And welcome, welcome, welcome to all of you, both you regular Prosper Leader members that
are getting used to these amazing calls that we have a couple times a month.
Of course, the first Tuesday of the month to jumpstart your month, the third Thursday
to just bring it home so that you are on track.
And welcome to all of you that are coming for the first time and joining us for this
masterclass.
I'm super, super excited.
Want to share a little bit about the vision of this Prosper Leader membership.
And I want to introduce to you someone who has been a big change in my business, and
I believe will make a big change in your business.
So I'm super excited.
The vision of the Prosper Leader membership, I'll tell you that early in the year, I really
felt God speaking to me and saying, gather the women, gather the women, now is the time.
And I felt in my spirit, things are still going to get a little rougher.
We got some hard times ahead.
And he said, as we come together, and I literally saw a vision of women linking arms together
and carrying each other across the finish line.
Whatever that finish line is, and there's many finish lines, but whatever that finish
line is for you right now, whether it's growing your faith, whether it's growing your business,
whether it is growing your impact in the world, it is here through coaching, through connection
and powerful networking through community, like I said, linking arms, that together,
we all achieve more.
So I really want to welcome you being here as part of this special masterclass, usually,
it's just for the Prosper Leader members, or we charge.
And we decided just to open this up to everyone, no charge, so valuable, let you enjoy, let
you taste and be part of this.
So the first part of this call is being recorded.
And it's letting more people in here real quick, Berlin's not here today to do this.
So I am letting everyone in, welcome, welcome to all of you that are joining.
So the first part of this call is recorded, and you'll be able to go back and listen again.
And then we will have a quick break, some real application and integration, you're going
to love some powerful networking.
And then you're going to be able to ask your specific questions to Ugo or to each other,
we got a lot of brilliance in the room.
So super excited that you're here.
Let me open with prayer.
Let me get on with the introduction of our special guest today.
Oh, I just give thanks for this day.
I give thanks that our heart is beating, and our lungs are breathing, and your spirit is
moving.
And that there's so much love and so much goodness, and so much power and so much wisdom
available to us.
I just asked that this call will will be exactly what each woman that is here and that listens
to the recording is praying the next step on her journey, be it to step into knowing
how wonderfully she is created and how much love and beauty and power and wisdom is in
her.
Be it that she's connecting with a sisterhood, be it that she's getting the tools and strategies
to grow her business or income, her impact, whatever it is that she's needs today, I ask
that that will come forth.
And I just speak blessings on every woman that is here.
And I give great thanks.
I pray that everything they put their hand to prospers.
In Jesus name, amen.
So glad that you are here.
And now it is my honor to introduce to you the fun, the salsa dancing, Italian Ugo, who
is also my brilliant copywriter.
Let me find him and pin him here so you can see him.
Okay, let me see.
There we go.
Ugo, welcome.
Welcome.
You guys get ready, get ready for an awesome, awesome time.
I'm so glad that you're all here.
And I'm going to just say one thing, and then I'm going to ask you some questions.
but you just really take off.
You know, 30 years of building successful businesses
over the decade and over a decade of coaching,
I have seen one mistake that coaches really make,
and this is why we wanted to open this up to you.
And that is that coaches tend to neglect, put off,
ignore one of their most valuable assets,
which is their email list, right?
Whether they say, I just don't have time,
or they think that social media is where it's at,
or they think, oh, people don't read emails anymore,
which I hear often, which is a big mistake,
or I don't know what to write.
And I can tell you that year after year for decades now,
I have studied the global marketing reports,
and every year email comes way at the top
as one of the most powerful ways for getting sales,
for generating profits, for creating rapport and connecting.
And so this is the reason that I knew
that I had to give great attention to my email list
and why I want you to get the skills here today.
So, Ugo, welcome, welcome, welcome.
So glad you're here, all the way from Italy.
Thank you very much, Brenda, and good morning to everyone.
It's a big pleasure to be here today
and to share a little bit of my knowledge
about copywriting and email marketing as well.
Yes, so go ahead and let me jump in with some questions.
First of all, when we say copywriting, what is,
let's be really clear, what is copywriting
and why does it even matter?
Yes, very good question, Brenda.
So there are many definitions of copywriting.
The easiest definition of copywriting is, in my opinion,
is the ability to use the power of the written words
to persuade an individual to take action.
And when I say take action, it means any type of action.
It can be reply to an email, it can be comment in a post,
it can be call a number, it can be click a button,
it can be any type of action
that comes with the power of the written words.
So every time you write something down,
that one is copywriting.
When you have a purpose, when you have a goal
for a specific action, that is copywriting.
Now, why is it important?
It's very important for a couple of reasons.
I will mention a couple right now.
So the first one is that copywriting is everywhere,
is literally everywhere, is in business,
is in relationships, is with messages.
For example, when you text someone
for even a personal message, you expect a reply,
what you're doing is copywriting
because you are persuading the person
to reply to that message.
You can use the same exact approach,
of course, changing a little bit the dynamics,
for emails, for social media posts,
for a sales page, for the website, for landing pages.
So, and also for every type of product
that you buy online, for example, on Amazon,
when you read the product description
or you read something, that is copywriting
because that one has the goal to let you buy something.
So it's literally everywhere.
It can be used in any area of your life.
It's timeless, it will never change
because it's based on pure human psychology.
And it's probably one, I would put the copywriting
as one of the top three most important skills,
business skills first, but also personal skills
that you can master now, in the future,
and even in the past at the time
when they were using copywriting as well.
So just to make you a quick example,
American Express, a couple of years ago,
I don't remember exactly the year,
but with just one simple sales letter,
if the sales letter was just two pages,
you can find online very quickly by Googling it,
they generated over two billions of dollars
just using some, a little bit,
like the copywriting with just one page.
And the same thing happened with the Wall Street Journal.
And Wall Street Journal, actually,
they generated 1.5 billions of dollars
and they used the same copy for over 30 years,
which was really insane because they started to,
they just changed the copy a couple of years ago
because it was extremely effective.
And they also use the power of storytelling,
which is something that we're gonna cover
a little bit later because it's a different subject,
but
just these two understand the real power of copyright when you have the ability to master
this skill and you possess this skill it can really be a game changer for any type of business
for my business your business and any type of business no matter the industry absolutely
absolutely and and and when i'm coaching i always tell people something really important because a
lot of people are thinking that social media is where it's at and social media is great for making
connections but in terms of actual sales unless you're putting a ton of money into advertising
and things like that not not usually and that's what the reports show and so always tell them
you know when you're on social media your your people are on loan to you whoever you have there
on your social media they can be you know shadow band they can be um just the the whole you know
part can disappear the whole platform can disappear and so your email list as a business
is the only thing that you truly own right and so i tell them the first thing you've got to do
is grow your list you've got to nurture your list and then be able to get sales and so for those of
you that are listening you know uh in terms of like the big businesses obviously they're making
billions but i don't want to kid yourself no matter where you are even starting and you know
it was very fascinating for me when i brought ugo on and i don't have the numbers with me so i may be
off you know a thousand either way or whatever but if i recall the first month that he wrote
letters with me and to my list i think i earned an extra three or four thousand dollars that month
and the second month it was like an extra five or six thousand dollars and so wherever you are
you know how whatever size your list is it can that can happen with just a couple hundred people
in your list so it's very very valuable to have good good copywriting so tell me then on that
subject ugo what's the difference between good copy that really and i define a good is getting
results right and and bad copy like what should they know you know is it just a matter of just
writing or what's the difference so there are a couple of differences about uh between good copy
and bad copy now to keep everything super simple in order not to confuse i would say that good copy
has five special things so the first thing is that it's emotional so it touches the emotions
when you read you have an emotion it can be bad better a bad emotion a good emotion but
it's very emotional it's not called so it kind of involves the reader the second thing is that
good copy is easy to understand now when i say easy to understand is usually they made a study
in the past and they say good good copy should be between grade fives and grade seven so this just
to be understood you know usually most of the emails that i write are between between grade
three and grade four you know sometimes i was like i was able to reach grade two and a very few times
grade one which was almost like a record but that's the goal you know like grade one is really
the goal no matter the type of industry when you have when it's easy to understand it really goes
straight to the point you know and this is what makes a copy good the third thing is about
entertaining so the copy that a copy that is good is uh is good it also is able to entertain because
and this is one of the most powerful copywriting lessons that i will share today
the goal of the of the subject line is to open the email or to read the first the first sentence
the goal of the first sentence is to read the goal the second sentence the goal of the second
sentence is to read the third sentence and gone this no matter if it's in an email a sales letter
a website because the website we have for example the headline the goal of the headline is to keep
let the reader read the rest you know the first and then the second and then the third
so it has to be easy to understand this it also has to tap into a inner fear desire because one of
the reasons why people buy is that they want to or move away from pain or move towards pleasure
usually move to move away from pain is much more powerful than move towards pleasure you know
because people they have also they
fear of missing out so this is something very powerful when you address a specific fear or
desire and you really go in depth so and it's related also to be emotional this is very powerful
as well another thing is usually good copy has one clear goal so there is one topic one offer
one call to action so the goal is one and usually they also tap into one desire or one
fear and they really go in depth with that because once they really go in depth they can
really touch the emotions of the reader and the reader is more prompt to take action and the last
thing is that which is the most important one good copy persuades the person to take action
so when you are reading a post or you are reading an email that you don't take action
that means that and that person is interested that means that the copy is not so good whereas
when they take action it means that the copy was so good that the person said oh I need to take
action for example one of the things that we recently did with the emails is that we wanted
the action to reply to the email and many people in this course they replied to the email and they
are here today so we had to use that is the example of good copy on the other end bad copy
is usually boring so people the subject like it is not good the the copy is very like very
analytical so people stop reading after a couple of lines if they open an email or if they
check a post then it is complicated they use a very complex complicated language which is not
good because it's not easy to understand many people say okay but what they are trying to say
you know what's the like it's very complicated another thing is that it's not entertaining
so one of the most important thing to do in copywriting and I will show you in a couple of
minutes what I mean with that is to create the pattern interrupt so if you create a pattern
interrupt pattern interrupt is when there is something that totally breaks the rules totally
so you're reading something and then there is a phrase or something that creates like a small
shock they say what happened you know that is very important and usually in bad copy they don't have
this is very analytical and so people after a little bit they can lose interest so is this is
something else the fourth thing is mainly that there are too many call to actions so and it
confuses the reader as well so therefore from the 50 confuses the reader so the readers they don't
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
to connect with you or if they have to click a specific button and all this up and then usually
like they like they are not inclined to take action because of that because when a reader
is confused they don't take action and very last thing because of that bad copy is usually copy that
doesn't push the reader to take action so this is like a quick summary about the difference between
good copy and bad copy wonderful I hope you were all taking notes and now you can see why I'm
recording this right and so and we're going to give you a chance to kind of soak that in but
you know I can I can tell you having run businesses for 30 years these things are so powerful that
he's sharing every one of those things can completely change your business so you do want
to go back and listen to this and look at how you can apply that I was shocked probably about 10 15
years ago uh one of my dear friends is one of the top New York best-selling uh authors he's he's one
of the top ghost writers in in the United States he's he's written I think he's written 40 of his
own books and he's he's co-written I don't know hundreds that's the first thing he said to me is
you've got to write at the third or fourth grade level I was so shocked to hear that and I want to
repeat that to all of you because one of the things that happens for us is we want to appear like we're
smart you know we have many of us have like a stupid shadow like I don't want to look stupid I
want to I want to look professional I want to really but the actually the opposite is true I'm
not saying make you know grammatical mistakes and things like that but there is something you know
very very powerful about simplicity and about clarity and also of course you'll also find this
you know in my communication the secrets of Jesus is speak to the heart not just to the head right
and then
of course, avoiding confusion. Like he mentioned, I always like
to say a confused buyer is not a buyer, right? So those are
awesome points. And so I pray you got every one of those. And
we'll go a little bit deeper into them. So we start at the
beginning, you said really where it all starts is the subject
line, right? Because if you don't have a good subject line,
they're not going to open the email and you're done, right? So
that's where it all begins and ends is in the subject. So tell
us, oh, master, what makes a good subject line?
