Why ‘Being Creative’ Hinders You to Write Great Email Copy

We live in a world that puts a premium on ‘creativity.’

It’s so true when talking with entrepreneurs.

While others are rotting away in their dead-end office jobs…

…entrepreneurs are viewed as ‘creatives’ who have the courage to pursue their dreams.

Sounds great, right?

Now, creativity is important.

…But when it comes to writing Email copy?

I don’t think so.

You see, writing is primarily seen as a ‘creative’ activity.

Yet, when writing copy, your desire to be creative can actually be a hindrance.

Because to be creative means to rely on your creativity.

You come up with ‘cool’ and ‘sizzling’ statements.

You invent some new words that only you can understand.

You paint pictures with your sentences using highly illustrative language.

That’s good if you’re doing creative writing.

…but when it comes to copywriting, there’s only one goal.

“To sell.”

And the best way you can do that is to use the language of your audience.

Yes.

Plain, simple, and bland language that your readers use.

You don’t rely on your creativity.

Instead, you rely on the creativity of the market.

*I think I became overly creative in writing this post!*

*A bad example to follow. Lol!*

How a Simple Shift in Focus Can Improve Your Email Copy 10x

I have a simple email copy hack for you today.

…Something that can improve your email copy TENFOLD by doing a simple shift in focus.

It’s by focusing on BENEFITS instead of the FEATURES.

“Hey, Rom, aren’t those two, benefit and feature, essentially the same thing?”

Nope.

FEATURE is all about what the product or service HAS.

12-Week Program, End-to-End Online Course, 24/7 chat support.

On the other hand, BENEFIT is all about what the product can GIVE YOU.

Respect and admiration of your friends, more time with your family, peace of mind.

Focusing on benefits is much more powerful than talking relentlessly about the features.

No wonder why a lot of advertisements today are focusing on making you feel the EXPERIENCE.

Why?

Because that’s how our brain are wired.

You can tell a person ten great features of your product but if you can’t show the benefit, then you’ll gain NOTHING.

So focus on the benefits…

Talk more about what they will experience when they do business with you…

Make them drool with excitement by giving them exactly what they want!

That’s how you 10x the result of your email copy!

3 Things Successful Email Marketers Do (that you should be doing also…)

Email Marketing is still one of the best drivers of a company’s ROI.

In fact, recent studies show that about 80% of retail professionals believe that Email is still their greatest driver of customer acquisition and retention.

In addition, another study says that Email Marketing provides an average ROI of 4,400%.

In other words, in every $1 you spend in Emails, you can expect to receive $44 back.

$44 from $1?

But how you can achieve this kind of results in your own Email Marketing campaigns?

Simple.

Follow what successful Email Marketers do.

Here are 3 things that successful Email Marketers do in their strategies that you should be doing also.

#1. Dumb Down Your Language

While Email Marketing is still, undeniably, one of the most effective ways that businesses use to get more sales.

Still…

Not everyone can write a compelling, entertaining, and high-converting emails.

There’s a lot of reasons why this is happening to you.

One reason I can think of is poor communication of ideas to people.

…which could be the result of the ‘Curse of Knowledge’

What is the ‘Curse of Knowledge’?

It’s having deep knowledge of a subject that makes you, automatically and unknowingly, assume that other people have the same level of understanding as you…

…This causes the inability of an individual to communicate in a way that can be easily understood by the receiver.

For instance, an experiment was done where a student tapped on the table to the tune of ‘Happy Birthday’.

The other students were given 30 seconds to guess the song.

But the challenge is that only the ‘tapper’ knows the song.

Guess how many students were able to guess what the ‘tapper’ is singing?

1 out of 2?

1 out of 5?

1 out of 10?

Shockingly… Only 1 out of 40.

That’s how the ‘Curse of Knowledge’ works.

Now you better check how you communicate.

PRO TIP: Write like how you talk and talk in your reader’s language.

