Step right up, ladies and gentlemen, and behold the mighty A-list copywriters!
See how they persuade with the written word!
Marvel at their subtle tricks in these three bullets by Daring David Deutsch… Powerful Parris Lampropoulos… and Jesting Jim Rutz! Behold, ladies and gentlemen, behold:
* Cure your back pain. Inside on page 3. [David Deutsch]
* Study finds this herb works for three-quarters of men who take it. Page 16 [Parris Lampropoulos]
* Aging parents? A nursing home might be OK. [Jim Rutz]
Yes, boys and girls, friends and enemies! These A-list copywriters know secrets and mysteries that you do not! And now, for the low, low admission price of…
All right, that’s enough. Let me stop the circus barker act. And let me tell you the story behind the three deformed and monstrous bullets above.
The story is that yesterday I got a question from a feller named Nathan. Nathan signed up for my upcoming Influential Emails training. And he’s confused about how to plan out a welcome sequence.
How many emails to spend on telling the brand story? How many about benefits? When to handle objections? What order should the emails go in?
It’s a question I also used to ponder, many Octobers ago. But it’s not something I ponder any more, or that I’ll talk about inside Influential Emails. Because here’s what I told Nathan, and it might be valuable to you too:
Most people will not read all your emails. And even if they do read them all, they won’t remember them.
Does that sting? Bear with me for a second.
When we as copywriters or marketers put together a sequence of emails, we can trick ourselves into thinking it’s a sales letter. After all, that’s how it looks in a Google Doc, if you put one of your emails after another.
But that’s not how it looks to your prospects.
Your prospects might give one of your emails a thorough reading… skim a second one… skip a third. And all this separated by a day or more… and in between dealing with two dozen other emails in their inbox… plus all the other stuff that’s sucked away their attention in the meantime.
I’ve previously compared emails to sales bullets. The analogy applies here as well.
Because when you assume your prospects have followed your sequence faithfully… or that they will keep following it faithfully… your emails become armless and legless, like those hideous bullets above.
But free yourself of this wicked assumption, and behold the magic and the wonder that emerges. Each of your emails is forced to become fascinating and convincing, like these real, unamputed, A-list bullets:
* How a pickpocket can cure your back pain. Inside on page 3. [David Deutsch]
* What to take for an enlarged prostate if you’re not getting results from saw palmetto or pygeum. Study finds this herb works for three-quarters of men who take it. Page 16 [Parris Lampropoulos]
* Aging parents? A nursing home might be OK, but see four better options on page 89. [Jim Rutz]
But perhaps you’d like to know how to make each of your emails fascinating and convincing — the equivalent of the A-list bullets above. In that case, hold on a second. Let me put on my top hat and cape. And let me clamber back onto my soapbox.
Because, ladies and gentlemen, all my many mysteries and email secrets will be revealed. So step right up, and prepare to be shocked and amazed by my Influential Emails, the marvel of the copywriting world. Low, low admission price — a special offer, good only till this Sunday. Show’s inside, folks, right this way, the door to the tent is here: