Behold:<\/p>\n
Last year, when my I was instructing my ex-copywriting apprentice\u00a0in the arts and craft of Ben Settle email writing, I did something\u00a0the mush cookies would no doubt say was borderline “abusive” to her.<\/p>\n
What happened was this:<\/p>\n
She got her first client and sent me her first batch of emails.<\/p>\n
I grunted a few times (as her email interrupted my all-important\u00a0intellectual pursuits at the moment) and read through them.<\/p>\n
I was horrified.<\/p>\n
They were unfit for public reading.<\/p>\n
I said:<\/p>\n
“don’t ever show me crap like this again.”<\/strong><\/p><\/blockquote>\n
Yes, elBenbo bared his fangs this time.<\/p>\n
(I think there was even a full moon that night…)<\/p>\n
Anyway, I then spent a couple hours writing her a long, detailed,\u00a0and informational-dense email telling her not only what to\u00a0do to correct her sins, but examples of how I think, plot, and\u00a0strategize when I write my own emails. This is something I’ve never\u00a0really done before. In fact, the only time I’ve ever done something\u00a0like it was to some people I was hanging out with at our last\u00a0Oceans 4 mastermind, at the bar, with a couple of the attendees.<\/p>\n
(I was much nicer to them, though.)<\/p>\n
And guess what?<\/p>\n
The May “Email Players” issue contains this lesson.<\/p>\n
I only did some *mild* editing.<\/p>\n
(For context).<\/p>\n
And if you’re a white knight mush cookie thinking I’m too mean or\u00a0whatever, worry not:<\/p>\n
Her self esteem wasn’t damaged.<\/p>\n
In fact, she was grateful for it.<\/p>\n
She emerged a MUCH better copywriter from it.<\/p>\n
And, she has a thriving client base of happy-as-clams customers as\u00a0a result. (And just to show I’m not pure evil to her… once in a\u00a0blue moon — to keep her spirits up — I even give her an\u00a0*occasional* compliment to boot…)<\/p>\n
Anyway, at the risk of sounding goo-roo cliche’:<\/p>\n
This is true “insider” info.<\/p>\n
Stuff I only would tell someone one-on-one.<\/p>\n
And this next issue is probably the only time you’ll see it.<\/p>\n
Subscribe here before it goes to print and it’s too late:<\/p>\n