Category Archives: Email Copywriting

Strange habit makes your emails stronger

Every day I read what’s in my inbox… looking for lessons I can use to make my emails stronger…

Here are the 7 lessons I learned from reading emails on the 4th of this month:

  1. Can you introduce news that concerns the reader?
  2. Does your subject line have an element of curiosity – if not, chuck it out.
  3. Promise news or useful information or both.
  4. Your idea must be fresh, or feel fresh.
  5. Never let the reader think: “I’ve seen this before” because she’ll immediately think, “I don’t need to read this”. 
  6. When we read we look for relevance. If at any point the reader thinks your message is NOT relevant or they think they know what you’re going to say next, or they know the thing you’re teasing about, they won’t read and they won’t click through.
  7. Create curiosity loops or knowledge gaps. We read to discover information we need or want to know.

I have a document filled with hundreds of lessons like this.

Your email marketing questions answered…

Today, almost every question about writing emails that convert readers into buyers has been answered.

Gone are the days when you had to guess about what to write to convince your target audience that what you sell is perfectly suited to their needs.

In fact, many copywriters today can, with just a few paragraphs of well-worded copy in an email, persuade the vast majority of your best prospects to begin a buying relationship with you.

Notice I said, “persuade” not “manipulate“?

That’s because the days of “used car salesman-style” copywriting are long gone. Today, if you try to manipulate or trick your prospects into buying they’ll hit the delete key on your email faster than you can say “have I got a deal for you”.

Yes, today if you want your emails to generate higher sales and conversions, there’s a copywriter who knows how to deliver that result for you, with almost 100% certainty.

No longer do you need to concern yourself with questions like:

  • Should I press hard for the sale or take a softer, more reader-friendly approach? (Actually, it depends on how far into the sales cycle your prospect is when they read your email)

  • Should I offer free information and service in my emails or go right for the sale? (Easily answered with a few questions about your ideal prospect and their natural buying journey)

  • How often should I send emails for my type of product or service? (This is NOT something you should guess at. Email too often for your type of product or service and you put your prospects off. Email too little and your competition gets the lion’s share of the clients)

  • Does short copy work better than long copy, or vice-versa? (It depends on the situation. But the situations in which short copy sells more than long copy are well documented)

  • What works best in emails: client success stories, testimonials, and a track record of results, or stories about the pain my prospects are going through and how I can solve those pain points?

  • How do I position my company and products or services to stand out from fierce competitors? (There’s a simple 4-part formula proven effective at eliminating the competition from the race for wallet share.)

  • What strategies can I use to sell without discounting, so I can maintain good profit margins? (In an inflationary economy people tighten their purse strings. It’s only natural they would want discounts and ways to save money. However, there are strategies that can help you hold — and even raise — your pricing, even while the rest of your industry is hell-bent on lowering their margins)

No longer do you need to struggle to find the right words to use in your emails.

To discuss these, and other ways to turn more of your email subscribers into clients, reach out to me via email here:

Contact Michael Low to chat about the best ways to sell more of your products or services with his email copywriting services

How an unusual demonstration at the NY Crystal Palace in 1853 can trigger a flood of new sales for you today

In the decades prior to 1853, buildings rarely reached more than seven stories tall.

Why?

Elevators were considered too dangerous — and NOT because people found them claustrophobic. The early users of lifts literally thought they’d fall to their death.

And since nobody wanted to climb more than seven grueling flights of stairs when returning home from the office or grocery store, seven stories or less became the norm.

I think you’d agree that’s a pretty big problem for lift manufacturers who want to expand their market.

Well, in 1853 everything changed when Elisha Otis invented the elevator safety brake.

Or I should say, everything almost changed.

You see, Otis’ invention was met with initial skepticism — just like your products or services are when trying to convince new customers to buy today.

And this left Otis feeling frustrated.

