If you want to be seen as an expert, the path is clear: share insightful, high-quality content with your audience. Consistently sharing things like how-to’s, breakdowns, and case studies will help position you a thought leader. But if you want to go beyond ‘mere’ expert status and build an emotionally-invested following, you need more than teaching content. To build that kind of a tribe, you have to tell stories. By sharing emotionally-charged stories, you can connect with your audience in … Read more
For new marketers, writing sales copy seems straightforward. All you have to do is “write like people talk.” How hard can that be? But when you sit down to write that first sales page or email, you realize there’s a lot going on beneath the surface. Lately, I’ve come to believe there are three levels of understanding in sales copywriting. As a beginner, you think it’s all about the words, as if the sentences themselves contain some kind of magic. When you … Read more
Writing an effective long-form sales letter takes time, effort, and know-how. But mostly it takes a lot of research. I’d say at least 50% of the time I spend on a sales letter is devoted to research. Because getting deep into interviews, survey data, and product details is what allows me to “enter the conversation in the customer’s mind”… and that’s the key to conversions. Do the right research, and writing an effective sales letter is almost inevitable. Plus, you’ll have engaging, … Read more
These days, everybody wants to go evergreen. For course creators, evergreen funnels offer the promise of automated, set-it-and-forget it income versus the stress and uncertainty of traditional product launches. But with evergreen funnels especially, your results will only be as good as the emails you’re sending.