Donnie Bryant is a direct response copywriter and marketing consultant. He helps small businesses and solo professionals connect with and convert their “should-be” clients with unusually effective marketing messages and systems.
The LA Lakers retired my pretend cousin’s jersey last night.
Actually, they retired two jerseys for the two numbers he wore while he played.
Here’s a little trivia for you.
In addition to Kobe’s legendary basketball career, did you know he’s also started and sold an advertising agency… directed many of the Nike commercials he starred in, and is now involved in all kinds of marketing activities for his own company and others?
Yep.
Kobe is likely to go down in history as a Hall of Fame athlete and ad man.
Earlier this year, he spilled the beans on his Triangle Offense of storytelling and copywriting. I’ll let him tell you in his own words:
—– “The product and the messaging must be one and the same, right? It’s like a triangle approach I take with all storytelling…
1) What is the essence of the product? What is the product here to do? What is the messaging that we want to represent? 2) How can we best communicate that plainly and simply? 3) And thirdly, how do both of those things relate to human nature as a whole?
If those three things align, then I know we have the right messaging.” —–
It’s hard to beat that simple formula.
Get down to the core, emotional benefits. Share those benefits with clarity as they related to human nature and psychology.
The only thing I would add here is that you can go beyond general human nature and address the specific nature, dreams and desires of your specific target audience.
Of course, Kobe knows that. He just didn’t say it in this interview.
That headline sounds like an exaggeration. Or an outright trick.
But it’s 100% inspired by real-life experience.
I have a relative that recently lost his job, fell behind on rent and got kicked out on the street. (Incidentally, this is the second time that’s happened in the past year.)
He started a new job and he asked me to lend him some money to get to work until payday.
To show his appreciation, he offered me access to his Netflix account.
Yep.
He has the premium plan that lets you watch HD programming on 4 screens… but he doesn’t have a place to live.
Get this: when he got his first paycheck, he couldn’t pay back the money I lent him because he had to pay the Netflix bill!
Now…
I understand. Entertainment is important to everyone, regardless of their living situation. But isn’t it interesting how much of a priority it has become?
First World Problems, right?
Here’s the email marketing lesson:
Entertainment is one of the easiest things to “sell” today.
Think about it. When have you ever seen a hard pitch for a Hollywood blockbuster?
The promise of a good time…a temporary escape from reality… is enough to make people part with their money — even when they can’t pay their other bills.
If your emails (and all your other marketing communication) don’t include some level of entertainment and fun, you’re making it that much easier for your readers to ignore you.
You’re undoubtedly leaving money on the table, too.
Emails That Make Sales (now defunct) can help you get out of that rut and add some personality and fun into your emails. And make some sales, too.
Remember, repaying loans isn’t fun…and neither is reading “just the facts, ma’am” emails.
People’s attention spans are shorter than ever… or are they?
So-called “experts” report that human attention
span is shorter than that of a goldfish. So how do they explain that millions
of people regularly spend 90 minutes watching a movie… and even longer
reading Harry Potter books (which could be measured in inches instead of number
of pages).
What’s really going on
here?
I recently shot a video to explain why attention spans
APPEAR to be shrinking and, more importantly, I several suggestions for
overcoming this obstacle, including:
what your readers absolutely will not stand for when reading your emails… which is one of the reasons people ignore 90% of the messages that land in their inboxes
4 strategies that keep an audience hanging on every word you share — 3 of which almost no one is telling you about
what you have to stop BEING in order to move up the ladder into “Approachable Expert” status and keep readers from tuning you out.
This was a livestreamed video; that will become obvious when
you watch. I think it’s pretty good, though. And you can put these ideas to work right away and start increasing the
length and quality of attention you get from your list.
By the way, a recent analysis of billions emails by Litmus Email Analytics shows that email attention spans actually INCREASED by 7% between 2011 and 2016. Kinda goes against the prevailing theory, doesn’t it?
Just in case you’re not big on watching videos, let me break
down the 4 strategies I talked about.
1) You have to spend
more time talking about IMPORTANT and INTERESTING things. Not important to
you, necessarily, but important to your reader.
We all love talking about ourselves, but readers need to see
how what you write benefits them.
