WEBVTT

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And welcome, welcome, welcome to all of you, both you regular Prosper Leader members that

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are getting used to these amazing calls that we have a couple times a month.

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Of course, the first Tuesday of the month to jumpstart your month, the third Thursday

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to just bring it home so that you are on track.

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And welcome to all of you that are coming for the first time and joining us for this

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masterclass.

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I'm super, super excited.

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Want to share a little bit about the vision of this Prosper Leader membership.

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And I want to introduce to you someone who has been a big change in my business, and

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I believe will make a big change in your business.

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So I'm super excited.

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The vision of the Prosper Leader membership, I'll tell you that early in the year, I really

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felt God speaking to me and saying, gather the women, gather the women, now is the time.

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And I felt in my spirit, things are still going to get a little rougher.

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We got some hard times ahead.

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And he said, as we come together, and I literally saw a vision of women linking arms together

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and carrying each other across the finish line.

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Whatever that finish line is, and there's many finish lines, but whatever that finish

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line is for you right now, whether it's growing your faith, whether it's growing your business,

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whether it is growing your impact in the world, it is here through coaching, through connection

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and powerful networking through community, like I said, linking arms, that together,

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we all achieve more.

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So I really want to welcome you being here as part of this special masterclass, usually,

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it's just for the Prosper Leader members, or we charge.

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And we decided just to open this up to everyone, no charge, so valuable, let you enjoy, let

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you taste and be part of this.

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So the first part of this call is being recorded.

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And it's letting more people in here real quick, Berlin's not here today to do this.

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So I am letting everyone in, welcome, welcome to all of you that are joining.

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So the first part of this call is recorded, and you'll be able to go back and listen again.

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And then we will have a quick break, some real application and integration, you're going

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to love some powerful networking.

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And then you're going to be able to ask your specific questions to Ugo or to each other,

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we got a lot of brilliance in the room.

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So super excited that you're here.

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Let me open with prayer.

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Let me get on with the introduction of our special guest today.

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Oh, I just give thanks for this day.

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I give thanks that our heart is beating, and our lungs are breathing, and your spirit is

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moving.

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And that there's so much love and so much goodness, and so much power and so much wisdom

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available to us.

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I just asked that this call will will be exactly what each woman that is here and that listens

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to the recording is praying the next step on her journey, be it to step into knowing

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how wonderfully she is created and how much love and beauty and power and wisdom is in

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her.

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Be it that she's connecting with a sisterhood, be it that she's getting the tools and strategies

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to grow her business or income, her impact, whatever it is that she's needs today, I ask

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that that will come forth.

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And I just speak blessings on every woman that is here.

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And I give great thanks.

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I pray that everything they put their hand to prospers.

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In Jesus name, amen.

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So glad that you are here.

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And now it is my honor to introduce to you the fun, the salsa dancing, Italian Ugo, who

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is also my brilliant copywriter.

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Let me find him and pin him here so you can see him.

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Okay, let me see.

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There we go.

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Ugo, welcome.

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Welcome.

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You guys get ready, get ready for an awesome, awesome time.

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I'm so glad that you're all here.

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And I'm going to just say one thing, and then I'm going to ask you some questions.

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but you just really take off.

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You know, 30 years of building successful businesses

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over the decade and over a decade of coaching,

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I have seen one mistake that coaches really make,

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and this is why we wanted to open this up to you.

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And that is that coaches tend to neglect, put off,

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ignore one of their most valuable assets,

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which is their email list, right?

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Whether they say, I just don't have time,

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or they think that social media is where it's at,

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or they think, oh, people don't read emails anymore,

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which I hear often, which is a big mistake,

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or I don't know what to write.

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And I can tell you that year after year for decades now,

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I have studied the global marketing reports,

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and every year email comes way at the top

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as one of the most powerful ways for getting sales,

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for generating profits, for creating rapport and connecting.

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And so this is the reason that I knew

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that I had to give great attention to my email list

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and why I want you to get the skills here today.

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So, Ugo, welcome, welcome, welcome.

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So glad you're here, all the way from Italy.

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Thank you very much, Brenda, and good morning to everyone.

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It's a big pleasure to be here today

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and to share a little bit of my knowledge

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about copywriting and email marketing as well.

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Yes, so go ahead and let me jump in with some questions.

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First of all, when we say copywriting, what is,

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let's be really clear, what is copywriting

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and why does it even matter?

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Yes, very good question, Brenda.

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So there are many definitions of copywriting.

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The easiest definition of copywriting is, in my opinion,

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is the ability to use the power of the written words

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to persuade an individual to take action.

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And when I say take action, it means any type of action.

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It can be reply to an email, it can be comment in a post,

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it can be call a number, it can be click a button,

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it can be any type of action

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that comes with the power of the written words.

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So every time you write something down,

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that one is copywriting.

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When you have a purpose, when you have a goal

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for a specific action, that is copywriting.

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Now, why is it important?

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It's very important for a couple of reasons.

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I will mention a couple right now.

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So the first one is that copywriting is everywhere,

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is literally everywhere, is in business,

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is in relationships, is with messages.

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For example, when you text someone

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for even a personal message, you expect a reply,

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what you're doing is copywriting

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because you are persuading the person

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to reply to that message.

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You can use the same exact approach,

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of course, changing a little bit the dynamics,

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for emails, for social media posts,

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for a sales page, for the website, for landing pages.

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So, and also for every type of product

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that you buy online, for example, on Amazon,

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when you read the product description

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or you read something, that is copywriting

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because that one has the goal to let you buy something.

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So it's literally everywhere.

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It can be used in any area of your life.

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It's timeless, it will never change

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because it's based on pure human psychology.

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And it's probably one, I would put the copywriting

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as one of the top three most important skills,

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business skills first, but also personal skills

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that you can master now, in the future,

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and even in the past at the time

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when they were using copywriting as well.

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So just to make you a quick example,

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American Express, a couple of years ago,

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I don't remember exactly the year,

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but with just one simple sales letter,

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if the sales letter was just two pages,

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you can find online very quickly by Googling it,

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they generated over two billions of dollars

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just using some, a little bit,

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like the copywriting with just one page.

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And the same thing happened with the Wall Street Journal.

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And Wall Street Journal, actually,

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they generated 1.5 billions of dollars

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and they used the same copy for over 30 years,

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which was really insane because they started to,

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they just changed the copy a couple of years ago

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because it was extremely effective.

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And they also use the power of storytelling,

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which is something that we're gonna cover

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a little bit later because it's a different subject,

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but

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just these two understand the real power of copyright when you have the ability to master

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this skill and you possess this skill it can really be a game changer for any type of business

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for my business your business and any type of business no matter the industry absolutely

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absolutely and and and when i'm coaching i always tell people something really important because a

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lot of people are thinking that social media is where it's at and social media is great for making

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connections but in terms of actual sales unless you're putting a ton of money into advertising

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and things like that not not usually and that's what the reports show and so always tell them

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you know when you're on social media your your people are on loan to you whoever you have there

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on your social media they can be you know shadow band they can be um just the the whole you know

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part can disappear the whole platform can disappear and so your email list as a business

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is the only thing that you truly own right and so i tell them the first thing you've got to do

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is grow your list you've got to nurture your list and then be able to get sales and so for those of

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you that are listening you know uh in terms of like the big businesses obviously they're making

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billions but i don't want to kid yourself no matter where you are even starting and you know

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it was very fascinating for me when i brought ugo on and i don't have the numbers with me so i may be

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off you know a thousand either way or whatever but if i recall the first month that he wrote

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letters with me and to my list i think i earned an extra three or four thousand dollars that month

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and the second month it was like an extra five or six thousand dollars and so wherever you are

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you know how whatever size your list is it can that can happen with just a couple hundred people

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in your list so it's very very valuable to have good good copywriting so tell me then on that

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subject ugo what's the difference between good copy that really and i define a good is getting

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results right and and bad copy like what should they know you know is it just a matter of just

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writing or what's the difference so there are a couple of differences about uh between good copy

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and bad copy now to keep everything super simple in order not to confuse i would say that good copy

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has five special things so the first thing is that it's emotional so it touches the emotions

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when you read you have an emotion it can be bad better a bad emotion a good emotion but

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it's very emotional it's not called so it kind of involves the reader the second thing is that

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good copy is easy to understand now when i say easy to understand is usually they made a study

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in the past and they say good good copy should be between grade fives and grade seven so this just

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to be understood you know usually most of the emails that i write are between between grade

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three and grade four you know sometimes i was like i was able to reach grade two and a very few times

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grade one which was almost like a record but that's the goal you know like grade one is really

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the goal no matter the type of industry when you have when it's easy to understand it really goes

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straight to the point you know and this is what makes a copy good the third thing is about

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entertaining so the copy that a copy that is good is uh is good it also is able to entertain because

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and this is one of the most powerful copywriting lessons that i will share today

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the goal of the of the subject line is to open the email or to read the first the first sentence

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the goal of the first sentence is to read the goal the second sentence the goal of the second

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sentence is to read the third sentence and gone this no matter if it's in an email a sales letter

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a website because the website we have for example the headline the goal of the headline is to keep

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let the reader read the rest you know the first and then the second and then the third

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so it has to be easy to understand this it also has to tap into a inner fear desire because one of

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the reasons why people buy is that they want to or move away from pain or move towards pleasure

