Email Copywriting Secrets They Don’t Want You To Know

Unless you’ve been living under a rock …

… you know the client-getting and sales-boosting importance of these factors in your email copywriting:

Your subject line is the second most important part of your email copywriting

Simply because, your subject line ignites curiosity and desire in your customers and clients. And, if done right, it forces or tantalizes them to open your email and read every word of your, direct or indirect, sales message.

And there are some great resources out there that help you learn how to forge a tantalizing headline.

One of my favorites, because it’s been tested and proven, in the forty odd years in the firing lines, by the legendary John Caples, is his excellent book: ‘Tested Advertising Methods’.

What John Caples discovered is that headlines, and in email copywriting -subject lines, grab the reader when they contain curiosity, benefit or actual or perceived news value.

Use these well, and watch your open rates soar.

Because, as you probably know, your subject line’s job is to provoke your customer or client to hover over your email with their mouse and click it open.

Once that job’s accomplished …

What matters most, after they click to open, in your email copywriting is …

Your first sentence.

Some people write a heavy block of text. That’s threatening looking and, frankly, difficult to read. Do this if you want to scare your customers or clients away from reading your email copy and lose the relationship and the sale.

What to do instead?

Think of your first sentence as the headline inside your email copy.

Make your first sentence simple and interesting. Write it so your customer or client can’t just stop there. Write it so they move on to the second sentence.

And your email copywriting is passing the third, most important test with your customers and clients that inevitably leads them to the sale. Remember, your subject line is the second most important part of your email copywriting. Your first sentence is the third most important part.

Pass these all important subconscious tests and your customers and clients can’t help but start reading your email in earnest.

How to charge your email copywriting with electricity and sell

Next up is the body of your message. Your goal here is to show your offer in its ‘full, shining glory’.

Admittedly, ‘full, shining glory’ may sound as a bit of an overkill.

But have you seen these boring and dry, jargon-packed, braggadocios, feature-only emails?

I’m sure you’ve been chased by one of these boring “ghouls” away from a product or service that otherwise might have been very beneficial to you.

Booring, dry and near impossible to plough through, long-winded emails.

They make your mind go numb and chase away every desire to complete reading it. Let alone buy from it.

That’s why you need to supercharge your email copywriting with some strong emotional words and imagery.

Make them suck your reader in. Force them to stick inside your customers and clients’ mind. Make your message stick!

Make it so your word pictures turn round and round at the back of their mind. Make it so they feel almost haunted. Irresistibly drawn to your offer again and again. Until they buy.

Not because of you. ‘Cause you’re not important. But because of them. Because they see your offer as more appealing than their money.

So once they buy, they feel a pleasant relief. A feeling of victory and satisfaction. Knowing they have finally found the solution they’ve long been craving.

And the best way to infuse your email copywriting with this kind of magic is to use stories.

Because well written stories almost magically trigger vivid images and send your customers and clients on to an emotional journey. They feel connected. They feel you get them. They see you’ve solved this problem for countless others before them. And they finally see the pleasing resolution to their frustrating problems … is you – your product or service.

This way you confidently leave the insecurity of being just one of many who offer the same product or service.

Do this right and you elevate yourself to the level of unique specialist.

A rare person. The only person they would trust with their money to solve their burning problem.

That’s what happens when you fill your email copywriting with electricity, spark and sizzle!

More:

Is this really possible?

or

Does this sound too good to be true?

How to make your electrifying email copywriting believable

Building credibility is as important as oxygen is for your body.

Because, you know that if something sounds too good to be true – it probably is … not true. “That’s ridiculous.” You prospect says and off they go to check out your competitors.

And that’s no fun.

So, what you need is to make your claims – believable.

You need to build credibility and trust.

You want your prospects, customers and clients saying: “That’s amazing. I’m lucky I found YOU! You’re my secret weapon.”

But how do you do that? I hear you say.

And that’s a really good question.

Which, unfortunately, holds no simple answer. Because, just as it is with this whole process of email copywriting that sells, it depends on what’s inside your prospects’, customers’ and clients’ minds.

The approach that brings in the most opt-ins, inquiries and, ultimately, wads of cash in your pocket is tailor made to your ideal prospects, customers or clients.

But here are four believability building tips that make even your most wild email copywriting claims believable.

Testimonials – what somebody says about you is a hundred times more believable than what you say about you!

Degrees – somebody who has a prestigious degree commands more respect and their words carry the aura of authority. (And we’ve been conditioned our entire lives to respect and listen to authority)

Awards – who would you trust a self-anointed quack or a Nobel prize winner? (Good news, if you’re not a Nobel prize winner, is that people perceive even the most ridiculous of awards as significant.)