#2. Use the ‘M-U-P’ technique

What’s the difference between a good email and a high-converting email?

You might think it’s having a near perfect grammar used that makes it impeccable.

Or maybe it’s using scholarly words that always wow your readers.

Perhaps, it’s having a serious tone that speaks of your authority.

Wrong!

…those three things will only get your emails deleted.

What high-converting emails have is an element called ‘stickability.’

(the idea is taken from the book ‘Made to Stick)

Your emails should stick.

It sticks in the mind of your readers long after they read it.

The ideas you present are so ‘sticky’ they can’t get it off their head.

How do you do it?

Use the ‘M-U-P’ technique when writing your email copy.

a. Mysterious

See how I used the word ‘secret’ as the headline for this post.

It makes you go, “What is that secret?”

…and then it sucks you in to read more.

b. Unexpected

Share something that your reader will not see coming.

Just like how I lead you to believe that those first 3 sentences are what you need.

…then unexpectedly maneuver to saying that it’s wrong!

c. Personal

Talk to your reader, just like what I’m doing with you right now.

Don’t talk at them.

You can also share a personal story that’s highly relatable.

Mysterious. Unexpected. Personal.

#3. Write emails that connects

If you want to write emails that connect deeply with your readers…

Then I suggest that you don’t write your copy.

Yes, you read it right.

I’m telling you that you shouldn’t write your email copy.

Here’s what I mean…

Most people think that to write a good email copy, you need to be super creative.

...You need to find the right words.

…You need to come up with outstanding metaphors.

…You need to be a freaking wordsmith, right?

Wrong!

That’s one of the biggest mistakes that you can make.

…Relying on your own creativity.

Here’s a simple rule to remember:

If you want to connect with your reader, then you need to talk to him in his language.

Describe things that way he describes it.

Speak of his pain the way he speaks about it.

Paint his dreams the way he imagines it.

The creativity is in the market.

That’s how you can write emails that connect!

The Most Powerful Word in Your Email Copy

What do you think is the most important and powerful word in your email copy?

Is it the word ‘Free’?

Or maybe the word ‘Money’?

Perhaps the word ‘Increase’ or ‘Double’?

Well, those words pack some punch, I tell you that.

But the most potent word when writing an email to your list is the word…

…”You.”

You, as in your reader.

The way that I’m using the word ‘you’ in writing this post like I’m talking to you directly.

You see, the least thing that your prospects want is a self-absorbed prick who can’t stop talking about himself.

Put yourself in the shoes of your subscribers.

And imagine receiving emails after emails after emails…

…and all the topic is all about the ‘sender.’

BORING.

You don’t want that.

Neither the people you are writing to.

So put more ‘You’s on your email.

Talk more to them.

Write to your list as if you’re writing for a single person.

…as if you’re writing for a friend.

So next time that you’ll write an email, make sure that there’s this power word.

YOU.

3 Reasons Why Your Emails Are Not Making Any Sales

Did you know that on every $1 you spend on Email Marketing, you can expect an average return of $44?

4,400% ROI?

Heck, yeah!

That’s Email Marketing for you!

“Then, why the hell am I not getting any sales or new business from my emails?”

There are at least three possible reasons why…

#1: You Are Way Too Promotional

People hate those who do nothing but promote themselves.

Sadly, this might be the only marketing strategy you know.

Every email that you send is like a brochure — complete with fancy pictures and over-the-top marketing brouhaha.

TIP: Write your email like you’re a real person.

#2: You Don’t Promote Your Products

Now, it might seem that I’m contradicting myself here.

But here’s the point: For an email to make a sale, then you need to sell.

And the most effective way to do it is to use the KLT principle.

Know. Like. Trust.

TIP: Give value before asking for a sale.

#3: You Talk Too Much… About Yourself

This is the easiest way for people to tune out to your message.

People care mostly about themselves.

They are more concerned about their self-interest.

So you must talk always about your readers.

TIP: Use a lot of ‘you’s in your emails.