Recently a client asked me to review some emails he paid a copywriter to create for him.
Overall, they were decent, but there was a major problem. And this is pretty common with outsourced emails.
Every email was essentially a straight pitch.
No content. No personality. And no story.
There was no personal connection.
They were lifeless.
You should send offers to your list, especially when you’re running a sale and have a hard deadline.
Tell people the benefits. Tell them why they should buy. Get the order.
But if every email is like that, you’re going to burn out your list.
It’s kind of like junk food. I love pizza, cookies, and French Silk pie.
But if that’s all I ate, I’ll bet I wouldn’t feel good for long.
And your list won’t stay healthy if all you feed them is junk food (one promotion after another without content, personality, and personal stories).
What can you do if you want to outsource your emails?
First of all, you have to hire someone who understands email persuasion.
They should have example email sequences that demonstrate they understand the methods I continually teach in my emails and in my products.
But here’s the thing. Even if they know how to write good emails, they still need your stories.
A smart email copywriter would ask to interview you so they can learn your origin story. They want to hear a few of your parables (personal stories that illustrate your message). They need to understand your personality and any interesting phraseology you may use.
Good writing feels like chatting with you in person, but with less run-on sentences.
Do a 30-minute interview where you share your mission, your message, and your methods.
That short interview could be used as a podcast.
It could be broken apart with some slides added, and now you have several videos.
It could be transcribed and edited into several blog posts.
It could be ripped apart and turned in a bunch of emails.
Instead of sitting around, struggling to figure out how to produce all the content you need this month…simply do an interview to pull out the gold.
Repurpose that interview into all the other forms of content.
If you’d like to see some of the questions you should ask…check out my low-cost book available on Kindle and/or paperback.
I gave you just the surface level of this strategy.
Chapter 14 of the book covers the 30 Minute Content Marketing Blueprint in detail.