Marketing

“What Should I Write About?” 3 Newsletter Ideas for Financial Advisors

by

In many cases, the struggle isn’t a lack of topics to talk about.

It’s figuring out which of the dozens of possibilities you should write about today.

There’s one ultra-helpful filter you that can help you make that choice. I’ll illustrate with an example from last week.

The mail carrier dropped Valpak in my mailbox on Tuesday. If you’re not familiar, Valpak is a collection of ads/coupons from local businesses. Goes to every residence in selected zip codes.

You get offers from restaurants, cleaning services, auto mechanics, whoever wants to pay to insert their ad in the mailing.

I’m a nerd, so I enjoy looking through ads.

Got this from a bank with a branch down the street from my house…

Blue advertisement from bank offering $300 dollars to open checking account

Nice offer, right? Anyone looking for a new checking account may be tempted.

Problem is, the very next ad is from another bank in the neighborhood…

Blue advertisement from bank offering $450 dollars

At first glance, it looks like a stronger offer by 50%. And depending on your specific situation, it may be a better choice.

How many homeowners completely forgot about the previous ad?

They’re even visually similar, so there’s no good reason for the first one to hold onto real estate in your memory.

So perhaps the second ad has the advantage. But there’s another problem.

Valpak arrived on Tuesday.

Here’s a self-mailer that landed in our mailboxes on Monday…

Green and black advertisment from local bank offering $600

See what’s happening here?

Everyone’s doing the same thing! These ads don’t hint at anything different about the banks making the offer.

It’s very difficult to win under these circumstances. And advantage you get may not be sustainable over time.

Don’t get into this kind of competition!

Make your messages (and offers) different. Make them uniquely YOU.

It’s much harder for the competition to undercut you or rip off your idea.

That’s the filter. When you’re deciding what to write your email newsletter about, try not to say what everyone else is saying.

That includes just sending out market updates.

Want some more specifics? Here are 3 ideas you can use to pick unique and compelling ideas for your future newsletters:

Financial Subject Lines: 2 Truths & a Lie (Pt. 2)

by

Let’s jump in.

Truth #1 is that repetition kills readership. If subscribers think they know what you’re going to say, they won’t open your email.

You can avoid that by using various different angles and appeals in your subject lines. Highlighting relevant benefits is great, but it can get repetitive.

Check out Part 1 here.

Truth #2: Fear is good.

I know this is an uncomfortable truth for some. We want to keep things positive. To educate and empower.

But there are some legitimately worrisome realities out there. You know it and so does your reader. It’s a good idea to talk about those things.

Now, I’m not telling you to try scaring your readers pants off.

I’m encouraging you to tap into the fear and/or anxiety your subscriber is likely already feeling.

Here’s an example of creating a little fear without paralyzing the reader:

Firstly, there are few things that get our attention like fear. The human brain dedicates a significant portion of its energy to keeping us safe.

Our senses are fine-tuned to detect and respond to danger.

Secondly, humans hate losing… anything. Behaviorial studies show we’re twice as likely to take action to prevent a loss than to secure an equivalent gain (when the stakes are high enough).

That means fear gives you leverage when it comes to moving people to make a decision.

Don’t leave the reader in a state of fear, though.

Use fear to win attention and focus his mind, then shift into the solution he can take to minimize or eliminate the issue.

Part 3 will be ready for you next week.

Need a set of eyes on your subject lines in the meantime? Send me a message and let’s talk.

Most Financial Subject Lines Are Boring (and the Sender Doesn’t Even Know It)

by

Is this a good a subject line for a financial professional or educator?

Why or why not?

I’d say in most cases, it’s NOT a good one, and not because of what your compliance officer might say.

Here’s why.

Listen, I adore my wife. Marrying her was the smartest — and luckiest — thing I’ve ever done.

But when I read that subject line, my instant reaction is “OF COURSE she could.”

No one gets your blood pumping more (in good ways and bad) than the person you love most. So this idea isn’t as shocking as it seems at first glance.

The curiosity factor is weak, too.

A little specificity about how or why s/he’s going to make your heart explode could have gone a long way. For example:

  • Your spouse’s money habits may cause a heart attack
  • When you spouse buys THESE, heart attack risk goes up

Those aren’t better, even though they’re too long. But they’re still not great.

