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How to Write Copy That Sells Notes > Chapter Four > Flashcards

Chapter Four Flashcards

1
Q

Inbox Magic

A

How to Write Emails that Make More Money

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2
Q

Email is the number ___ way to get things sold online

A

one

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3
Q

Campaign [email]

A

a series of emails that are sent over time for one specific promotional purpose

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4
Q

Broadcast [email]

A

an email sent to everyone on your list for one particular intended purpose

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5
Q

Three Core Email Types

A
  1. Campaign sequences you can send live
    1. Automated campaign sequences
      1. Broadcast one-off emails
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6
Q

Email Type 1: “Live Campaign Sequences”

A
  • Campaign sequences that are live might be used for a product launch
    • You might have to write 10 ~ 20 days’ worth of emails in any given product launch sequence
    • Live nature enables you to respond to emails and make timely references to current events
    • Small ticket product ($47 ~ 97)
    • Promo emails are sent without JV endorsements
    • Meter movers: used for increasing engagement
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7
Q

Email Type 2: Automated Campaign Sequences

A
  • All of the messages are preloaded
    • An on boarding sequence (a series of emails that you write that introduces people to your way of thinking, into your worldview, and helps them get to know, like, and trust you)
    • Pre-event autoresponder sequence (aka the “tractor beam” sequence -> it draws prospects toward you; e.g., 4-7 email pre-event autoresponder sequence leading up to a webinar)
    • Post event autoresponder sequence (aka the “pattern buffer” sequence; directed toward the email subscribers who, for some reason, didn’t attend the webinar/ event or buy the thing you were selling)
    • The pattern buffer sequence either steers them to a replay of the webinar or another piece of content in another format
    • Post sale autoresponder sequence (crafted to solidify the sale to remind them of why they bought the product or service they purchased; to encourage them to use the product or service they purchased because of the benefits; to prevent them from asking for a refund)
    • Post sale autoresponder sequences referred to as “automated retention machines” (recommended to be written for each product that is sold)
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8
Q

Email Type 3: “One-off” Broadcast Emails

A

SERMON

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9
Q

SERMON

A

SOCIAL EQUITY REFILL MACHINE OF NICENESS

What on earth am I talking about? The S.E.R.M.O.N. is a series of emails that are sent out with no intention to get them to sign up for any new list. No intention to get them to sign up for a webinar. No intention to get them to buy anything. These are emails that just spread good will, that give them something free.

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10
Q

21 Keys to Persuasive Autoresponders and E-mails [1/3]

A
  1. Use E-mail Marketing to Build Permission-Based Lists.
  2. Use a Reputable Email Delivery Service
  3. Give Web Visitors Reasons To Opt-In, And Set Their Expectations Properly
  4. Avoid Spam Complaints with Frequent, Consistent Mailings
  5. Use Autoresponders as Robotic Sales Agents
  6. Give People an Unusually Great Reason To Opt- In.
  7. Give People Great Reasons to Stay On Your List
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11
Q

21 Keys to Persuasive Autoresponders and E-mails [2/3]

A
  1. Ask for a “Sale” in Every Email
  2. Craft a Powerful Signature File for All E-mails
  3. Use Broadcast E-mails for Promotions
  4. Know Your Most Wanted Response [MWR]
  5. Use only One MWR per Email
  6. Craft Subject Lines Using the PAC Formula
  7. Start Each E-mail with Undeniable, Confirmable Truth
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12
Q

21 Keys to Persuasive Autoresponders and E-mails [3/3]

A
  1. Use Headline Techniques, but Not Headline Formatting
  2. Put the Main Benefit in the Lead, with a Link
  3. Use a PS That Summarizes the Main Benefit and Provides a Link
  4. Place a Minimum of 3 Links to Your Call to Action in the E-mail Body
  5. Send Short E-mails That Create Zeigarnik Effect
  6. Send Emails That Look Like They Were Sent by a Friend
  7. Always Honor Unsubscribe Requests
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13
Q

1: Use E-mail Marketing to Build Permission-Based Lists.

A

Prospects who give you permission to market to them are most likely to buy. Honor (and widen) the circle of permission.

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14
Q

2: Use a Reputable Email Delivery Service.

A

If your email doesn’t get delivered, you won’t make any sales; getting it delivered is a full-time job.

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15
Q

3: Give Web Visitors Reasons To Opt-In, And Set Their Expectations Properly.

A

You must offer some sort of premium to entice visitors to give up their names and e-mail addresses.

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16
Q

4: Avoid Spam Complaints with Frequent, Consistent Mailings.

A

Surprising as it sounds, mailing more often can reduce spam complaints.

17
Q

5: Use Autoresponders as Robotic Sales Agents.

A

A sequence of contacts is a powerful way of delivering your sales message.

18
Q

6: Give People an Unusually Great Reason To Opt- In.

A

Work harder than other marketers to create Lead Magnets of Unusual Value.

19
Q

7: Give People Great Reasons to Stay On Your List.

A

Don’t take it for granted that anybody is interested in reading your next email. Give them a reason to want to read it.

20
Q

8: Ask for a “Sale” in Every Email.

A

Treat each email like a miniature sales letter; just be clear what the call to action is for that particular e-mail. Get them in the habit of clicking on your links!

21
Q

9: Craft a Powerful Signature File for All E-mails.

A

This is a powerful action device. Don’t forget it.

22
Q

10: Use Broadcast E-mails for Promotions.

A

Broadcasts are great for promotions and launch sequences (time-bound offers).

23
Q

11: Know Your Most Wanted Response

A

If you don’t know it, how can you elicit the desired behavior?

24
Q

12: Use Only One MWR Per Email.

A

The confused mind never buys.

25
Q

13: Craft Subject Lines Using the PAC Formula.

A

Write your subject lines so that they are personal, fulfill anticipation, and arouse curiosity.

26
Q

14: Start Each E-mail with Undeniable, Confirmable Truth.

A

For instance, you might start with the date; subtle credibility.

27
Q

15: Use Headline Techniques, but Not Headline Formatting.

A

Avoid making your e-mail look like an ad.

28
Q

16: Put the Main Benefit in the Lead, with a Link.

A

The first paragraph is the lead, and you should have a link to your MWR in that paragraph (or following it).

29
Q

17: Use a PS That Summarizes the Main Benefit and Provides a Link.

A

Just like in your sales letter, the PS may be the only copy in your e-mail the prospect reads.

30
Q

18: Place a Minimum of 3 Links to Your Call to Action in the E-mail Body.

A

The first two will get most of the clicks.

31
Q
  1. Send Short E-mails That Create Zeigarnik Effect.
A

Your MWR is most likely to get the prospect to visit a Web page.

32
Q

20: Send Emails That Look Like They Were Sent by a Friend.

A

You want your emails to look like those of a friend, not like sales fliers or newspaper ads.

33
Q

21: Always Honor Unsubscribe Requests.

A

Avoid needless headaches.

34
Q

The Zen Master’s Email Rule

A

Don’t Read Complaint Emails. And whatever you do, don’t get involved in replying; have someone on your staff do it for you. Preserve your peaceful state of calm, relaxed creativity.

How to Write Copy That Sells Notes (14 decks)

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