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usually move to move away from pain is much more powerful than move towards pleasure you know

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because people they have also they

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fear of missing out so this is something very powerful when you address a specific fear or

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desire and you really go in depth so and it's related also to be emotional this is very powerful

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as well another thing is usually good copy has one clear goal so there is one topic one offer

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one call to action so the goal is one and usually they also tap into one desire or one

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fear and they really go in depth with that because once they really go in depth they can

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really touch the emotions of the reader and the reader is more prompt to take action and the last

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thing is that which is the most important one good copy persuades the person to take action

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so when you are reading a post or you are reading an email that you don't take action

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that means that and that person is interested that means that the copy is not so good whereas

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when they take action it means that the copy was so good that the person said oh I need to take

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action for example one of the things that we recently did with the emails is that we wanted

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the action to reply to the email and many people in this course they replied to the email and they

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are here today so we had to use that is the example of good copy on the other end bad copy

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is usually boring so people the subject like it is not good the the copy is very like very

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analytical so people stop reading after a couple of lines if they open an email or if they

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check a post then it is complicated they use a very complex complicated language which is not

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good because it's not easy to understand many people say okay but what they are trying to say

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you know what's the like it's very complicated another thing is that it's not entertaining

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so one of the most important thing to do in copywriting and I will show you in a couple of

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minutes what I mean with that is to create the pattern interrupt so if you create a pattern

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interrupt pattern interrupt is when there is something that totally breaks the rules totally

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so you're reading something and then there is a phrase or something that creates like a small

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shock they say what happened you know that is very important and usually in bad copy they don't have

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this is very analytical and so people after a little bit they can lose interest so is this is

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something else the fourth thing is mainly that there are too many call to actions so and it

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confuses the reader as well so therefore from the 50 confuses the reader so the readers they don't

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know what to do it's okay but what do you have to do if I want to get more information or if I want

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to connect with you or if they have to click a specific button and all this up and then usually

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like they like they are not inclined to take action because of that because when a reader

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is confused they don't take action and very last thing because of that bad copy is usually copy that

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doesn't push the reader to take action so this is like a quick summary about the difference between

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good copy and bad copy wonderful I hope you were all taking notes and now you can see why I'm

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recording this right and so and we're going to give you a chance to kind of soak that in but

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you know I can I can tell you having run businesses for 30 years these things are so powerful that

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he's sharing every one of those things can completely change your business so you do want

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to go back and listen to this and look at how you can apply that I was shocked probably about 10 15

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years ago uh one of my dear friends is one of the top New York best-selling uh authors he's he's one

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of the top ghost writers in in the United States he's he's written I think he's written 40 of his

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own books and he's he's co-written I don't know hundreds that's the first thing he said to me is

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you've got to write at the third or fourth grade level I was so shocked to hear that and I want to

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repeat that to all of you because one of the things that happens for us is we want to appear like we're

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smart you know we have many of us have like a stupid shadow like I don't want to look stupid I

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want to I want to look professional I want to really but the actually the opposite is true I'm

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not saying make you know grammatical mistakes and things like that but there is something you know

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very very powerful about simplicity and about clarity and also of course you'll also find this

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you know in my communication the secrets of Jesus is speak to the heart not just to the head right

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and then

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of course, avoiding confusion. Like he mentioned, I always like

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to say a confused buyer is not a buyer, right? So those are

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awesome points. And so I pray you got every one of those. And

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we'll go a little bit deeper into them. So we start at the

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beginning, you said really where it all starts is the subject

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line, right? Because if you don't have a good subject line,

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they're not going to open the email and you're done, right? So

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that's where it all begins and ends is in the subject. So tell

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us, oh, master, what makes a good subject line?

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So a good subject line usually has many, there are many ways to

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write a subject. Now, a person with a lot of experience, like

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an experienced copywriter, usually what they do is asking

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themselves a question, what will stop me if, for example, I'm

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walking on the street, if about and I see something, what would

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stop me to really pay attention to stop walking and pay

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attention to that? This is a very powerful question I asked

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myself, when I write a subject line. And it's very powerful.

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Why? Because it really boosts your creativity because of that.

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And this many times, I didn't have to think a lot about a

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subject line, I just wrote it. And then I, when I checked the

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data, the results, I tracked the results, I noticed that the

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results were pretty good, you know, and I didn't have to

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follow any type of rules. Anyways, there are a couple of

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rules that I will share today about, about how to write a good

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subject line. So here are the best rules, in my opinion, also

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based on when I start like all the other copywriting studies

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that they made. So the first one, which is very powerful, is

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the benefit oriented subject line. So when you have a

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specific subject line, where like you have, you take a

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benefit or a specific result. And you go all in with that. Now,

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here is the catch. If you say, for example, want to increase

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your productivity, then it's okay. But if you want to take

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another level, specificity is the key. So instead of saying

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want to increase your productivity, it's better to say

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want to increase your productivity of 2.6x within 32

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days. So as you can see, this is much more credible, it's much

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more powerful. And it can really fix the injury because they say,

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okay, like this is something new to never heard something like

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that before, like, or if I are like, I would really like to

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know the details, you know. So this is specificity plus benefit

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oriented subject line, or result oriented subject line is very

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powerful. Another one, which is very powerful and works

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extremely well, is curiosity. Curiosity subject line. So one

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that I really like to use a lot is for example, what Brenda,

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Hitler and Trump have in common, you know, something like that.

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This creates curiosity, because it's okay, what's that, you

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know?

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I'm curious, what is it?

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Yeah, you know, like the three, or you can say, for example, the

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three things that Brenda, Trump, Hitler have in common, you know,

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public speaking, for example, you know, and no, but no one

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will, will think about that, you know, or, yeah, or something

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like that about the current trends, for example, the

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Lamborghini's marketing strategy, the secret Lamborghini's

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marketing strategy that will boost your, your client

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acquisition, business modeling in 22 days, you know, so as you

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can see, here is curiosity, Lamborghini's secret marketing

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strategy. So people say, okay, what's that? It's very, it's

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very, like, it brings the curiosity. Also, I go specific,

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I say that will boost this within this timeframe. And like

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also the results, these are the three at the same time, you

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know, I added curiosity, benefit, and also specificity,

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all three. But to keep it simple, I will say curiosity,

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curiosity is something that works extremely well. The third

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the subject line that works very, very well, is contrarian

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types of subject line. What I mean with contrarian is, let's

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suppose everyone says that you have to sleep eight hours a day.

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Okay. A contrarian subject line can be something like, why

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sleeping eight hours a day can really hurt your

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body or yeah something like that and people like because it's something that is against like the

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common belief people will be interested about that. One of the best subject line that I wrote

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about that is for example you're selling a service let's suppose that you're selling

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sales business accelerator program coaching program eight weeks okay one amazing contrarian

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subject line that I would like to share with you today is why name of the service that you sell

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is is a spam you know is a spam you know and so people say why why is it a spam like it's

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inferior you should promote it and you say this is bad so they open and then you explain why is

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is not a spam like of course that you have to justify because you have to keep it relevant

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and realistic but this is very powerful like the open rates with this subject line were

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extremely high I tried in different industries to really switch and the last one that that is

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very powerful is that very personal the very personal can be something like okay or yes or

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your name something like that can or something like I would like to talk to you something

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something like that like this can be very powerful because it looks like in if we talk

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about emails it looks very personal like that you got an email if it's a social media post

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it can also be a social media post where you show your personality so you can write something very

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personal and then you you talk like you start writing the copy in the social media post

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where you can show your personality or share one thought that can really help you connect

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with that with a reader in that moment I love that now I'm curious about something

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um are you a proponent of writing the subject line like you write your email and then go back

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and write the subject line or do you write the subject line just yourself as you're writing

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do you write the subject line first okay here there are a couple of couple of philosophy here

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is what I do usually if I already have everything in mind I write in the subject line right away

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I don't need to think to a lot of time sometimes I write the email and then I say okay I would like

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to write the subject I can write a couple of subject lines and then I decide which one is

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the best one usually again me I'm probably one of the very few people who never had problems with

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subject lines you know like I always felt very very natural to find subject line because I

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asked myself this very powerful question like if I okay this is the topic what would be something

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that will really catch like grab my attention so and this really boosts my creativity to write

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something that is powerful you know but again if I have to give a tip it's better to start writing

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the copy after you write the copy you can go back and write a couple of subject lines

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and by and of course remember these four things like what's the what's the goal you want to make

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benefit oriented curiosity contrarian very personal result oriented like there are many

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approaches but these are the ones that I recommend super good well I think the key takeaway for all

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of you is to really pay attention to the subject line which I find that most people don't they give

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at least amount of attention but understanding that's what gets the email opened okay and so

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then you said like the first sentence gets you to you know the goal of the subject line is to get

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them to open and then the goal of the first sentence is to get them to to keep reading and

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so if you look at the big picture I think you maybe already answered it in terms of what really

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gets an email read because it touches their heart because it's it's it's clear it's at a level that

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they understand and and you just keep pulling them through through it so how how long I think a lot

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of people ask this how long is a good email how many words should a good email be okay that's a

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very good question and there are two answers so there is the normal answer and then like the

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answer that a copywriter will give you so let's start with the normal answer the normal answer is

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usually an email should be between 150 and 350 words that's the most common like the common

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length of an email and even over a normal post like 150 to 350 is that what you said yeah pretty

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much yes especially in the coaching industry 150 between 100

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between 150 and 350 when it comes to e-commerce is usually between 100 and 250, but usually I would say average is 175 in the commerce world but in this case, in the coaching industry is usually between 150 and 350.