So a good subject line usually has many, there are many ways to
write a subject. Now, a person with a lot of experience, like
an experienced copywriter, usually what they do is asking
themselves a question, what will stop me if, for example, I'm
walking on the street, if about and I see something, what would
stop me to really pay attention to stop walking and pay
attention to that? This is a very powerful question I asked
myself, when I write a subject line. And it's very powerful.
Why? Because it really boosts your creativity because of that.
And this many times, I didn't have to think a lot about a
subject line, I just wrote it. And then I, when I checked the
data, the results, I tracked the results, I noticed that the
results were pretty good, you know, and I didn't have to
follow any type of rules. Anyways, there are a couple of
rules that I will share today about, about how to write a good
subject line. So here are the best rules, in my opinion, also
based on when I start like all the other copywriting studies
that they made. So the first one, which is very powerful, is
the benefit oriented subject line. So when you have a
specific subject line, where like you have, you take a
benefit or a specific result. And you go all in with that. Now,
here is the catch. If you say, for example, want to increase
your productivity, then it's okay. But if you want to take
another level, specificity is the key. So instead of saying
want to increase your productivity, it's better to say
want to increase your productivity of 2.6x within 32
days. So as you can see, this is much more credible, it's much
more powerful. And it can really fix the injury because they say,
okay, like this is something new to never heard something like
that before, like, or if I are like, I would really like to
know the details, you know. So this is specificity plus benefit
oriented subject line, or result oriented subject line is very
powerful. Another one, which is very powerful and works
extremely well, is curiosity. Curiosity subject line. So one
that I really like to use a lot is for example, what Brenda,
Hitler and Trump have in common, you know, something like that.
This creates curiosity, because it's okay, what's that, you
know?
I'm curious, what is it?
Yeah, you know, like the three, or you can say, for example, the
three things that Brenda, Trump, Hitler have in common, you know,
public speaking, for example, you know, and no, but no one
will, will think about that, you know, or, yeah, or something
like that about the current trends, for example, the
Lamborghini's marketing strategy, the secret Lamborghini's
marketing strategy that will boost your, your client
acquisition, business modeling in 22 days, you know, so as you
can see, here is curiosity, Lamborghini's secret marketing
strategy. So people say, okay, what's that? It's very, it's
very, like, it brings the curiosity. Also, I go specific,
I say that will boost this within this timeframe. And like
also the results, these are the three at the same time, you
know, I added curiosity, benefit, and also specificity,
all three. But to keep it simple, I will say curiosity,
curiosity is something that works extremely well. The third
the subject line that works very, very well, is contrarian
types of subject line. What I mean with contrarian is, let's
suppose everyone says that you have to sleep eight hours a day.
Okay. A contrarian subject line can be something like, why
sleeping eight hours a day can really hurt your
body or yeah something like that and people like because it's something that is against like the
common belief people will be interested about that. One of the best subject line that I wrote
about that is for example you're selling a service let's suppose that you're selling
sales business accelerator program coaching program eight weeks okay one amazing contrarian
subject line that I would like to share with you today is why name of the service that you sell
is is a spam you know is a spam you know and so people say why why is it a spam like it's
inferior you should promote it and you say this is bad so they open and then you explain why is
is not a spam like of course that you have to justify because you have to keep it relevant
and realistic but this is very powerful like the open rates with this subject line were
extremely high I tried in different industries to really switch and the last one that that is
very powerful is that very personal the very personal can be something like okay or yes or
your name something like that can or something like I would like to talk to you something
something like that like this can be very powerful because it looks like in if we talk
about emails it looks very personal like that you got an email if it's a social media post
it can also be a social media post where you show your personality so you can write something very
personal and then you you talk like you start writing the copy in the social media post
where you can show your personality or share one thought that can really help you connect
with that with a reader in that moment I love that now I'm curious about something
um are you a proponent of writing the subject line like you write your email and then go back
and write the subject line or do you write the subject line just yourself as you're writing
do you write the subject line first okay here there are a couple of couple of philosophy here
is what I do usually if I already have everything in mind I write in the subject line right away
I don't need to think to a lot of time sometimes I write the email and then I say okay I would like
to write the subject I can write a couple of subject lines and then I decide which one is
the best one usually again me I'm probably one of the very few people who never had problems with
subject lines you know like I always felt very very natural to find subject line because I
asked myself this very powerful question like if I okay this is the topic what would be something
that will really catch like grab my attention so and this really boosts my creativity to write
something that is powerful you know but again if I have to give a tip it's better to start writing
the copy after you write the copy you can go back and write a couple of subject lines
and by and of course remember these four things like what's the what's the goal you want to make
benefit oriented curiosity contrarian very personal result oriented like there are many
approaches but these are the ones that I recommend super good well I think the key takeaway for all
of you is to really pay attention to the subject line which I find that most people don't they give
at least amount of attention but understanding that's what gets the email opened okay and so
then you said like the first sentence gets you to you know the goal of the subject line is to get
them to open and then the goal of the first sentence is to get them to to keep reading and
so if you look at the big picture I think you maybe already answered it in terms of what really
gets an email read because it touches their heart because it's it's it's clear it's at a level that
they understand and and you just keep pulling them through through it so how how long I think a lot
of people ask this how long is a good email how many words should a good email be okay that's a
very good question and there are two answers so there is the normal answer and then like the
answer that a copywriter will give you so let's start with the normal answer the normal answer is
usually an email should be between 150 and 350 words that's the most common like the common
length of an email and even over a normal post like 150 to 350 is that what you said yeah pretty
much yes especially in the coaching industry 150 between 100
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.
