This morning, I talked to a business owner who is interested in joining my email coaching program. Interested… but also wary.
“I was talking to my husband,” she told me. “And I realized, John writes good emails. But who is he? I don’t really know anything about him.”
About that:
I’ve been writing this email newsletter for four years. I’ve shared plenty of personal stories.
I’ve also shared plenty of specifics from my copywriting career — lessons learned, successes earned, endorsements spurned, like the one I wrote about yesterday.
And yet, people still don’t know almost anything about me. Because the problem is this:
I shared all those stories and successes and endorsements once, or twice, or maybe frice.
That ain’t enough.
So here’s my message to you. It’s a message I’ve shared before, multiple times. But you probably missed it, even if you’ve been reading my emails for a while.
You have to repeat yourself over and over and over. And if you want people to “know” you, you have to create a legend – a simplified cartoon version of your life, and you have to hammer that home, week in and week out.
“I was a blessed child born into a billionaire family… but a tragic and violent attack left me an orphan… and then one day, I fell into a cave full of bats.”
You tell that story. And then next week, you tell it all over again.
“I was made an orphan after my parents were brutally gunned down… I was lost, and all the billions I had inherited meant nothing… until one day, when I fell into a cave full of bats.”
You might wonder why I don’t take the opportunity here to talk about my own background, instead of that fantasy with the cave and the bats.
That’s because these emails are not primarily about selling, or even about building authority where you look at me as a leader in my little niche.
You might wonder what these emails are primarily about in that case. I’ve actually written about that in the past, and multiple times, but you probably missed that too.
No matter. I will probably write about it again one day.
Meanwhile, back at the ranch, there are certain messages that I cannot allow to slip through the cracks of your awareness.
For example, last week, while I was promoting that coaching program for which I’m interviewing prospects now, I got the following fat-fingered reply from a reader:
What annout copyriddles John? Still selling?
Of course I’m still selling. In fact, I spent a good amount of time just a couple months ago, writing and sending a sequence of two dozen emails to sell Copy Riddles.
And yet people forget, and quickly.
So if you’d like to join Copy Riddles, let me repeat you can do that at the page below. And let me repeat the following, even though I’ve said it before—
Everything I’ve just told you is actually part of a fundamental copywriting technique. It’s a technique covered in Copy Riddles Round 4, with riddles based on bullets by Clayton Makepeace, Gary Halbert, and Parris Lampropoulos.
For more info: