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How to write emails so engaging it turns into a comic book

Writer's picture: John BrandtJohn Brandt

I was reading through Ben Settle’s May issue of Email Players five minutes ago as I 💩


And while there are a ton of “nuggets” in there for content creation, I ain’t sharing them with you. If you’re also an Email Player, then you can read it yourself. If not, that’s your loss cully. 


(The good news for Daddy here is I’ve noticed a lot of the tips inside to things I do already for my emails and my clients’ emails—as well as several things I could improve.) 


Anywho… 


One of the stories Ben told in the May issue is about Chris Claremont, mayhap the most prolific comic book writer of all time, who, as Ben tells it, saved the X-Men from the grave Marvel buried them in. 


And this story was based around this secret:


Chris thought fights in comic books were bullshyt. 


He was much more interested in something else. 


And yes, this “something else” created super fans, haters and trolls, and an addicted audience. 


It’s also something I remember Stan Lee talking about when he created Spider-Man. (Although Stan used different words.) 


So, what’s the secret?


The relationship trumps all.  


And so it is with every single email you write and send. 


Nothing is more important than the relationship. 


Not your open rate. 


Click rate. 


Hell, not even your revenue numbers matter as much as your relationship. (Of course, I’m not trying to downplay revenue, it’s why you’re in business after all, but to emphasize that, yes, relationships are THAT important.)


This is why affiliate marketers don’t last. They’re great at stirring up sales. But not so much when it comes to the relationship. And if they do last, they repent kinda like Jim Clair did, who retired years ago (even though he was a killer) because it didn’t feel right with himself. 


But I get it. 


Relationships are hard. 


Peanut and I have been together about five years now, I can confirm this. 


I’ve been working with a handful of my clients longer than we’ve been together. So I can confirm on that front too. 


And this is also why, to wind down a semi-open loop from a few days previous, AI won’t replace humans (barring, of course, that AI doesn’t team up and nuke us silly humans like Ultron did in that one Avengers movie). 


Take, for example, Klaviyo’s useless AI chatbot:


This blasted thing makes me literally scream-type “human” over and over and over again whenever I pose a question to it. It never answers my question. In the rare cases it does answer it, it just supplies a link to a way-too-long help article that doesn’t really explain the problem. 


Many such cases of this exact situation happening. 


Moral of the story? 


Well, there are plenty that you could think deeply about, and figure out how to apply them to your business and your copy. 


But that sounds hard, doesn’t it? 


So an easier solution is to slap that reply button, tell me what’s going on with the email side of your business, and we’ll set up a call in our books. 


Capisce? 


John

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