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So keep it short.

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Yeah, with that being said,

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I really never follow this rule. Why? Because one of the timeless concepts of copywriting and writing in general is that we always focus on keep the reader interest.

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If the topic is good. And if you need to explain more, to elaborate more, then it's not important to the language can also be a 1000 words email, you know, most of the many emails that we sent, we sent out there were even 600 words 700 words and people

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were reading the IOP rates, click rates. Why? Because the topic was relevant, there was a lot of value. And here is the key. Everything is all about value or entertainment.

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So if for example you're telling a story, which is a very powerful story very emotional story.

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If the reader is interested, they will read even like a 1000 or 2000 words email. The same thing if you're providing a lot of value if you provide a step by step system to get the next high paying client will pay you $3,000 within the next 15 days, and the

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I can guarantee that people will read that, because they see that they know that by the end of the email, they will get the information so you know, so usually it's really is never about the length of the copy.

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It's all about if the copy has provides enough value or enough interest or enough entertainment to let the reader read till the end, you know, because if the copy is boring of course after a couple of hundreds words that they leave.

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So the copy. And another thing, another belief is that many people might think, Oh, like long copy doesn't work.

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Let's keep it short. That's is actually totally the opposite. And there are over 75 years of data that can to back it up, because long copy, almost always outperforms short copy.

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Why? Because the long copy is they provide the more information. And the more you tell them more you sell. Why? Because there is the intuitive buyer, and there is the analytical buyer.

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Many times when you have to buy something, the analytical buyer wants to read everything they want to know all the features, all the benefits, all the guarantees, everything.

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Whereas the impulsive buyer is more the person that reads very quickly, and then they buy.

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So long copy, especially long copy done correctly, you know, is very good for both of them. You know, it covers both of them. Whereas short copy is only for impulsive buyers.

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So the analytical buyers that they say, Oh, there is there are not enough information, like I would like to know more, but okay, I will look for something else, and they don't buy.

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So that's why long copy outperforms short copy, because it provides more information, more value, it taps into more, like, desires as well fears, it can address multiple fears and desires, especially when it comes to a sales page or a long page.

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And because of that, of course, like the results then are different. That's why most of the best sales pages, they are long and long, like they have 10, 15, 20, sometimes even 40 pages.

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So the funnels, especially the back end for high ticket products, they are all like long copy, where it's full of like a lot of copy because they know that they have to provide a lot of information, they have to connect, they have to look more believable,

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they have to show social proof, they have to put the soul into it. There are a lot of factors that goes into that. Yeah. So when you when you gave that when you gave the first numbers though the 150 to 350 we were getting comments in the chat.

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Oh, I better go back and look at my emails to see how many. And, you know, that is wise to to check and there's, there's another thing I've learned from copywriters over the years and it's a very, I don't, I don't like the wording that's

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the message is, is powerful and that

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That is, don't be afraid to kill your baby.

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And what that means is don't get too attached

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to what you've written.

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So once you've written, go back.

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And my experience, and probably yours too,

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Ugo, is that people tend to start very slow

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and they wander before they get to the point.

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So usually, you can delete the first paragraph,

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start at your second or third, and you'll

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be in a really good place.

400
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But I love the two points that you made.

401
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And one of them, you said it's either value or entertainment.

402
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And by the way, how many of you were entertained when

403
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Ugo hacked my email system?

404
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Did you like that?

405
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I had fun with that email.

406
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Give me a snap if that was entertaining,

407
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if you thought that was fun.

408
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And I can't see you guys.

409
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Let's see.

410
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Give me a snap if you thought.

411
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Maybe some of you didn't even see it, but you got it.

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There, I see the snaps.

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And the second thing is you used one of my favorite words,

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and that is value.

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I have written on the top of my calendar,

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so far I can look all the time, is how can I add value?

417
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How can I add value?

418
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Before I get on a call, how can I add value?

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Before I write, how can I add value?

420
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And so before you write the email,

421
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making sure that you're coming from that perspective.

422
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You're not just trying to sell, you're not just talking,

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but you're truly adding value.

424
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OK.

425
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Here's a big question now that comes up a lot.

426
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People are afraid of sending too many emails.

427
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This is a big question out there.

428
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I know when I first started, I simply

429
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sent one email a week, which was my Sunday,

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inspirational letters.

431
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But as I began collaborating with Ugo,

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you can see there's a lot of emails coming out.

433
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So how often is good to send out emails, Ugo?

434
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And can you send too many?

435
00:37:06.160 --> 00:37:08.040
Tell me about that.

436
00:37:08.040 --> 00:37:11.760
So another very good question.

437
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I would like to start with a premise

438
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that all the friendly fights that I

439
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had with most of my clients, probably you,

440
00:37:19.800 --> 00:37:21.560
Brenda, you were the only one with the,

441
00:37:21.560 --> 00:37:24.160
I didn't have fights about this topic.

442
00:37:24.160 --> 00:37:29.160
They were always saying, oh, I don't want to email too often.

443
00:37:29.160 --> 00:37:34.000
Now, truth is, you can email, like the best case scenario

444
00:37:34.000 --> 00:37:37.240
is always to email once a day.

445
00:37:37.240 --> 00:37:38.920
Why?

446
00:37:38.920 --> 00:37:40.600
For a couple of reasons.

447
00:37:40.600 --> 00:37:46.560
Now, the first reason is that you will always be,

448
00:37:46.560 --> 00:37:51.200
if you email once a day, you'll always be on top of their mind.

449
00:37:51.960 --> 00:37:54.000
We talk a lot about marketing.

450
00:37:54.000 --> 00:37:57.800
So they will read your name all the time.

451
00:37:57.800 --> 00:38:01.760
What's going to happen is that they're going to remember you,

452
00:38:01.760 --> 00:38:04.400
they're going to open your emails,

453
00:38:04.400 --> 00:38:08.680
and they're going to buy from you sooner or later.

454
00:38:08.680 --> 00:38:11.040
This is what's going to happen.

455
00:38:11.040 --> 00:38:13.480
But the marketing principle behind that

456
00:38:13.480 --> 00:38:17.320
is that the more they see your brand name or your brand

457
00:38:17.320 --> 00:38:20.160
company's name, the more you will be on top of their mind.

458
00:38:21.000 --> 00:38:23.480
So whether they read it or not, just the fact

459
00:38:23.480 --> 00:38:26.440
that you're just always front of mind, top of mind,

460
00:38:26.440 --> 00:38:28.280
puts you ahead of the game.

461
00:38:28.280 --> 00:38:29.400
Absolutely.

462
00:38:29.400 --> 00:38:32.440
And the reason I know, to answer to the objection,

463
00:38:32.440 --> 00:38:36.440
oh, but if I get too many emails, I will unsubscribe.

464
00:38:36.440 --> 00:38:39.840
Or they look to spam me, like I don't open all the emails.

465
00:38:39.840 --> 00:38:41.240
Here are the two answers.

466
00:38:41.240 --> 00:38:46.120
The first one, no one is forced to open all the emails, first.

467
00:38:46.120 --> 00:38:53.360
Second, if the email provides value or provides entertainment

468
00:38:53.360 --> 00:38:57.800
or is relevant to you and to your problem,

469
00:38:57.800 --> 00:39:00.920
you will never unsubscribe, or it's very unlikely.

470
00:39:00.920 --> 00:39:03.720
So that's the thing, because if you

471
00:39:03.720 --> 00:39:06.280
know that that email from that person

472
00:39:06.280 --> 00:39:09.040
provides value or provides entertainment

473
00:39:09.040 --> 00:39:11.840
or provides something that is good for you,

474
00:39:11.880 --> 00:39:16.800
even if you don't open the emails every single day,

475
00:39:16.800 --> 00:39:18.880
the first of you will see the name all the time.

476
00:39:18.880 --> 00:39:19.960
So you will remember that.

477
00:39:19.960 --> 00:39:26.320
And even if you open two emails a day, sorry, two emails a week,

478
00:39:26.320 --> 00:39:27.800
you still want to read from that.

479
00:39:27.800 --> 00:39:29.600
You can ignore some of them, which is fine.

480
00:39:29.600 --> 00:39:31.280
But you will never click on subscribe,

481
00:39:31.280 --> 00:39:35.920
because you will say, no, but this person provides value.

482
00:39:35.920 --> 00:39:37.880
I'm subscribed to many email lists

483
00:39:38.280 --> 00:39:43.960
of some of the best marketeers, copywriters, business owners,

484
00:39:43.960 --> 00:39:46.160
entrepreneurs in the world.

485
00:39:46.160 --> 00:39:48.960
Apart from one that I will show on the screen later,

486
00:39:48.960 --> 00:39:51.520
only one person in the world is able to let

487
00:39:51.520 --> 00:39:54.320
me open his emails every day.

488
00:39:54.320 --> 00:39:56.960
But all the other ones, even the best marketeers,

489
00:39:56.960 --> 00:40:00.040
copywriters in the world, even if I don't open

490
00:40:00.000 --> 00:40:04.760
their emails every day, I always keep them

491
00:40:04.760 --> 00:40:09.040
because I say, okay, they provide value.

492
00:40:09.040 --> 00:40:12.560
And so even if I don't read their emails for two weeks,

493
00:40:12.560 --> 00:40:15.600
I know their name, I see their email, the name,

494
00:40:15.600 --> 00:40:19.040
and whenever I want, I click the email,

495
00:40:19.040 --> 00:40:22.120
especially when I find an email that is interesting,

496
00:40:22.120 --> 00:40:23.000
I do it.

497
00:40:23.000 --> 00:40:28.000
That's why, and I complete this conversation,

498
00:40:28.640 --> 00:40:31.800
is like when you go on social media,

499
00:40:32.800 --> 00:40:35.040
they use the social media marketeers,

500
00:40:35.040 --> 00:40:37.240
the influencer and all these people,

501
00:40:37.240 --> 00:40:39.080
they use the same principle.

502
00:40:39.080 --> 00:40:43.320
They post multiple times a day.

503
00:40:43.320 --> 00:40:44.160
Why?

504
00:40:44.160 --> 00:40:48.640
Because they know the importance of quantity in that case,

505
00:40:49.720 --> 00:40:52.840
in order to always stay on top of their mind

506
00:40:52.840 --> 00:40:53.760
and to provide value.

507
00:40:53.760 --> 00:40:56.800
And even if you don't check all their posts,

508
00:40:56.800 --> 00:40:59.120
you never click on follow if you think

509
00:40:59.120 --> 00:41:02.360
that they are still providing value or entertaining.

510
00:41:02.360 --> 00:41:04.040
Never, because they are there.

511
00:41:04.040 --> 00:41:08.520
So that's why emailing once a day is very good.

512
00:41:08.520 --> 00:41:10.760
Now, small thing to add.

513
00:41:10.760 --> 00:41:14.840
Sometimes in some industries, that's not the best case

514
00:41:14.840 --> 00:41:19.600
because for example, let's suppose like one business owner

515
00:41:19.600 --> 00:41:24.600
has apparel, like he's selling clothes, like T-shirts.

516
00:41:25.080 --> 00:41:28.560
Of course, you can't email every day about T-shirts.

517
00:41:28.560 --> 00:41:31.160
You can email probably twice a week

518
00:41:32.360 --> 00:41:35.800
about providing value and then an offer, and that's it.

519
00:41:35.800 --> 00:41:40.360
But in that case, what you do is because e-commerce brands,

520
00:41:40.360 --> 00:41:44.880
usually they have big lists of 5, 10,000, 20,000,

521
00:41:44.880 --> 00:41:46.600
100,000 people.

522
00:41:46.600 --> 00:41:49.400
What you do is that you send an email a day,

523
00:41:49.400 --> 00:41:53.600
but you send it to different segments of the list.

524
00:41:53.600 --> 00:41:57.320
So you send one email on Monday to the new subscribers,

525
00:41:57.320 --> 00:42:01.120
one email to the existing subscribers,

526
00:42:01.120 --> 00:42:03.520
one email to the people who are most engaged,

527
00:42:03.520 --> 00:42:06.040
one email to the people who are not engaged,

528
00:42:06.040 --> 00:42:08.480
one to the VIP.

529
00:42:08.480 --> 00:42:11.560
So this way, you always send an email,

530
00:42:11.560 --> 00:42:15.440
but to different people, and it's always the same concept.

531
00:42:15.440 --> 00:42:18.040
And your brand is always on top of their mind.

532
00:42:18.040 --> 00:42:21.120
Probably most people on this call,

533
00:42:21.120 --> 00:42:23.040
don't have a half a million subscribers

534
00:42:23.320 --> 00:42:24.840
or whatever.

535
00:42:24.840 --> 00:42:29.760
But I want to tell you from personal experience

536
00:42:29.760 --> 00:42:32.560
and that this is true,

537
00:42:32.560 --> 00:42:35.200
because I went through that transition for years.

538
00:42:35.200 --> 00:42:38.600
I sent once a week because I was writing it by myself

539
00:42:38.600 --> 00:42:40.240
and Sundays were great.

540
00:42:40.240 --> 00:42:43.920
For two years now that I've been working with Ugo,

541
00:42:43.920 --> 00:42:48.920
you notice that we're sending three to five times a week.

542
00:42:49.640 --> 00:42:54.040
And I get almost no unsubscribes.

543
00:42:54.040 --> 00:42:57.360
And so I want you to know that what he's saying,

544
00:42:57.360 --> 00:42:59.520
I can vouch for it.

545
00:42:59.520 --> 00:43:03.760
And you don't get personally attached

546
00:43:03.760 --> 00:43:06.880
if they open all the emails, that's not a problem

547
00:43:06.880 --> 00:43:10.880
because that front of mind value is so huge

548
00:43:10.880 --> 00:43:12.720
that as soon as they're ready

549
00:43:12.720 --> 00:43:14.600
for whatever it is that you offer,

550
00:43:14.600 --> 00:43:17.440
they're gonna reach out to you or they'll read

551
00:43:17.440 --> 00:43:18.680
or they'll be the one thing

552
00:43:18.680 --> 00:43:20.800
that really catches their attention

553
00:43:20.800 --> 00:43:23.240
and they'll open that and that's all right.

554
00:43:23.240 --> 00:43:27.880
And so, just go with the first things that he shared

555
00:43:27.880 --> 00:43:32.880
as far as just really adding value and being entertaining.

556
00:43:33.280 --> 00:43:38.280
Okay, you said one subject or topic, right?

557
00:43:40.720 --> 00:43:43.680
Tell me again the ones, repeat for everybody.

558
00:43:43.680 --> 00:43:48.680
Yeah, one topic, one offer, one call to action.

559
00:43:49.160 --> 00:43:52.560
Okay, so now what's your favorite call to action?

560
00:43:53.440 --> 00:43:55.960
My favorite call to action is really,

561
00:43:55.960 --> 00:43:59.920
like if I talk about like emails,

562
00:43:59.920 --> 00:44:01.080
if you talk about emails,

563
00:44:01.080 --> 00:44:04.040
my favorite call to action is always reply email.

564
00:44:04.040 --> 00:44:04.880
Why?

565
00:44:04.880 --> 00:44:08.720
Because you build the connection with the subscriber.

566
00:44:08.720 --> 00:44:10.680
When it comes to social media, same,

567
00:44:10.720 --> 00:44:15.720
leave a comment below or like reply to a DM, like DM me.

568
00:44:17.320 --> 00:44:19.680
This is by far the best one

569
00:44:19.680 --> 00:44:23.160
because when you have this action

570
00:44:23.160 --> 00:44:25.480
of building the connection,

571
00:44:25.480 --> 00:44:30.360
like you can always, once a person says yes or interested,

572
00:44:30.360 --> 00:44:35.360
it means that they are interested of what you're selling

573
00:44:35.880 --> 00:44:39.200
or they are engaging with you.

574
00:44:39.200 --> 00:44:40.440
And once they're engaging with you,

575
00:44:41.200 --> 00:44:43.200
it means that you are building a connection with them.

576
00:44:43.200 --> 00:44:45.200
And this, of course, over the long run,

577
00:44:45.200 --> 00:44:46.960
it can become a sale.

578
00:44:46.960 --> 00:44:51.960
So this is why reply email or like getting a reply

579
00:44:52.680 --> 00:44:57.160
is definitely my favorite call to action, yes.

580
00:44:57.160 --> 00:45:00.120
So if I was gonna invite those of you that are not.

581
00:45:00.000 --> 00:45:03.760
not yet members of the Prosper Leader membership,

582
00:45:03.760 --> 00:45:06.960
and you desire to have great calls like this

583
00:45:06.960 --> 00:45:09.280
and access to all of these resources

584
00:45:09.280 --> 00:45:11.680
and amazing community,

585
00:45:11.680 --> 00:45:15.680
put the word interested in the chat.

586
00:45:15.680 --> 00:45:18.680
Put the word interested if you'd love to know more

587
00:45:18.680 --> 00:45:21.480
about the Prosper Leader community.

588
00:45:21.480 --> 00:45:22.720
Is that how it goes, Ugo?

589
00:45:22.720 --> 00:45:23.560
Did I do that right?

590
00:45:23.560 --> 00:45:24.400
Yeah, absolutely.

591
00:45:25.960 --> 00:45:26.800
All right.

592
00:45:26.800 --> 00:45:29.240
Now, here's a question.

593
00:45:29.240 --> 00:45:34.240
How do you keep emails from going into spam?

594
00:45:36.840 --> 00:45:41.840
So that's a very complicated subject

595
00:45:41.880 --> 00:45:46.360
because deliverability became a big issue

596
00:45:46.360 --> 00:45:50.280
like from 2020 on.

597
00:45:50.280 --> 00:45:53.880
So here are a couple of basic tips

598
00:45:53.880 --> 00:45:55.680
that I always recommend following.

599
00:45:55.680 --> 00:45:57.320
Then of course there are other procedures

600
00:45:57.320 --> 00:45:58.800
but they are too advanced.

601
00:45:58.800 --> 00:46:01.400
But to get started, this can be pretty powerful.

602
00:46:01.400 --> 00:46:04.600
So the first thing is more a mindset shift

603
00:46:04.600 --> 00:46:09.360
saying don't try to use too many spammy words.

