Email Win: Empathy Copy That Hits a Nerve ($8,900 in sales)
Last week, I was writing a call-to-action for a newsletter I ghostwrite on at Agora Financial.
Not sure if you’re following the markets lately, but they’ve been down to start January 2024.
So needless to say, investors are worried.
When the indexes go low, it makes it more difficult to sell our back-end products.
Which is why, in the call to action, I had to meet people where they’re at and level with them.
The truth is…
Sometimes you just have to be honest in copy.
Also, I came up with a solution based on the markets being down.
Instead of talking about our latest wins on stocks, I talked about how we strategize when the markets are down.
Then, I mentioned how one of our gurus specializes in risk management and he recently made 28 trades on stocks he bet were going down and was right 26 times.
So what I did was two-fold here…
- I let them know I understand their problem (markets are down and they don’t want to lose money
- I gave them a solution to their problem (Put selling in this case)
- I finished it off with social proof (26-of-28 winners for a 90% win rate)
- Then I pushed to our backend product (live trading platform where you see our gurus trades in real time)
Simple as that.
The result was strong.
I generated 4 sales to our backend product for $8,900.
And all I did was align our messaging, product solution and social proof combined with a simple call to action.
In this case, our readers are options traders. They want to know how the market is doing and how we’re playing it.
As a course creator or coach, your readers may want something else, but the process is still the same.
Often times, beginner copywriters will want to come up with a fancy headline or use some power word to generate sales.
While that CAN work to get people to open your emails or look at your landing page, the truth is if your messaging and product solution isn’t on point, it’s going to be hard for people to buy from you.
And all this comes down to understanding your market and what your audience really wants.
If you look at really successful copywriters, they obsess over the market way more than the actual writing. Yes, the writing is important, but discovering what the market actually wants is key to generating sales.
Because when you understand the market, selling becomes easy. Almost effortless, and it never feels salesy because you’re giving them something they actually want.
After five years of writing copy, I’ve found that the best-selling emails are simple. I often use concise language with a little bit of hype, I also prefer to