2) Commit to telling
more stories. People love hearing stories. As long as they’re not drawn-out
and boring, people are more than happy to sit and listen. Much longer than
they’re likely to read raw information.
Naturally, you still have to tie your stories back to what’s
important/interesting for the reader.
More details are
better. More emotions are better. More sensory information is usually better.
Help the reader feel like he was really there.
3) Become a
personality. Show off your unique characteristics. Be likeable. Be
despicable. Just don’t be boring.
We all form bonds with people we spend time with — even if
we never meet them in person. Psychologists have a term for that: parasocial relationships. Think about
it. You probably feel a little bit like you’re friends with your favorite TV
characters. You almost believe that you know them. You definitely empathize
with them.
You can achieve the same kind of connections with your
audience. But you have to put your personality on display.
4) Demonstrate the
points you make. Offer proof (or at least evidence) that what you’re saying
is true. That you’re the real deal.
Now, go forth — win and defend the attention of your email
list.
After running around town with my family the other day, I came home to find a lovely note hanging on my door…
Apparently, one of my neighbors uses TruGreen, and while Danny was making that lawn beautiful, he wanted to tell me how bad mine looks.
It stings a little.
I’m all about taking responsibility, but it’s NOT my fault the weeds are out of control.
You see, I’ve been paying a lawn maintenance company since last summer. Weed control is their job. So it’s frustrating to have another lawn care provider tell me I’m paying for a crappy job.
Will TruGreen get my business because of this door hanger? No.
But it may be the straw that breaks the camel’s back, that camel being my resistance.
Here’s the lesson you can use in your sales copy:
The right message delivered at the right time is critical. But if you’re counting on a single shot to make the sale, you’ve stacked the odds against your own selling success.
TruGreen has been sending me direct mail since 2010. They’ve bragged about being keeping PGA golf courses looking pristine.
I’ve never considered hiring them because one relative’s bad experience.
But they keep showing up, looking professional… and I can’t help but wonder if that one burnt lawn was an anomaly.
Then they hit me with the “free lawn evaluation” and the door hanger diagnosing my grass’ disastrous condition.
Now I’m seriously considering making the switch.
Moral of the story: fortune is in the follow-up.
Give Your Copy the TruGreen Treatment in 6 Easy Applications
1) Sell what people already know they need or desperately want
It’s easy to push our thing onto people who think/know will benefit from it. That’s not really how selling works.
Go to an audience who wants the result you provide and half of the job of selling is already done!
2) Apply social pressure
“While in the neighborhood…” on the door hanger really means “I couldn’t help but notice that dandelions are dominating your lawn. Your neighbors probably notice, too.”
Telling your prospects that people are judging them is a low blow. But it works like crazy.
If you’re committed to helping them get the results they need, prepare to pull out all the stops.
3) Hit the pain points
If the TruGreen sign talked about making my lawn glorious, I would’ve ignored it. Pointing out the (obvious) problems grabbed my attention and forced me to consider a change.
4) Get specific
I knew my yard had more weeds than high schools have hormones. Still, the door hanger’s detailed breakdown adds credibility and helps me appreciate the severity of the situation.
5) Get personal
See Danny’s handwritten note.
6) Use “free” to get your foot in the door
That free lawn evaluation gives me an easy, low risk way to get more information. And for TruGreen to make a full-on sales pitch.
How are you offering free value to start conversations with your should-be buyers?
Being first is good. But you can still make a fortune cleaning up the mess other providers leave behind.
Work on getting your message right and keep presenting your unique brilliance to the right people. Incumbents get tossed out on their bums all the time.
“If you’re the smartest person in the room, you’re in the wrong room.”
It’s really BAD advice.
Firstly, it doesn’t even make sense. No matter what room you’re in, SOMEONE has to be the smartest person there. The instant that guy or gal leaves, the next smartest person takes the top spot. Which means now he’s in the wrong room, right?
Secondly, there are countless areas to be smart in. Should a nuclear physicist leave a business mastermind group filled with college dropouts?
Thirdly, the room where you’re “smarter” than everyone else is the room where you can help the most people. And get paid for it.
Plus, sometimes you just can’t help it. You’re too doggone smart. Maybe you’re at the top of the cerebral pyramid in most of the rooms you walk into.
