This morning, your loveable Aussie narrator woke up to this message from one of the hottest copywriters on the web:
“Dude, this was one of the wildest emails I’ve ever seen, but I loved it!”
It was a reply to yesterday’s email about the secret C.R.A.P. Department at Apple.
And high praise indeed, considering who sent it:
My buddy Rob Allen, one of the few copywriters my age with a client list (and earnings made for those clients) more impressive than mine.
So, let me shamelessly seize the opportunity to say this:
I completely agree.
Yesterday’s email is possibly my favourite to date.
(It was certainly the most fun to write.)
And, as Rob pointed out, you can learn a LOT about the art of engaging storytelling from it:
Count the number of times the plot changed scene, pace, or the next line surprised you. I just did a quick count and got 14. I assure you they were all deliberate.
And when I tested the Flesh-Kincaid grade level of the text, I scored a ‘4’ — i.e. the prose was so easy to read, a fourth-grader could understand.
Still, there was one disappointing thing about that email:
The open rate.
It got one of the lowest open rates of any email I’ve sent.
In other words, my well-crafted story and excellent sales pitch didn’t get read by most people.
I suspect it was that obnoxious four-letter acronym in the subject line.
(I’ve sent curiosity-based headlines before, but they didn’t perform this badly.)
Now, I believe subject lines are immaterial for your BEST readers. For them, the best subject line is your name in the sender’s field. And remember, these people make up the majority of your sales anyway.
However, for those people ‘on the fence’ about you, a good subject line can tackle them off and pin them to the ground on your side of the fence.
But it looks like some people don’t like C.R.A.P. in their inbox.
Lesson learned. I will henceforth banish that word from my subject lines.
However, today’s email was a blatant attempt to use a better, benefit-laden subject line to get you to go back and read yesterday’s.
Look, between yesterday’s email and today’s, in what I’ve just taught you AND demonstrated to you, you’ve just gotten a free masterclass in writing effective copy.
So I should probably stop now before I start robbing myself of sales for any future course or anything.
Thus, two steps for you:
Go back and read yesterday’s email, “A tour of Apple’s C.R.A.P. Department”, if you didn’t. And take notes on what you learn — it’ll help you write better copy.
If my dazzling grasp of copywriting has wowed you, and you’d like my skills put to use in your business, then get on my email list — where you can join the growing crowd on my client waitlist, for next time I have an opening.
Don’t worry, none of my emails for you will use THAT word in the subject line.
P.S. If you just got busted for not reading yesterday’s email the first time, you are hereby summoned to the principal’s office.
Principal Daniel swivels around in his chair and warns you:
Unlike some people who want a fat, bloated list, I like to keep mine lean and engaged.
So don’t let me catch you not reading my stuff again, okay? Or you could find yourself expelled from Daniel’s School of Copy.
Now … get out of my office!