to write flawless transitions from your anecdotes to your sales pitches every day

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A couple months ago, I wrote an email about a surprising passage in Morgan Housel’s Psychology of Money.

The passage talked about the Wright brothers, and how they were publicly flying airplanes for four years before newspapers took any notice.

To which I got a reply from a reader, asking about another interesting anecdote from the same book:

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I’m curious if you could give some examples as to how you would segway the passage of the Bill Gates and Lakesides computer study program story in the chapter about “Luck and Risk” to make different points?

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The topic of the actual Bill Gates story is irrelevant here. The point is simply this:

It might be a worthwhile exercise to sit down with an interesting story you come acrosss… write down different morals to squeeze out of that story… and sketch out how you would link that to what you sell.

But I’ve never done it, and I don’t plan on starting now.

Instead, what I do whenever I come across a story that I find surprising is just write it down, and have it sitting around for when it fits naturally into a point I want to make.

In my experience, this is the only way to write flawless transitions from your anecdotes to your sales pitches every single day.

Sometimes, surprising stories I’ve written down sit around for days, weeks, months, or years before I use them for something. And there are many surprising facts and stories and anecdotes I’ve written down and never used at all.

That’s ok.

Surprising facts and stories and anecdotes are free and plentiful. Millions of books are filled with them. Plus each day of your own life will provide a dozen new ones if you only keep your antennae up.

What’s not free or plentiful is your readers’ attention or ongoing interest.

And shoehorning a story to make a point that doesn’t really fit… or worse yet, pulling out a bland, predictable takeway from an otherwise good story, is a great way to lose readers’ interest today and to make it harder to get tomorrow.

I have more to say about the topic of keeping readers’ interest for the long term.

Specifically, I have a simple three-word question I use to guide all my emails, which you might also benefit from.

I’ve revealed this three-word question before, but perhaps you’ve missed it.

In case you would like to find out what it is, you can do that on the free training I will put on in a few days’ time.

The training will cover how I write and profit from this newsletter that you are reading now.

It will happen on Monday January 22, 2024 at 8pm CET/2pm EST/11am PST. But you will have to be signed up to my list first. Click here to do so.

Daily bloodletting

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Bloodletting used to be standard medical practice. Today, bloodletting might sound stupid or even barbaric, but way back when, it really seems to have helped people.

Here’s a passage about an army captain who experienced some insult that made him so furious that his friends couldn’t make sense of what he was saying:

“The regimental doctor, when he came, said it was absolutely necessary to bleed Denisov. A deep saucer of black blood was taken from his hairy arm and only then was he able to relate what had happened to him.”

That passage is from War and Peace, by Russian count Leo Tolstoy.

​​Between 1902 and 1906, Tolstoy was nominated for the Nobel Prize in Literature five times but never won once.

Somebody who did win the Nobel Prize is American journalist Ernest Hemingway.

​​Hemingway wrote many things, but he never wrote the following passage, which is often attributed to him:

“It is easy to write. Just sit in front of your typewriter, open a vein, and bleed.”

That quote is probably attributed to Hemingway so often because he was famous and because in the end he killed himself. Hemingway’s life and death go well with the sentiment that writing is hard, draining, even destructive to the writer.

But I would like to give you that other perspective on that passage, the medical bloodletting perspective.

Each day, before I write my daily email, I’m filled with a mess of ideas, emotions, reactions, and confused plans. I’m also restless because I feel I haven’t accomplished the one thing I set myself as a task for absolutely every day.

After I write my daily email, I function more normally. People can understand me better if I talk, I can make some kind of plans about the future, and I feel the satisfaction of having accomplished something concrete that day.

In other words, daily emailing has the benefits of medical bloodletting, or maybe journaling.

Except daily emailing also has the added benefits of building up an audience… producing content that can be repurposed for books, podcasts appearances, or courses… and of course, driving readers to sales or other types of actions.

Speaking of which:

In a few days’ time, I will host a free training.

The training will cover how I write and profit from this newsletter that you are reading now.

It will happen on Monday January 22, 2024 at 8pm CET/2pm EST/11am PST. But you will have to be signed up to my list first. Click here to do so.

More thin content inside

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When my masochistic urges become too strong I like to go into ActiveCampaign and read the “reasons why” left behind by people who unsubscribed from my list.

There’s usually nothing good. Unsubscribers either leave the “reason why” blank or they select the uninspired “I don’t want to receive these emails any more.”

