Last night, I sent out an email promoting my upcoming workshop, Daily Email Fastlane. And for a bit, I was pleased by the number of sales that came in as a result.
I actually stayed pleased until this morning.
And then this morning, I got a reply from Adam Silver, an expert in user experience. Adam wrote me to ask:
“Did you hesitate to write ‘handsome mug’ as it doesn’t work for women? :)”
Adam was referring to the way I ended my email last night. I said there will be a recording of next Thursday’s workshop, but if “I can see your handsome mug live on Zoom, that’s even better.”
Suddenly, after reading Adam’s message, I stopped being so pleased with myself.
I hadn’t thought much about that “handsome mug” phrase while writing it. I didn’t think it mattered.
But now that Adam brought it up, I checked the stats.
It turned out that, out of the 10 sales that have come in since yesterday’s email went out, 9 are from men and only 1 is from a woman.
For reference, I normally get a healthy mix of both men and women buying my stuff.
So was this just a coincidence?
Or did that small phrase really kill a bunch of sales that women might have made?
Did I shoot myself in the foot with just two words?
Or… was it the exact opposite? Did those two words actually help me make those other 9 sales?
Because check it:
In emails and in copy more generally, it makes sense to call out your audience.
Maybe everyone in your audience could possibly benefit from your offer. But most people won’t reply unless they feel your offer is somehow uniquely for them.
The trouble is, you probably have lots of different ways to call out your audience. Lots of different ways to slice and dice your market. Lots of different ways to appeal to how people think of themselves.
So what do you do?
Daily emails offer an easy fix to this conundrum. You just call out a new segment every day, and see what works.
And so, I would like to announce I will hold a workshop next Thursday. It’s called Daily Email Fastlane, and it will help women benefit by sending daily emails for their personal brand.
Maybe you think I’m pandering. Maybe you demand to know why specifically women can benefit from this training, and from daily emails more generally.
Here’s why:
It’s my observation that, out of the hundreds of daily email newsletters I’ve subscribed to over the years, in all kinds of niches, the majority are still sent by men. In many niches, it’s a significant majority.
I’m not appealing to your sense of justice here. I’m appealing to your sense of opportunity.
In most markets today, women would have an immediate advantage by sending out daily emails. They would have this advantage by having unique positioning. By being different to what’s already out there. By simple virtue of being a woman.
And if you want more of a sexist, stereotypical reason:
From what I hear, many women are naturally good at building a sense of community, of forming relationships with others, of emotional bonding. More talented than many men in any case, and certainly more talented than me, somebody who has to relearn this kind of stuff consciously, on a daily basis.
But daily emails are all about forming relationships with your audience, and building a sense of community.
So it seems to me that many women would naturally take to sending good daily emails for their own brands… and it seems to me they would benefit uniquely from doing so.
And yet, like I said, it’s still mostly men who take advantage of daily emails.
I don’t know why that is. But I do have a fix for it, or rather a fast lane.
This fast lane is made up of the commonalities I’ve seen in three uniquely successful daily emailers I’ve coached over the past year and a half.
These daily emailers have stood out to me — in terms of the money they make, the stability of their income, and simply in how much they seem to enjoy their business and their life.
All three achieved success via daily emails, in spite of not being women. So imagine what you could do.
If you’d like to join me for this workshop: