Yesterday, I sent out an email about how I recently created a joke payment plan for my Most Valuable Email course, and how I’ll soon increase the price of MVE from $100 to $297. The subject line read,
“They laughed when I created a payment plan, but when I jacked up the price…”
In case you’re entirely new to copywriting, that was a play on “They laughed when I sat down at the piano but when I started to play,” which is one of the most famous headlines of all time, written by John Caples in 1926.
A healthy number of people bought MVE from yesterday’s email. Some also wrote in to reply and say they thought the email was witty. And then one guy wrote in to say:
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297 plus 3 payments of 1 dollar?
BTW, the subject line is a bit lame, don’t you think?
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I raised my eyebrows a bit, paused for a moment. I then scrolled down to the bottom of the email, and clicked unsubscribe on behalf of this reader.
I don’t know whether his reply was a missed attempt at humor. I don’t know whether it was a genuine attempt at trolling me. I do know it was a distraction.
And it would have stayed just a distraction — but I would hate to allow myself to be just distracted. That’s why I decided to write an email out of it, and get some use out of this ex-subscriber, rather than simply allowing him to interrupt my morning.
Moving on:
As you might recognize, my subject line today, “Who else wants to get kicked off my list,” is a play on another classic John Caples headline, “Who else wants a screen star figure?”
I’m not actually inviting trollish responses with that subject line. I like almost all of my readers, and I like having a pleasant rapport with my audience. That’s why the “lame subject line” guy is only the fourth person I’ve proactively unsubscribed from my list in 5 years of daily emailing.
But I do draw a line somewhere. I expect my readers to treat me well, because I treat them well.
Which brings me back to Most Valuable Email.
I have been selling MVE for a year for $100.
Over the past year, I’ve had many people tell me that’s a steal, and that I should raise my price.
And just in the past couple weeks, I’ve had a number of people I admire tell me the same. I will tell you about one such mysterious person in my next email.
Eventually, the message got through.
So I am raising my price for MVE, like I said, from $100 to $297.
I am also giving you fair notice about this change. You can still get MVE for $100 until Tuesday, August 22 (yes August, not July), at 8:31pm CET.
But why wait and risk missing out? You can laugh at deadline worries — if you follow this simple link:
https://bejakovic.com/mve/