Different: Long sales copy, trigger thinking, and email strategy
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Note: You are receiving this email because you subscribed to my weekly How to Grow newsletter. Every Sunday, I share 3 non-mainstream ideas about growing online businesses to give you inspiration for the week ahead.
October 4, 2020
Happy Q4! Here are your three weekly non-mainstream ideas about growing your online business.
By the way - I’d love to hear from you! What growth ideas should I share with the community? And what are your reactions to this week’s growth ideas?
#1: Write loooooooooong sales copy
“Write for the buyer, not the nonbuyer. Real prospects are hungry for information.”
- Dan Kennedy, The Ultimate Sales Letter
Mainstream says keep your copy brief. Write one-sentence cold emails. Make Spartan landing pages.
Direct-mail marketers disagree. They’re the old-school marketers who sent long, unsolicited letters by physical mail. And these letters - alone - convinced people to spend hundreds or even thousands of dollars.
Who does it well: Trends.co, Apps Without Code
Learn more: When to use long-form sales pages (article), The Ultimate Sales Letter (book)
#2: Think TRIGGERS, not ATTRIBUTES
“Imagine the dominoes in [your customer’s] life tipping over, moving them along the timeline [towards buying your product].”
- Bob Moesta, Demand-Side Sales 101
Mainstream says think “attributes”: Your customer is a 30-something Ivy League graduate.
Instead, think triggers: Something (the trigger) caused someone to say, “today’s the day I am going to...” Focus on the trigger - the struggling moment - then follow the sequence of events that leads them to buy what you’re selling.
Who does it well: Basecamp’s first paragraph on their landing page
Learn more: Demand-Side Sales 101 (book), Interview with author (podcast)
#3: Don’t do this
“Today only”… 3x per week…
(Maybe it works?)
-Rob