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The Ultimate Event for Small Business Success.
Danny InyCEO of Firepole Marketing@DannyIny
Slaying the Big Bad Copywriting Dragon
Writing Copy thatConverts throughthe Customer Lifecycle
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
It started on a plane to Chicago (Partnering with Us)
4-steps and 12-months to $250K/year [REPLAY]
Too much email?
Sent on day 5, 36.5% open rate
Sent on day 17, 27.8% open rate
Sent on day 28, 30.8% open rate
The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
Copy isn’t effective because of the words, but rather because of the relationships.
via @DannyIny
The Ultimate Event for Small Business Success.
Thank you Bhoomi!
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
5 Myths of Writing Compelling Copy
The Ultimate Event for Small Business Success.
Myth #1:
“The Wizard”
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
Myth #2:
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
You can’t train customers as if they were dogs!
via @DannyIny
The Ultimate Event for Small Business Success.
Day 1
Day 3
Day 5
Day 7
Day 9
Welcome + Orientation (1,300 words)
Book, Manifesto, Reports (360 words)
Our Core Values (960 words)
Key Blog Content (530 words)
Please Unsubscribe PSA (320 words)
The Ultimate Event for Small Business Success.
Day 11
Day 14
Day 17
Day 21
Day 28
Podcast + Reviews (290 words)
Announce Q&A Emails (510 words)
Webinar Replay Invitation (390 words)
Do you have a question? (150 words)
Too much email? (370 words)
The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
Opening your emails isn’t enough; they should *resonate* with your message.
via @DannyIny
The Ultimate Event for Small Business Success.
Myth #3:
“The Sales Letter”
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
Jeff Walker
The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
The “sideways sales letter” runs across the entire customer lifecycle!
via @DannyIny
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
ExpertiseTrustRapportAuthority
Help
When I’m ready to sell, they’re already mostly sold.
The Ultimate Event for Small Business Success.
Myth #4:
The Linear Lifecycle
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
Who’s heard of Tesla?
The Ultimate Event for Small Business Success.
Who thinks they’re awesome?
The Ultimate Event for Small Business Success.
Who’s told friends and family?
The Ultimate Event for Small Business Success.
Who actually OWNS one?
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
“Ladder of Engagement”
Uninterested, skeptical stranger
Loyal, engaged evangelist
The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
Build engagement through escalating cycles of investment and reward.
via @DannyIny
The Ultimate Event for Small Business Success.
How do people invest?
Uninterested, skeptical stranger
Loyal, engaged evangelist
The Ultimate Event for Small Business Success.
Uninterested, skeptical stranger
Loyal, engaged evangelist
AttentionTimeEnergyPassionHopes
Dreams
The Ultimate Event for Small Business Success.
Uninterested, skeptical stranger
Loyal, engaged evangelist
...and yes, they invest
Money, too!
The Ultimate Event for Small Business Success.
You can ask for...
Time and attentionVisit and readThink and replyDownload and listenRegister and attend
Click and buy!
The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
Every email is an opportunity for your audience to invest in the relationship with you!
via @DannyIny
The Ultimate Event for Small Business Success.
Why don’t people do it?
Why are people AFRAID to email their audiences?
The Ultimate Event for Small Business Success.
Myth #5:
“People Hate Email”
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
January 2014 = $500K in gross sales
836,838 emails
~21,400 people
39 emails/person(On AVERAGE!)=
Nobody complained, or unsubscribed.
The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
Most marketers fundamentally believe that people hate email. But it’s not true.
via @DannyIny
The Ultimate Event for Small Business Success.
Source = Hubspot (http://bit.ly/1nhzGMj)
The Ultimate Event for Small Business Success.
Source = Eloqua (http://bit.ly/1eyItEc)
The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
People don’t hate email, they just hate BAD email. So write better email!
via @DannyIny
The Ultimate Event for Small Business Success.
AttentionTime
Energy
Passion
HopesDreams
Money
The Ultimate Event for Small Business Success.
...people actually LIKE email...
...the lifecycle isn’t linear...
...the sales letter isn’t that important...
...because it’s not about the words...
...so you don’t have to be the Wizard!
And then you’ll see that...
The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
To win the copy game, earn trust before you need it!
via @DannyIny
The Ultimate Event for Small Business Success.
“How am I doing?”(and reply to every response!)
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
#CopyDragon
Key Insight:
To win the copy game, earn trust before you need it!
via @DannyIny