But every few months, I come upon a thoughtful and good “reason why” that I can write a daily email around.

It’s been a long time since the last one, but I finally got a new one a few days ago.

This past Saturday, I opened up the ActiveCampaign Pandora’s box, peeked inside, and saw a custom-made “reason why” from an unsubscriber peeking back at me. It just said:

“Thin content”

The irony is that the email this reader unsubscribed from was less thin than usual.

In that Saturday email, I fleshed out the idea that you are not in the business you think you might be in… I gave specific signposts for creating a business that charges drastically more and that people still eagerly buy from… and I included a personal story (featuring a multimillionaire A-list copywriter) to make the whole thing more memorable and easier to go down.

The fact is, I would write thinner emails than this every day, if I only had more time.

Because over the course of working with dozens of clients as an email copywriter, writing 1800+ sales emails over the past 8 years, and contributing my persuasive share to funnels that brought in uncountable millions of dollars in sales, I have found that you don’t want to make your content very thick at all — if thick means burdened with specific how-to information and step-by-step teaching.

Such thick content does little for your reader except make him feel glutted.

And it does nothing for you — if you happen to sell services or info products — other than producing an occasional “thank you” note from people who will never give you money anyhow.

So what to do instead? How do you write emails that make money?

Well, I could tell you right here. But in the interest of making this email thin, fluffy, and profitable, I won’t. Because the fact is, I’ve created an entire training about what goes into emails that sell and make money.

I’ve told you that how-to teaching is not it.

But if you want to see what is it, you can find it via the page below:

https://bejakovic.com/sme

How to take trivial, possibly made up facts and turn them into influential emails

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“So what did you learn today?”

My ex (still living together) was sitting on the couch, arms crossed, looking at me sternly.

“Err…” I said, my eyes darting around as I tried to remember some new fact. “Today I learned that… supposedly you’ll be twice as productive if you block off your time for specific tasks.”

Background:

Last week, I was listening to an interview with Codie Sanchez. Codie is a newsletter operator and boring business investor. But at this point in the interview, Codie was not talking about either of those topics.

Rather, she was talking about how she makes her marriage work.

One of Codie’s tricks is that, each day, she and her husband share one thing that they’ve learned that day.

I mentioned this to my ex (still living together). She liked the idea so much that now she grills me at unexpected times about what I’ve learned during the day. I then have to think up something in a panic.

Yesterday, when she asked me this, I had been watching a video by Cal Newport of Deep Work fame. Newport now sells a notebook for planning your workday and blocking off time for various tasks.

​​Newport says — and he’s an authority so why question him — that if you block off your time for specific work tasks, you’ll be twice as productive.

I told my ex this. She again liked the idea. And it developed into a conversation about day planners and productivity and places in Barcelona to go shopping for notebooks.

Here’s the point of all this:

That thing about [time blocking = 2x productivity] is a small, trivial bit of information. I’m not even sure if it’s true. But it was enough of a kernel to start a natural and free-flowing conversation there on the couch. I guess that’s why Codie Sanchez recommends the practice.

It’s not just marriages or exes that this works with.

If you’re ever struggling for daily email ideas, then just ask yourself, “What did I learn today?” ​​Pick something small, concrete, even trivial. Then secrete a bit of personal context or opinion around that, like an oyster around a grain of sand, and within a few minutes, you’ll have something that your audience will enjoy reading and might even get value from.

That’s kind of a micro class in influential email writing.

For the macro version, you’ll have to get my Influential Emails training, which I’ll make available later this week, starting Thursday.

​​You’ll have to be on my email list to have a chance to get Influential Emails. If you’d like to learn something new on Thursday, click here to get on my list.

Advanced email copywriting tricks for sale soon

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This week I’m promoting my Influential Emails training. This training is something I’ve made available only once before, live, back in 2021, the Year of the Ox.

But starting next Thursday, and lasting at most until next Sunday, I will make Influential Emails available once again.

Over the y​​ears, by keeping track of when and why I’ve bought from other people’s via email, I discovered it makes good sense to send out regular emails telling your audience what exactly it is you are selling, without any frills, funniness, or flippancy.

​​So here’s whats inside Influential Emails:

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1. The recordings of the three Influential Emails live calls, which all lasted around 2 hours.

2. Edited transcripts of all the calls, in case would rather read than listen to me talk.

3. Call 1 covers 5+ of my advanced email copywriting tricks, including the “Five Fingers” storytelling strategy, S. Morgenstern transitions, and the “Sophisticated Slapstick” structure that makes trivial or even silly things sound funny or profound.