604
00:46:09.360 --> 00:46:11.440
Say what I mean with spammy words,

605
00:46:11.440 --> 00:46:15.240
I mean words like free sale,

606
00:46:17.040 --> 00:46:19.960
no strings attached, all these type of words.

607
00:46:19.960 --> 00:46:23.840
If you just type on Google like spammy words list,

608
00:46:23.840 --> 00:46:27.840
there is a list usually of I think 100, 200 words

609
00:46:27.840 --> 00:46:28.960
is with AppSpot.

610
00:46:28.960 --> 00:46:32.520
I can find on Google and put it on the chat

611
00:46:32.520 --> 00:46:34.880
but this is the most important thing.

612
00:46:34.880 --> 00:46:35.720
Why?

613
00:46:35.720 --> 00:46:37.720
Because with emails, the first thing you have to do

614
00:46:37.720 --> 00:46:39.520
is always try to build a connection.

615
00:46:39.520 --> 00:46:43.720
So try to keep the email as much personal as possible.

616
00:46:43.720 --> 00:46:45.440
So the email should be very personal.

617
00:46:45.440 --> 00:46:47.920
It shouldn't be like brand email

618
00:46:47.920 --> 00:46:49.760
like they do in the commerce world.

619
00:46:49.760 --> 00:46:52.640
All the emails that you get in the commerce world

620
00:46:52.640 --> 00:46:55.560
like where they say buy now, buy now, buy now,

621
00:46:56.080 --> 00:46:58.880
buy it now and you will get one for free.

622
00:46:58.880 --> 00:47:03.600
This 99% they land into the promo or spam folder

623
00:47:03.600 --> 00:47:07.560
because Gmail or all the other ISP

624
00:47:07.560 --> 00:47:09.840
they recognize those types of emails

625
00:47:09.840 --> 00:47:10.960
and they say, okay, this person

626
00:47:10.960 --> 00:47:13.280
is trying to sell me something.

627
00:47:13.280 --> 00:47:15.120
Whereas when you have the approach,

628
00:47:15.120 --> 00:47:16.760
okay, I don't want to sell right away

629
00:47:16.760 --> 00:47:17.920
or even if I want to sell,

630
00:47:17.920 --> 00:47:21.640
I don't want to sell in a way that looks spammy.

631
00:47:21.640 --> 00:47:23.640
And you start writing the way

632
00:47:23.640 --> 00:47:27.760
is most likely your email will land into their inbox.

633
00:47:27.760 --> 00:47:31.680
Another thing to do is to avoid to add too many links.

634
00:47:33.120 --> 00:47:37.880
Then don't use too many images in the email,

635
00:47:37.880 --> 00:47:41.720
no more than one and probably not very high quality.

636
00:47:41.720 --> 00:47:43.120
Like what I mean like quality,

637
00:47:43.120 --> 00:47:46.480
like for example, 3096 pixels

638
00:47:46.480 --> 00:47:50.480
because these are too big and they take a lot of space.

639
00:47:50.480 --> 00:47:55.480
And another thing to avoid is mainly like again,

640
00:47:57.200 --> 00:48:00.640
like the behavior, the links, the images

641
00:48:00.640 --> 00:48:05.640
and also like the type of the from name is very important.

642
00:48:06.480 --> 00:48:10.400
So when you, there is that option to change the from name

643
00:48:10.400 --> 00:48:13.200
and this, if you don't know how to do it

644
00:48:13.200 --> 00:48:17.440
is like it's better to keep like normal.

645
00:48:17.440 --> 00:48:20.160
Don't switch it up because it can create problems.

646
00:48:20.840 --> 00:48:22.640
There's a question in there for you.

647
00:48:22.640 --> 00:48:25.080
How many pixels if you were going to put

648
00:48:25.080 --> 00:48:29.040
like a picture in there, like what would you say?

649
00:48:29.040 --> 00:48:34.040
Usually under 600, let's say 700, 700 is still good.

650
00:48:35.160 --> 00:48:37.240
Okay, okay, I love that.

651
00:48:37.240 --> 00:48:42.240
And I have found because I put links often.

652
00:48:44.120 --> 00:48:46.360
So for example, for me,

653
00:48:46.400 --> 00:48:50.080
when I do a free breakthrough strategy call,

654
00:48:50.080 --> 00:48:52.800
I always send a follow-up email personally,

655
00:48:52.800 --> 00:48:53.760
not through my system.

656
00:48:53.760 --> 00:48:56.960
I send it personally, immediately following.

657
00:48:56.960 --> 00:48:59.760
And that is going to have a recording link

658
00:48:59.760 --> 00:49:01.520
because I record the calls

659
00:49:01.520 --> 00:49:04.080
and it's gonna have a buying link, right?

660
00:49:04.080 --> 00:49:07.800
And so it'll often have two and maybe three links.

661
00:49:07.800 --> 00:49:11.120
And the secret to that, I try to keep it to two

662
00:49:11.120 --> 00:49:14.520
is to have plenty of copy around that.

663
00:49:14.520 --> 00:49:16.280
So don't just start with a link

664
00:49:16.280 --> 00:49:18.200
or don't just send a link by itself.

665
00:49:18.200 --> 00:49:19.880
It's sure to go to spam.

666
00:49:19.880 --> 00:49:22.840
You know, have an introductory, very warm paragraph

667
00:49:22.840 --> 00:49:25.040
and then the link and then maybe some more copy

668
00:49:25.040 --> 00:49:26.240
and then the link.

669
00:49:26.240 --> 00:49:28.240
Is that still true, Ugo?

670
00:49:28.240 --> 00:49:31.200
I know that's what I found over the years.

671
00:49:31.200 --> 00:49:32.920
Yeah, yeah, it's definitely true.

672
00:49:32.920 --> 00:49:36.160
And also another thing to avoid,

673
00:49:36.160 --> 00:49:38.880
which is related to the first thing about how you write

674
00:49:38.880 --> 00:49:43.360
is mainly to don't write phrases

675
00:49:43.400 --> 00:49:45.600
which are very, how can I say,

676
00:49:45.600 --> 00:49:49.160
very promotional and very fake.

677
00:49:49.160 --> 00:49:53.800
For example, get clients,

678
00:49:53.800 --> 00:49:58.200
get 15 clients within 12 hours, you know?

679
00:49:58.200 --> 00:50:00.000
Google knows that this is not true.

680
00:50:00.000 --> 00:50:06.880
You know, or another, yeah, another words too, that are very often used in like network marketing.

681
00:50:06.880 --> 00:50:09.640
And I was a founder of a network marketing company for many decades.

682
00:50:09.640 --> 00:50:18.480
But words like financial freedom, words like lifestyle, financial independence, you know, those kind of words.

683
00:50:18.480 --> 00:50:25.080
And I know this was this was very hard for us when we first were building the email list.

684
00:50:25.080 --> 00:50:28.000
You know, Ugo had to tell me, no, you can't say that.

685
00:50:28.000 --> 00:50:29.400
You can't say that.

686
00:50:29.400 --> 00:50:32.720
You know, what do you do when you have a company called Prosper and All Things?

687
00:50:32.720 --> 00:50:36.200
And it's about prospering physically, financially, relationally and spiritually.

688
00:50:36.200 --> 00:50:43.520
What do you do? And so we had to really back off of those words until you have a history.

689
00:50:43.520 --> 00:50:46.160
And so that's the other thing. Can you talk about that?

690
00:50:46.160 --> 00:50:51.160
As you have a clean list over time, you can say more and more, correct?

691
00:50:51.160 --> 00:50:57.440
Absolutely. Yes, you can say more and more, because when you increase your standard reputation,

692
00:50:57.440 --> 00:51:04.600
of course, then Google, Gmail says, OK, this person is he's sending good emails that they have good operates.

693
00:51:04.600 --> 00:51:07.000
They have click through rates. They add value.

694
00:51:07.000 --> 00:51:10.120
So for for us is not a real spammy person.

695
00:51:10.120 --> 00:51:13.840
Of course, don't over don't overdo it, but we can close an eye.

696
00:51:13.840 --> 00:51:16.400
This is what they do, like how they think, more or less.

697
00:51:16.400 --> 00:51:19.920
So if you send emails that are relevant, they are good.

698
00:51:19.920 --> 00:51:26.920
They are they follow good practices and practices is build a relationship and not just selling.

699
00:51:26.920 --> 00:51:34.440
So Gmail and all the other is they try to forgive you and it's OK, you close and you can go.

700
00:51:34.440 --> 00:51:39.840
That's why, like if you check some of the emails that we sent recently over the last two, three months,

701
00:51:39.840 --> 00:51:46.280
we used to like get clients now or fast or free or whatever, like we use is much more often.

702
00:51:46.280 --> 00:51:48.760
And the emails landed into the inbox.

703
00:51:48.760 --> 00:51:55.440
Whereas before we were not using these words because we built the reputation, the domain reputation,

704
00:51:55.440 --> 00:52:01.200
the sender reputation. That's like I wanted to avoid this stuff because I know that the words are very complicated.

705
00:52:01.200 --> 00:52:04.320
So many people, if they're not in the field, can get confused.

706
00:52:04.320 --> 00:52:09.240
But it's all about the domain reputation and the sender reputation overall.

707
00:52:09.240 --> 00:52:12.520
So including also the IPs and all the practices.

