Copywriting

What to do when people won’t buy money at a discount

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Last year, I read a book called Ice To The Eskimos by sports marketer Jon Spoelstra. I highly recommend it, because of stories like this one:

Back in the 1990s, Spoelstra gave a talk to a bunch of basketball team owners in Spain.

Says Spoelstra, at that time, pro sports teams outside the US lacked one big thing the Americans had: marketing. The owners of such non-US teams thought that if fans wanted to come, they would come. If the fans didn’t wanna come, they wouldn’t.

Spoelstra knew better. And to make his point, he ran a little stunt during that talk to the Spanish basketball team owners.

He took out a hundred peseta bill. “Who here will give me a 10 peseta coin for this 100 peseta bill?”

The team owners murmured and looked around the room. Maybe the translator had fumbled something? Or the American was crazy?

Spoelstra repeated his offer. “Who will give me a 10 peseta coin for this 100 peseta bill?”

More murmuring. Finally one of the team owners pulled out a coin and held it up. Spolestra jumped on the coin, and gave the team owner the bill in exchange.

“Do you have another 10 peseta coin?” Spoelstra asked.

The team owner shrugged and pulled one out. Spoelstra gave him another 100 peseta bill.

They repeated the deal a few more times.

“When will you stop giving me 10 peseta coins for 100 peseta bills?” Spoelstra asked the team owner.

The team owner smirked. “Only when you run out of 100 peseta bills.”

That was Spoelstra’s point about marketing. You hire a ticket salesperson… he makes you 100 pesetas… and only keeps 10 for himself. It’s a good deal, and one you should keep making as long as you can.

“Fine fine,” I hear you saying. “Thanks for the bland insight. Do you have anything more, or are we done here?”

I do have one more thing to share with you. One year later, the organization that had hired Spoelstra to give that presentation sent him a report about the attendance figures for each team.

The team owners who still refused to hire a ticket salesperson saw the same attendance numbers as before.

The team owners who took Spoelstra’s advice and hired a ticket salesperson all had attendance increases of 50% or more.

But here’s the bit that thrilled my novelty-seeking heart:

The team owner who actually traded with Spoelstra and got a 100 peseta bill for each 10 peseta coin, didn’t end up hiring one ticket salesperson… or two… but three ticket salespeople.

I don’t know his final attendance numbers, but Spoelstra says that over the coming year, that team owner had more attendance growth and revenue growth than anyone in the room. At the end of the year, the team owner ended up sending Spoelstra a framed 100 peseta bill with an engraving that said, “I didn’t stop. Thank you.”

Maybe that “I didn’t stop” was all due to the personality of that team owner.

After all, he was active while others were passive, daring while others were hesitant, even in a controlled and safe environment of Spoelstra’s presentation. Maybe he was just a risk-taker and a leader, where others weren’t.

Maybe.

But maybe it was also due to something else. Maybe it was due to the actual physical and emotional experience that team owner had of handing over a 10 peseta coin and getting 100 pesetas in return, over and over.

That kind of real and direct experience, and the resulting neurological imprinting, even if it’s done in a joke and play context, can have wide-ranging effects.

That’s something to keep in mind if you are trying to create change in your audience, or in yourself.

And on an entirely related note, I’d like to remind you of my Most Valuable Email training.

You are likely to get benefit from this training if you simply buy it and read it. But you are likely to get 16x the value if you put it into action, however hesitatingly and jokingly at first. And same goes for your own audience.

For more info on Most Valuable Email:

https://bejakovic.com/mve/

My personal help

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Yesterday, I hosted the final Q&A call for the last-ever live cohort of my Copy Riddles program. There were beers and tears involved (well, beers).

At the end of the call, I asked if anybody had any final comments or questions before we end. Shawn Cartwright, who runs the online martial arts school TCCII, spoke up to say:

“I really appreciate the comments and Q&A and the video. Will you consider doing an unlisted playlist so we can go back and take a look? It’s not just… I actually will go back and look at some of these.”

Like I told Shawn and the rest of the guys on the call, I definitely will create a playlist out of all the call recordings. And probably more.