It’s probably not a great idea to spend all your time looking for people to pour into you (which sounds selfish to me) instead of investing more time into building a solid platform on your brilliance.
Once you’ve decided to set up shop where you’re always the smartest person in the room — where you can help people live better lives (in whatever unique way you make that happen) — email is a darn good way to establish and maintain a relationship with those people… and move them to take the action required to reach their goals.
If your marketing doesn’t set you up as the smartest guy in a room other people are desperate to be in, you may want to re-think how you’re doing things.
Handle your business.
P.S. Humility really is a virtue. And it’s not polite to get “too big for your britches,” as Grandma says.
But “politeness” may be preventing you from realizing your potential.
Most people who reach high levels of success in business have sizable egos. It almost seems to be a requirement. It takes a full tank of confidence to chase after something big, something difficult…to believe YOU (of all people) could be the one to step out and make it happen.
It’s okay to be the smartest person in a room.
That said, go build your own room to make sure that’s usually the case.
Last week, I did a Facebook Live video explaining that all stories are not created equal. We talked about a story-based email sequence/landing page combo I just wrote that, in the client’s words, “murdered” the long-standing control. “Murdered” meaning “more than doubled sales.”
Today I wanted to give you a little more insight into writing stories that sell. I’d like to illustrate with a fictional story that created a real-life story. Everything will come together at the end.
_____
Once upon a time in a land called Zamunda, a handsome prince left home to avoid marrying a woman his parents picked for him. The prince wanted to find true love for himself.
Before the king and queen “rescued” their son in the faraway city, they checked into the royal suite at the Waldorf Astoria…
_____
You may recognize this story as the plot of the Eddie Murphy movie Coming to America. When she was a little girl, Coming to America was one of my wife’s favorite movies (mine, too). And even though the Waldorf played a tiny role in the film, my wife dreamed of staying in a room at the storied hotel someday.
The dream came true this past weekend, after nearly 28 years of waiting.
She woke up on the 15th floor of the Waldorf Astoria Chicago on her birthday.
Where All Stories Should Begin
When you write emails with the ultimate goal of selling something (product, service or idea), it is critical that you begin with aspiration.
Getting a room at the Waldorf was one of my wife’s lifelong aspirations. The moment I learned about it, it became MY aspiration to make her dream come true.
Your reader aspires to:
earn more money without abandoning his family 20 hours a day
have gorgeous, healthy hair her friends secretly envy
retire comfortably and ON TIME
find true love without flying from Zamunda to some faraway land
get rid of back pain without surgery
…or whatever.
Connect – and connect quickly – with your reader by telling stories that tap into their specific aspirations. Yes, problems work too; people aspire to live without their struggles.
Your stories introduce them to a world where their aspirations can be realized…make it seem eminently possible and even easy…with the help of your product or service of course.
For me, Lamar Tyler is one of my top answers to the question “If you could spend an hour with one person/celebrity, who would it be?” I have a TON of respect and admiration for Lamar’s business acumen, leadership and brilliance. Plus, he’s one of the coolest guys you’d ever want to meet.
Last weekend, I got my hour with The Man.
Lamar hosted the inaugural Traffic, Sales and Profit Lunch and Learn series on Blab, and I had the honor of being his guest. We discussed a lot of topics close to my heart, like:
What is a unique selling proposition (USP)?
How do I make people want what I sell?
The differences in writing emails, landing pages, general web copy, etc.
The most painful mistakes people make when writing copy
When it’s time to hire a professional copywriter
“Why can’t I find a good copywriter?”
and plenty more.
I also revealed the most powerful characteristics of email copywriting — and why some people should NOT hire a copywriter to write their emails for them. (I’ve told potential clients on multiple occasions I couldn’t do better than what they’re doing.)
Check it out: The Science of Copy Lunch & Learn
An Important Point I Didn’t Get to Make in the Interview
I realized after the Blab that I forgot an significant point when we talked about why it’s sometimes difficult to find a good copywriter. If you’re expecting a stranger to instantly create a miraculous transformation of your business, you might be expecting too much.