Concrete facts – ”Facts are your soldiers in the army of persuasion,” says my mentor and friend the inimitable Drayton Bird.

And, naturally, there are many more proven ways to build credibility, believability and trust …

But let’s move on and talk about your claims now.

Email copywriting that turns booring facts and features into juicy morsels of ‘heavenly desire’

‘Heavenly desire’ is, for sure, another overkill statement. Or is it?

Think, about it…

If you have a burning problem, you want it resolved.

If you are tantalized by a strong desire for something, you feel very excited at the chance to finally get it and enjoy it.

That excitement and that joy is sometimes so strong some folks say, when thinking about getting it, “I’ll be in heaven.”

That’s the ultimate goal of your email copywriting.

Your customers or clients thinking and feeling that excitement.

The closer you get to it, the higher your chances of making the sale.

Not an easy task.

And what’s worse, most people, try to stir up that excitement by telling how great their product is. What wonderful features it has.

“This suitcase is very sturdy,” they say.

“This book contains great business advice.”

“This model comes with all the latest features.”

Instead of showing you, how these features bring you the benefits you want in that product or service.

“With this suitcase you won’t ever have to chase your clothes all over the conveyor belt. You’ll have a comfortable and enjoyable trip.”

“This book shows you simple ways to make more money without working any harder. You can finally achieve your financial goals, pursue your true interests and simply enjoy life.”

Etc.

I think you get the point.

The basic principles here are:

Show – don’t tell. Use picture words. Use stories.

And turn every feature into what it does for your customers and clients. Because this is what they are really buying. The features are there to just ‘deliver’ the end results they want.

Your benefits turn up that want and make it into a craving. A powerful desire they can’t help but satisfy.

Do this and your email copywriting will bring you far more leads, inquiries and sales.

Email copywriting without a good offer is like a cruise ship without and engine

Your offer drives the sale far more than your email copywriting.

Great email copywriting and a wimpy offer won’t do you a lick of good.

A great offer and flimsy email copy will let you live albeit a hungry life.

Great email copy and a great offer is your master key to the vault.

But, I’m afraid, here you’re on your own. As I don’t know your product or service. But you do. And you should have a pretty good idea what your prospects, customers and clients really want. And you should know what your competitors offer.

Still, here are a few simple, business boosting ideas:

Study your competitors. Learn what their strengths and weaknesses are.

Study your market. There’s almost always sub-niches in your niche.

Some people want to buy speed. Others want to buy convenience. Still others want to buy quality. Some people want to save money. You get the point…

I know of 21 ways that make you stand out from the crowd.

21 different angles for you to make a unique offer.

And being unique, not for the sake of being unique, but for the sake of matching your message to your market, makes you far more money faster than a rigged slot machine.

Think Apple. Some people say they revolutionized the music, phone and computer biz. I say they gave their customers what they really wanted.

Not an easy feat. But made easier, when you know these 21 “clicks of the dial”.

Email copywriting that confuses and repels your prospects, customers and clients

Okay. Great. So, what do I do now?

I’m sure you’ve seen these chopped up and fragmented emails where you know you want the offer. But they leave you scratching your head as to how to get it.

Heck, it’s frustrating. You want it. But you’re swamped with work. You’re like one hour behind schedule. And, this thing that’s supposed to help you out of this mess, you can’t figure out for the life of you how to get it.

And you say to yourself, “You know what, I guess, I can do without it. Thank you very much.”

Never leave your offer chopped up and fragmented.

Always make it simple and easy for your prospects, customers or clients to take the next step. Whether it’s to opt-in, book an appointment, or simply buy your product or service. Always, always, always make it brain dead simple for them to take the next step. Think Amazon’s ‘buy with one click’ super simple sales boosting idea. Now, that’s what you want.

This in email copywriting, or any other copywriting for that matter, is called a call to action.

Here’s your problem. Here’s the only solution that really solves it. Here’s how you get it. And here’s why you should get it now.

That’s a super simple formula that, if executed right, gets you ahead of 99.7% of your clueless competitors.

Underestimate it at your own risk!

You see, this is not rocket science. All these principles and techniques are actually deceptively simple. But, believe it or not, they bring in the BIG bucks for a lot of smart people who know how to use them effectively.

More:

Another email copywriting technique guaranteed to boost your sales

I’m so certain that when you use these simple email copywriting techniques in your next email campaign you’ll get a far better response, that I’m actually going to make you this cast in stone guarantee …

You’ve written a compelling subject line.

You got them to click open and start reading.

Your first sentence pulled them inside your message.

