{"id":12017,"date":"2017-04-18T11:44:59","date_gmt":"2017-04-18T15:44:59","guid":{"rendered":"http:\/\/bensettle.com\/blog\/?p=12017"},"modified":"2017-04-18T11:44:59","modified_gmt":"2017-04-18T15:44:59","slug":"old-fart-copywriting-applied-to-email","status":"publish","type":"post","link":"https:\/\/bensettle.com\/blog\/old-fart-copywriting-applied-to-email\/","title":{"rendered":"Old Fart Copywriting Applied To Email"},"content":{"rendered":"

\u201cIn the future if you\u2019re going to steal cars, don\u2019t dress like a car thief man\u201d<\/strong><\/p>\n

\u2014 Spiderman<\/strong>
\n \u201cThe Amazing Spiderman\u201d<\/strong><\/p>\n<\/blockquote>\n

One of the most-asked questions whenever interviewed on podcasts is about the \u201clook\u201d of emails.<\/p>\n

In other words:<\/p>\n

Mine are plain text.<\/p>\n

(Or *look* like plain text)<\/p>\n

I don\u2019t doll \u2018em up with pretty images.<\/p>\n

And, they look complete boring and non-secksy.<\/p>\n

Why do I do this?<\/p>\n

Many reasons.<\/p>\n

For one, I\u2019m lazy. I simply don\u2019t want to spend the time coding links and split testing every daily email I send out and then analyzing the results and all that hooey. Nothing against anyone who does. But, split testing \u201cOMG, opens!\u201d is a complete waste of time if sales is your scoreboard in my experience. And, while clicks are a lot more useful, what I measure is sales and, even more importantly, monthly sales trends. This gets me called irresponsible by a few well-meaning guru types. But, then again, if I cared what they thought I\u2019d be licking their boots at seminars for a scrap of attention and participating in all their dorky little affiliate contests.<\/p>\n

So that\u2019s one reason.<\/p>\n

Another?<\/p>\n

It\u2019s the principle of making my advertising not look like advertising.<\/p>\n

At a glance, I don\u2019t want to look like advertising.<\/p>\n

I want it to look like \u2014 even for just that split second when they open it \u2014 that it could be a personal one-on-one email from Yours Unruly.<\/p>\n

Yes, people might know it\u2019s a list email.<\/p>\n

But, you never know\u2026<\/p>\n

Anyway, there\u2019s nothing new about this.<\/p>\n

Guys like David Ogilvy, Gary Bencivenga, Gary Halbert, the great magalog copywriters, etc have been doing this for decades. A lot of Internet (social media especially) types think they’re just old farts whose stuff is irrelevant.<\/p>\n

But, we know better…<\/p>\n

I simply apply their stuff to email.<\/p>\n

Speaking of great magalog copywriters:<\/p>\n

The May \u201cEmail Players\u201d issue (which goes to the printer soon) contains a bonus training from one of the single best (with the track record to prove it) A-list copywriters on the planet.<\/p>\n

An A-lister who many have never heard of.<\/p>\n

(Is just finally putting themselves out there to teach.)<\/p>\n

And, who uses this principle all the time.<\/p>\n

To get the next issue be sure to subscribe here in time:<\/p>\n

www.EmailPlayers.com<\/strong><\/a><\/p>\n

Ben Settle<\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cIn the future if you\u2019re going to steal cars, don\u2019t dress like a car thief man\u201d \u2014 Spiderman \u201cThe Amazing Spiderman\u201d One of the most-asked questions whenever interviewed on podcasts is about the \u201clook\u201d of emails. In other words: Mine are plain text. (Or *look* like plain text) I don\u2019t doll \u2018em up with pretty […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[9],"tags":[],"class_list":{"0":"post-12017","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-email-marketing"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts\/12017","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/comments?post=12017"}],"version-history":[{"count":0,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts\/12017\/revisions"}],"wp:attachment":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/media?parent=12017"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/categories?post=12017"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/tags?post=12017"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}