4. Call 2 breaks down four emails I wrote to this list, shows you how I wrote them from snout to tail, and highlights the techniques from Call 1 in action. This second call also includes a lighting-round training, 15 Unique Things I Do To come Up With Ideas and Create Content.

5. Call 3 includes brutal and merciless copy critiques of a dozen emails I got from attendees of the original Influential Emails training. You see what I thought was good in these emails, and more importantly, what I would change to make each email more effective for 1) making sales and 2) being more influential/interesting/memorable.

6. There are also two bonuses. The first is “Mystery Screenwriting Insights For Copywriters.” The core of this is a special, never-produced screenplay from my favorite screenwriter, William Goldman, overlaid with my analysis of the writing tricks Goldman used, and how copywriters can apply the same.

7. The second bonus is “My 12/4 Most Influential Emails.” This is a micro swipe file, including 12 of my most influential emails, along with the background of why and how each email ended up influential. Plus, I’ll give you the four more emails, written by mysterious others, which had the biggest influence on me.

Over the coming days, I will have more to say about Influential Emails, specifically who it’s possibly for and who it’s definitely not for.

If you do decide you want to get Influential Emails, you will have to get on the waiting list. And in order to get on the waiting list, you will first have to get on the list to get my daily emails. Click here to do so now.

Live, rushed, potentially typo-riddled, but fresh email from London

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Last day of The Copywriter Club live event in London.

This morning, I decided to skip the 7am writing of this email. Instead, I walked the streets and parks of London till it was time for the event to start.

Then a full day of presentations, workshops, lunch, and a live podcast episode followed.

Event concluded, everyone still standing joined for a farewell Hop On Hop Off bus tour of the Westminster City and the City of London.

The bus came to Trafalgar Square and it was time for a group photo.

Linda Perry, TCC’s mindset coach, turned around in her seat towards me. “Were you even in the picture?” she asked. “Are you hiding back here?”

Rob Marsh, co-founder of TCC, also turned around. “John’s taking notes,” he said. “This will probably be in an email next week.”

Which brings me to a reply I got from a long-time reader in response to my rushed email yesterday:

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Great points as always John.

I’m curious if you ever write your emails in advance? I find it’s much easier to batch content. That way I can get into a creative zone and work faster, and also not have to think about making more content for a while.

Seems like it could make your life much easier during big events like The Copywriter Club? What am I missing?

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I think it’s smart to write a bunch of emails instead of one — if you’re a copywriter working for a client.

But I don’t do it for my own emails for two reasons.

First, I like the tiny bit of excitement and danger involved in finding the time to write an email each day and a fresh, current occasion or idea to write it around.

(I’m writing this at the London Bridge train station, waiting for the train to take me to Gatwick airport, which will hopefully result in me getting back to my own bed in Barcelona later tonight.)

The second reason I don’t write my emails ahead of time is more practical, and certainly more relevant to you, at least if you are interested in having your own email newsletter:

One big reason people read email newsletters is for that feeling of freshness, immediacy, novelty.

I know I quickly lose interests whenever I realize I’m reading an autoresponder email, however clever and useful it might be (I’d rather just read a book).

My prediction:

The value of rushed, typo-riddled, and yet fresh emails will only increase in a world where you no longer need to batch or schedule your emails ahead of time, or even put then into an autoresponder, because an email or 20 can be generated on the spot by glossy, generic Claude or ChatGPT.

The fact is, much of the value I provide with this newsletter is that I’m here every day, and that I happen to be human.

Just something to consider:

There are certainly days when you might not be able to write a new email. There might also be days when even if you do write a new email, it’s not obvious to your readers that it’s really new.

But if you:

​​1) make an ongoing effort to do write a new email every day and

​​2) make an effort let your audience know it’s new… then this will give people a strong added reason to read your new email tomorrow as well, beyond any fun stories or insightful takeaways you might share.

Time for me to travel. So one final point.

Whether you decide to write a fresh email each day, or you prefer to batch a bunch of ’em in one go and then take a long break, consider my Simple Money Emails course.

The core promise of it is a simple method to write an email that makes sales today, and that keeps your readers reading tomorrow.