What would make it a great subject line? Maybe something like this:

  • 3 money habits that can (literally) kill you
  • “The heart attack was your wife’s fault”
  • Money move deadlier than clogged arteries?

It’s aggressive, but the subject line would be even stronger if you implied you could be the one giving your spouse a heart attack…

That said, there are 2 things that I like about the original subject line…

1) If you’re sending the email to an audience that’s nervous about their heart health, they’re more likely to open and read because they want to know about anything that can stop them from having any issues.

2) It’s likely different than any other subject lines you’ve been sending. Predictability is not your friend in the inbox, so there’s good chance a subject line like this will spark some renewed attention from your subscribers.

We’ll going to talk more about email subject lines for financial service pros, educators and coaches in the next few posts.

Stay tuned.

The Truth About Loss Aversion

by
hands fighting over a chocolate glazed donut

Imagine it’s 11:51 PM…

You’re laying on the couch, scrolling on your phone and starting to doze off.

Just as you’re about to put your phone down, you get an email from the bakery you visit every morning on the way to the office.

It says:

“We’re giving away a dozen FREE DONUTS to our favorite customers — if you can come into the shop right away.

“The night shift employees forgot we close at midnight now, so they just pulled 300 fresh glazed donuts out of the oven. We can’t hold these beauties until morning. Get here by midnight and you can have a dozen FREE. The glaze is still dripping!”

You have 9 minutes to jump up and shoot over to the bakery, which is just down the street. You’d have to rush, but you can make it.

Or you could keep scrolling on your phone until you slip into sweet unconsciousness.

What would you do?

Now imagine a different scenario…

It’s 1:51 AM.

You had a brutal day. Your team stayed late working on a big project and they agreed to come in at 6:00 to help finish up before the deadline.

To show your appreciation, you promised the team donuts in the morning. But your favorite bakery doesn’t open until 6:30, so you picked them up tonight.

You just crawled into your bed to get a few hours of sleep.

At that moment, you hear your brother unlock your front door and walk into the house. He pops in whenever he’s in town and doesn’t want to pay for a hotel.

The first thought that crosses your mind is that you NEVER should have given him that key.

Your second thought: that dude eats everything in the kitchen whenever he stops by. And he loves donuts…

What do you do?

In the first scenario, there’s a strong chance you’re not taking any action. You’ll ignore the “irresistible” offer of free donuts and fall asleep on the couch.

In the second scenario, there’s a 99% probability you’ll fly into action. You’re jumping out of bed and running toward the kitchen to make sure your brother doesn’t eat your team’s donuts.

You see where I’m going with this.

We’ve always heard that people are twice as likely to take action to avoid pain than to enjoy pleasure.

Some more recent studies indicate that, in fact, people react just as strongly to gains as they do to losses.

Apparently researchers haven’t been able to replicate results proving that “loss aversion” alone has a significant impact on decision-making.

(I wanted you to hear about this from me.)

Now, I haven’t conducted any clinical studies. When I think about it, I haven’t run loss aversion split-tests in a while.

I assumed the old info was true.

But based on experience, I still believe loss aversion is a compelling emotional force. The scenarios with the donuts above are solid illustrations.

So what’s the big takeaway here?

You know me. I’m always encouraging you to test different ideas to see what works best for you and your audience.

If you haven’t tried loss aversion as a tactic to increase conversions, give it a try. For example, you can use:

  • disappearing bonuses
  • real scarcity where people will miss out on the opportunity
  • expiring credits toward purchase (instead of discounts)

Test this stuff against simply trying to “add more value.” Then draw your own conclusions.

My second point is this: Researchers found that loss aversion begins to take over when losses are serious (because self-preservation is a priority for the brain).

When you’re using the negative argument, intensify the size and severity of the potential loss. Show the reader how much it’s going to cost him not to act:

  • Heart disease is inching closer every minute if you [BLANK]
  • The IRS could take thousands right out of your bank… unless you [BLANK]
  • Your wife will lose interest in you if you don’t do [BLANK]

Big losses, big reaction.