But consumer-resistance soon melted like a blob of butter on the hot pavement when, in a death-defying “stunt” at the New York Crystal Palace, Otis demonstrated his elevator safety system.

While standing on a suspended platform in view of the incredulous crowd, Otis signalled to a man perched on a scaffolding high above him to “cut the rope“.

The crowd mocked.

Some placed bets.

Others held their breath.

The rope was cut.

And the Otis elevator brake clicked into gear.

“See” said Otis, “there’s nothing to fear.”

The platform Otis was standing on didn’t fall to the ground and splinter into a million pieces as many in the crowd had supposed.

It remained safe and sturdy.

And Otis proved, in one powerful demonstration, that passenger elevators were not only convenient, but safe due to his unique invention.

Following the demonstration the first Otis passenger elevator was installed on Broadway. And today thousands of skyscrapers stand as silent monuments to Otis and his timely invention that helped transform city skylines all over the world.

But that’s not all Otis achieved in the Crystal Palace that day.

Otis showed the citizens of New York and people everywhere that a unique product, sold in just the right way, can transform a company and make its owners wealthy beyond their dreams.

Which brings us back to you …

Could different words used to describe your product or service transform YOUR sales just like Otis’ demonstration transformed public opinion?

If Otis’ experience is anything to go by then “yes”, better words on your website, landing page or email campaigns could open the floodgates to more sales for you.

So, if you’re ready to create an Otis-like breakthrough for whatever you are selling … click the button below:

Get in touch

Not ready to talk? You should first check out my quick report titled: The #1 Website & Email Marketing Mistake That Could Cost You Millions!

It’s important that you follow the advice in that report BEFORE you try to implement the perfect selling system.

Downloading the report will add you to my email list where I’ll send you one or two tips each week to start grow your coaching or consulting business.

Is this the reason you’re not making the sales you deserve?

I read an article today by Dr Greg Chapman over on the Australian Small Business blog.

He wrote about the importance of addressing customer concerns, fears or objections in your advertising.

If you’re NOT doing this in your marketing it could be creating a logjam in your sales pipeline.

And we ALL know how painful a logjam in your pipeline can be!

The basic idea is this:

If you figure out what scares, worries or keeps your potential customers awake at night …

… then show how your product or service addresses those concerns …

You’ll sell more product and make more money.

Dr Chapman used a recent iPhone ad as an example of doing it right.

Watch the ad here so you know what I’m talking about (it’s funny, so you’ll have a good laugh) —

.

Dr Chapman then admitted that although he thought the ad deserved the title of “AD of the Month,” — presumably as a model for how small businesses need to run ads to address their market’s biggest fears or concerns — he doesn’t actually believe the ad.

He said:

“Whether you accept these assurances from Apple, whose business model includes the monetizing your personal information, or not, is up to you. Personally, I would trust them just as far as I could throw an elephant.”

My thoughts:

Great advice, as far as addressing the concerns, fears, or objections of your market. But …

Seems to me there’s a deeper objection Apple are not tackling here.

Namely, although they offer data privacy, many people don’t believe them. Which is a problem because …

In advertising and marketing …

A benefit that is not believed is as good as not having a benefit.

My suggestion:

How about an ad and email campaign that says in essence:

“If you’re one of the millions of iPhone users worldwide, you trust your personal data is kept safe when using your iPhone. But, with consumer skepticism over data security at an all-time high, we thought you’d appreciate it if we took a moment to explain the 6 steps and 5 precautions Apple takes to guarantee your data is kept away from prying eyes. First, we …”

And so on.

Anyway, big takeaway is that Dr Greg Chapman runs an excellent blog for small business owners at https://www.australiansmallbusiness.net.au/

Go read some of his excellent articles today.

And …

If you need specific help with email marketing, subscribe to my email newsletter below or contact me here to start a conversation.

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What’s better — sending valuable content to your email list … or a barrage of product promotions?

If you have to write marketing emails you’ve probably sat at your computer at some point wondering what the right balance is between useful content and promotional emails.