​​If that’s something you’d like to do:

https://bejakovic.com/sme/

The least boring thing that happened to me today

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At approximately 10:24am today, at The Copywriter Club live event in London, stage-mentalist-turned-email-marketer Kennedy took the stage to give a high-powered presentation about an easy way to produce five autoresponder sequences that he modestly says will double your sales, all without you creating a single new offer.

I say ‘modestly,’ because in Kennedy’s case, these five extra autoresponder sequences didn’t just double his sales of his core offer, but 18x’ed them, from $27k over some unknown period of time, to over $541k.

At the end of his presentation, Kennedy shared something actually modest — a simple way to never run out of daily email topics.

​​Says Kennedy, simply ask yourself:

“What’s the least boring thing that happened to me in the past 24 hours?”

The point being, take pressure off yourself, and you’ll be sure to find something interesting to write about.

Let’s see if it works:

The least boring thing that happened to me today was leaving the conference room, an hour before I was due to give my talk, in order to try to clear my head and work out my nervous energy.

​​I started trotting along the Thames and occasionally broke into a mild gallop, looking longingly at the passing barges and thinking to myself that there’s still time to jump over the railing, onto one of these passing barges, and sail off into safety, far away from the conference stage.

But I didn’t run away.

So the second least boring thing that happened to me today was actually giving my presentation.

That actually seemed to go over well — people leaned in, laughed, and after it was all over, quite a few even came over to tell they thought it was great.

The only reason giving the presentation was the second least boring part of my day is that, once I started speaking, almost all my anxiety disappeared — it was all due to anticipation.
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​As I repeat often to myself, expectation is not experience.

I’m now back at the hotel for a quick shower to wash the fear off myself and to write this email, before heading back to the pub for an embarrassing, alcohol-free beer.

Since I have to sell something with this email, let me point out one curious thing about my presentation today:

The beginning and end stories of my presentation, along with all the examples I used in the middle, all came from earlier issues of this daily email newsletter. Word for word — or as close as I could remember them.

So if you need yet another reason, perhaps reason #16,736, to start writing a daily email newsletter, and stick to the habit, then consider that daily emails are an incredible content mill for whatever other endeavor you want.

​​Sales pages. Books. Lead magnets. Courses. Podcast appearances. Paid trainings. Even live presentations.

In case you think this daily email stuff is hard, then refer to Kennedy’s simple email idea generator above.

Or if you want a more in-depth guide to daily emails that make sales, keep readers reading, and even create endless content, then check out the following bare-bones sales page, which I stitched together from daily emails that I’ve written over the past few weeks:

https://bejakovic.com/sme

It might be fantastic and refreshing, but it ain’t got a sales page

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I’ll admit it right away:

The world has not been crying out to buy my Simple Money Emails course.

This past summer, I launched it as a special offer via an ad in Josh Spector’s newsletter. Many of my readers got it back then.

I haven’t advertised it or offered it since, because I’ve been waiting for the sales page to write itself.

But the sales page refuses to do any writing. And I have little interest in doing its job for it. I have lots of more exciting, more promising things I can be doing.

Things were at this impasse until a couple days ago, when I got the following email from a reader:

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I subscribed through Josh Spector’s newsletter and thought The Simply Money Emails Course was fantastic and refreshing.

Of the many different courses (free and paid) that I have taken, Simple Money Emails is the only course that has taken me from being a complete email copywriting newbie to feeling ready to take on client projects after completing the course.

As for my feedback on the course I’d say it is very detailed and meaty even though it looks like a short course initially. What tied everything together is the video interview you did with Igor and I’d say for future versions of Simple Money Emails I’d like to see more video content for visual learning (and faster consumption)

I haven’t gotten through the swipe files yet but I think they’re the cherry on top and I definitely will use them as a base or inspiration for the emails that I am going to write for my clients.

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The fact is, I’ve gotten lots of positive feedback from people who have gone through Simple Money Emails already.

And so from today on, I’ve decided to make this course available to buy, even without a sales page.

(I will deal with the sales page issue in a possibly exciting way starting tomorrow.)

For now, I will just tell you what’s inside my Simple Money Emails offer:

1. My Simple Money Emails training

​​Since 2015, I’ve written close to 2,000 daily sales emails. I’ve used them to successfully sell info courses, live trainings, high-ticket coaching, supplements, software, ecommerce products, even pet supplies.

​​In this training, I distill all this experience to give you a simple, repeatable, 1-2 process, which almost anyone can use, to write daily emails that make sales today and keep your readers coming back tomorrow.