Your email copy got them breathing faster, pulse racing, desire burning. They’re almost ready to pull the trigger…

But there’s still their doubts lurking. Making them think, “I WANT THIS. But what if I get duped? I’ll become the laughing stock of the day. Better play it safe. Better check this out instead…”

And BAAM, you lost them. However, what if you placed the risk on you?

What if they simply could not lose?

What if they can test drive your product or service?

Will they try it then?

In most cases, a well written guarantee, boosts sales and turns prospects into happy customers and clients.

Provided you really deliver on your promises. And write your guarantee so you don’t leave yourself open to swindlers.

(There’s a secret psychology behind guarantees that I’ll cover in a future email. So, if you’re not subscribed to my FREE profit boosting email copywriting secrets, I urge you to subscribe now.)

Okay. Let’s keep going and talk …

More about headlines, bullets and fascinations in your email copywriting

Let’s delve a little bit more into the science and magic of headlines, stories, bullets and fascinations because they are incredibly important in your email copywriting.

This is by no means an exhaustive study.

But here are three extremely useful email copywriting “tricks” to writing more powerful headlines, bullets and fascinations:

  1. The “how to” headline or bullet

This is perhaps the most widely used headline or bullet type.

And that simply means it’s proven to work.

Because savvy copywriters and marketers tend to use the tricks of the trade that bring in the best results.

If you’re wondering what’s the difference between your headline and your bullets, I’ll explain that in a moment. But first, here are a few “how to” headline and bullet examples:

How to charge your email copywriting with electricity and sell

How to make your electrifying email marketing believable

How to win friends and influence people

All types of headlines and bullets tend to work best when they touch your prospects’, customers’ and clients’ emotional hot buttons!

Okay. Now let’s move on to the next most widely used headline and bullet type

  1. The “secret to” headline or bullet

People love secrets.

All of us want to be privy to insider knowledge and information. And there are many, many reasons why…

Because we want to feel important …

Because we want to feel we’re ahead of everyone else …

Because it triggers our feelings of security – subconsciously we think something like “Knowing this will keep me from harm’s way.”

And frankly, there are many other deep psychological needs that knowing the “secret to” satisfies.

And so, here are some examples:

Email Copywriting Secrets They Don’t Want You To Know

(There’s a secret psychology behind guarantees that I’ll cover in a future email. So, if you’re not subscribed to my FREE profit boosting email copywriting secrets, I urge you to subscribe now.)

The email copywriting secret to growing and expanding your business.

I think you get the point.

IMPORTANT! Please be smart in the way you use these secrets. And always make sure that whatever you offer is indeed best of breed. Because nothing goes faster up in smoke and brings more misery than a sh*tty product or service sold with these powerful email copywriting techniques.

We live in the internet era where information travels incredibly fast. And once a customer gets a bad taste in their mouth by a product or service – they’re sure to tell all their friends about it.

Why lose customers and your reputation when you can use these simple, but powerful, secrets to build and grow a solid and hugely profitable business.

Just saying.

Okay and now on to the next most widely used headline and bullet type

  1. The “numbers” headline and bullet

Our brain seems to be wired in such a way that when we see a concrete list of things tied to something we’re interested in we crave to go through that list and devour its secrets.

There are many reasons why we feel a craving to do it, but instead of explaining these let’s go here now into some examples:

Three extremely useful email copywriting “tricks” to writing more powerful headlines, bullets and fascinations

7 things that must be part of every email copywriting promotion

10 Questions That Help You Find Your Email Copywriting Uniqueness…

I think you get the point.

The bottom line is – use these in your email copywriting and enjoy higher response rates and more sales and profits.

And now let me explain the simple difference between your headlines and bullets…

Think of your headline as your most powerful bullet, idea, benefit or curiosity inducing element – the one thing that your prospects, customers and clients crave most.

The one thing that will compel them, perhaps even force them, to click and open your email. Because opening your email is the one crucial step that sets this whole email copywriting game and the profits it brings for you in motion.

And for the rest of your bullets, disperse them, or use them as a list of benefits, inside your email copy.

This way you stack the odds in your favor of making your customers and clients buy.

There are at least 40 headline strategies and 21 bullet formulas that I know of and you can see those in action when you subscribe to my FREE profit boosting email copywriting secrets newsletter.

And so, naturally, I urge you to subscribe now!

Of course, I’m biased, but I think you’ll be glad you did.

Yours for windfall profits,

Alex Popov

Alex Popov

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“What you say is more important than how you say it”

This quote by John Caples has been reiterated by at least two other great copywriters – David Ogilvy and Drayton Bird.

But what does it mean?

You see, as most great things, it’s surprisingly simple.

