This morning, I was preparing for the PCM hot seat, which is my main task within Shiv Shetti’s PCM mastermind.
Each week, I get on a call with a different copywriter. I advise the copywriter on a new email promo he or she is writing on a performance-only basis for some client or another.
The guy I’m talking to today has managed to bag a great client — a 41k-subscriber email list, lots of success stories, a high-priced offer, and marketing that’s already working, including a front-end webinar.
This is the first email promo the copywriter will be writing for this client.
So one of my suggestions to him was to minimize his work, and maximize the odds of success for both himself and his client. For example, just take the existing webinar, which is already working, and turn that into an email promo.
That’s hardly a new idea.
It goes back at least 20 years, at least back to Jeff Walker and his Product Launch Formula.
I can’t say for sure, but PFL might be the most successful and influential Internet marketing training of all time? At least if you look at the number of customers, the sales generated by those customers, and the resulting money that Jeff has made from it.
At heart, PFL is based on a very simple idea, and that’s the “sideways sales letter”:
Take a working sales letter and turn it on its side, so it becomes a series of emails that you can send out as a time-limited promo. Chan-ta-ta-chan! Money in the bank, where yesterday there was none.
Of course, it doesn’t just have to be the sideways sales letter. It can be the sideways webinar, like I told the PCM copywriter today. Or it can be the sideways 1-on-1 sales call. Or the sideways stage presentation. And so on.
If you have a sales message that’s working for you in one long-form format, odds are good it will work as an email promo as well. In the words of Jim Rohn and John Bejakovic:
1. Have something good to say
2. Say it well
3. Say it often
4. Say it in a new format
Now let me ask you:
Do you have a working webinar?
Does the idea of turning it sideways, and making extra sales sound attractive?
Do you have zero interest in doing this work yourself?
If so, hit reply, and let’s talk. Maybe I can get it done for you.