The fact is, one of the reasons I did live Q&A calls for Copy Riddles is because people on such calls tend to ask good questions… and I tend to give good answers. And when I give a good answer to somebody else’s question, I often realize I am speaking to myself as much as to the person who asked the question.

My point is that we’re all talking about ourselves, all the time, regardless of what we appear to be saying on the surface.

That fact, if you choose to believe it, can be useful to you if you are listening to what your customers are saying, and if you want a better insight into who they are and what they want… and it can useful to you if you do like I do, and give advice to people, only to realize it’s advice you should be taking as well.

As I’ve heard marketer Sean D’Souza say, “If you wanna solve your own problems, go solve somebody else’s.”

Because of all this, I decided to bring back an offer I ran only ran once, last year, called Unstuck Sessions.

I got the idea for it from marketer Travis Sago.

In a nutshell:

If you’ve got a problem or a challenge, or if you’re stuck — in your financial situation, in your business, career, or life — maybe I can help you get unstuck?

I’ve long said that for a business owner, 60% of the value of bringing in a professional copywriter is the value of an outside perspective.

Something similar here.

The offer is, you and I get on a Zoom call and talk. I ask questions. You unburden yourself and vent. I spot and challenge assumptions you might not even realize you’re making.

The goal is to get you over your challenge and get you unstuck, ideally, in an easy and natural way, without having to simply grin and bear the pain of whatever you’re doing now until things change or get better or lighting strikes.

As for why you’d want me to help you get unstuck, I won’t try to convince you much there.

If you’ve been reading my emails, if you feel like I have knowledge or experience or simply a point of view that can be useful for you, then you’ll probably know if this is for you.

I’ll be doing four Unstuck Sessions over the next month. They will not be free, but will not be prohibitively expensive either.

If you’re interested, the first step is to hit reply and tell me who you are and in a sentence or two what you’re stuck with.

If it’s something I think I have anything meaningful and helpful to say, and if there are still any Unstuck Sessions left, we can the take it further. Thanks in advance.

Free “marketing personality” quiz (turns out I am a big-idea brain)

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Today I got a free quiz for you. A personality quiz. A marketing personality quiz.

In my case at least, it’s proven to be flattering and even insightful.

The background:

Earlier this year, career coach Shaina Keren took the initiative to put me in touch with Michal Eisik, who runs the CopyTribe program.

Shaina wrote that she’d been subscribed to my Daily Email Habit service and found it useful… maybe Michal would like to promote it to her CopyTribe crowd?

It’s taken a while — rivers flow slowly in JV land — but Michal and I finally agreed to do a cross-promo.

She would let her people know about my Daily Email Habit. In turn, she asked, would I be willing to let people on my list know about her free marketing personality quiz?

I unthinkingly said sure, but then I kind of bit my lip.

The fact is, I don’t like to promote stuff I can’t vouch for myself, even if it’s a free lead magnet.

And a “marketing personality” quiz?

As long-term readers of this newsletter might know, I had an addiction in my youth to personality tests. It took me a number of years of self-denial to wean myself off this addiction, and afterwards, I took a holier-than-thou attitude to all kinds of systems that categorize people based on a series of multiple choice questions.

But what to do? I realized my only way out of this situation was to risk unleashing my personality test addiction once again, and to take Michal’s quiz myself.

So that’s what I done. My impressions/results:

1. Michal’s quiz consists of 12 questions, which is more in depth than I had expected. What’s more, I had to sit and think about my answers to each question, because these are not simple BuzzFeed B.S. choices. As a result, the very act of taking the quiz was somehow insightful.

2. Inevitably, there were some choices that felt forced or arbitrary. (Eg. am I more “intuitive” or “visual” or “generative”? I feel I am all three. But I ended up choosing “intuitive,” because, well, it felt right intuitively.)

3. My result came back and it turned out I am a “Big-Idea Brain.” I liked the sound of that because, if you drop the “idea” part, then my marketing type sounds like it’s just “Big Brain,” and frankly, I’ve always suffered from the need to feel smarter than I am. So that part was flattering.

But the quiz results also told me true stuff about myself that I hadn’t shared in my answers (“you need a notepad (or twelve) just to keep up with yourself”).

And they even pointed out a few things — I won’t share those here, because according to other personality tests, I am an “I” — that maybe others can see about me, but that I don’t see myself, but that rang true, and made me think.