And it’s a fair thing to wonder.

Thousands follow Gary V’s “Jab, Jab, Jab, Right Hook” methodology which advocates sending at least 3 “information only” emails to every promotional email you send.

But frankly, that’s an oversimplification. It may be true with social media, but email is different. As proof …

Many companies promote an offer in EVERY EMAIL THEY SEND … and get away with it just fine.

Still others send ONLY free content, with the assumption “They’ll contact us when they’re ready to buy, so we don’t need to pitch in our emails“.

Who’s right?

According to Hubspot, who have a few terabytes of data on such things:

“The key to crafting a successful email marketing strategy lies in creating trust with contacts and building genuine, long-lasting relationships with them“.

The good news is …

You don’t need to compromise.

With the right approach — and a little thought — you can build long-lasting relationships … AND … promote your products or services in every email you send.

I’m using a couple of different approaches to help clients achieve this right now.

And I write about it occasionally in my 2-3 times a week email newsletter, which you can subscribe to below:

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Man removes own intestine (and other time-saving hacks your parents never taught you)

In 1961, during an expedition to the Antarctic, 27-year-old Russian surgeon Leonid Rogozov fell ill with appendicitis.

He needed an operation.

And – as the only doctor on the team – he soon realised he’d have to use the scalpel on himself.

As you can imagine, it was no easy choice.

Rogozov knew his appendix could burst at any moment.

And, if it did …

… he would probably die.

So, faced with life or death he did something most sane human beings would NEVER do …

He cut open his abdomen and took out his intestines.

Then, while bleeding heavily, and growing weaker by the second, he looked at his infected appendix.

He later commented: “With horror I notice the dark stain at its base. That means just a day longer and it would have burst...”

So, left with no choice, he chopped it out.

Then neatly tucked his intestines back in.

After nearly two hours of self-surgery he completed the operation, down to the final stitch.

And continued his mission in the Antarctic.

Now, you might be wondering “What’s all this got to do with writing emails to my list?”

Actually, a LOT.

You see, I consult with a number of clients who write some of their own emails.

And, almost all of them says the same thing:

“Writing emails is like pulling teeth.”

They spend hours hunched over the keyboard … struggling to find the right words … and … when they’re done … they’ve got almost nothing to show for it.

So I ask them: “If you needed an operation, would you perform surgery on yourself, or go to a qualified professional – someone who’s spent years learning, practicing and honing their craft?”

The answer’s always the same:

“I’d go to a professional!”

You see, you CAN struggle to write your own emails …

You CAN battle it out with the keyboard to come up with the right words …

You CAN spend hours writing instead of focusing on your core money-making skills …

But why?

If Leonid Rogozov wasn’t stranded in the Antarctic he certainly wouldn’t have performed his own surgery.

So unless you’re dead broke … and have no other option … don’t write your own emails.

And speaking of NOT writing your own emails …

I’m accepting 2 new clients over the next 3 weeks. If you want to be one of them … I’ll write your first email FREE.

But only subscribers to my twice-weekly email marketing newsletter qualify.

Subscribe here:

Your email address will be kept private and you can opt out at any time.

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Why email open rates don’t matter

Campaign Monitor released a (shall I say) “startling” – report titled: “Email Benchmarks (2020): By Day and Industry”.

And it’s absolutely … umm … riveting? I mean, you should be on the edge of your seat right now reading this.

In it they declare:

Australian open rates remain strong at 18.7%

Click-through rates rise to an average of 2.8%.

Click-to-open rates also rise, climbing to an average of 14.9%.

Unsubscribe rates remain steady at an average of 0.2%.

Australia leads open rates with an average of 18.7%; slightly higher than the global average of 17.8%, the UK at 17.5% and the US at 17%.

Sounds like a politician rattling off the latest unemployment figures.

Aren’t you glad you know these statistics?

Don’t they just rock your world?

Aren’t you glad you’re reading this important announcement?

