Last week, I got an email from an email copywriter I’ve been following for years.
This guy sends me an email every day. His email marketing formula is simple:
• Tell a quick story about his daily life.
• Tie that story to his course.
• Link to his sales page.
Which is an excellent email writing framework, btw…
Anyways, I usually open his emails, read them, and don’t even click the link. (Let alone buy his stuff.)
But last week, not only did I click the link on his email – I also read every last word of his page…
And almost dropped a grand on his course! 😮
So how did this happen?
How did I go from a state of indifference…
To a state of impulsively wanting to POUNCE on his product – seemingly overnight?
Well, it happened because of the compounding effect of: timing + goodwill.
Let me explain.
Email marketing factor #1: TIMING
• Before last week, I didn’t need this guy’s course.
• But – because of a new project I took on recently – now I want it.
• This timing is arbitrary. My demand for his course could have spiked weeks before last week, or months later…
Bottom line?
You can never predict when the timing’s gonna be right for your prospect to take action. All you can do is show up often and let probability work in your favor.
Email marketing factor #2: GOODWILL
• Because this guy shows up in my inbox so often (every day!) … he’s accumulated a lot of goodwill in my books.
• This is especially true because he delivers 80% value, 20% pitch in each email. (A critical aspect of emails done right.)
• So on a subconscious level, I feel like I owe him something because of all the value he’s given me in his emails.
The takeaway?
Show up often in your subscribers’ inboxes. With valuable content.
It doesn’t need to be every day.
But it should be every week.
Do this consistently. And, eventually, the timing-goodwill effect will convert your readers into buyers.
Hope this gives you something to think about. If you wanna learn more about how to write emails well, check out my email marketing course – only $31!
Your pal,
Dylan