Anyways, Michal’s quiz is worth taking — worth a couple minutes of calm and collected time.

Maybe your result will just be fun and flattering. Or maybe you will also learn something useful about yourself, which you can then use in a profitable way towards your marketing or copywriting career.

To take Michal’s marketing personality quiz:

https://bejakovic.com/quiz

12 sticky disciples to get your message out into the world

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If I ever launch my AIDA University, a 4-year, overpriced curriculum teaching people how to persuade, the mandatory reading for the first semester will include the book Made To Stick.

In that book, authors Chip and Dan Heath tell you how to create a message that sticks.

Basically, they say that you should turn your message into a simple, unusual, concrete, and emotional story.

Which is all good and fine but— are simple, dramatic stories really the only kinds of sticky messages?

Clearly no. I imagine that, in the interest of making their own message sticky, that is, simple and concrete, the Heath brothers decided to stick to teaching just one sticky format.

But I’ve been keeping track of different kinds of sticky messages. Today, I’d like to share them with you.

If you have an idea you want to go out into the world, then here are 12 ways, 12 little disciples, that can preach your message from the housetops:

1. Story, particularly drama

Well ok, yes, this is familiar enough, and it’s what Chip and Dan Heath talk about as well. (Bear with me. I have different ones after this one.)

2. High stakes

Classic example: Stansberry’s “The End of America” video sales letter, which was one of the two or three biggest direct response campaigns of all time, bringing in hundreds of millions of dollars through a single VSL.

3. Visuals

Here’s one that made Rich Schefren’s Internet Business Manifesto stick:

Rich Schefren's Internet Manifesto | Tyrone Shum | Flickr

4. Exercises

The first thing that comes to my mind is the following old chestnut, used as a sticky message to illustrate lateral thinking or the absence of it:

Say we have a pen and a piece of paper with 9 evenly spaced dots (as shown). How do we draw 4 straight lines through the 9 dots, without ever lifting our

5. Quizzes

Is your “fat loss type” an I, G, C, or T? What’s your Myers-Briggs? Are you a Pisces or a killer whale? Take our quiz to find out what this says about you as a marketer.

6. Metonyms

A metonym, as I learned once but keep forgetting, is “a figure of speech in which one word or phrase is substituted for another with which it is closely associated, as in the use of Washington for the United States government.”

A great pop culture example of using a metonym to get the point across and to persuade the other side comes from the movie Ford v. Ferrari.

In that movie, Matt Damon, playing car designer Carroll Shelby, is explaining to Henry Ford III why Ford’s sports driving team sucks.

Damon points to a little red folder that one of Ford’s underlings is currently thumbing through (the folder is the metonym, albeit nonverbal) and says:

“As I sat out there in your lovely waiting room, I watched that little red folder, right there, go through four pairs of hands before it got to you. Course that doesn’t include the 22 or so other Ford employees who probably poked at it before it made its way up to the 19th floor. All due respect, sir, you can’t win a race by committee.”

7. Parallel case studies

… which are a subset of dramatic stories, but which occur often enough and are successful often enough compared to regular stories, that they warrant including.

A famous example is the Wall Street Journal “Two Young Men” sales letter, though wise marketers (eg. Andre Chaperon) have been using the same format online as well.

8. Authority (scientific research)

Scientists from MIT report that this kind of message is very sticky, in fact 38% stickier than the average.

9. Demonstration

“It slices, it dices, it makes julienne fries.” Good if you get to see the demonstration on TV… better yet if you see it live… best if you can actually experience it directly on yourself.

10. Outrage/saying the “wrong” thing/playing against type

This is what a huge chunk of classic direct response headline complexes are about. Think “Lies Lies Lies” by Gary Bencivenga… “What THEY Don’t Want You To Know” by Eric Betuel… or “Why Haven’t TV Owners Been Told These Facts” by Gene Schwartz.

