The survey I ran a few days ago keeps giving, including some pretty, pretty shocking gifts.
For example, yesterday, a reader named Vivian filled out the survey. As her single biggest challenge with her email list, Vivian wrote:
“Coming up with interesting ideas and presenting it in a concise and compelling way.”
In the field about what difference it would make to get a solution to this challenge, Vivian explained:
“It would help me produce more effective email campaigns that produce better results.”
And in the field about how difficult it’s been to find a good answer to the above dilemma, Vivian selected:
“Very difficult”
When I read this, I heard a voice in my head. It was the voice of a ghost, of negotiation coach Jim Camp, who died back in 2014. Camp’s voice said:
“What in the world am I doing wrong? Where am I falling short here?”
Clearly, I’m doing something very wrong.
I checked and Vivian has been on my list for over a year.
In that time, I have promoted my various email trainings, including my Most Valuable Email program, hundreds of times.
Vivian hasn’t bought MVE, even though the core promise of MVE is a different way to present your ideas in email from what everybody else is doing… a way that produces concise and compelling emails that even grizzled, wary, and sophisticated marketers and copywriters find interesting.
The only thing I can think of right now is that I’m not doing a good enough job selling what I got.
The price for Most Valuable Email is $297.
Is that expensive?
Sure.
But I exported all my ThriveCart transactions a few days ago. I’ve been using ThriveCart as my shopping cart for the past 18 months.
On average, during these 18 months, I’ve been able to turn 12.7% of my newsletter subscribers into buyers. And on average, over those 18 months, each of those buyers has paid me $354.69.
Is that good? Bad? I don’t know.
I do know these numbers have allowed me to fully replace my freelance copywriting income, which was my main source of income for 5+ years, and which many people would find enviable.
I can also tell you I got the numbers above without any kind of continuity offer… without running a high-ticket coaching program for all but a few of those 18 months… and without counting the half dozen or so affiliate promotions I’ve run during that time, which would probably add another $100 or so to that average customer value.
I’ve been making the claim over and over that Most Valuable Emails are the #1 reason I’ve been able to stick to writing this daily newsletter and getting the kinds of results above.
The MVE trick has made me, and continues to make me, an exponentially better copywriter and marketer.
Plus it’s simply fun for me to write Most Valuable Emails regularly… and it produces emails that surprise readers and keep them reading, whether they buy or not.
It’s ain’t just me, either.
On the MVE sales sales page, I have a testimonial from Thomas Lalas, the director of retention marketing at Everyday Dose. Thomas sent out a Most Valuable Email to Every Dose’s 100,000+ list. Result, in Thomas’s words:
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This email was the highest-converting single-email campaign sent to the non-buyers of all time.
Usually we get such results with 2- or 3-part campaigns, typical in launches.
Interesting to explore this [Most Valuable Email] method further.
Will likely make it a part of our welcome flow, too.
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But I’ve been yappinatin’ about all this for a long time now.
Vivian still hasn’t bought.
Maybe you haven’t either.
Like Camp says, clearly I’m doing something wrong. I want to change that.
So I spent this morning scheming up something I’m calling the “Most Vivian Event.”
I don’t ever use personalizations in my emails, so I won’t try to make this the “Most [firstname] Event.”
But if you haven’t gotten MVE (the product) yet, and more importantly, if you haven’t been using the Most Valuable Email trick in your emails, this event applies to you too.
The Most Valuable Email trick really has been that valuable to me, without any hyperbole. And it can be the same for you — if I don’t keep falling short, and if I can finally persuade you to try it out.
I wanted to kick off the Most Vivian Event today… but with the grand plans I came up for it, I realized it will take a bit of time to set up. Tomorrow is the soonest I can do it. Full details in my next email. Be there?