708
00:52:12.520 --> 00:52:22.360
So once you you have a strong reputation, then you can start sending emails using also a few spammy words,

709
00:52:22.360 --> 00:52:26.640
not too many, because otherwise they still.

710
00:52:26.640 --> 00:52:32.600
So in beginner language, the spam, but in beginner language, excuse me for interrupting.

711
00:52:32.600 --> 00:52:39.640
If they're in beginner language, if they're just getting started, the safest thing is to stay clear from all those words.

712
00:52:39.640 --> 00:52:42.480
Look at what the spammy words are. Stay clear.

713
00:52:42.480 --> 00:52:45.480
Find a different way to say it. Speak to the heart.

714
00:52:45.480 --> 00:52:52.480
Add value and work on really engaging your readers, be it on social media or be it on email.

715
00:52:52.480 --> 00:52:59.760
Get them to reply and and build that that relationship over time.

716
00:52:59.760 --> 00:53:07.960
So in the in the interest of time, I have a question I'm going to ask you in a second, but I'm going to save that for last.

717
00:53:07.960 --> 00:53:14.560
I know that you're going to you like to just you like to show and not just tell.

718
00:53:14.600 --> 00:53:17.560
And so you're going to show us some of your magic right now.

719
00:53:17.560 --> 00:53:23.360
You're going to share the screen. I'm going to unpin myself for a second and let you take over.

720
00:53:23.360 --> 00:53:27.960
You should be able to share the screen and then I'll come back with my final question.

721
00:53:27.960 --> 00:53:35.240
And then we are going to have some fun Q&As and interaction.

722
00:53:35.240 --> 00:53:38.160
You're going to love that. So. Absolutely. Yes.

723
00:53:38.160 --> 00:53:48.560
I also sent like in the chat, I put the link with all this spammy words that they can check.

724
00:53:48.560 --> 00:53:54.960
So let me quickly share the screen right now. So and I will show you.

725
00:53:54.960 --> 00:53:57.800
There you go. Good. It's working. Can you see it?

726
00:53:57.800 --> 00:54:01.280
Yep. Perfect. All right.

727
00:54:01.320 --> 00:54:14.680
So this is what I'm going to show to show you right now is an email that I wrote a couple of weeks ago and is an email for my personal email list.

728
00:54:14.680 --> 00:54:26.920
It's a welcome email. And as you can, as you will see, this is an approach that is totally different compared to most of the welcome emails that you get from coaches or from other brands.

729
00:54:26.920 --> 00:54:32.120
So this is how I start. So subject line. Three things I know about you.

730
00:54:32.120 --> 00:54:36.440
So already, like if you see here, it's something you say, what's that?

731
00:54:36.440 --> 00:54:45.560
You know, like curiosity. So again, like curiosity. Preview. Try to guess. A little bit to build that kind of personalization.

732
00:54:45.560 --> 00:54:50.320
So here is a name that I put Mary. Here you go.

733
00:54:50.320 --> 00:54:54.720
Now you're officially part of my inner cycle. So I have to treat you like a VIP guest.

734
00:54:54.720 --> 00:55:00.000
So we try to do my best. Wish me luck. So as you can see, this first line is.

735
00:55:00.000 --> 00:55:07.120
more about building a connection as well to really show my human side and a little bit of

736
00:55:07.120 --> 00:55:12.000
little bit of entertaining. So and then I go straight to the point I say anyway though I

737
00:55:12.000 --> 00:55:16.080
already know a couple of things about you and no I'm not a wizard although I would like to be one.

738
00:55:17.600 --> 00:55:21.280
See by joining my email list you're telling me three things about yourself

739
00:55:21.280 --> 00:55:24.000
so these are three things that now I'm going to mention.

740
00:55:24.000 --> 00:55:33.040
So the first thing is here I say something that I know about the people on my list.

741
00:55:33.840 --> 00:55:38.800
So I say this one you are an open-minded individual understands the value of online

742
00:55:38.800 --> 00:55:45.360
market is curious to learn more about. So this is I know exactly why they join my email list

743
00:55:45.360 --> 00:55:52.720
and I confirm with them so I remind them why they join my email list. The second thing you want to

744
00:55:52.800 --> 00:55:57.280
optimize your email marketing channel like you keep your emails out of the promo tab and make

745
00:55:57.280 --> 00:56:03.600
money from the emails you're sending out. So this is also remind them they decide what they want

746
00:56:04.240 --> 00:56:10.080
from like why they join plus what they want to achieve. And the third thing is something like

747
00:56:10.080 --> 00:56:16.000
the pattern interrupt I say you're going to 95% of people out there I know this is less probably

748
00:56:16.000 --> 00:56:20.480
but it's the truth so I have to say that it's something like a little bit of humor to create

749
00:56:20.480 --> 00:56:26.000
again like to show my personality also to build a little bit of connection not to look boring.

750
00:56:26.000 --> 00:56:31.440
As I said like bad copy is usually boring it doesn't have personality whereas this email

751
00:56:31.440 --> 00:56:40.240
is more personal you know entertaining. Tell me am I right this is something asking questions

752
00:56:40.240 --> 00:56:46.960
in your copy is very powerful very powerful because when once you do that you kind of

753
00:56:46.960 --> 00:56:54.720
indirectly involve the reader you know and one small one small trick is that when you ask a

754
00:56:54.720 --> 00:57:03.680
question always aim at getting a yes. So for example would you like to get clients yes would

755
00:57:03.680 --> 00:57:09.200
you like to do this are you tired of not having a proven system in place once you say that

756
00:57:09.760 --> 00:57:18.560
when the reader says yes yes yes yes then it becomes like an habit and then once you say if

757
00:57:18.560 --> 00:57:24.560
you want to if you want to get this click yes they're gonna click yes or they're gonna reply

758
00:57:24.560 --> 00:57:31.920
yes because they are in the they entered into the kind of circle or saying yes yes yes yes yes and

759
00:57:32.800 --> 00:57:40.320
then they take action. Now so this I asked a question I asked a question to to the reader

760
00:57:41.520 --> 00:57:48.320
and here is something a copywriting technique which is mainly about addressing a common belief

761
00:57:49.200 --> 00:57:54.320
anticipating the objection no way I don't care about market copyright and email marketing is

762
00:57:54.320 --> 00:58:00.240
freaking dead so I say well if this is your answer you got the special permission to click

763
00:58:00.240 --> 00:58:06.480
the subscribe button below the this email list is not for you so not only I addressed

764
00:58:07.680 --> 00:58:17.760
this this kind of fault you know but I also used that disqualification so I said okay if like if

765
00:58:17.760 --> 00:58:26.480
you don't want if you don't like this one you you can like unsubscribe this is pretty powerful

766
00:58:26.480 --> 00:58:31.920
because you set up like your kind of your conditions you say okay this is not for everyone

767
00:58:31.920 --> 00:58:36.880
if you're not interested in this one probably you just subscribed for mistake so you can click

768
00:58:36.880 --> 00:58:42.880
unsubscribe so you are very how can I say you really pay attention to the people that you bring

769
00:58:42.880 --> 00:58:51.840
in and you keep the quality of the list high which is extremely important. On the other end if you

770
00:58:51.840 --> 00:58:55.440
identify yourself with what I mentioned about I'm afraid you are in the right place

771
00:58:56.880 --> 00:59:02.000
and here I start with a goal so I said okay what I'm going to do for you because

772
00:59:02.000 --> 00:59:09.280
one of the most important things in copywriting is always to ask yourself what's in it for them

773
00:59:09.840 --> 00:59:15.920
so what's in it for my subscribers and this is where I highlight what's in it for them

774
00:59:16.160 --> 00:59:23.920
so I say how I'm gonna help them how we're gonna help them and how I'm gonna help them

775
00:59:25.120 --> 00:59:30.640
with the system so I explain what I'm going to do for them if they join my email list

776
00:59:31.280 --> 00:59:34.880
so and this is what I do by using an auto marketing and copywriting strategies.

777
00:59:37.360 --> 00:59:44.080
So in here also I add like a gift always keeping the what's in it for them

778
00:59:44.400 --> 00:59:51.760
I say okay as promised you can get a copy of the email marketing blueprint where any year I go with

779
00:59:51.760 --> 00:59:56.720
the benefits you will learn how to keep your emails out of the promo tab and make more money from your

780
00:59:56.720 --> 00:59:59.840
email so as you can see two big benefits two big

781
01:00:00.000 --> 01:00:07.280
desires that they want. One is to like get the lending to the primary box and the second one

782
01:00:07.280 --> 01:00:14.720
is to monetize their list. So here I really focused a lot on the benefits.

783
01:00:16.880 --> 01:00:24.080
And here I talk about in the following emails I will talk a bit more about who I am. I'm going

784
01:00:24.080 --> 01:00:28.720
to provide you some practical marketing and copywriting tips that you can implement in

785
01:00:28.720 --> 01:00:34.160
your business right away. This is why I'm going to let them know what's going to happen next.

786
01:00:34.880 --> 01:00:42.480
What's going to happen next so they know exactly what they are going to receive.

787
01:00:42.480 --> 01:00:47.920
So they know that in this way you also build the connection with them because they say okay

788
01:00:47.920 --> 01:00:52.400
I'm really curious to know these things so I will open these following emails.