It just means that your, or mine for that matter, colorful language is less important than the offer you’re making.

I see this major mistake done by copywriters and sales people alike every single day.

But there’s a secret psychology to why it’s so easy to commit this copywriting and selling sin.

And it’s because you as the business builder, the copywriter or the sales person sometimes inadvertently put the focus of your message on you rather than on the client – where it belongs if it is to make the sale.

That’s why so much landing page copy, email copy and direct mail copy fails. And inflicts pain and shattered dreams. Sometimes even destroys the business.

Because a great offer pushes the sale a lot faster and a lot further than an empty albeit colorfully written presentation.

Does this mean we should sell cheap?

No, because part of the job is to make the offer unique – thereby eliminating the competition.

If I can’t buy your product or service, that makes me tingle with excitement, from anybody else, I’d pay you gladly and I’d think I’ve made a smart decision.

There are many other moving parts when it comes to copy – email copy, landing page copy, direct mail copy – any kind of copy.

You may take the 10,000+ hours it takes to learn it. Then you may take the next 10,000+ hours to practice and refine it. And the next 10,000+ hours to master it.

Or you may ask me to do it for you.

If you ask me to do it for you, here’s my promise.

You get better results than what you get now. Or you pay nothing.

I know, I know. You might feel drawn to invest in the next shiny $2,000 course that will teach you copywriting, funnels, surveys, VSL writing – everything.

And they may be good courses. But remember the $10,000+ hours to do it right. Well, there’s simply no sidestepping that.

So if you have a ton of time on your hands, by all means spend the 10,000+ hours it takes to learn it and the next 10,000+ hours it takes to practice and refine it, and the next 10,000+ hours to master it …

Or simply ask me to do it for you.

You get better results. Or you pay nothing.

Just send me an email with the subject ‘Better results please’.

alex@webcopywritingthatsells.com

Do it now. You’ll be glad you did.

Yours for windfall profits,

Alex Popov

Alex Popov

REVEALED FREE: Profit boosting email copywriting secrets!
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Get this simple quiz wrong and failure is guaranteed

Here’s the quiz:

Company A v.s. Company B.

Company A does business the new – fashionable – way.

They have a nice-looking website. And a cool Facebook page.

They don’t contact their clients direct. Rather they rely on their clients calling.

They rarely follow up.

Why?

Because they don’t want to ‘pressurize’ their clients unnecessarily.

Translation: they have no idea how to make their direct and follow up communications worthwhile for their clients so they’re afraid of making a mistake.

Company B does business following simple, proven steps.

They have a website. But they focus more on what their site communicates – that’s why they have several strong landing pages – rather than on just how pretty it is.

They build their email list nonstop.

They contact prospects direct using email marketing, direct mail, phone and other means.

They follow up relentlessly – using strong email copywriting – both their potential and existing customers and clients.

(They may or may not have a Facebook page. And sometimes they make mistakes when making those direct and follow up contacts.)

So, if you had to bet your own money, which company would you bet on?

Company A or Company B?

I’m almost certain your shrewd choice is Company B, because you don’t want to lose your money, right?

In case you’d like your company to be more like Company B, I can help you with your direct and follow up communications – email copywriting, landing and web pages writing, direct mail etc. – so you can focus on growing your business.

4.8% of my clients don’t pay a dime for my work.

The other 95.2% get better results – more leads, enquiries and sales.

Would you like better results?

If so, why not get in touch with me now: alex@webcopywritingthatsells.com

You probably know, even better than I do, that only decisive action gets you better results.

So why not do it now?

Yours for windfall profits,

Alex Popov

Alex Popov

 

 

P.S. As their health copywriter, I currently have two controls running for the juggernaut marketer Agora Inc. in the hyper-competitive U.S. health market.

I regularly write copy for Drayton Bird Associates.

(In 2003, the Chartered Institute of Marketing named Drayton Bird one of 50 living individuals who have shaped today’s marketing. He was David Ogilvy’s right hand man. And he has helped sell everything from Airbus planes to Peppa Pig.)

Yet, believe it or not – I’m still a crazy bargain to hire.

Why?

Because currently I live in a small eastern European country and I don’t need that much to have a great life here.

But this crazy bargain won’t last long.

Soon my rates have to go up.

So why not get in on this sweet deal now while you still can?

Contact me here now: alex@webcopywritingthatsells.com

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3-step formula for boosting the sell of your marketing

​Apply this formula to the most important part of your ads (and to your bullets) and watch your response go through the roof.

What’s the most important part of your ads?

If you answered – the headline – you’re 100% right.

So, here’s the formula – developed by John Caples to sell stuff via direct response marketing during the Great Depression.