Your copywriter isn’t (necessarily) weak just because he can’t make your boring offer exciting…or make a dead mailing list suddenly spring to life.
I’ve often quipped that I do work miracles, just not on demand. (Yes, I’ve said it to potential clients.) Even copy that seems brilliant doesn’t work 100% of the time. Believe me, I know from embarrassing experience. All of the pros have. For optimal results, you have to make the right offer to the right audience at the right time.
On the other hand, a great offer or a hot list can make even a pedestrian copywriter look like a superstar…
You almost have to give someone at Sprint a standing ovation for their recent advertising campaign featuring your Verizon’s “Can you hear me now” guy, Paul Marcarelli.
It’s the advertising equivalent of a judo hip toss.
Verizon is the big bully with more than 2X Sprint’s subscriber base. A lot of money was spent to make Marcarelli the face of the company (as well as the butt of their jokes). Now underdog Sprint is using Verizon’s own “brand equity” against itself.
One of the cleverest advertising coups in recent memory.
I’m convinced these campaigns won’t save Sprint’s sinking ship. I’m also convinced YOU can profit by studying what’s happening here.
Here’s What Sprint Did Right
The commercials are attention-grabbing. The first time you see THE Verizon guy playing for the other team, it’s nearly impossible to ignore.
Your brain has to try make sense of it
There’s controversy: what made Marcarelli go Benedict Arnold and switch to Sprint? (Turns out, it’s not call quality)
It’s funny in an “Oh no he didn’t” kind of way
It’s critical to hold your audience’s attention long enough to tell them what they need to know. That’s what gives you the opportunity to generate interest and desire.
There’s no rational reason for it, but “celebrities” almost always bring a level of trust to the products/services/brands they’re attached to. Over time, spokespeople can become (niche) celebrities and garner familiarity, likeability and trust.
At Halloween, Flo from Progressive is more popular than Dracula.
The ads are also focused on a value proposition: 50% cost savings. That seems to be the only thing Sprint has to offer…
Why It Won’t Make a Difference
— Sprint provides inferior service. They’re even admitting that fact in these commercials.
Even if this advertising campaign effort brings in a lot of new subscribers (Q4 projections indicate otherwise), the business loses big time when people cancel their service due to poor quality service. This is a long-time problem Sprint hasn’t fixed.
— No one wants the 50% Off plan. Sprint’s CEO has stated the company will probably stop promoting this low-priced plan in the near future. Potential subscribers are looking for features they can’t get at that price.
The profit margins on this plan are so thin that they virtually guarantee a continuation of low-quality service in the future.
Quick Takeaways That Will Make a Difference for YOU
1) Provide great service. Or team up with/outsource to someone who can deliver great service where you’re weak.
2) Find out what your target market wants and offer it to them — in a way that highlights the benefits valuable to THEM.
3) Set your prices at a level that empowers you to a) offer great service and b) invest back into your business. You can discount yourself right out of business!
You don’t have to have a million dollar marketing budget to put those ideas into practice!
“Life’s most persistent and urgent question is,
What are you doing for others?”
Here’s a corollary: are you persistently offering your uniquely valuable brand of help to people in your marketing
People visit your website or brick & mortar store looking for something. They sign up for your mailing list because they need your expert insight and help with something they’re dealing with
Your emails are helpful. Your offers are helpful
Are you holding back?
Chances are, you’re not reaching out to your prospects, current or past customers enough. They need your help and you’re not offering it to them.
What would Dr. King say about that?
Here’s what I suggest:
Clarify my appreciation of your unique value and your understanding of your audience’s needs and desires
Confidence develops as a result
Commit to being a leader for your tribe, even when you feel like Moses in the desert…
Communicate like a leader, consistently and as compellingly as I can
Over the past 12 months, I’ve written copy that’s generated over $6 million in sales (that I know of) for my clients. The weapon of choice has been email marketing.
That number is not meant to impress you, but to reassure you that what I’m about to share with you has been proven to work in the real world
I’m not sharing what I’ve heard about, but what I’ve experienced firsthand.
This could probably be a book, but I’ll keep it brief for now and we can dive into some details in the Email Copywriting Corner Facebook group if you’re interested. (You’ll have to request access if you’re not already a member.)