2. Simple Money Email Swipes

​​This is a swipe file containing 51 of my simplest, most effective money-making emails. These include all the emails I reference in the core SME training, plus many more — all highlighted and marked up to show you the relevant ideas or concepts in action.

3. Quick & Dirty Emails That Make Money

​​This is a presentation I gave 2021 to Igor Kheifets’s $97/month mastermind. I talked about my experience writing daily emails to two large lists made up of ecommerce buyers — which were each making $4k to $5k in sales with each email, day after day. In many ways, this training was the forerunner to the complete Simple Money Emails training.

4. 9 Deadly Email Sins

​​Over the past year, several successful business owners and course creators have paid me multiple thousands of dollars to critically look at each email they were sending and give them my feedback.

​​This training sums up the 9 most frequent pieces of copywriting feedback I’ve given in these exclusive coaching situations, along with examples of actual copy I critiqued. I sold this training for $100 when I put it on live, but it’s yours free as part of Simple Money Emails.

5. The price for Simple Money Emails, parts 1-4 above, is $197.

If you decide you’d like in, you can buy Simple Money Emails here:

https://bejakovic.com/sme

… and if not, that’s okay. I’ll be back tomorrow, teasing and demoing the ideas from this course without spelling them out. Perhaps in time you will figure it all out. Or if you have no time to be teased and you’d like to get going now, well, the link is above.

Big-time email marketer ignores my warning and… proves me wrong

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A couple weeks ago, I got an email from Thomas Lalas, who along with Jordan Menard runs an ecommerce marketing agency called Motif Digital.

They only service a few big clients, among them Everyday Dose, an 8-figure “mushroom coffee” company. Thomas writes all their emails.

Thomas was replying to an email in which I’d offered to give away Steve Raju’s LinkedIn lawn manicuring tips, in exchange for getting a testimonial for Steve’s ClientRaker training, which I had been promoting.

Thomas didn’t buy ClientRaker — he doesn’t need more clients. But he still wanted my teaser bonus.

“What can I do in exchange for Steve’s tips?” he wrote me to say. “I’m just really curious.”

I shrugged my shoulders and said, “I don’t know, what can you do?”

I didn’t hear back from Thomas for a couple of days. Then he wrote me to say:

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Gave it some thought, re-read the MVE course, and wrote my first ecommerce MVE email to sell my client’s mushroom coffee. Will send it in a few days to 100,000+ people.

Since everything you mention in your course is geared towards selling marketing services, copywriting, or information, I hope you appreciate this ecommerce MVE enough to consider it a worthy exchange.

===

Very nice. I sent Thomas the promised LinkedIn tips.

But what about this Most Valuable Ecommerce Email? Would it possibly work?

Thomas got back to me a few days later. Results:

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Reporting back, this email was the highest-converting single-email campaign sent to the non-buyers of all time.

1/2 the average click rate, but 2-3x the click-to-order rate (meaning really high purchase intent when people clicked), the highest conversion rate of all, and highest-grossing non-buyer campaign to date. After just 24 hours. I’m sure more sales will come because of this email.

Usually we get such results with 2- or 3-part campaigns, typical in launches.

Interesting to explore this [Most Valuable Email] method further.

Will likely make it a part of our welcome flow, too.

===

As it says on the box for Most Valuable Email, “Warning: Do not buy if you are not a marketer copywriter, writing about marketing or copywriting topics. The Most Valuable Email trick will not work for all niches, markets, or topics.”

However, I cannot prevent you from ignoring my warnings, overclocking MVE, using it in industries where it’s not meant to be used, and even profiting handsomely or getting big wins for your clients with it.

Whatever you choose to do, I have a special offer for you today:

Most Valuable Email normally comes with Most Valuable Email Swipes, 51 of my own Most Valuable Emails. But today I want to give you one more swipe email as a disappearing bonus. Here’s the deal:

1. Get a copy of my Most Valuable Email training at https://bejakovic.com/mve/

2. Then reply to this email and say you want the disappearing bonus offer.

3. I will then send you Thomas’s email so you can see exactly what exactly a high-converting ecommerce email, sent to 100,000 people, looks like, and how it cleverly uses the Most Valuable Email trick

4. This disappearing bonus offer is good until tomorrow, Wednesday August 9, at 8:31pm CET.

5. And of course, if you’ve bought MVE already, this is open to you as well. Write in and ask away, and I will send you Thomas’s email also. But the same deadline applies.