​​It worked then and it works – like a charm – now.

1 Make your headline and bullets drip with curiosity

2 Make them newsworthy – we’re addicted to news

3 Put inside your headline and bullets your BIG benefit(s) – those things your clients really want and are ready to pay money to get

Combine at least two of these and you’re onto a winner with some dynamite copy right off the bat.

Best part: this is equally strong as a headline on a landing page, direct mail letter, an email marketing subject line or any other type of direct marketing effort.

Use it and enjoy the benefits – higher response and more cash in your pocket.

Of course, there are many other moving parts you need to consider when writing winning copy.

And you might already be too busy running your business.

If that’s the case. Maybe I can help.

I enjoy writing landing pages, email marketing campaigns and any other type of copy that sells.

Clients tell me I’m easy to work with, I work fast and my prices are very reasonable.

If you wish to see for yourself – with zero obligation – contact me now:

alex@webcopywritingthatsells.com

You’ll be glad you did.

Yours for windfall profits,

Alex Popov

Alex Popov

 

 

P.S. I increased the sales of these businesses:

“Alex Popov’s sales copy has helped us build our company from a $ 5,000 start up to a $140,000 a year consultancy and growing.”

– Kristiana Mitkova, Marketing Director, Firebird Trainings

“Our own new customer acquisition effort wasn’t working well.

Alex Popov managed to produce a 30% increase and I’m very happy.”

– Svetla Georgieva, CPA

“Our copy produced more calls. His copy produced 36 % more sales.”

– George Hristulev, founder and CEO, Web Direct

“Alex Popov’s landing page and email sequences are responsible for increasing our sales by 48 %.”

– Albena Ivanova, Marketing Director, GPS Control 

And, as their health copywriter, I increased the sales of Agora Inc. in the hyper-competitive U.S. health market by 42.42%.

Perhaps I could do the same for you.

Get in touch now:

alex@webcopywritingthatsells.com

There’s no risk or obligation. Just a short email to find out if I can boost your sales, too.

Why not get in touch now, while you’re at it?

alex@webcopywritingthatsells.com

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Why I market all the time – and why you should too?

Perhaps you’ve noticed in almost every email I say something like:

If you need help with your marketing, landing pages, email marketing etc., why not let me help?

After that I usually show you some proof of my wonderful skill and ability such as:

“Alex Popov’s sales copy has helped us build our company from a $ 5,000 start up to a $140,000 a year consultancy and growing.”

– Kristiana Mitkova, Marketing Director, Firebird Trainings

 “Our copy produced more calls. His copy produced 36 % more sales.”

– George Hristulev, founder and CEO, Web Direct

Etc.

Do I really need the business?

No, not every time.

But as the esteemed marketing and copywriting expert Bob Bly says (and this is a rough quote):

“I market all the time, because I’d like to be able to have choice and work with the best clients out there.”

Well, I’m no Bob Bly, but I’d like to have a consistent flow of leads so I can have a predictable flow of work.

That’s why I market almost all the time and that’s why you should too.

But in case your plate is full and you don’t really have the time to do it yourself – why not let me do it for you?

I work fast. I keep deadlines. My copy sells better than yours or you don’t pay.

And you know what else?

My copy – is still a bargain – compared to what you’ll pay a Bob Bly for example.

But don’t take my word for it.

Write to me and find out for yourself.

Writing takes just a few minutes. It’s free and you don’t work with me if you don’t like me and my price.

You have nothing to lose – just a few more sales to make.

I guarantee it – or you don’t pay a dime.

Why not contact me now?

alex@webcopywritingthatsells.com

Yours for windfall profits,

Alex Popov

Alex Popov

 

REVEALED FREE: Profit boosting email copywriting secrets!
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In a flash, he revealed the MAGIC INGREDIENT in copy

If this is missing from your online copy, your email marketing copy, or your direct mail copy, frankly you’re missing the boat.

Here it is:

“The art of copy is to go beyond logical persuasion, to move into the realm of inspiration, to move into a world where logic really doesn’t have very much place.“

The person who said this is Drayton Bird.

Drayton’s my marketing hero and a personal friend.

I’ve learned a great deal about copy from him.

And when I write, I always try to have one strong idea and I always try to express it both logically and emotionally.

So I satisfy both the logical and the emotional brain.

But of the two, the emotional brain is the one to aim for, when you want your customers or clients to make a decision in your favor.

Keep that in mind when you sell face to face or when you sell in copy.

Does your copy seduce your customers into buying from you?

If not, or if you simply want more people to buy from you more often, I may be able to help.

Get in touch now: alex@webcopywritingthatsells.com

Just write MAGIC INGREDIENT in the subject line.