So keep it short.
Yeah, with that being said,
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.
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
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.
So if for example you're telling a story, which is a very powerful story very emotional story.
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
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.
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.
So the copy. And another thing, another belief is that many people might think, Oh, like long copy doesn't work.
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.
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.
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.
Whereas the impulsive buyer is more the person that reads very quickly, and then they buy.
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.
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.
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.
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.
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,
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.
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
the message is, is powerful and that
That is, don't be afraid to kill your baby.
And what that means is don't get too attached
to what you've written.
So once you've written, go back.
And my experience, and probably yours too,
Ugo, is that people tend to start very slow
and they wander before they get to the point.
So usually, you can delete the first paragraph,
start at your second or third, and you'll
be in a really good place.
But I love the two points that you made.
And one of them, you said it's either value or entertainment.
And by the way, how many of you were entertained when
Ugo hacked my email system?
Did you like that?
I had fun with that email.
Give me a snap if that was entertaining,
if you thought that was fun.
And I can't see you guys.
Let's see.
Give me a snap if you thought.
Maybe some of you didn't even see it, but you got it.
There, I see the snaps.
And the second thing is you used one of my favorite words,
and that is value.
I have written on the top of my calendar,
so far I can look all the time, is how can I add value?
How can I add value?
Before I get on a call, how can I add value?
Before I write, how can I add value?
And so before you write the email,
making sure that you're coming from that perspective.
You're not just trying to sell, you're not just talking,
but you're truly adding value.
OK.
Here's a big question now that comes up a lot.
People are afraid of sending too many emails.
This is a big question out there.
I know when I first started, I simply
sent one email a week, which was my Sunday,
inspirational letters.
But as I began collaborating with Ugo,
you can see there's a lot of emails coming out.
So how often is good to send out emails, Ugo?
And can you send too many?
Tell me about that.
So another very good question.
I would like to start with a premise
that all the friendly fights that I
had with most of my clients, probably you,
Brenda, you were the only one with the,
I didn't have fights about this topic.
They were always saying, oh, I don't want to email too often.
Now, truth is, you can email, like the best case scenario
is always to email once a day.
Why?
For a couple of reasons.
Now, the first reason is that you will always be,
if you email once a day, you'll always be on top of their mind.
We talk a lot about marketing.
So they will read your name all the time.
What's going to happen is that they're going to remember you,
they're going to open your emails,
and they're going to buy from you sooner or later.
This is what's going to happen.
But the marketing principle behind that
is that the more they see your brand name or your brand
company's name, the more you will be on top of their mind.
So whether they read it or not, just the fact
that you're just always front of mind, top of mind,
puts you ahead of the game.
Absolutely.
And the reason I know, to answer to the objection,
oh, but if I get too many emails, I will unsubscribe.
Or they look to spam me, like I don't open all the emails.
Here are the two answers.
The first one, no one is forced to open all the emails, first.
Second, if the email provides value or provides entertainment
or is relevant to you and to your problem,
you will never unsubscribe, or it's very unlikely.
So that's the thing, because if you
know that that email from that person
provides value or provides entertainment
or provides something that is good for you,
even if you don't open the emails every single day,
the first of you will see the name all the time.
So you will remember that.
And even if you open two emails a day, sorry, two emails a week,
you still want to read from that.
You can ignore some of them, which is fine.
But you will never click on subscribe,
because you will say, no, but this person provides value.
I'm subscribed to many email lists
of some of the best marketeers, copywriters, business owners,
entrepreneurs in the world.
Apart from one that I will show on the screen later,
only one person in the world is able to let
me open his emails every day.
But all the other ones, even the best marketeers,
copywriters in the world, even if I don't open
their emails every day, I always keep them
because I say, okay, they provide value.
And so even if I don't read their emails for two weeks,
I know their name, I see their email, the name,
and whenever I want, I click the email,
especially when I find an email that is interesting,
I do it.
That's why, and I complete this conversation,
is like when you go on social media,
they use the social media marketeers,
the influencer and all these people,
they use the same principle.
They post multiple times a day.
Why?
Because they know the importance of quantity in that case,
in order to always stay on top of their mind
and to provide value.
And even if you don't check all their posts,
you never click on follow if you think
that they are still providing value or entertaining.
Never, because they are there.
So that's why emailing once a day is very good.
Now, small thing to add.
Sometimes in some industries, that's not the best case
because for example, let's suppose like one business owner
has apparel, like he's selling clothes, like T-shirts.
Of course, you can't email every day about T-shirts.
You can email probably twice a week
about providing value and then an offer, and that's it.
But in that case, what you do is because e-commerce brands,
usually they have big lists of 5, 10,000, 20,000,
100,000 people.
What you do is that you send an email a day,
but you send it to different segments of the list.
So you send one email on Monday to the new subscribers,
one email to the existing subscribers,
one email to the people who are most engaged,
one email to the people who are not engaged,
one to the VIP.
So this way, you always send an email,
but to different people, and it's always the same concept.
And your brand is always on top of their mind.
Probably most people on this call,
don't have a half a million subscribers
or whatever.
But I want to tell you from personal experience
and that this is true,
because I went through that transition for years.
I sent once a week because I was writing it by myself
and Sundays were great.
For two years now that I've been working with Ugo,
you notice that we're sending three to five times a week.
And I get almost no unsubscribes.
And so I want you to know that what he's saying,
I can vouch for it.
And you don't get personally attached
if they open all the emails, that's not a problem
because that front of mind value is so huge
that as soon as they're ready
for whatever it is that you offer,
they're gonna reach out to you or they'll read
or they'll be the one thing
that really catches their attention
and they'll open that and that's all right.
And so, just go with the first things that he shared
as far as just really adding value and being entertaining.
Okay, you said one subject or topic, right?
Tell me again the ones, repeat for everybody.
Yeah, one topic, one offer, one call to action.
Okay, so now what's your favorite call to action?
My favorite call to action is really,
like if I talk about like emails,
if you talk about emails,
my favorite call to action is always reply email.
Why?
Because you build the connection with the subscriber.
When it comes to social media, same,
leave a comment below or like reply to a DM, like DM me.
This is by far the best one
because when you have this action
of building the connection,
like you can always, once a person says yes or interested,
it means that they are interested of what you're selling
or they are engaging with you.
And once they're engaging with you,
it means that you are building a connection with them.
And this, of course, over the long run,
it can become a sale.
So this is why reply email or like getting a reply
is definitely my favorite call to action, yes.
So if I was gonna invite those of you that are not.
not yet members of the Prosper Leader membership,
and you desire to have great calls like this
and access to all of these resources
and amazing community,
put the word interested in the chat.
Put the word interested if you'd love to know more
about the Prosper Leader community.
Is that how it goes, Ugo?
Did I do that right?
Yeah, absolutely.
All right.
Now, here's a question.
How do you keep emails from going into spam?
So that's a very complicated subject
because deliverability became a big issue
like from 2020 on.
So here are a couple of basic tips
that I always recommend following.
Then of course there are other procedures
but they are too advanced.
But to get started, this can be pretty powerful.
So the first thing is more a mindset shift
saying don't try to use too many spammy words.
Say what I mean with spammy words,
I mean words like free sale,
no strings attached, all these type of words.
If you just type on Google like spammy words list,
there is a list usually of I think 100, 200 words
is with AppSpot.
I can find on Google and put it on the chat
but this is the most important thing.
Why?
Because with emails, the first thing you have to do
is always try to build a connection.
So try to keep the email as much personal as possible.
So the email should be very personal.
It shouldn't be like brand email
like they do in the commerce world.
All the emails that you get in the commerce world
like where they say buy now, buy now, buy now,
buy it now and you will get one for free.
This 99% they land into the promo or spam folder
because Gmail or all the other ISP
they recognize those types of emails
and they say, okay, this person
is trying to sell me something.
Whereas when you have the approach,
okay, I don't want to sell right away
or even if I want to sell,
I don't want to sell in a way that looks spammy.
And you start writing the way
is most likely your email will land into their inbox.
Another thing to do is to avoid to add too many links.
Then don't use too many images in the email,
no more than one and probably not very high quality.
Like what I mean like quality,
like for example, 3096 pixels
because these are too big and they take a lot of space.
And another thing to avoid is mainly like again,
like the behavior, the links, the images
and also like the type of the from name is very important.
So when you, there is that option to change the from name
and this, if you don't know how to do it
is like it's better to keep like normal.
Don't switch it up because it can create problems.
There's a question in there for you.
How many pixels if you were going to put
like a picture in there, like what would you say?
Usually under 600, let's say 700, 700 is still good.
Okay, okay, I love that.
And I have found because I put links often.
So for example, for me,
when I do a free breakthrough strategy call,
I always send a follow-up email personally,
not through my system.
I send it personally, immediately following.
And that is going to have a recording link
because I record the calls
and it's gonna have a buying link, right?
And so it'll often have two and maybe three links.
And the secret to that, I try to keep it to two
is to have plenty of copy around that.
So don't just start with a link
or don't just send a link by itself.
It's sure to go to spam.
You know, have an introductory, very warm paragraph
and then the link and then maybe some more copy
and then the link.
Is that still true, Ugo?
I know that's what I found over the years.
Yeah, yeah, it's definitely true.
And also another thing to avoid,
which is related to the first thing about how you write
is mainly to don't write phrases
which are very, how can I say,
very promotional and very fake.
For example, get clients,
get 15 clients within 12 hours, you know?
Google knows that this is not true.
You know, or another, yeah, another words too, that are very often used in like network marketing.
And I was a founder of a network marketing company for many decades.
But words like financial freedom, words like lifestyle, financial independence, you know, those kind of words.
And I know this was this was very hard for us when we first were building the email list.
You know, Ugo had to tell me, no, you can't say that.
