elBenbo gets blessed with constructive criticism:
“Hi Ben – Constructive criticism – Your emails are like a load of trees – and I am trying my ass off to look for some wood. I love your style – your creative mind I am in awe of – but I’m getting sod all value.”
Mayhaps he should try harder.
Any thinking person (and even many non-thinking persons) can extract lots of value from my emails.
Yes, even the more pitch-oriented ones.
And to prove it, following are the last 10 emails that went out (starting with the one he initially responded to last weekend) along with their subject lines and the “value” (or lack of value, if there was none) inside.
Subject line: The pussification factor
Even though it was a blatant pitch to listen to my (free and value-packed, mind you) podcast, the review I quote still illustrates the power of being authentic and polarizing, something a lot of people who claim to be email experts still need to learn.
Especially, those giving unsolicited constructive criticism…
Subject line: The Law of Zoe
This baby taught the power of not being needy to get clients… and to do the opposite and run the other way in your marketing — something that made me a lot of fees back in my client days.
But hey, if someone couldn’t pick that obvious lesson, well…
Subject line: How to become famous
The value in this email was even spelled out word-for-word:
“It’s not the style, it’s about you.”
In other words, when it comes to writing emails it’s FIRST about your personality, your stories, your words, and your ideas (and not style or swiping or whatever). This one lesson alone can make anyone — even if you’re a brand spanking newbie — a lot of the green stuff.
That is, of course, unless you’re stuck in chasing bright shiny object mode…
Subject line: I need a higher quality virgin
This one had two powerful lessons for the (free) price of one. The first valuable lesson of which was about the importance of clarity. Specifically, how one misplaced word can change the entire meaning of a sentence. (Think maybe that might have an affect on a sales pitch?) Maybe that’s not a “ninja” legendary rockstar lesson.
But, many a wannabe ninja rockstar legendary marketer writing drivel should take to heart…
Subject line: Scraping off babe copywriters stuck to the bottom of my boot
Easily one of the single most profitable lessons I could impart on anyone who does consulting, freelancing, and coaching: Take off the marketing and copywriting hat and learn how to actually sell. Hellz… I even told you what questions to ask when selling to a client…
Subject line: Even when I’m nice I’m a jerk about it
This one shamed people a bit (myself included) who claim to be direct marketers but can’t make a deadline to get free stuff. If you use deadlines (as I do, and as everyone should) then this has lots of value even if “between the lines”…
Subject line: What’s it going to take to get this free eBook in your hands
Yes, I was launching my new novel. But, I offered a free eBook worth many times the cost of the $3 and some change novel. Still, for the sake of argument, we’ll call this a no-content email…
Subject line: Feminist investment secrets
This email promoted a free podcast, along with all the tips inside that episode, many of which have put a lot of rupees in elBenbo’s hot little pocket. The podcast is free, too. Free value that costs zilch. So while the email had no value, the link inside did…
Subject line: An email demon behind every bush
Another book launch promo, offering a free eBook. But, we’ll put this in the no-value column just to do it…
Subject line: Why liars make such good buyers
This one was talking about the life-or-death importance (from a sales and marketing point of view) of observing what people buy vs asking what they want. In some ways, this is the single most valuable marketing lesson you can ever learn.
That is, if’n you put it to use…
So there you go.
Out of the 1o prior emails my friend above complained about having sod all content, 8 not only had value, but high quality value to boot (or linked to high quality value).
That’s 80% value, even if they each had a pitch inside.
(Which is part of my methodology)
Compare that to the typical “how to do email” ratio goo-roos bandy about of 50% content (no pitch) and 50% pitch. (Which pales in comparison to my ways if sales is your scoreboard and not open rates or whatever.)
Hey, it’s like I always say:
You can lead a goo-roo fanboy to value but, you can’t make him think…
That’s also why I don’t like those types buying any of my products anyway. They are not bad people or anything like that. But, they don’t appreciate hard-won knowledge that doesn’t fit the bright shiny object stuff their dopamine-addicted brains crave.
Not the kind of customers I want.
Especially going forward in 2016 and beyond.
I only want the exact opposite kind of customer.
The kind that implements, then makes money, then seeks more, then implements, then makes money, then seeks more, implements, makes money… etc perpetually bettering themselves.
Like, for example, new subscriber Zac Dillon.
He told us in the Flakebook group that he had a bunch of products on his site sitting there collecting dust that nobody bought. So he took an email tip I taught recently (i.e. he implemented) inside “Email Players”, applied it to a weekend promo, and got an influx of new sales, while also training his list to jump on his offers sooner rather than later (which will make him many more sales in the future).
That’s the kind of info I teach in “Email Players”.
Actionable tips.
With clear examples that you can use as templates (not swipe material).
And, that are simple to implement and are immediately profitable.
I can teach you my loving ways, too.
But, you have to take the first step.
You have to make a decision you’re sick of not making the sales you could be making… that you’re going to invest the $3.23 per day to subscribe… and that you’re going to implement, build a list and find an offer (you will need a list and an offer or nothing I say will help you)… and that you’re going to stick with it.
No complaining about “info overload.”
(It’s a mere 16-pages per month… that’s reading a half page per day to keep up — shut off the TV and Facebook for the 86 seconds per day that takes, if need be.)
No expecting to be rich by next Tuesday (you can make sales fast, but it’s not a “get-hog-nasty-rich by next week kinda thing).
And, no complaining about the cost.
(Even a bum rattling a paper cup on the street can afford $3.23 per day.)
All right, enough.
I’ve already said more than I know.
If you’re ready, here’s where to subscribe:
Ben Settle