789
01:00:52.400 --> 01:01:00.720
And here I share a little bit of my personal life so it's very important to build

790
01:01:00.720 --> 01:01:06.800
that personal connection with the subscriber. Then I say again welcome to my inner cycle and

791
01:01:07.520 --> 01:01:13.680
this signature. And here I ask them to take a small action as I said like because

792
01:01:13.680 --> 01:01:19.920
every email should have a call to action. So the call to action here, the year was to download

793
01:01:19.920 --> 01:01:26.320
a book. I think I put the option I don't remember personally like that was the email. Let's see

794
01:01:26.960 --> 01:01:36.400
let me quickly check here. So about the book here we are. You can get a copy of the email

795
01:01:36.400 --> 01:01:42.560
marketing blueprint here. Normally I have a link where people can click and get the book. And then

796
01:01:42.560 --> 01:01:47.920
here I add another special call to action. You say could you please send me a quick and short

797
01:01:47.920 --> 01:01:52.640
reply saying that you received the email marketing blueprint. So I make sure that they got what I want

798
01:01:52.640 --> 01:01:59.040
what they wanted as well as by replying to the email I increase the I improve the deliverability.

799
01:01:59.600 --> 01:02:05.040
So a couple things Hugo can I can I have you show just a couple things that I think are so

800
01:02:05.040 --> 01:02:10.640
important in this that we didn't mention in the earlier call. Number one right here is the use of

801
01:02:10.640 --> 01:02:18.800
the PS and I found my PS to be very very powerful. And so remember you can just have this great email

802
01:02:18.800 --> 01:02:25.760
and adds value adds value and you don't make the call to action till the PS it very powerful.

803
01:02:25.760 --> 01:02:31.920
The second thing as you scroll back up I want you to notice something and that is right there stop.

804
01:02:31.920 --> 01:02:40.080
Most of the paragraphs are one to two sentences long. And so this is another powerful thing

805
01:02:40.080 --> 01:02:48.560
that a lot of white space and being able to not feel overwhelmed if there's just solid big blocks

806
01:02:48.560 --> 01:02:54.080
of copy the natural response is I'm busy I'll read this later. And of course they never do.

807
01:02:54.080 --> 01:03:00.400
It goes in a box it never happens. And so one way to keep them reading is with these short

808
01:03:00.480 --> 01:03:05.920
sentences that really make you want to read the next and the next which Hugo is a master at.

809
01:03:05.920 --> 01:03:12.240
So notice that you know as you're you're looking at a letter from from a master copywriter notice

810
01:03:12.240 --> 01:03:20.160
how much white space is there. Also notice just stop right there notice the way that he uses bolding

811
01:03:20.160 --> 01:03:28.720
and bolding many people skim they don't read. And so the wise use of bolding that you could just

812
01:03:28.720 --> 01:03:35.280
read the bolding and get the message too. So you know there's a lot that is is in there.

813
01:03:35.280 --> 01:03:41.520
And so I thank you for modeling it for us and let us actually actually see it being done.

814
01:03:42.400 --> 01:03:47.040
So I want to unless there's something else really important in this I want to stop sharing and I

815
01:03:47.040 --> 01:03:51.760
want to ask you one last question. I know people are kind of looking at time and I want to keep

816
01:03:51.760 --> 01:04:00.960
this super time efficient and get the most here. So go ahead and stop sharing and I will find

817
01:04:00.960 --> 01:04:09.120
myself here and pin myself back again to join you. Here I am. Okay there we go. All right.

818
01:04:09.120 --> 01:04:15.680
The joy I usually have Earlene doing all this for me. Okay so I want to because of what you've

819
01:04:15.680 --> 01:04:26.240
seen here I desire for you to really also know the power of of really working with an experienced

820
01:04:26.240 --> 01:04:34.480
copywriter. And you know I shared my testimony and one of my philosophies as a business owner for

821
01:04:34.480 --> 01:04:40.960
over 30 years and having built multi-million dollar companies is the concept of return on

822
01:04:40.960 --> 01:04:48.080
investment. In other words so often I see coaches just dumping money everywhere with no looking at

823
01:04:48.080 --> 01:04:54.560
okay if I put a hundred in do I get more than a hundred out of this over time you know if I put

824
01:04:54.560 --> 01:04:59.920
a thousand in. So return on investment and Ugo is one of those.

825
01:05:00.000 --> 01:05:06.560
there's a reason I keep him year after year, is there's a big return on investment, right? So you

826
01:05:06.560 --> 01:05:15.200
put in, you know, the investment and more comes out. And so there is so much power with working

827
01:05:15.920 --> 01:05:22.560
with an experienced copywriter. And one of them is peace of mind, because you've got someone really

828
01:05:22.560 --> 01:05:29.680
watching your list to make sure it gets delivered, and getting the good copy. And it's important

829
01:05:29.760 --> 01:05:36.080
for you to know that little things like, did you know, you know, to put the word financial freedom

830
01:05:36.080 --> 01:05:41.600
in or, you know, some of the really spammy words that are in that list, did you know that that's

831
01:05:41.600 --> 01:05:46.720
going to keep your email from being read? Most people don't. That's one of the values of an

832
01:05:46.720 --> 01:05:52.080
experienced copywriter. So what would you say, you know, the difference of trying to do it

833
01:05:52.080 --> 01:05:59.520
themselves, the headache, the time, and the mistakes of really working with an experienced

834
01:05:59.520 --> 01:06:08.880
copywriter? What do you say? Why is it super important? It's super important for one

835
01:06:08.880 --> 01:06:18.400
simple reason, because a good copywriter has the ability to help, like when he writes something,

836
01:06:18.960 --> 01:06:26.720
he's able to connect with the reader on a deeper level, they will to engage with the reader on a

837
01:06:26.720 --> 01:06:32.080
deeper level, and then sell more of the services, you know, why? Because he has the ability to

838
01:06:32.080 --> 01:06:40.000
persuade the reader to take action. So and more actions equal more sales, because if, for example,

839
01:06:40.000 --> 01:06:45.680
a person who doesn't have good copywriting skills, can persuade three people to take action to buy

840
01:06:45.680 --> 01:06:51.920
a product, or to like buy a service, or reply to an email, or whatever call to action it is,

841
01:06:52.480 --> 01:06:58.640
and then there is an experienced copywriter who is able to produce like 15 people replying,

842
01:06:58.640 --> 01:07:04.000
so or like taking a specific action to persuade a person to take an action, then of course,

843
01:07:05.040 --> 01:07:10.320
there are more sales, it's automatic, it's automatic. So multiplied results increase.

844
01:07:11.040 --> 01:07:19.920
Because in the end, as many people said in the past, copywriting is salesmanship in print,

845
01:07:19.920 --> 01:07:25.680
you know. Salesmanship in print, I like that. So this is what copywriting is all about,

846
01:07:25.680 --> 01:07:31.520
is selling with the power of the written words. So it's like closing, you know, it's like closing,

847
01:07:31.520 --> 01:07:38.400
closing skills, sales skills, but the difference is that one is vocal, like whereas that one is

848
01:07:38.400 --> 01:07:44.080
written, you know, this is the main difference. So and many concepts are the same, but of course,

849
01:07:44.080 --> 01:07:50.640
the dynamics are totally different, and so that's why like copywriting, have good copy,

850
01:07:50.640 --> 01:07:59.040
is able to attract more people to your website, or to your posts, or to the emails, to engage

851
01:07:59.040 --> 01:08:05.760
and connect with them on a deeper level, to let them feel that emotion, and then to take action.

852
01:08:06.320 --> 01:08:12.400
So what would you, what would you say to someone listening here, or to the recording,

853
01:08:12.960 --> 01:08:21.840
that has a small list, or doesn't have a list at all, or has a neglected list, or an old list,

854
01:08:22.479 --> 01:08:27.520
what would you say? What are their steps that they should take as a result of listening to this?

855
01:08:27.920 --> 01:08:35.680
Yes, there is, the first things to do, in my opinion, let's start with the, for example,

856
01:08:35.680 --> 01:08:42.800
if someone doesn't have a list, the first thing to do is to choose a good email service provider,

857
01:08:42.800 --> 01:08:47.920
which makes a huge difference. The email service provider is the system that you use to send emails.

858
01:08:47.920 --> 01:08:52.720
Now the ones that I always recommend is ActiveCampaign, I will write it down over here,

859
01:08:52.720 --> 01:08:57.359
this is by far the best one, stay away from MailChimp, because it's very bad,

860
01:08:57.359 --> 01:09:01.760
although like they promote it, it's very bad, because they have problems with the shared IPs,

861
01:09:01.760 --> 01:09:06.960
like it's something very complicated, because it's very technical, but go with ActiveCampaign,

862
01:09:06.960 --> 01:09:15.359
you go safe, it's probably $10 or $14 a month, but it's totally worth it, that's the first thing.