11. Rhyme, alliteration, or co-opting phrases that already exist in the mind

This is a broad category but it all comes down to wordplay of one sort or another that our brains seem to enjoy:

– “If the glove don’t fit, you must acquit”

– The “Big Black Book” series of big Boardroom blockbusters

– “The Plague of the Black Debt,” which along with the End of America above, is another of the two or three biggest direct response campaigns of all time

12. Metaphor or analogy

An analogy is like a listicle, in that it organizes under one umbrella a number of related points, some of which are strong, and others, which can be disguised and hidden among the stronger ones.

If you have other good categories of sticky messages, write in and let me know. I am putting together a new book in which this kind of stuff will feature. I will appreciate your help, and maybe what you send me will wind up in the book.

Meanwhile, if you haven’t done so yet, you might enjoy my most recent book,

“10 Commandments of Con Men, Pickup Artists, Magicians, Door-to-Door Salesmen, Hypnotists, Copywriters, Professional Negotiators, Political Propagandists, Stand Up Comedians, and Oscar-Winning Screenwriters”

In that book, you can find lots of simple, unusual, concrete, and emotional stories.

But you can also find demonstrations (check out the very first sentence of the intro)… outrage (that’s the whole point of featuring con men and pickup artists in the title)… co-opting phrases that already exist in the mind (“10 Commandments”)… authority… quizzes… high stakes… and even visuals, at least such as can be done with words (specifically, the opening of Commandment V).

For all that, and more:
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https://bejakovic.com/new10commandments

Tired of experimenting?

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Last year, I started snooping on people.

Specifically, I started snooping on 3-4 online business owners, who have businesses that are doing well, and who I was frankly jealous of, because I wanted something similar.

I won’t tell you all the folks I snooped on, but I will tell you one was a guy named Olly Richards.

I’m not here to hype up Olly — if you wanna find out more about the guy, the Internet’s your friend.

I simply want to share a testimonial I saw on Olly’s site, or rather a video confessional, by one of Olly’s coaching students.

This coaching student runs a 6-figure online education business. In other words, he has an audience. He’s making good money. He’s unlikely to respond to typical promises made in the “creator” economy.

So why did this student decide to work with Olly, and pay Olly tens of thousands of dollars? From the video, in the student’s words:

“You can do things by experimenting and doing things yourself. You learn that way. That is one way of doing things. But in my opinion, I’ve just found it’s extremely exhausting after a certain point. I’m really tired of experimenting. Just give it to me. Just tell me what to do, tell me what not to do.”

At the time, as part of the research for my new 10 Commandments book, I was reading the book I’m OK — You’re OK by Thomas Harris. In that book, Harris writes:

“Structure hunger is an outgrowth of recognition hunger, which grew from the initial stroking hunger.”

That sounded profound to me when I read it, and seemed tightly connected with that testimonial for Olly Richards.

Now, after a year has passed, it seems less tightly connected and less profound, but it does describe the core process that people like Olly’s student go through:

1. They start out by just wanting to feel OK, ie. better about themselves and their place in the world.

2. To do that, they seek out recognition — via work, achievement, and the fruits thereof.

3. Getting recognition, and worse yet, keeping recognition, is tiring, and so people start looking for help, shortcuts, and “structure” eg. simply being told what to do.

Maybe you think I’m telling you something super obvious, and that there’s no need to flog such a poor and common horse.

Fine. In that case, let me just share a few simple takeaways:

1. People like Olly’s student, who have already achieved recognition, make for better customers than people who have not, simply by virtue of having money to spend (on your help) and resources (list, offers, team) to profit from your help quickly and effectively.

2. If you want to appeal to such people, try the “Tired of experimenting?” line, because it comes directly from the mouth of a member of that market.

3. If you yourself are personally tired of experimenting, then take a look at the community below.

It’s a place where business owners, marketers, and copywriters follow proven recipes to get more value out of their existing skills and assets, often while working dramatically less, and having a more fun time of it, than they are doing now:

https://bejakovic.com/ronin

If you wanna meet interesting people… charge them

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A while back, read an interesting article by a guy named Phil Eaton.

Eaton is a software developer who also runs a popular blog. He started blogging in 2017, in part with the goal of meeting cool, likeminded people.

Even after his blog and Twitter account took off, and although he made his email publicly available, Eaton found nobody ever reached out to him to talk.

So he got devious. He announced he is now charging $100 for people to talk to him.

Result?