Let me ask you this:

Who cares?

I mean, what are you going to do with this information? What is ANYBODY going to do with this information?

I can just imagine a bunch of suits sitting around the boardroom table discussing this report and asking “What are our open rates? How do we compare?”

To which the poor sod from the marketing department responds by pulling up a spreadsheet on his tablet computer thingy to reveal this fascinating sound bite:

“Let’s see now… we’re a little below average on open rates … but our unsubscribe rates are about where they should be!”

“Quick, send a tweet” replies the CEO.

Come on.

The problem with this type of report … and the problem with marketing consultants who constantly blabber on about email open rates is …

Open rates might be good for the ego … but you’ll get the shock of your life if you ever try to deposit an open rate down at your bank.

That’s why the only email marketing statistic that matters is …

Sales.

Now, I hear you saying: “But the more emails people open the more sales I can make, right?”

Not necessarily.

I mean, it sounds good in theory.

But that’s where it stops.

You see, the only thing an email open rate can tell you is how many people clicked on your email.

Open rate stats don’t tell you whether the person who clicked on your email did so to open and delete it … open and read it … or if they accidentally clicked on it while trying to click an email above or below yours from their dear ol’ mother.

But sales … now that’s a statistic that tells us everything we need to know.

That’s a statistic we can get excited about.

Nobody accidentally buys your product.

There’s more to this, of course. And I’m deliberately only presenting one side of the story here.

But that’s all I’ve got time for today …

However, I will leave you with one final “insight” from the Campaign Monitor report.

This statement sums up their findings:

Australia is leading the way with open rates, which could be an indicator of an especially interested audience. Additionally, emails sent in this region may generally follow email subject line best practices, which encourage opens.

Let THAT sink in.

And then, when you realise you’ve learned absolutely nothing … subscribe to my twice-weekly email newsletter for ideas you can actually use to increase your sales from email marketing.

Just your email address below will do:

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Are you committing this ghastly crime against your wallet?

Someone from the “I need a copywriter squad” contacted me recently via my google profile to ask if I write copy for websites, like product descriptions and landing pages to generate leads? And if so, why don’t I mention this on my website or on my google profile?

The answer is simple:

Yes, I do write all types of copy. From social media posts, to website pages to whitepapers and special reports. But I specialise in email marketing, because that’s where I see the highest profit potential for business owners right now, and the biggest overlooked opportunity.

Problem is, most businesses owners JUST. DON’T. Get. It.

So they spend a bucket load of cash on ads to get new leads, but do almost nothing to nurture the leads they’ve already got. They spend hundreds — and sometimes thousands — a month on SEO, but do nothing to collect the email addresses of the people who arrive at their website.

I get it. I really do.

I spent a lot of years in direct sales so I understand the thrill of the kill on the first contact.

And I understand your insatiable desire for hot new leads.

After all, you just want people to hit you expensive website, see the value you bring, and buy on the spot ….

… which is probably the dream sold to you by your fancy webs designer.

But …

THIS IS THE NUMBER ONE CRIME YOU COMMIT AGAINST YOUR OWN WALLET!

Because — study after study shows only a tiny fraction of all the traffic that arrives at your website will buy on the first visit. Even fewer will visit a second time. And …

That’s why the best, smartest and most profitable business owners make “email capture” the focus of their website.

Without doubt, email is the best way to nurture captured leads right now, and the best way to automatically sell more products to existing customers and expand your referral base.

And that, my curious reader, is why I promote myself as an email copywriter.

But yes, as a copywriter I can write any type of copy. Preferably in the alternative health niche because I feel the alternative health market does a great service to the community.

I also publish a twice-weekly email newsletter full of ideas to help you get better results from your email marketing. It’s free, although some reader’s have said they’d happily pay a C-note to get some of the info I share. If you know what’s good for you … you’ll subscribe here:

Your email address will be kept private and you can opt out at any time.

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