Dear Chase,
Quick one for you today.
I'm about to fly home and I got a couple minutes before I have to board.
One of my favorite expressions in the world of business is, "it doesn't need to be re-written, it needs to be re-read."
However, I'm going to re-write this old truth so that you and your audience can re-read it.
As copywriters, we often forget how powerful we are when we turn thoughts into words.
When we write an email to a few thousand people on a list, we forget that these are real people who are reading what we're saying.
We think of a cool angle, blast out a sales message, and then hope it converts.
We forget to bring the human aspect back into it.
When I write emails like this, there's one main avatar that I imagine reading it.
For some reason, it's a woman in her early 30s, working a marketing job in DTC or something surrounding it, and she subscribed to your list because she saw some posts on LinkedIn from you that she liked.
She likes her job, but might wanna start freelancing or consulting, and is taking in information from these emails to feed that fire.
Not sure why, but any time I write an email that is outside of that avatar, it doesn't resonate as well.
When I think of somebody else while writing this email, you give me feedback that it doesn't do as well.
This is something that people need to consider more than just their sales messaging when writing.
It's not just about what you're saying.
It's about who you're picturing yourself speaking to.
You can actually get way more juice out of an email list by literally just imagining yourself writing a letter to the person in your head.
You need to imagine yourself speaking to one person.
Even though you're writing to thousands (or sometimes millions) of people who are all different, you still need to zone in on one avatar.
Writing emails, a VSL, sales pages, or making content, you need to speak to one person.
Really meditate on the fact that there's one person on the other end who has the problems you envision, feels what you imagine they feel, etc.
It always does better.
Generalism doesn't sell.
Get hyper-specific, lock in on one archetype, and speak into their soul.
You will get far greater results with this mindset.
Hope this helps.
Yours truly,
Alex.
Sent from my PS3
No comments:
Post a Comment