You can't say that.
You know, what do you do when you have a company called Prosper and All Things?
And it's about prospering physically, financially, relationally and spiritually.
What do you do? And so we had to really back off of those words until you have a history.
And so that's the other thing. Can you talk about that?
As you have a clean list over time, you can say more and more, correct?
Absolutely. Yes, you can say more and more, because when you increase your standard reputation,
of course, then Google, Gmail says, OK, this person is he's sending good emails that they have good operates.
They have click through rates. They add value.
So for for us is not a real spammy person.
Of course, don't over don't overdo it, but we can close an eye.
This is what they do, like how they think, more or less.
So if you send emails that are relevant, they are good.
They are they follow good practices and practices is build a relationship and not just selling.
So Gmail and all the other is they try to forgive you and it's OK, you close and you can go.
That's why, like if you check some of the emails that we sent recently over the last two, three months,
we used to like get clients now or fast or free or whatever, like we use is much more often.
And the emails landed into the inbox.
Whereas before we were not using these words because we built the reputation, the domain reputation,
the sender reputation. That's like I wanted to avoid this stuff because I know that the words are very complicated.
So many people, if they're not in the field, can get confused.
But it's all about the domain reputation and the sender reputation overall.
So including also the IPs and all the practices.
So once you you have a strong reputation, then you can start sending emails using also a few spammy words,
not too many, because otherwise they still.
So in beginner language, the spam, but in beginner language, excuse me for interrupting.
If they're in beginner language, if they're just getting started, the safest thing is to stay clear from all those words.
Look at what the spammy words are. Stay clear.
Find a different way to say it. Speak to the heart.
Add value and work on really engaging your readers, be it on social media or be it on email.
Get them to reply and and build that that relationship over time.
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.
I know that you're going to you like to just you like to show and not just tell.
And so you're going to show us some of your magic right now.
You're going to share the screen. I'm going to unpin myself for a second and let you take over.
You should be able to share the screen and then I'll come back with my final question.
And then we are going to have some fun Q&As and interaction.
You're going to love that. So. Absolutely. Yes.
I also sent like in the chat, I put the link with all this spammy words that they can check.
So let me quickly share the screen right now. So and I will show you.
There you go. Good. It's working. Can you see it?
Yep. Perfect. All right.
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.
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.
So this is how I start. So subject line. Three things I know about you.
So already, like if you see here, it's something you say, what's that?
You know, like curiosity. So again, like curiosity. Preview. Try to guess. A little bit to build that kind of personalization.
So here is a name that I put Mary. Here you go.
Now you're officially part of my inner cycle. So I have to treat you like a VIP guest.
So we try to do my best. Wish me luck. So as you can see, this first line is.
more about building a connection as well to really show my human side and a little bit of
little bit of entertaining. So and then I go straight to the point I say anyway though I
already know a couple of things about you and no I'm not a wizard although I would like to be one.
See by joining my email list you're telling me three things about yourself
so these are three things that now I'm going to mention.
So the first thing is here I say something that I know about the people on my list.
So I say this one you are an open-minded individual understands the value of online
market is curious to learn more about. So this is I know exactly why they join my email list
and I confirm with them so I remind them why they join my email list. The second thing you want to
optimize your email marketing channel like you keep your emails out of the promo tab and make
money from the emails you're sending out. So this is also remind them they decide what they want
from like why they join plus what they want to achieve. And the third thing is something like
the pattern interrupt I say you're going to 95% of people out there I know this is less probably
but it's the truth so I have to say that it's something like a little bit of humor to create
again like to show my personality also to build a little bit of connection not to look boring.
As I said like bad copy is usually boring it doesn't have personality whereas this email
is more personal you know entertaining. Tell me am I right this is something asking questions
in your copy is very powerful very powerful because when once you do that you kind of
indirectly involve the reader you know and one small one small trick is that when you ask a
question always aim at getting a yes. So for example would you like to get clients yes would
you like to do this are you tired of not having a proven system in place once you say that
when the reader says yes yes yes yes then it becomes like an habit and then once you say if
you want to if you want to get this click yes they're gonna click yes or they're gonna reply
yes because they are in the they entered into the kind of circle or saying yes yes yes yes yes and
then they take action. Now so this I asked a question I asked a question to to the reader
and here is something a copywriting technique which is mainly about addressing a common belief
anticipating the objection no way I don't care about market copyright and email marketing is
freaking dead so I say well if this is your answer you got the special permission to click
the subscribe button below the this email list is not for you so not only I addressed
this this kind of fault you know but I also used that disqualification so I said okay if like if
you don't want if you don't like this one you you can like unsubscribe this is pretty powerful
because you set up like your kind of your conditions you say okay this is not for everyone
if you're not interested in this one probably you just subscribed for mistake so you can click
unsubscribe so you are very how can I say you really pay attention to the people that you bring
in and you keep the quality of the list high which is extremely important. On the other end if you
identify yourself with what I mentioned about I'm afraid you are in the right place
and here I start with a goal so I said okay what I'm going to do for you because
one of the most important things in copywriting is always to ask yourself what's in it for them
so what's in it for my subscribers and this is where I highlight what's in it for them
so I say how I'm gonna help them how we're gonna help them and how I'm gonna help them
with the system so I explain what I'm going to do for them if they join my email list
so and this is what I do by using an auto marketing and copywriting strategies.
So in here also I add like a gift always keeping the what's in it for them
I say okay as promised you can get a copy of the email marketing blueprint where any year I go with
the benefits you will learn how to keep your emails out of the promo tab and make more money from your
email so as you can see two big benefits two big
desires that they want. One is to like get the lending to the primary box and the second one
is to monetize their list. So here I really focused a lot on the benefits.
