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How smol tweaks can elicit enormous change

Writer's picture: John BrandtJohn Brandt

I just got back from the gym. Instead of following my lifting plan to a T,  I decided to tweak one exercise in particular: 


Curls. 


My program said today was a barbell curl day. But I’ve done a lot of barbell curling over the past few weeks. So I took it in my own hands to tweak my programming. 


Instead of grabbing a barbell, I grabbed a bench and a couple dumbbells for three sets of incline curls. 


Wooooooooof. 


I can’t remember the last time I felt such a good pump in my biceps. I used far less weight than I’d normally curl with too. 


And, surprise surprise, this made me think about email copy. 


Here’s why: 


First, sometimes a small tweak in your strategy or in your copy is all you need to make a massive impact in your revenue. Just like tweaking my bicep exercise today, sometimes a simple subject line change is all you need to turn a defeated email into a winning one. 


Of course, there are several other examples of small tweaks making a big difference. I’ll let you use your noggin on how you can make a small tweak in your overall email strategy. 


Second, the fact about using less weight and getting a better pump also applies to email. 


Y’see, a few weeks back, I tweaked (as in injured) my back. It’s been a slow road back to my full strength—but I’m also not as interested in getting back to my full strength as I was before the injury. 


Why? 


Well, I’ve tweaked how I lifted since the injury. I’m taking reps slower. I’m stretching at the bottom of my reps more. And I’m using a fraction of the weight as my muscles can support—partly to reduce my chance of injury, partly because I’m still getting sore after working out… which means, I don’t need to lift as heavy as I did to grow muscle. 


This reminds me of the one of the golden rules of marketing: 


Customers are more likely to buy than non-customers. 


When it comes to emails, this tweak to your strategy could mean making an effort to treat your customers better than your leads (this is a problem that haunts most ecom brands). Take the VIP sequence I’ve created for one of my clients as an example: The conversion rate of this VIP sequence compared to our broadcast emails that go out to the entire engaged audience is a night and day difference. 


Since customers are more likely to buy again, you should treat them as such. 


You might not get as good of results as my client (who has made ~400k in the last year and some change from revenue from this one sequence), but you will increase your revenue—if you send entertaining and persuasive emails, of course. 


More good news:


You’re one reply away from hopping on a call with yours truly to set up something similar in your business. 


John 

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