863
01:09:15.359 --> 01:09:23.439
Then I will start, I will set up a quick welcome email flow, a sequence, usually should be five,

864
01:09:23.439 --> 01:09:31.120
five emails to welcome the new subscribers, and then send at least one email a week to get started,

865
01:09:31.120 --> 01:09:38.399
one email a week where you provide a value, and then in the PS you can add a call to action,

866
01:09:38.399 --> 01:09:46.720
or you can add a call to action in the end. So that's what I will do, let's say with the

867
01:09:46.720 --> 01:09:53.760
tips that I shared today, and test, test as much as possible. Another thing that I will do is to

868
01:09:53.760 --> 01:09:59.840
start looking at your business, and start looking at all the things that

869
01:10:00.000 --> 01:10:06.400
you have right now, so for example your website, your social media, all your types of contacts

870
01:10:06.400 --> 01:10:13.840
like business channels that you're using, and check if your copy is good enough. What I mean

871
01:10:13.840 --> 01:10:20.720
is that do you feel it really connects with the reader? Do you feel you can really

872
01:10:21.600 --> 01:10:28.480
touch the emotions of the reader or does it flow correctly, like does he have only one call to

873
01:10:28.480 --> 01:10:34.960
action? These are something very important to understand, you know, to have a proper,

874
01:10:34.960 --> 01:10:41.520
to see if the copy that you wrote in the past is really effective, does it flow well,

875
01:10:42.640 --> 01:10:48.960
like it's easy to understand, is it emotional, yes, like one call to action, it confuses the

876
01:10:48.960 --> 01:10:55.840
reader or not, like asking these powerful questions is really a game changer, you know,

877
01:10:55.840 --> 01:11:02.720
and again like you use the tips about curiosity, benefit oriented, all these type of

878
01:11:03.840 --> 01:11:11.680
things that I explained, and also like keep the copy simple, short phrases, straight to the point,

879
01:11:12.320 --> 01:11:19.360
follow the rule of one topic, one offer, one call to action, these are very powerful tips to

880
01:11:19.360 --> 01:11:24.240
implement as soon as possible, and no matter the type of channel, it can be the website, it can be

881
01:11:24.320 --> 01:11:31.920
the social media, it can be the emails, whatever. Oh, I love it, this has been so awesome and so

882
01:11:31.920 --> 01:11:39.680
valuable, and I know many of you are going to want to go back and listen to the recording.

883
01:11:39.680 --> 01:11:43.440
In just a second, I'm going to stop the recording, we're going to take a break,

884
01:11:43.440 --> 01:11:51.680
stick around, usually the Q&As are the most powerful, and I have a philosophy, and if you're

885
01:11:51.680 --> 01:12:00.160
new to the Prosper Leader membership, I want to encourage you, go to brendabyers.com forward slash

886
01:12:00.160 --> 01:12:09.440
membership and start getting your free resources. There's many things in there that have sold for

887
01:12:09.440 --> 01:12:18.320
$500, $5,000 that are available for you to grow your business, grow your income, your impact,

888
01:12:19.200 --> 01:12:28.640
they're faith-based, and then be part of the community, really connect with like-minded women,

889
01:12:28.640 --> 01:12:37.600
and so type into the chat if you're interested in learning more about the Prosper Leader

890
01:12:37.600 --> 01:12:44.880
membership, and Ugo, any last words on the recording, and then I'm going to turn it off,

891
01:12:44.960 --> 01:12:48.320
we're going to stand up and stretch, and I'm going to let them pepper you with questions.

892
01:12:48.960 --> 01:12:54.240
Absolutely, yes, one last thing I will say that I forgot to say in order to

893
01:12:55.360 --> 01:13:02.400
like, in order to write good copy, of course the most important thing is to practice,

894
01:13:03.120 --> 01:13:09.040
to practice writing good copy. How do you practice writing good copy? Okay, the first thing

895
01:13:09.040 --> 01:13:20.880
I recommend is to spend 10-15 minutes a day going through some good emails or good social media

896
01:13:20.880 --> 01:13:28.400
posts, or even like if you check the best marketeers, and let's say marketeers in the

897
01:13:28.400 --> 01:13:35.120
world right now, if you go to their funnels, the funnels like if you just click their website or

898
01:13:35.120 --> 01:13:41.920
their landing page, just analyze the landing page. Spend 5-10 minutes to analyze the landing page

899
01:13:41.920 --> 01:13:49.520
and see are they, what desires, how, what's the structure that they are using, what triggers are

900
01:13:49.520 --> 01:13:55.440
they are using, like psychological triggers, are they playing on disqualification, social proof,

901
01:13:56.160 --> 01:14:04.160
common enemy, like all the psychological things to check, to analyze, take notes to see, okay,

902
01:14:04.160 --> 01:14:09.360
this is good, like you see, it's focusing a lot on pain, or it's really going in depth

903
01:14:10.400 --> 01:14:17.200
in this, for this specific thing, and write them down, and then try to write by yourself something,

904
01:14:17.920 --> 01:14:22.480
it can be an email or a post, and focus on a specific thing. For example, you say, okay,

905
01:14:22.480 --> 01:14:29.040
I would like to write a social media post and use this trigger, or this phrase, or this specific

906
01:14:29.120 --> 01:14:36.480
structure in order to use, like in order to start writing better copy, you know, and so become a

907
01:14:36.480 --> 01:14:41.920
student of copywriting. Start slow, because I don't say spend one hour, two hours, I know that most of

908
01:14:41.920 --> 01:14:47.840
you won't, you won't do it, unless you don't have a huge passion, so start with 10 minutes a day,

909
01:14:47.840 --> 01:14:53.920
because this is a skill that will pay you for a lifetime, for real, like the more, if you have the

910
01:14:53.920 --> 01:14:59.840
ability to write good copy, you like, you will never have to worry really about money, you know.

911
01:15:00.000 --> 01:15:05.200
because you can write whatever you write especially over the long run if you have the

912
01:15:05.200 --> 01:15:11.440
ability to persuade people to take action and to reply to your messages or to click a button or to

913
01:15:11.440 --> 01:15:18.880
take any type of action is a skill that will pay off in business and most about in life as well

914
01:15:18.880 --> 01:15:25.360
personal life and let me quickly share a brief story because I think it's very powerful and I

915
01:15:25.360 --> 01:15:31.920
really would like to share that because like a couple of weeks ago my my girlfriend she was

916
01:15:31.920 --> 01:15:37.840
studying in the university in Prague Czech Republic she had a problem with the thesis so

917
01:15:37.840 --> 01:15:43.680
like she had um she had to write a thesis but then the last two weeks there was a change with

918
01:15:43.680 --> 01:15:50.560
the with the topic and it's like it was a total problem because the teacher that they assigned

919
01:15:51.200 --> 01:15:57.920
like they the teacher said I can't take care like I don't know how to I can't check your copy I can't

920
01:15:57.920 --> 01:16:04.400
check your revise your copy because it's not my subject anymore so and she had only three days

921
01:16:05.120 --> 01:16:13.120
to find a teacher to in order to get like a supervisor otherwise she would have wasted the

922
01:16:13.120 --> 01:16:19.280
whole semester so it was like a big problem so she didn't know what to do usually in these

923
01:16:19.280 --> 01:16:25.680
universities they reply after three four days you know plus it was Friday of course she called me

924
01:16:25.680 --> 01:16:32.480
she said what can I do so the first thing I did I wrote a subject line you know in the university

925
01:16:32.480 --> 01:16:38.880
in this official like like in these places you always try to keep everything super formal whereas

926
01:16:39.680 --> 01:16:48.320
what I did I put I went to the emoji pedia and I put this uh alarms you know like like the sirens

927
01:16:48.320 --> 01:16:55.440
like of the police and then I wrote the important need help as soon as possible with this thing and

928
01:16:55.440 --> 01:17:02.240
in the preview I added something something very personal and I played a lot explain the situation

929
01:17:02.240 --> 01:17:10.400
by using some triggers about making the teacher feel important if she was so if he was able to

930
01:17:10.400 --> 01:17:16.800
solve the problem for her plus playing a lot with drama with and giving them the let them feel that

931
01:17:16.880 --> 01:17:22.800
if they wouldn't have helped her to take it to solve this problem they would feel very bad you

932
01:17:22.800 --> 01:17:28.160
know they will say oh I could have helped her but I didn't usually again like they replied this

933
01:17:28.160 --> 01:17:35.280
teacher after three four days but what happened is that after two hours eight teachers replied

934
01:17:35.280 --> 01:17:40.640
and two of them they said I take it so a problem that was there in two hours in that subject line

935
01:17:40.640 --> 01:17:47.440
that they never seen in the university and with the specific triggers I use my copywriting skills

936
01:17:47.440 --> 01:17:53.200
in a personal situation like in the university for my girlfriend and she was able to solve this huge

937
01:17:53.200 --> 01:18:01.600
problem so the power of a good subject line wow copywriting the good copy of subject line and

938
01:18:01.600 --> 01:18:07.520
the copy itself and then the call to action said please reply within 24 hours because I need the

939
01:18:07.520 --> 01:18:12.880
answer because I have to contact the embassy and if I don't get the visa I will have big problems

940
01:18:12.880 --> 01:18:19.920
for that and and then I will have to go back to her so I made drama and they replied right away

941
01:18:19.920 --> 01:18:26.160
that's amazing you know there is so much we're gonna have to have an ugo copywriting part two

942
01:18:26.160 --> 01:18:30.640
because there's so much we didn't get into we didn't get into the power of storytelling and

943
01:18:30.640 --> 01:18:37.680
so many other things so we'll have to do this again but this has just been a a rich you know

944
01:18:37.680 --> 01:18:43.680
almost 90 minutes absolutely rich so I want to really thank you for for you know just putting

945
01:18:43.680 --> 01:18:50.560
so much value into into this call and I'm going to go ahead and stop the recording right now