“Build your email list!”
“Get your first 100 / 1,000 / 10,000 subscribers!”
“The money is on the list!”
This is the advice you hear from all marketers.
But what are you sending someone? after this they join your list?
We dive into that in this episode with Daniel Throssell from PersuasivePage.com.
Daniel is a copywriter and has been named “the best marketer in Australia” by a prominent client.
His journey began as a sideline, working 12-hour shifts as an electrical engineer. Daniel began to use his free time and a special way of writing suggestions – and from week 1 got high-paying jobs.
It wasn’t long before he billed $ 200 an hour and started working with the bestselling author in Australia. Now he has his own audience that he emails to on a daily basis.
Turn on to hear:
- how to find the best lead magnet for your target audience
- Here’s how to get people to sign up for your email list
- The 3 types of emails you send after someone signs up
- The three-part email structure that works in almost any niche
Who is email marketing for?
“What’s especially good for email is that you can dig out repeat business,” Daniel told me.
Many people who work with customers end their contracts and break up. However, if you have their email, you have an asset, Daniel explained.
You can begin to develop a relationship with these customers. Email them to let them know of your availability and contact them a year later if they would need your services again, and so on.
“If you can write a good copy of email, you can increase sales whenever you want,” explained Daniel.
What works as lead magnets?
Before you can send email to your list, people must sign up. Often the best way to do this is to offer some type of lead magnet.
First of all, Daniel said that lead magnets work. It just comes down to who you are, what you do and finding the right guiding magnet for your audience.
“If you can solve someone’s problem, they want what you have,” Daniel told me.
The best lead magnets solve a pain point. When you know a majority of your audience has a specific problem, create something to address it.
For example, if you’re into the dog training niche and training a dog so as not to get dirty on the carpet is a typical training problem, Daniel said you could create a lead magnet called the Top 5 Ways To Prevent Your Dog From Soiling Your Carpet.
A good lead magnet is short, targeted, and easy to consume, Daniel added. You want people to take action once they reach your lead magnet.
What happens after someone joins your email list?
Daniel approaches this with three types of email:
- Welcome autoresponder (email (s) people get when they sign up)
- Regular emails (your ongoing emails)
- Sales campaigns (when you need to launch a product or service, make a sale, or do additional business)
He responded to each of these types of email as follows:
Write awesome welcome emails
It all starts with a welcome email. In order to write a good welcome email, Daniel said, “You must be you above everything else”.
By this he means loading your e-mail with your own personality. This is the best way to stand out from the crowd, grab a person’s attention, and get them to hear more.
A few other tips Daniel shared are:
- Take a look at what other people in your niche are doing – and do something different.
- Use the recipient’s first name in the subject line.
Write regular emails
“One thing I do is always tell stories about things that are going on in my life,” Daniel said.
Daniel worked with Australia’s bestselling author for several years, teaching Daniel an 8-word lesson.
That lesson was, “Make characters out of the people in your life.”
Daniel included this in his emails. He often mentions his wife, children, and even some of his friends when he regularly emails his audience.
Of course, including tips on how to write texts. He said people love personal stories and he has had a lot of positive feedback.
How often should you email your list?
“The more you email your list, the better,” Daniel said.
This is a controversial view and you may think you don’t want to hear from a company every day.
But Daniel said if you’re the funniest person on their inbox and you send them great email that they love to read, that’s not a problem.
What emails do you send after the first sequence?
Daniel planned 17 of his best emails on an autoresponder series to send new people to his list.
In addition, he sends an email every day.
Daily email doesn’t work for everyone. You may not have the time or enough things to say, but Daniel said this is for the best for his audience.
As a copywriter, writing emails is a matter of course for him and it doesn’t take long before he writes them.
Daniel is the least likely to recommend sending an email to your audience once a week. You need to remember that there is competition out there that will also notify your audience and potential customers via email. You don’t want to lose touch with them.
Create regular content
Writer’s block can strike with an email copy just as it does with writing a novel. Especially if, like Daniel, you send emails every day.
Daniel said the most used app on his phone was his notes app. He’s constantly jotting down ideas as they come up, and this provides a healthy list of ideas.
That way, you can’t sit down and brainstorm for an hour to write a good topic. Daniel said he always had at least 5 topics and had been thinking about them for days.
Transforming stories into customers: the three-part email
Telling stories for engagement is one thing; turning people who read your email into customers is another.
Daniel said that his emails have three parts:
- Something interesting – a funny story, anecdote, or something similar.
- To teach something – Daniel turns the story back to a copywriting lesson.
- Selling Something – He adds a call to action at the bottom of his emails.
Another tip Daniel shared is this: if you’re struggling to find things to write about, write down any questions you get from your audience as they come up.
Even if it was a question you didn’t think was relevant, Daniel said it was very likely that other people would have the same question.
The reason this works so well is because it is based on the psychology of the talk show radio, letters to the editor, or comments under news articles.
Daniel said people are hardwired to know what other people are interested in. If you start your email with “A reader asked me the following question …” it will appeal to people.
Write sales emails
Daniel sells every single email he sends. He always recommends setting this expectation early on. This way, the audience gets used to being offered or reminded of the services you are offering.
He said it was no different than going to a supermarket or store. They expect to find things for sale every time that people won’t turn away.
There are times when you want to be more on sales. For example, when you release a new product, promote a sale, etc.
In order to do this, Daniel said that he recommends two things. Both of these can be achieved by optimizing your normal email:
- Adding a discount, temporary incentive or bonus offer and
- Bind the offer to a deadline
Daniel also said you should try to increase the frequency of sales (unless you are already sending one email a day) and keep your emails in a fun, personable tone.
Daniel’s # 1 tip for Side Hustle Nation
“Your personality is like a cowbell, you have to add more.”
Bonus round: become a copywriter
How did you become a copywriter?
Daniel didn’t have the most conventional way of writing. It all started in 2015 when Daniel saw a copywriting contest by bestselling author Ramit Sethi.
The competition consisted of writing a sales letter to encourage attendees to attend a webinar. Daniel said he had never heard the word “copy” in connection with the letter at this point, but decided to write a submission.
He wrote what was called a “shitty little sales letter” called “How I Made My Wife Spend $ 200 on an eBook” and posted it on Facebook.
Daniel won the competition and won a 30 minute consultation with Ramit. Ramit gave him some general tips as Daniel wasn’t actually a copywriter at the time.
Win jobs at Upwork
This led Daniel to search for texts for Upwork. Daniel had found a great way to land jobs on the platform within a week of no experience.
He would research the companies that are looking for copywriters. Find out what it is about and send them samples of his work. Basically they make his suggestion to suit their job descriptions and they would be impressed and hire him.
Daniel would then go the extra mile and deliver. He sent the copy requested on the job along with keyword research, slogans, and anything else he believed would add value.
He continued to do this and increased his rate. Within a year, Daniel was billed at $ 200 an hour and was one of the top rated copywriters at Upwork.
This led to customers being approached to work on large projects, eventually building their own email list, and building an audience.
All of this while working in 12-hour shifts on an offshore oil rig as an electrical engineer!
Links and resources from this episode
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