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Copy Writing

“Cold Activated” product marketing

I am at my favorite coffee shop in my hometown and will have to leave shortly.

So no time to waste today.

In my last notes to you we covered where you should start with your marketing,

getting your audience in front of you,

and questions to ask them.

Now let’s dive into psychology.

For the sake of familiarity, we’ll use beer as an example today.

In his famous book, Breakthrough Advertising, Eugene Schwartz brilliantly explains the 5 levels of market sophistication.

We’ll talk about 3 levels for now.

(since I’m short on time)

When beer entered the market,

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3 questions you need to ask your list, potential clients, and future customers

In my last note to you we talked about getting your target audience in front of you…

… because you need attention before you can ever make a sale.


now let’s talk about a few answers you need to get from the people in front of you.

(whether it’s subscribers on your list, attendees to a webinar, or a client-to-contractor scenario)

To sell products online (like courses and guides)

and services (like coaching and done-for-you),

you have to know where you want the conversation to head…

Which should ideally be to a sale.

For starters,

always aim to sell to the “converted”.


Your prospects are aware of their problems and actively looking for a solution.

This helps you avoid coming off as “salesy” or “scammy”.

That said,

Here are 3 (of many) questions you’ll need to get to the bottom of with your email subscribers and prospects:

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I had to make sure I was still capable

I’ve been using a new app called Favor recently to order my meals throughout the day.

It’s a HUGE time saver.

Any who,

I felt like going and getting my own dinner last night because I was home most of the day.

(and I had to make sure I was still capable)

So I phoned-in my vegan ceasar salad, asian-glazed sweet potatoes, and curry cauliflower.

I arrive at the restaurant to pick up my food and noticed a few ladies (hey now) looking in my direction.

Mind you, I had on my good shirt.

This whole situation takes me waayyyy back.

It wasn’t too long ago I was 200+ pounds,

very self-conscious (still am, honestly),

and eating terribly.

Some things have changed, but I’ve always been confident.

I used to do public speaking, leadership activities, and have always been a little “out there” in spite of the above.

What’s this gotta do with you?

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Delivery – not cartoon characters

Kelly replies to yesterday’s email about writing (and sending to your list) daily:

I am LOVING your emails!

I have already learned so much from you — I’ve taken your advice, gotten over the whole ‘blog posts need to have a catchy title, tweetable link and pinball image’ and got back to basics.

I sat down, wrote about 250 words and sent it off to my email list (who hadn’t heard from me in MONTHS) and posted as a simple text update on Facebook.

The results?

Over 20x the engagement!


So thank you — you’re awesome.

20x engagement with just one little email…

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Every. Single. Day.

A lovely email to see in my inbox from coaching student (and quick implementer) Melissa:

I just wanted to share that I made a PAYING deal with a client! Owen of [name redacted] has hired me to help edit a handful of videos.

There will be ten videos in total, and we agreed on five hundred dollars for a bulk of five videos.

This all came about because you have me writing 250 words a day. I promoted one of the articles on Medium.com on Facebook, and he realized I edit along with graphics and production!

Ain’t that something?

Only a few days of writing (and not even sending it to a list) and she has money in hand.

Truth is, it was the same for me when I started writing daily just under a year ago…

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Maybe it’s BuzzFeed’s fault?

Incomes a (valid) observation from subscriber Blake via SnapChat:

“So I noticed that a lot of your blog posts are what you send out on an email. How does that work?

And does it work well for you?

Do your subscribers notice (like I did) an feel a little cheated (like I DONT) haha?”

Let me start by saying that we’ve been trained to think great content are posts with “The 5 Ninja Ways To Grow Your Following Using LinkedAGram”…

And since we see that these posts get shared by the thousands, we think we need to make our stuff just like that.

Maybe it’s BuzzFeed’s fault?

Well, in my opinion, THAT’S where you’re being tricked.

While those posts get you to click (and then click more, and then click more – racking up their ad revenue), they lack soul.

When I send an email out I post it to my site (and other places) for a few reasons…

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Duck’em to death

Besides email capture pop-ups coming at you in every direction, there’s another thing I see even some of the biggest folks online doing that causes people to run the other way:

No follow through…

No “thanks for signing up” or even a word from them once you’ve subscribed.

So, if that’s you, here’s what you need to do:

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