Yours for windfall profits,

Alex Popov

Alex Popov

 

 

P.S. I’m very easy and profitable to work with.

“Our own new customer acquisition effort wasn’t working well.
Alex Popov managed to produce a 30% increase and I’m very happy.”
– Svetla Georgieva, CPA

“Our copy produced more calls. His copy produced 36 % more sales.”
– George Hristulev, founder and CEO, Web Direct 

“Alex Popov’s landing page and email sequences are responsible for increasing our sales by 48 %.” – Albena Ivanova, Marketing Director, GPS Control

REVEALED FREE: Profit boosting email copywriting secrets!
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Do you overcomplicate this online marketing thing?

If you’re trying to keep up with every single new channel and direct marketing technique online, your brain’s going to explode.

So why not make it simple?

Here’s how in just three steps:

  1. Create useful content for your audience
  2. Collect the emails of the people interested in your stuff
  3. Send them your newsletter

It’s that simple.

Your useful content gets them hooked.

Getting their email lets you market to them often.

Only catch is, your email marketing has to build trust first and sell second.

Can you do it?

Sure you can. If not, I can do it for you.

Yours for windfall profits,

Alex Popov

Alex Popov

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Trump and the Two Pillars of Persuasion

“I’ve done well writing landing pages and emails marketing campaigns in the health, B2B and self-help market.

But my marketing hero – Drayton Bird – has successfully helped everything from:

Airbus planes to Peppa Pig. Not forgetting insurance, hotels in Paris, machinery for filling pork pies, online legal services and Mercedes cars. 

And worked with many of the world’s leading brands. 

People like American Express, British Airways, Deutsche Post, Ford, Microsoft, Nestlé, Procter & Gamble, Philips, The Royal Mail, Unilever and Visa. 

So when he writes something – I pay attention.

And this piece of copy – Trump and the Two Pillars of Persuasion – I found delightful.

I hope you enjoy and profit from it, as much as I did.

Alex”

Trump and the Two Pillars of Persuasion

I hate to bore you with yet more guff about Donald Trump … but you really can learn a lot from him.

The reason why he’s done so well is that – unlike most politicians – he really understands the art of persuasion.

Here’s what he told people selling the Trump University – currently under legal investigation:

The first thing you really need to know about persuasion is that people make decisions on emotional grounds.

That is the first pillar of persuasion. We are driven by emotion, not logic. This applies to all our decisions – including business ones.

Almost everyone selling to businesses starts off thinking decisions are made for logical reasons. Nothing could be further from the truth.

Many of us spend more waking time at work than at home.

Many of us work with people  we don’t like, even hate.  Look at the following research I found a few years ago:

%age of people wanting to physically assault a work colleague in 2008: 

  • 41% in Wales
  • 38% in London 
  • 38% in the North East 
  • 16% in the South East 
  • 50% of over 65’s 

And of course business is about money, and although much financial marketing is dull please don’t imagine money is dull: People kill for money.

The second pillar of persuasion is gaining agreement. 

If I say something to you that you agree with, I’ve got you taking the first step way towards agreeing to buy something or do something.

All I then have to do is take you step by step to the order form.

Let’s look at Donald Trump’s appeal to voters.

Let’s assume you are in America today.

Let’s assume that you are out of work or you don’t have a job you like.

Let’s assume you see other people doing extremely well whilst you do badly.

Or let’s just assume you think the whole system is rotten.

This is bound to arouse deep emotions.

You look around for someone to blame, which isn’t hard because you will see others doing far better than you.

You may think they are doing unreasonably, unfairly well compared to you. You certainly won’t think it’s your own fault. It’s the system

You see top executives are making millions, even billions – no matter how they perform. You think they are not working as hard as you. You may conclude the system is rigged (and you’d be right).

Who is at fault? Who can you blame?

If someone can tell you who to blame they will gain your agreement.

You see the tide of immigration.

There are people prepared to come into your country and work for less money. I need hardly explain to you how that works.

Trump tells you you’re getting a raw deal, and the Mexicans are to blame. You can see how there seems a lot of logic to that.

Suddenly Trump’s got you to agree to something you feel very emotional about.

So there you are – two pillars of persuasion.

Exploit people’s emotions and start by saying something that seems true to your prospect.

It doesn’t have to be true at all, it just has to be what people want to believe.

I don’t know how interesting you found this, but I do know that very few people really understand the power of emotion and the power of gaining agreement.

My colleagues and I do.

That is why we get some pretty remarkable results.

If you don’t believe that we get pretty remarkable results here are six examples.