And here I talk about in the following emails I will talk a bit more about who I am. I'm going
to provide you some practical marketing and copywriting tips that you can implement in
your business right away. This is why I'm going to let them know what's going to happen next.
What's going to happen next so they know exactly what they are going to receive.
So they know that in this way you also build the connection with them because they say okay
I'm really curious to know these things so I will open these following emails.
And here I share a little bit of my personal life so it's very important to build
that personal connection with the subscriber. Then I say again welcome to my inner cycle and
this signature. And here I ask them to take a small action as I said like because
every email should have a call to action. So the call to action here, the year was to download
a book. I think I put the option I don't remember personally like that was the email. Let's see
let me quickly check here. So about the book here we are. You can get a copy of the email
marketing blueprint here. Normally I have a link where people can click and get the book. And then
here I add another special call to action. You say could you please send me a quick and short
reply saying that you received the email marketing blueprint. So I make sure that they got what I want
what they wanted as well as by replying to the email I increase the I improve the deliverability.
So a couple things Hugo can I can I have you show just a couple things that I think are so
important in this that we didn't mention in the earlier call. Number one right here is the use of
the PS and I found my PS to be very very powerful. And so remember you can just have this great email
and adds value adds value and you don't make the call to action till the PS it very powerful.
The second thing as you scroll back up I want you to notice something and that is right there stop.
Most of the paragraphs are one to two sentences long. And so this is another powerful thing
that a lot of white space and being able to not feel overwhelmed if there's just solid big blocks
of copy the natural response is I'm busy I'll read this later. And of course they never do.
It goes in a box it never happens. And so one way to keep them reading is with these short
sentences that really make you want to read the next and the next which Hugo is a master at.
So notice that you know as you're you're looking at a letter from from a master copywriter notice
how much white space is there. Also notice just stop right there notice the way that he uses bolding
and bolding many people skim they don't read. And so the wise use of bolding that you could just
read the bolding and get the message too. So you know there's a lot that is is in there.
And so I thank you for modeling it for us and let us actually actually see it being done.
So I want to unless there's something else really important in this I want to stop sharing and I
want to ask you one last question. I know people are kind of looking at time and I want to keep
this super time efficient and get the most here. So go ahead and stop sharing and I will find
myself here and pin myself back again to join you. Here I am. Okay there we go. All right.
The joy I usually have Earlene doing all this for me. Okay so I want to because of what you've
seen here I desire for you to really also know the power of of really working with an experienced
copywriter. And you know I shared my testimony and one of my philosophies as a business owner for
over 30 years and having built multi-million dollar companies is the concept of return on
investment. In other words so often I see coaches just dumping money everywhere with no looking at
okay if I put a hundred in do I get more than a hundred out of this over time you know if I put
a thousand in. So return on investment and Ugo is one of those.
there's a reason I keep him year after year, is there's a big return on investment, right? So you
put in, you know, the investment and more comes out. And so there is so much power with working
with an experienced copywriter. And one of them is peace of mind, because you've got someone really
watching your list to make sure it gets delivered, and getting the good copy. And it's important
for you to know that little things like, did you know, you know, to put the word financial freedom
in or, you know, some of the really spammy words that are in that list, did you know that that's
going to keep your email from being read? Most people don't. That's one of the values of an
experienced copywriter. So what would you say, you know, the difference of trying to do it
themselves, the headache, the time, and the mistakes of really working with an experienced
copywriter? What do you say? Why is it super important? It's super important for one
simple reason, because a good copywriter has the ability to help, like when he writes something,
he's able to connect with the reader on a deeper level, they will to engage with the reader on a
deeper level, and then sell more of the services, you know, why? Because he has the ability to
persuade the reader to take action. So and more actions equal more sales, because if, for example,
a person who doesn't have good copywriting skills, can persuade three people to take action to buy
a product, or to like buy a service, or reply to an email, or whatever call to action it is,
and then there is an experienced copywriter who is able to produce like 15 people replying,
so or like taking a specific action to persuade a person to take an action, then of course,
there are more sales, it's automatic, it's automatic. So multiplied results increase.
Because in the end, as many people said in the past, copywriting is salesmanship in print,
you know. Salesmanship in print, I like that. So this is what copywriting is all about,
is selling with the power of the written words. So it's like closing, you know, it's like closing,
closing skills, sales skills, but the difference is that one is vocal, like whereas that one is
written, you know, this is the main difference. So and many concepts are the same, but of course,
the dynamics are totally different, and so that's why like copywriting, have good copy,
is able to attract more people to your website, or to your posts, or to the emails, to engage
and connect with them on a deeper level, to let them feel that emotion, and then to take action.
So what would you, what would you say to someone listening here, or to the recording,
that has a small list, or doesn't have a list at all, or has a neglected list, or an old list,
what would you say? What are their steps that they should take as a result of listening to this?
Yes, there is, the first things to do, in my opinion, let's start with the, for example,
if someone doesn't have a list, the first thing to do is to choose a good email service provider,
which makes a huge difference. The email service provider is the system that you use to send emails.
Now the ones that I always recommend is ActiveCampaign, I will write it down over here,
this is by far the best one, stay away from MailChimp, because it's very bad,
although like they promote it, it's very bad, because they have problems with the shared IPs,
like it's something very complicated, because it's very technical, but go with ActiveCampaign,
you go safe, it's probably $10 or $14 a month, but it's totally worth it, that's the first thing.