You most likely guessed it. Suddenly there were lots of people, each willing to pay $100, and getting on a call with him.

Eaton’s goal was to connect, and he ended up doing so — with VCs, university professors, and startup founders.

He gave away the money to a charity, and made it publicly known that he is doing so.

The fact was doing this for entirely nice guy reasons made him willing to be much more pushy and promotional about his “$100 to talk to me” offer than he might have been otherwise.

So if you too are trying to build up a network of interesting people, and nobody is responding, then put a price tag on it and watch what happens.

“Yea all right,” I hear you say. “I guess that’s kind of interesting. But my time is valuable, my life is short, and I don’t want to simply open up my calendar to strangers for $100.”

Fine. then here’s a variant that I myself can recommend based on personal experience:

Rather than allowing anybody to pay to talk to you, talk to people who have already paid you. Or at least some of them.

I have a habit — not so strict, and I gotta be more diligent with it — of reaching out to people who have bought offers I’ve made.

I set aside an hour of time, usually on Sundays, to talk to one such person each week.

This has resulted in marketing insights, obviously, but it’s also connected me with some smart, successful, and surprising people — people I never would have guessed to be buying my offers, for reasons I never would have guessed.

In turn, I always make it clear that I’m happy to answer questions, give feeedback and my opinion, or generally offer help, within reason, to make the call worthwhile for the other person as well.

I happen to know that some people have taken the advice I’ve given and run with it to implement in their offers or in their client-getting efforts.

So do you wanna talk to me? Or connect with me? Or get my input or help?

No promises, but your best bet is to take me up on one of my offers.

For example, my most popular course, Simple Money Emails, which shows you how to write simple emails, like this one, to make sales today and readers reading tomorrow. For more info on Simple Money Emails:

https://bejakovic.com/sme/

The (yes, THE) secret of storytelling

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A-list copywriter Parris Lampropoulos likes to tell the story of how he became a copywriter. I’ve heard him tell this story multiple times, mostly online, and once in real life as well.

I forget the details of how it all goes, but there’s one detail that I never forget.

At one point, Parris was working at a real estate office, and the office manager at the time, in a fit of fury and impotence, punched his hand through a window.

And now comes the bit I always remember, which I’ve heard Parris repeat every time I’ve heard him tell this story:

There was a thin trail of blood on the floor, from the broken window to the elevator, as the manager walked out of the office, never to return again.

And that, in a snapshot, is THE secret of storytelling.

In a few more words, from an article I read about Irving Thalberg, a movie producer who was called the “Boy Wonder” of Hollywood, and who invented and popularized many Hollywood tropes that we now take for granted as elements of effective storytelling:

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The real reason for the enduring Thalberg myth has less to do with any of this than with that perennial idea, which fascinated [F. Scott Fitzgerald, who worked as a Hollywood screenwriter in the 1930s, and who wrote a novel with a fictionalized Thalberg as protagonist] as it does us, that there are secrets of storytelling, to which a few are privy.

Yet good Hollywood films have more or less a single story. Raise the stakes, place insuperable obstacles before the protagonist, have the protagonist somehow surmount them while becoming braver and better. What works for Dorothy works for Rocky. In truth, we may follow stories, but we respond to themes; the story is just the tonality in which those themes are played. […]

No one can recall the ins and outs of Salozzo’s drug scheme in “The Godfather,” but we remember Pacino’s face in closeup: we come for the story, stay for the sublimations.

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I don’t really know what the guy behind this article is talking about when he talks about “themes” and “sublimations.”

I do know that few stories are memorable… that the structure of storytelling, hyped up as it is, is often irrelevant… and that what actually makes a story work is not the rags-to-riches, or riches-to-rags, or hero quest skeleton underneath… but a few dramatic and memorable snapshots:

The “kiss of death” that Michael Corleone gives his brother Fredo in the Godfather II; Rocky running up the stairs of the Philadelphia Museum of Art; the thin trail of blood from the broken window to the elevator.

So if it’s not the structure but the memorable snapshot that is the secret of storytelling… then how do you come up with memorable snapshots?

I hate to break it to you, but if that were a knowable secret, then every Hollywood movie would be a forever-beloved blockbuster. Which is clearly not the case.