Here are a few of the most important lessons I learned, relearned or doubled down on this year:
1) Don’t assume you know your audience
Ask questions, do surveys, but most importantly, pay attention to the actions they take when interacting with your content.
What kind of subject lines do they open?
Where do they click?
What length seems to work best?
What kind of offers do they respond to?
What totally bombs?
2) Test a lot of (wildly different) things
This ties to the previous idea. You can’t measure the relative effectiveness of one proposition against another unless they’re different enough to be unmistakable from each other. That’s especially true when you don’t have tens of thousands of people seeing and reacting to the message.
The best way to have a good idea is to have lots of ideas. You can still test a red button vs. a blue one, but that’s not where breakthroughs are going to happen.
One example from early this year was a ~300 word email pointing to a long sales page vs. a 1500 word email going to an order form. In this particular instance, the long email outperformed the short one by 5X. This one baffled the heck out of me!
On the other hand, some of the highest converting landing pages I’ve seen only have one sentence on them. Different ideas work on different offerings, even with the same audience. That’s why you have to keep testing!
3) Quality is better than quantity
Not every company agrees. Even some of the clients I’ve worked with don’t agree. You can treat list building as a pure “numbers game” and bring in the maximum number of people with vague or misleading squeeze pages and hope some of them will eventually become good customers or clients. I believe and have generally found that being “for” a specific audience, with specific promises and a distinct voice will bring in far smaller numbers of far superior readers/prospects.
4) The most important thing is the offer, or more specifically, your Audience-Offer Alignment
Strong copy can only do so much for you. Selling something people want is much more important — and easier than convince them to buy something that doesn’t obviously fit into their plans/priorities.
5) Your reader responds how you train him to respond — starting with how you acquired him
If you bring in subscribers with a fear-based offer or lead magnet, that sets the stage for what they’ll expect in the future. It may be difficult to pivot later. If you offer discounts at the end of every month, they won’t respond to offers early in the month. If you always extend your deadline, they won’t take them (or you) seriously.
Brian Kurtz wrote a great article exploring this point, with a Gary Bencivenga/Boardroom case study.
Clarity and consistency are necessary for building trust and setting appropriate expectations. Variety is critical for maintaining interest and curiosity.
6) People are getting smarter, so response is harder than ever to get
Many marketers are resorting to gimmicks to overcome our instant delete reflexes: bait and switch subject lines and body copy. Using “re:” and one-word subject lines to catch you off guard and get the click.
Those tactics do work — but they’re getting less effective every day because you can only fool someone so many times. Use such techniques sparingly. Rather, strive to be truly valuable, interesting and trustworthy to your readers.
In other words, don’t try to be slick. It’s a bad long-term plan — and it’s not great in the near-term, either.
7) Stories sell
You’ve heard it a thousand times, and it’s no less true now than it was the first time. Personal stories, historical anecdotes, even fun little facts get people reading, keep them interested and neutralize their resistance, at least temporarily.
I’ve seen the addition of a narrative element double clickthrough rates and triple conversion rates vs. straight product description or marketing talk.
8) Sequences, not single shots
Give yourself more shots by communicating in sequences rather than single blasts. And if you connect one email to the next, you can increase readership and compound the persuasive power of the campaign as a whole.
Just remember to test this. One of the most recent tests I did pitted a single email vs. two email, one-day offer — and the single email outpeformed by about 20%.
9) Urgency works like nothing else
Most people procrastinate as if their sanity depends on it. Deadlines move people to action. Open invitations are often ignored.
10) Customer Lifetime Value is the ultimate metric — not open rates or CTR
As Clayton Makepeace told me, if you’re making money on the front end, you’re doing it wrong!
This isn’t necessarily a set-in-cement rule. The point is to abstain from worrying so much about what it costs to acquire customers. Focus on getting as many of the right people on your files as possible. With the right back end, the cost per acquisition is a relatively small matter.
Many entrepreneurs and marketers are too focused on the front end costs. Clayton’s advice is an attempt to rearrange that thinking.
—
As I mentioned near the beginning, there’s a conversation about these ideas in the Email Copywriting Corner group. If you’re interested in digging in a little more or sharing your experiences, you can do that in the Facebook group.