Reader Naomi S. writes:
Hi Ben,
I subscribed this week, but I must admit it: good stuff you’re writing! My compliments.
I think you made your point very clear with the goo-roo fanboy story – I will certainly keep this in mind during my email campaigns 😉
Also, your style of writing is appealing and I get that you also need to do the same when writing to possible/existing customers. I’m working for an IT company, and as you may assume, this is not as sexy as selling shoes for example. But I will make sure not to bore them with too much technical specifications (also something I learned from your tips).
Looking forward to the next one!
Sincere regards from Belgium
Reminds me of something I read in a Dan Kennedy book.
He had a customer who sold mechanical parts for something.
Real dry, and real boring.
So, the guy made his product exciting by writing an ad with a headline (and I am going on memory here) “69 things to do after you’ve bought your xyz part” — followed by a list of 69 sexually-themed things (within the bounds of good taste, I don’t think it went too crazy) they could do with their spouse that night after they didn’t have to worry about getting the part they ordered.
Does this work for everyone?
On every market?
For every customer?
Of course not.
And it’s the same with my email system:
Always *modulate* to your market.
Don’t get caught up with what you see me do to *this* list. I can assure you that, for example, when I wrote to overweight females in the weight loss market I didn’t write with this exact kind of flair and attitude, etc. I adapted the system for them. And, in the voice of the author of the products I was selling. But, I still made them interesting and stand out in the inbox using my methods.
Anyway, important email safety tip.
More:
I talk more about this in the bonus video/transcript that goes out with the August “Email Players” issue which goes to the printer in less than a week.
Get your lovin’ here while there’s still time:
Ben Settle