The best you can do is to come up with the best snapshots you can, and then to test them out on your audience. See if the audience oohs and aahs, if they feed you back the same snapshot days and weeks and months later, and if they come back for more. Then double down on what works, and discard the rest.

And since I gotta sell you something, let me tie this into the topic of writing daily emails, because daily emails make for a particularly easy and fertile way to test out new ideas and ways of presenting those ideas to an audience.

I’ve written books and created courses that people buy and enjoy and then come back for more of. One secret of how I make such info products is that I repurpose my daily emails, or rather, the emails that worked — ideas and snapshots that I field-tested on my audience, and that I got positive feedback on.

If you want to start writing daily emails of your own, and if you want a field-tested guide for how to do that well:

https://bejakovic.com/sme/

Double-checking the windows of sales escape

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A true story, I mean, analogy:

A couple weeks ago, I was walking around town when a freak thunderstorm set in. I was only about a couple hundred yards from my apartment, but there was no braving this.

First, hurricane winds picked up, then a torrential downpour, finally large hailstones started beating down.

Along with a few dozen other people, I huddled in the metro station tunnel while the gods wore out their fury.

“Good thing I closed all the windows at home,” I chuckled to myself, as ominous music swelled in the background.

I got home and sure enough—

In the middle of the living room, a ficus ginseng plant, which banker and email-writing career coach Tom Grundy had sent me last year, was lying toppled over on the floor. Soil from the plant was all over the room.

“How did this happen?” I asked, possibly out loud. I walked around the apartment and came across a large puddle. One of the bedrooms was entirely flooded, including the mattress, which had soaked through.

It turns out that the window in that room was shut, but it wasn’t shut tightly enough. The furious wind blew it open, and then the rain and hail flew in, flooding the room, soaking through the mattress, and knocking over the plant in the living room and tossing the soil everywhere.

(The plant survived, by the way. It’s looking at me right now.)

I’m about to try to spin this story of emergency and disaster into a copywriting lesson, if you can handle one of those.

Last night, I hosted one of the Q&A calls for Copy Riddles, as part of the last-ever live cohort I will run of that program.

Several skilled copywriters and marketers submitted their bullets for the weekly CR bullet contest, including the following:

“How you could double your child’s IQ with this doctor-recommended breakfast switch. Page 17”

It’s a great bullet. It’s got a big promise I imagine most parents would respond to… a simple and intriguing mechanism… and proof in that phrase “doctor-recommended.”

There’s only one niggling thing, and it’s that, to my mind at least, the reader could read this and say, “Oh, great to know such a doctor-recommended breakfast switch exists! I’ll ask my pediatrician about it the next time I take the little monster in to see him.”

In other words, there’s a small, minor, minuscule chance, however unlikely, that the reader can be sold entirely on the promise of this bullet… and still won’t buy.

And that’s my analogy for you.

“You gotta close off all the windows and doors of escape for your sale” — maybe you’ve heard that advice before.

I know I did, but it didn’t really sink in for a long time.

In any case, knowing it is not enough, because really you have to know your audience as well, and keep learning about them, and keep shutting off all their paths to escape, including new ones that pop up.

Otherwise, even a seemingly shut window (bear with me here) can blow open unexpectedly, and then you have the sales equivalent of a mess in the living room and water all over the place and a mattress that’s been soaked through.

In other words, you have a lost sale, with good work put in and nothing to show for it. So it makes sense to double-check and triple-check the windows and doors of sales escape, using everything you know already and are learning about your skeptical, guarded, and inert prospects.

All right, analogy over. As for my offer:

While this is the last-ever live cohort for Copy Riddles, this program remains alive as an evergreen training.

Several of the people currently going through it have been through it three or more times already, on their own.

I also have it from a reputable source that Copy Riddles, even without the Q&A calls, is the best way to gain the money-making skill of writing sales bullets, short of being one of Parris Lampropoulos’s copy cubs. (I heard this from Vasilis Apostolou, formerly a copywriter at Agora, and now one of Parris’s copy cubs.)

If you’d like to find out more about Copy Riddles:

https://bejakovic.com/cr/

Once more, yesterday didn’t work out as I planned

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Early this morning, I got back to Barcelona following a 2-week trip that spanned 5 countries.