   1. A 551% increase in sales value for Stroll language courses in the U.S. (A ferociously competitive field).

   2. Doubled salesfor Tarsan Apparel in Canada – compared St Patrick’s Day sale 2016 (our copy) against 2015 (their copy).

   3. Email for Minor Entertainment in the U.K. selling tickets for a show: In the Night Garden Live.

There were two campaigns where our copy was split tested against theirs.

We:

       – IncreasedAverage Order Value by 27.4% and 34.9%.

       – IncreasedROI by 64.4% and 73.1%

   4. Adwords work and marketing emails gave MIB in the U.K.25% morenew business in January. They‘re also in a fearfully competitive field – supplying data.

   5. An ROI of 11875.5:1for Ken Duncan – one of Australia’s most acclaimed photographers – selling his Workshops.

We then created material that sold over $30,000 worth of a $19.97 eBook.

   6. $30,000 in a 3-day promotionfor Josef Rakich Fitness in New Zealand.

As you can see, these examples are for wildly different businesses in wildly different countries.

The principles of persuasion do not change. What works for Mr. Trump now, worked when we wrote copy for a politician in Finland

If you are serious about investing in marketing rather than one of those people who will get round to it one day, talk to Gerald now.

Just send him an email with a subject line of ‘Trump’ – he’ll get straight back to you.

Best,

Drayton

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The #1 Best Selling Story [includes template]

This amazing article is courtesy of Roy Furr.

If this can’t help you sell a lot MORE, frankly, I don’t know what will.

“The highest-paid person in the first half of the [21st] century will be the ‘storyteller.’ The value of products will depend on the story they tell.”

— Rolf Jensen, from “The Dream Society.”

A couple weeks ago — as you probably know — my house was broken into. In the moment, my animal/survival instincts came out. All I cared about was getting the intruder out of our family’s personal and private space. I attacked. In a fury, I punched him a good 5 or 6 times before he could get out the door and flee down the street. He got away with an old iPad, but other than that our family was unharmed.

That was just after 4 AM.

By 10:15 AM, I’d committed to telling the story in a marketing context. I wrote a short version of the story, and used it as an excuse to justify a sale. I wanted to replace our family’s iPad — that our kids were so devastated to lose.

Within 48 hours, the story I told turned into more than enough revenue to cover the cost of the iPad, and then some.

There is nothing that sells like stories…

I could have offered the same sale on the same service without the story, and I wouldn’t have had the same results.
It was the story that got attention. It was the story that stirred the buyers’ emotions. It was the story that primed the prospect to be responsive to the offer that I put in front of them.

A few years back, I got to sit down with Bill Bonner, founder of the half-billion-plus per year consumer publishing giant, Agora.

Bill founded the company by telling a story, in a letter, to launch his International Living magazine. That was in the mid 1970s. He — and his company — has continued to tell stories to grow the business from zero to hundreds-of-millions per year in revenue.

While Bill is known for his “copywriting,” he thinks of it in a very different way than most copywriters. For most copywriters, writing ads, marketing pieces, and sales letters is about technical things like headlines and bullets and guarantees and offers.

Bill knows these technical aspects of writing to sell, but he largely ignores them. Rather, he told me that he simply tries to find the story that will be most interesting to his prospects, and tell it in as compelling a way as possible.

It’s all about the story.

When you’re sitting there with someone whose net worth is estimated at well over a billion dollars, and he tells you he got rich by telling stories, it’s worth paying attention to.

Now here’s a secret: some stories are more effective than others at making the sale…

I’ve been putting a lot of thought into selling stories recently. All the stories that work to sell. Where to use different stories throughout the sales process. Which work best, in which context. Which are nearly universal in their selling power. And so on.

I’ve looked at many of my biggest marketing successes, and evaluated how the stories they told contributed to their success.

I considered the stories I try hardest to pull out my current clients, because I know that if I can tell them, they will increase sales.

I’ve left no stone unturned.

And in the process, I believe I’ve identified…

The single-best selling story you can tell!

This particular story type has been, by far, the most powerful selling story I’ve used. And the good news is it’s incredibly common among businesses large and small.

If you’re the founder or owner of a business, you probably have this story in your head, but your customers don’t hear it enough.

If you’re a marketer or copywriter, this is the kind of selling story you want to try to get out of your client so that it can be used to the fullest.

In it’s most basic form, you can call this…

The “I couldn’t find it, so I built it” story…

With that name alone, you probably have a pretty good sense of what the story is. I’ll dive in a little bit, then give you a template I follow when I tell this story.

At its most basic level, this is the story of the Everyman (or Everywoman) turned inventor.

I wanted a solution to X problem. I knew what I wanted. And I looked and looked and looked, trying to find that solution.