Give it a try in your own marketing.

What Your Spotify Wrapped Really Reveals About You

by

I don’t know about you, but I’m not familiar with too many “offers” that get 50% conversion.

From any company.

Paid or free.

And then there’s Spotify Wrapped.

Fine, maybe it’s more of a feature than an “offer.”

But they package it up, offer it for a limited time and promote the heck out of it.

I haven’t seen this year’s numbers, but 51% of users checked out their Wrapped in 2022. About 14% of them also shared their results on social media.

The whole thing works pretty well. So well that YouTube and Apple have borrowed the idea. (Duolingo, too!)

What makes Wrapped so enticing?

It’s focused on the #1 most interesting topic on the planet: YOU.

We’re all the center of our own universes. So we’re incalculably interested in ourselves. How could we not be?

As an extension to that idea, we’re also fascinated by anything we believe can tell us more about ourselves. Help us understand ourselves better.

With Wrapped, we already know we listened to music all year. Spotify uncovers hidden patterns and tell you what your listening habits really say about you.

Over the years, they’ve diagnosed your music “personality” and assigned you to a city based on your music selection.

All ways of giving you ways to think about and categorize yourself in your own mind… share your (favorable) findings with the world… and compare/contrast/connect yourself with other people.

Genius.

People can get really attached to their categories. Myers-Briggs. Political parties. Astrological signs.

Even a simple dichotomy like entrepreneur vs. 9-5er.

And once they put themselves in a category, they can easily begin using it as the lens they see the world through.

This reality can produce profound influence.

Think about ways you can show your prospects and clients more about themselves. Help them understand themselves in a helpful new way.

And if you put them in categories you define – or give them a way to self-assess themselves into one…

You have an opportunity to shape how they see themselves, their optimal next steps, and more.

It’s a powerful position to be in. Use you power wisely.

P.S. Once people accept their categories, they see things differently. And they see different things.

There are certain ways to “trigger” those individuals with email subject lines.

I share more details about this in the Secret Handshake chapter of Subject Line Science, now available on Amazon Kindle and paperback.

This is one of the concepts David Garfinkel and I discussed on my recent appearance on The Copywriter Podcast. Enjoy!

Boost Your Email Marketing with Subject Line Science

by

I’m excited to announce that you can now preorder my brand-new book…

Subject Line Science: 11 “Made You Look” Secretes to Get Emails Opened and Read.

iphone displaying "Subject Line Science" bookcover

Seems like everyone’s been asking for this.

It’s a quick read, but it dives deep into my process for creating impossible-to-ignore subject lines.

When you devour the lessons in this book, you (or your marketing team) will have the tools to write must-open subject lines that win attention, make subscribers excited to read and open the door for big sales.

You’ll also get some of the AI prompts I’m playing around with to give you even more fresh subject line options.

One of the 11 “made you look” secrets revealed in the book is what I call the “Tootsie Roll center of persuasion.” Here’s an example:

You’ll get a whole lot more insight about this in the book.

Subject Line Science will be officially released on November 17.

But when you preorder the book now for just $9.99, you’ll also get access to 3 exclusive bonuses for free:

  1. The audiobook (also on November 17)
  2. 104 Steal these Subject Lines templates
  3. Big Ideas for Unforgettable Emails video training

If you take action, this information can transform your email marketing results AND your business as a whole.

Get more details and preorder Subject Line Science now to take advantage.

Have a productive day!

Outsourced Thinking (and Why It’s a Good Thing)

by

Thinking is hard work. Most people avoid it at all costs.

If you can earn someone’s trust, he’ll gladly allow you to do some of this thinking for him.

If you can display deep expertise on a topic he’s interested in, he’ll happily outsource some of his thinking to you.

If you can minimize the perceived risk or difficulty of changing perspectives/approaches, you may find you have a loyal convert… and a paying client.

[I took this picture earlier this month after speaking at the University of Illinois at Chicago, the city’s largest university.]

This may all sound kind of negative or “manipulative,” but there’s nothing wrong with outsourcing brain work. In fact, most people are craving this kind of leadership.

Nobody can know everything, and even if we could, it would take a lifetime to learn it.

