Today...
You'll discover how to create email campaigns people stay subscribed for (and actually buy from)!
We begin with a sobering truth:
Entertainers Get Paid More Than Educators
I'm speaking in generalizations, of course. There are plenty of educators who make fine livings in this world. But if you can entertain people with your educational content...
You get paid a lot more.
Consider Scott Galloway, also known as Prof G. Prof G has at least 3 podcasts I know of, travels the world speaking, is a professor for NYU, and makes countless appearances on popular podcasts and news networks.
The demand for Prof G to get behind a microphone is extraordinary. He's vastly more popular than almost every big-name news anchor and political commentator in America.
How is it possible for one man with such a small team to command so much loyalty (and revenue)?
Emotion
Mia Silverio from Prof G's team puts it like this:
Scott will often stop me when we’re reviewing his decks to call for “more drama.” Infusing a narrative with drama and emotion separates an exceptional storyteller from a mediocre one.A good storyteller is simply a good entertainer. Am I discounting the importance of the underlying content? Somewhat. But the unfortunate truth is that even if you have revelatory information to share, it’s not going to have an impact if no one’s paying attention. As writer and podcaster Derek Thompson
observed, “There’s something overlapping in the Venn diagram between what is demanded of standup comics and what is demanded from public intellectuals. And that is: Explain this sh** to me — make me feel something.”
Drama! Storytelling! Surprise!
These are the things that make people care about and stay subscribed to content.
And yes, my brave blue collar friend... this applies to you and your business too.
Laughter Makes Money
A few weeks ago I got a text from Brock Fielding, one of our email marketing clients, about an email we sent for his garage door business. He said:
A client of ours thought the email was so funny that it made her want to book and ultimately spent 10k with us.She literally told me "the email was so funny I just had to have you guys out and I had no plans to buy new doors, but it just felt right."
If you knew that one entertaining email could make you an extra $10,000, would you send more emails? If the answer is no, you're NGMI.
When I'm writing emails, I want to provoke what we call "the nose breath laugh." It's that subtle little chuckle you let our under your breath when you read or watch something funny.
But what exactly makes something funny? I'll tell you: surprise. Surprise leads to laughter. Not "jokes," per se. Surprise.
If you discover something you never realized was true, what do you? You chuckle (i.e., the nose breath laugh).
In my own life, I was surprised when I discovered that hiring someone to clean your house is actually pretty affordable. Because I was surprised, I laughed. A because the surprise was so delightful... I bought.
The Process
When my team and I sit down to craft campaigns for our clients, we start by figuring out the offer. What exactly are we trying to sell?
Then we hone in on the audience. Who specifically needs to see this? And who does not need to see this?
Finally, we try to come up with the angles. This is where the entertainment factor comes into play. We have a list of 35 different hooks and angles we use to turn boring content into entertaining content people will actually buy from. In my experience, there's always at least one angle that will surprise the reader and move them closer to a purchase.
(As a thank you for reading this far... simply reply to this email and I'll send you the full list of 35 angle ideas for your content creation pleasure)
Wait... No Templates?
At this point you might be wondering... no copy-and-paste templates?
Look, we use email templates from time to time. But templates are a model of what worked for someone else, in a different location, at a different time than right now.
Your marketing will become far more unique once you realize that every "best practice" you're encouraged to follow started as nothing more than an experiment by someone else in the past. If they could take the creative license to try something new that might not work...
Why can't you?
Tomorrow...
I'll show you how to overwhelm your CSRs with leads!
And if you want us to just do it for you...
TALK SOON,
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