After evaluating every other option available to me, I couldn’t find what I wanted.

And so I figured out how to solve the problem on my own. I built my solution. And I thought it was so good (or, someone else saw it and insisted I share!), that I turned it into a product/service I could offer to you.

Here’s why this is so powerful…

You’ve probably heard of a concept called the Unique Selling Proposition. This is your explanation of why your product or service is a better choice than any other option available to your prospects.

If you have an “I couldn’t find it, so I built it” story for your offering, you already have your Unique Selling Proposition. Your entire offer is built on the back of a Unique Selling Proposition.

Not only that, you have a far more compelling way to tell about your Unique Selling Proposition than through claims and promises.

You’re able to establish buying criteria that favors your product. You’re able to explain how your product or service is different. You’re able to lay out the entire sales argument that favors your product.

… And, you’re able to do it through story — which our human brains are wired to pay attention to, and which bypasses the filters in our brain that are trained to ignore advertising.

Now, here’s your template for telling your “I couldn’t find it, so I built it” story…

This is the most comprehensive narrative for this story to follow. Going step-by-step through the story points below will make it most effective.

Note though, that each step doesn’t need equal weight. Some can be accomplished in a sentence or two. Others require much more detail. Do what is right for your story.

— Tell how you ran into the problem. Your product is the solution to a problem you once had, and that your prospect is facing now. Tell your personal story of suddenly being confronted with this problem, and needing to solve it.

— Give your reason why for solving the problem. Why was it so agitating? What frustrations did it create? What ill fate did you fear would become you as a result of facing this problem? What would be the cost of failing to solve it?

— Future-pace your ideal solution. This is a moment of discovery. You realize that there must be a perfect solution, and you have an idea of what you want it to look like. You’re not talking about your product yet, but the features you’re looking for in a solution will line up with what you put into your product.

— Share your search for the solution. You looked at a lot of options — and they all came up short. Dramatize the struggle. Pick the top few competitive and best-known solutions, and invalidate them. They were great for some of your buying criteria, but failed on others. In the end, they simply didn’t measure up.

— Reveal the darkest hour. At one point, you faced ultimate frustration. None of the solutions available to you in the marketplace were sufficient. While you could solve your problem in a way that wasn’t ideal, you knew it wouldn’t make you satisfied.
— The moment of truth. This is where you change from problem-haver to problem-solver. It’s an emotional moment. This is where the story gets its name. In your darkest hour, you make a decision. “I can’t find it, so I’ll build it.”

— The invention. Here you again touch on the buying criteria — the feature list of the ideal solution. “I wanted this to do X, Y, and Z, so I built it all in. I created the solution that I would have been an excited customer for, if only someone else had built it first.”

— The triumph. With your invention complete, you recognize it as the perfect solution to your problem.

— The call to share. This is where your solution goes from personal to product. Either you realize this is too good not to share, or better, someone else facing the same problem tells you that you need to share it.

— The packaging. Briefly, if relevant, tell of the creation of the product itself. What extraordinary steps did you take to create a packaged, perfect solution?

— The offer. Here is where you finally shift to “selling” your product — although you’ve been selling all along. Compare the blood, sweat, tears, and expense you endured to make the product, to the silver-platter service you’re offering for a more refined version of the same solution.

That’s it! You can either tell this story on its own (it’s incredibly powerful to people experiencing the problem right now), or you can use it to introduce your product as part of a bigger narrative. Either way, this is the single-most powerful and effective selling story I know, and should be used whenever and wherever you can make it apply.

Done right, this can quickly become the most powerful selling asset.

Yours for bigger breakthroughs,

Roy Furr

Originally published here: https://www.breakthroughmarketingsecrets.com/blog/the-1-best-selling-story-includes-template/

More from Roy here: https://www.breakthroughmarketingsecrets.com/

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The financially rewarding, slippery email marketing slope

Imagine you’re a great sales person…

And you’ve created a powerfully persuasive presentation.

A presentation that makes almost every person you tell it to buy your product or service.

Would you tell it to as many people as you can?

I realize it’s a silly question, but here’s why I’m asking:

Most people have a good, some even a great, persuasive email marketing presentation.

But most email copywriters present it in such a way the client isn’t compelled to read it.

And if the client doesn’t read your email copy you don’t make the sale.

It’s that simple and frustrating.

What to do?

Demand that your email marketing copywriter use the financially rewarding, slipper email marketing slope technique.
What is it?

It’s simply a way of presenting any and all your information in a way that makes it impossible for you clients to stop reading.

It’s that simple and financially rewarding.

Alex Popov

Alex Popov

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