Why do that when we can just plug into someone who’s already an expert?

With that in mind, you may want to:

1) Build your trustworthiness.

2) Demonstrate your expertise.

3) Think about how the person you want to persuade perceives risk as it relates to the topic you want him to think differently about. Can you minimize the risk or reframe it to make it less frightening?

Take these steps and you’ll amp up your persuasive abilities in a major way.

The Attention Game Starts Here

by
Hooks that snag your reader instantly

Some days it seems like an impossible task, but…

Before you can accomplish ANYTHING with your copy, you have to win your reader’s attention.

Once you pull him in, you can take him wherever you want him to go.

With email, the subject line starts the attention-seeking mission.

On social media, you start with an arresting hook.

(As you may know, this falls under the category of Instigation, the first “I” in my 4-I Formula.)

Great hooks focus your attention, sparks strong curiosity and makes it hard for you to NOT invest a little time to find out what’s going on.

I recently did a training on copywriting for social media for a high-ticket coaching group.

I’d like to share the segment about writing hooks with you.

In the video, you’ll discover 12 hard-to-resist hooks ideas.

The training was specifically geared towards social media, but the ideas also work for email copy, articles, videos, etc.

I hope you find some inspiration – and that your engagement increases when you use these hook ideas.

Have a productive day!!

4 Copywriting Triggers for Instant Sales

by

There are 4 triggers that instantly turn someone into a buyer:

Trigger 1: His wife says/implies “Bring home X and you’ll get… something special.”

Or on the flip side, “Bring home Y or I’m going to cry.”

Trigger 2: He sees your offer as an easy way to step into the identity he craves or amplify the part of his current identity he’s intensely passionate about.

You can make your reader connect the dots between your offer and his identity on his own…

Or you can make it more obvious.

Not enough copywriters intentionally appeal to identity. Most are too busy thinking about features and benefits.

I encourage you to be one of the elite few that leverage its power.

Trigger 3: When your copy reframes his problem in such a way that he realizes he’s been looking at it all wrong… but now that he understands, the solution (your product/service) is obvious.

Trigger 4: The Stack. There’s a lot of focus on what’s known as a value stack. I’m a fan of the lesser-known desire stack. Both work.

In the following video clip, I discuss these 4 triggers with copywriting expert Maria Lloyd.

Maria has written six-figure email campaigns for more than two dozen brands (you’d definitely recognize more than a few of them), with an average boost to ROI of more than 400 percent.

And now, for a limited time, Maria is teaching copywriters and ambitious entrepreneurs how to create and launch their own six figure email campaigns in her program, Crash Course to Cash.

To be more specific, the deadline is Friday, March 31 at 11:59PM Central.

When you sign up (for as little as $75 down), you’ll get access to a collection of deep-dive trainings to help you sharpen your copywriting sword and leverage those sales triggers we just talked about.

The, starting April 7, you’ll get 8 weeks of live, hands-on training with Maria and her team. She’ll work with you to help you learn the skills you need to write effective email copy AND you’ll actually be working as you go.

There’s no doubt in my mind this will be a life-changing training.

I’m excited to announce that I’ve partnered with Maria to help make Crash Course to Cash even more valuable. When you become part of this first cohort, you’ll also gain access to my Inbox X-Factor course.

Inbox X-Factor gives you 365 days’ worth of email ideas and inspiration… 100+ subject lines… and 10 video training modules revealing my personal strategies for writing emails with maximum selling power.

When I do make it available for sale again, I’m planning to charge between $200 and $300 for it. That’s a value stack for you.

You can’t buy Inbox X-Factor anywhere else right now, so if you’re interested in getting access, sign up here, plus get all the details about Crash Course to Cash.

Have a productive day!

Live Demo: Bing’s New AI-Powered Search

by

Since we’ve been talking about how AI will change search, I thought you may be interested in watching a live demo of the new ChatGPT-powered Bing.

I meant to make a 5 minute video… but it kept pulling me back in.

There are some really impressive features (you get conversational AI that will follow commands like ChatGPT, but plugged into the web)

And some really glaring problems (which you kinda have to see to believe).

Check out the video here.

Have a productive day!