I am not sure he wants me to name him.
But not long ago, I got a question from an Email Players subscriber asking about the strategic-side of the business. He’d made a deal with a client to write their emails, and get a cut of the sales, profits, revenue, and so he was (very wisely) thinking beyond just “copy” — and wanted some guidance.
My advice:
Do a very long – as much time as you can invest – deep dive into:
1. Their market, really get to know them, and try to talk – one on one – with as many in the market as you can, ask them to tell you stories about the pains and problems the products you’re selling solve. Stories, is key. Get them telling you stories. Record or take as detailed notes as possible. Ideally record, and have them transcribed. All the emails you’ll ever need are going to be in those transcripts.
2. After that, and only after that study all the competition, all their ads, sales pages, emails, offers, secret shop their offers, take notes on everything they are doing or not doing but maybe should be doing that you could be doing in your ads. Especially note the “holes” (hot buttons, etc they are NOT talking about)
3. Think of all the things your client does, or could do if they aren’t now, do for the market nobody else is doing or is willing to do, and start working that into all your copy and emails when it makes sense and where it makes sense.
4. Obviously write the best copy you can – emails and ads and anything else. But, also, suggest product ideas, premium ideas, and other ideas that will make those offers more enticing.
If you did all the above, and negotiate enough time to do it with the client, and get them to cooperate, I really believe you can blow this out of the water.
And so it is.
Maybe not necessarily easy, but nothing complicated about it whatsoever.
More on Email Players here:
Ben Settle
