When I was a greenhorn in biz land…
Me & a couple buddies started an event organizing biz.
Our thing? Motivational seminars.
Started off public where anyone can join as long as they pay. No freeloaders, y’all.
Then we branched out to companies.
But there was a problem.
When we first tried selling to companies, no bites. Nada.
Even tho our speakers were top-tier.
Why? Coz these companies just didn’t have the bucks to foot our bill.
We should’ve been aimin’ for the big leagues with bigger budgets right off the bat.
What’s this story got to to do with ya %contact.first_name%?
Gonna explain in just a bit…
But for now lemme ask you a Q:
Table of Contents
How many times have ya heard of the phrase: “Copy is king! Nail it & sales will automatically come.”
A meeeeeeellion times? More?
Well… sorry to burst your bubble, but it’s not the whole truth.
Yes copy is crucial, but it ain’t the be-all & end-all.
There’s the WHO (our market), the OFFER (our product / service), & TRAFFIC (our reach).
All of which are more important than COPY.
Still confused? Let’s break it down with a couple examples:
==
E.g. 1
.
Situation 1
Who: Folks with severe stomach pain.
Offer: I’ve got a pill that can fix that in 30 minutes.
Traffic: Only 1 person is aware of this pill (but he has a killer stomach pain).
Copy: “Buy now” (lame copy, can’t even be considered “copy”?)
→ Boom! Instant sale.
.
Situation 2
Who: Folks with severe stomach pain.
Offer: I’ve got a pill that can fix that in 30 minutes.
Traffic: A million people are aware of this pill (but none has stomach pain).
Copy: The best copywriter in the world written by the world’s best copywriter.
→ Zero sale.
.
==
E.g. 2
.
Situation 1
Who: Biz owners sued for $1 million.
Offer: I’ll win your case or pay the $1 million outta my pocket.
Traffic: Only 1 person is aware of this offer (but his biz is sued for $1 million).
Copy: “Buy now” (lame copy, can’t even be considered “copy”?)
→ Boom! Instant sale.
.
Situation 2
Who: Biz owners sued for $1 million.
Offer: I’ll win your case or pay the $1 million outta my pocket.
Traffic: A million folks are aware of this offer (but none is sued).
Copy: The best copywriter in the world written by the world’s best copywriter.
→ Zero sale.
.
Situation 3
Who: Biz owners sued for $1 million.
Offer: Lawyer with a losing streak & a heffffty fee.
Traffic: A million folks are aware of this offer (& all of ‘em are sued).
Copy: The best copywriter in the world written by the world’s best copywriter.
→ Zero sale.
==
Hope ya get my what I’m trying to say?
Now let’s go back to my previous point — why the trip down memory lane to my previous biz?
It’s all about the WHO.
Our 1st gig with the speakers flopped not becoz of the offer, traffic, or copy.
We got the WHO all wrong.
Once we shifted our aim to the right companies with the right budgets, sales started rolling in.
Moral of the story?
Focus on the WHO, then the offer, then the traffic.
As for the copy? Yeah it matters, but it ain’t the 1st thing on the list. It’s the cherry on top.
Hence why it’s called da WOTC sellin’ formula, not the CTOW formula (which is completely backwards & what most people do).
Dun believe? How many times have ya seen folks telling themselves excuses like…
If only I:
→ have superb (C)opywriting skills
→ have lots of (T)raffic
→ an (O)ffer
→ then I can sell shyttt sell to anyone & everyone [the (W)ho]
.
Only donkeys think it’s all about (C)opy & (T)raffic.
Dun be like ‘em. Pretty please?
Email is unbelievably fun,
Welly “I’d take WHOdini over COPYcat any day” Mulia
.
And you know ya won’t ever be ready right? The most successful people still “do” it anyway & say, “fork it!”
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