I never brag or boast in my emails.
(hah — just kidding, it’s opposite day…)
But, here’s a few words from the brilliant “A-list” direct response designer Lori Haller — her design work has helped win major controls for guys like Clayton Makepeace, Gary Bencivenga, the late Jim Rutz (3 of the best copywriters who ever lived, in case you be an Internet-only bloke), and other world class writers. I remember even hearing Clayton (at AWAI’s event a few months ago) say don’t even bother hiring anyone else.
i.e. she’s the real deal.
Anyway, she says:
“I read and study every single one of [Your] emails. AND YOU are one of the only people, Ben, who touches the true PULSE of what is realllllly going on today. PERIOD. Everyone else is mostly a copycat and saying the same old thing (read SHIT). DRONES. WANNABEEEES….. YES-MEN. (BTW: YES-MEN SUCK) YOU are fresh, new, just twisted enough and seriously on point. **** TRUTH: I wake up to READ YOUR WORDS. I learn from you and study exactly how you combine words + feelings together. Like no other. YOU go DEEP and HARD.”
Word up.
Anyway, lest you think there isn’t value to you in this:
Notice the lack of bull shyt in her testimonial?
The lack of hype?
The lack of anything even remotely sounding like a canned testimonial?
This is how I like it.
Off the cuff, from the gut, and from the heart.
When you go for testimonials, *that* is the sweet spot.
And you know what else?
If you want a template for how to use testimonials in emails, stretch out thy greedy little fingers and subscribe to “Email Players” — the upcoming July issue has a testimonial email template I shared with my podcast email writer and announcer babe Misty (i.e. something I normally only share with my inner circle of people).
But, don’t expect anything sexy or “ninja.”
It’s based on pure simplicity.
And, that’s why it works so well.
Subscribe here before it goes to the printer this week:
Ben Settle
