TEYCSTW #12

Happy Sunday!

Before we crack on with “Three Emails You Can Send This Week”… a quick reminder – most of the contents of the GOOGLE DRIVE OF AWESOMENESS!!!! will mysteriously vanish later tonight.

The link, as ever, is right below this email, so if there’s anything you want to download, you only have a few hours to do it.

Back to our scheduled programming…

TEYCSTW…

Let’s go.

1. We’ve waited long enough…

We made it to #13 without talking about the whole ‘COVID’ thing, but that’s about to change.

One of the recurring things I write about is that email is a good chance to give your readers a peek behind the curtain.

You let them have a little glimpse into what it would be like to work with you.

It’s often these little moments that convince a client that we’d be perfect for them.

There’s no better glimpse into someone’s personality than how they act when the shit hits the fan.

(Let’s be honest, the only way there could be more shit, on more fans would be if the world Incontinence championships were being held in a Dyson factory)

So, write an email this week about how COVID has affected you and your business.

What was your first reaction?

Has it changed how you work? For the worse? Or have you discovered a new insight or way of delivering your transformation?

What have you found hard/easy/annoying?

You don’t have to stick to “businessy” stuff with this.

Your people are scared, worried and looking for a little reassurance. Writing an email sharing what’s going on in your business, life and head can help them out.

So do it.

2. Let’s get ridik

One of the things that I’ve always loved about being a magician and comedian is that both of those roles require you to look at things from a different angle.

The comedian has to find a surprising premise and punchline to cause a laugh.

The magician has to literally do the impossible in a way that defies detection.

You can’t be a good comedian or magician by thinking in the usual way.

Sometimes, this can lead you down a bizarre path…

… for example, when I first started in magic, I had a simple throwaway trick – when I wasn’t looking, my tie would slowly rise up. Every time I looked back, it would fall back down.

(Incidentally, I would also do this in shops when getting a healthy, post-gig snack – 3 Ginsters pasties and a pack of two scotch eggs. What I noticed is that they tend to serve you quickly when you do this kind of stuff)

Anyway, to do the tie lifting trick required quite a monstrous set-up.

(Put it this way, if I’d have been killed on the way to my gig, my local CSI branch would’ve spent months wondering what the hell was going on)

Anyway… long story short – there’s benefit is coming up with ridiculous, stupid and impractical solutions.

What would a stupid, impractical solution to your service look like?

If you’re someone who helps people lose weight, maybe you could suggest getting fatter friends, so you at least appear thinner, buying all your clothes from “Sumo Supplies”, or swapping all the mirrors in your house for one of those “halls of mirrors” ones that make you look thin as a rake?

There may actually be some anchoring value to this…

Suggest a whole bunch of ridiculous, nonsensical solutions and suddenly your idea of “cut back on carbs and little bit and go out for an extra walk each day” doesn’t sound quite so challenging.

Maybe even doable.

Hmmm. Where was your sales page again? 🙂

3. “No, it doesn’t have to be EXACTLY nine words…”

Before I share this email with you, I should warn you.

I sent this email earlier this year and got more replies than any other email I’ve ever sent.

Before you get excited though…

I also got more unsubscribes than any other email I’ve ever sent.

(Do me a favour… head over to GIPHY and search “Swings and roundabouts” would you?)

The “nine-word email” has become a thing of legend, and a great way of breathing life into a dead list, but that’s not it’s only use.

You can use it to gauge what’s going on in the minds of your audience, but the main purpose of the email is to get a response.

You’re gonna do this by asking a simple question:

“Are you still looking to [big result you help your clients achieve]”

Type that, and add the clients first name as the subject line, and you’re good to go.

Yep, that’s it.

Don’t get fancy with this, just copy the above and hit SEND.

The power lies in the simplicity – it doesn’t seem like a broadcast email.

It MIGHT be a mass broadcast, but maybe she’s just sent it to me…

Send it, then let me know how you get on.

That’s your lot for this week.

Again, a quick reminder, head over to the GOOGLE DRIVE OF AWESOMENESS!!!! and download whatever you like before tomorrow (don’t worry, I’ll explain all soon).

Also, do me a favour, would you?

Hit reply with a digit, letting me know which of these three emails you’re more likely to send to your list, if any.

I’d really appreciate it if you did this, as it tells me what kind of prompts you like, and, if I know what you like, I can give you more of it!

John