Then I will start, I will set up a quick welcome email flow, a sequence, usually should be five,
five emails to welcome the new subscribers, and then send at least one email a week to get started,
one email a week where you provide a value, and then in the PS you can add a call to action,
or you can add a call to action in the end. So that's what I will do, let's say with the
tips that I shared today, and test, test as much as possible. Another thing that I will do is to
start looking at your business, and start looking at all the things that
you have right now, so for example your website, your social media, all your types of contacts
like business channels that you're using, and check if your copy is good enough. What I mean
is that do you feel it really connects with the reader? Do you feel you can really
touch the emotions of the reader or does it flow correctly, like does he have only one call to
action? These are something very important to understand, you know, to have a proper,
to see if the copy that you wrote in the past is really effective, does it flow well,
like it's easy to understand, is it emotional, yes, like one call to action, it confuses the
reader or not, like asking these powerful questions is really a game changer, you know,
and again like you use the tips about curiosity, benefit oriented, all these type of
things that I explained, and also like keep the copy simple, short phrases, straight to the point,
follow the rule of one topic, one offer, one call to action, these are very powerful tips to
implement as soon as possible, and no matter the type of channel, it can be the website, it can be
the social media, it can be the emails, whatever. Oh, I love it, this has been so awesome and so
valuable, and I know many of you are going to want to go back and listen to the recording.
In just a second, I'm going to stop the recording, we're going to take a break,
stick around, usually the Q&As are the most powerful, and I have a philosophy, and if you're
new to the Prosper Leader membership, I want to encourage you, go to brendabyers.com forward slash
membership and start getting your free resources. There's many things in there that have sold for
$500, $5,000 that are available for you to grow your business, grow your income, your impact,
they're faith-based, and then be part of the community, really connect with like-minded women,
and so type into the chat if you're interested in learning more about the Prosper Leader
membership, and Ugo, any last words on the recording, and then I'm going to turn it off,
we're going to stand up and stretch, and I'm going to let them pepper you with questions.
Absolutely, yes, one last thing I will say that I forgot to say in order to
like, in order to write good copy, of course the most important thing is to practice,
to practice writing good copy. How do you practice writing good copy? Okay, the first thing
I recommend is to spend 10-15 minutes a day going through some good emails or good social media
posts, or even like if you check the best marketeers, and let's say marketeers in the
world right now, if you go to their funnels, the funnels like if you just click their website or
their landing page, just analyze the landing page. Spend 5-10 minutes to analyze the landing page
and see are they, what desires, how, what's the structure that they are using, what triggers are
they are using, like psychological triggers, are they playing on disqualification, social proof,
common enemy, like all the psychological things to check, to analyze, take notes to see, okay,
this is good, like you see, it's focusing a lot on pain, or it's really going in depth
in this, for this specific thing, and write them down, and then try to write by yourself something,
it can be an email or a post, and focus on a specific thing. For example, you say, okay,
I would like to write a social media post and use this trigger, or this phrase, or this specific
structure in order to use, like in order to start writing better copy, you know, and so become a
student of copywriting. Start slow, because I don't say spend one hour, two hours, I know that most of
you won't, you won't do it, unless you don't have a huge passion, so start with 10 minutes a day,
because this is a skill that will pay you for a lifetime, for real, like the more, if you have the
ability to write good copy, you like, you will never have to worry really about money, you know.
because you can write whatever you write especially over the long run if you have the
ability to persuade people to take action and to reply to your messages or to click a button or to
take any type of action is a skill that will pay off in business and most about in life as well
personal life and let me quickly share a brief story because I think it's very powerful and I
really would like to share that because like a couple of weeks ago my my girlfriend she was
studying in the university in Prague Czech Republic she had a problem with the thesis so
like she had um she had to write a thesis but then the last two weeks there was a change with
the with the topic and it's like it was a total problem because the teacher that they assigned
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
check your revise your copy because it's not my subject anymore so and she had only three days
to find a teacher to in order to get like a supervisor otherwise she would have wasted the
whole semester so it was like a big problem so she didn't know what to do usually in these
universities they reply after three four days you know plus it was Friday of course she called me
she said what can I do so the first thing I did I wrote a subject line you know in the university
in this official like like in these places you always try to keep everything super formal whereas
what I did I put I went to the emoji pedia and I put this uh alarms you know like like the sirens
like of the police and then I wrote the important need help as soon as possible with this thing and
in the preview I added something something very personal and I played a lot explain the situation
by using some triggers about making the teacher feel important if she was so if he was able to
solve the problem for her plus playing a lot with drama with and giving them the let them feel that
if they wouldn't have helped her to take it to solve this problem they would feel very bad you
know they will say oh I could have helped her but I didn't usually again like they replied this
teacher after three four days but what happened is that after two hours eight teachers replied
and two of them they said I take it so a problem that was there in two hours in that subject line
that they never seen in the university and with the specific triggers I use my copywriting skills
in a personal situation like in the university for my girlfriend and she was able to solve this huge
problem so the power of a good subject line wow copywriting the good copy of subject line and
the copy itself and then the call to action said please reply within 24 hours because I need the
answer because I have to contact the embassy and if I don't get the visa I will have big problems
for that and and then I will have to go back to her so I made drama and they replied right away
that's amazing you know there is so much we're gonna have to have an ugo copywriting part two
because there's so much we didn't get into we didn't get into the power of storytelling and
so many other things so we'll have to do this again but this has just been a a rich you know
almost 90 minutes absolutely rich so I want to really thank you for for you know just putting
so much value into into this call and I'm going to go ahead and stop the recording right now