Diligent readers of this newsletter know that last weekend, as part of this trip, I missed a layover flight, which led to an almost 12-hour, cross-country, cross-corn-field bus ride.

Yesterday, I missed a second layover flight, which led to a 17-hour total trip to get back to Barcelona.

As I sat at Frankfurt airport, uncertain that I would make it back at all before the “airport curfew” struck, and faced with the prospect of spending the night at an awful airport hotel and then another day at the airport, I swore to myself I would never ever travel again, or in fact ever leave the house.

I bring this up because I got a question recently from a long-time reader and customer by the name of Jordan:

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This one might be a bit meta, but how did you start traveling and how do you travel so much? Did you start before having the income from this newsletter or after?

I’m also looking to travel more and I’ve found it intriguing how others do it. your insights are always very unique though.

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I don’t feel I travel very much these days, certainly not compared to how I did a few years ago, when I was living in Airbnbs for almost 2 years straight. I got burned out after that, and it took me a couple years to develop any interest in taking a trip further than the local grocery store.

I also don’t really have all that much to say about “how to travel.”

I personally had zero obligations or restrictions when I decided to uproot and start living like a high-class hobo. I also had good money to support this lifestyle, which was pouring in via freelance copywriting work, a year or so before I made a first dollar from this first newsletter.

Since Jordan flatters me by saying my insights are always very unique, let me share the one possibly unique thing I can say about traveling a lot.

It’s something I experienced personally, and something that I also heard confirmed when I had a quick call once upon a time with now-dead pickup coach Tom Torero, whose worldwide travels dwarfed anything I ever did or would ever want to do.

Possible insight alert:

If you travel intensely for extended periods of time, particularly to places where you don’t know anybody or have no right being, you have to have a routine, and ideally you have to have something productive to do most days, like a job.

… which is ironic, because I imagine most people want to travel so they can get away from their routine, and because they don’t want to work.

But such is the human mind.

We have a few basic needs. The rub is that among those basic needs, we have ones that are diametrically opposed to each other, such as the need for novelty and the need for stability. If you swing too far to either pole, it leads to craziness and eventual breakdown.

The thing is, you don’t need a tremendous amount of daily productive work to keep you grounded and sane.

For me, writing this daily email does it. Plus, like Jordan says, writing this daily email has had the nice knock-on effect of generating an income, and even introducing me to people online that I ended up meeting in real life on my travels.

I got a course that shows you how to write daily emails like this one to your own list. If you’d like to find out about it:

https://bejakovic.com/sme

What I really think about open rates and subject lines

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Course creator Matt Giaro, who helps folks monetize their skills and knowledge online, writes in with a softball question to help me out while I travel:

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A pretty simple one that might be a bit “too educational”:

What’s YOUR process of writing subject lines?

e.g, What comes first, the egg, the subject line, the chicken, or the email body?

PS: Enjoy your trip 🙂

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In a zero-drama nutshell, I almost always write my subject line…

… let me tease you for a minute…

… this is gonna be super valuable…

… AFTER I’ve written the body of the email. The egg comes after the chicken. As I say inside my Simple Emails course, after I explain how to open up an email, eg. how to roast the chicken:

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Subject line tip #2: Write your subject line after your email body.

I am talking about the subject line after I talked about opening your email, because that’s how I actually work.

I find it very hard to come up with a subject line out of thin air, and if I do come up with one that I feel is good, I’m most likely fooling myself. What I do instead is first write my email, then go back and pull out different phrases or ideas or facts that could go into the subject line.

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Beyond this, I don’t have a tremendous amount to say about writing subject lines, either in my own daily work, or inside Simple Money Emails.

In fact, I have just one other tip, which I think is much more important, and which is much more universal, than the one above.

This second tip explains why some copywriters insist that subject lines are super important, and determine the success or failure of your email…

… while other copywriters say that subject lines don’t matter all, and even make a show of sending their emails out with silly or flat subject lines, without any apparent detriment.

If you’d like to find out what my other subject line tip is, and more generally, if you’d like to find out how to write effective daily emails that make sales today and keep readers reading tomorrow, then:

https://bejakovic.com/sme/