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The best, and in fact, the only way to swipe

Let me tell you a story:

One of my clients is hosting a paid challenge for her clients. It’s loosely based on 75 Hard, and this is her 11th time hosting such a challenge since we rolled it out smack dab in the middle of the pandemic and lockdowns, way back in April 2020.

Since we’ve hosted so many subsequent rounds of this challenge since its launch, writing emails for it can become quite the challenge. By my calculation, I’ve written around 70-80 emails for this offer over the past few years.

Well, the other day, I racked my brains but couldn’t think of a good angle for an email.

I’ve written a ton of social proof emails, before and after emails, future testimonial emails, deadline emails, urgency emails, and the list goes on. Remember, I’ve written as many as 80 emails for this one offer.

And so, I was starting to feel a bit of writer’s block coming on.

Since I don’t believe in writer’s block, I had to get some more “ingredients” so my brain could think up a unique angle that I haven’t done before.

Well, one of the secret ways I get ideas is by going on walks. So, I asked Romeo (my stupee lil chihuahua) if he wanted to go to the park, and his poor little 7.5 lb body can’t contain his excitement when I utter that word.

At the park, I noticed something obvious:

Autumn is here and the leaves are starting to change colors in Ohio.

And that’s where I got my idea…

I wrote what I now dub an “imagine” email, and yes, this imagine email is like the complete opposite of the cringy Imagine song all the celebrities sang during the lockdowns (obviously quite unaware that being locked up in Hollywood mansions is quite different than the types of houses people live in in flyover country).

The email was quite simple:

I took their imaginations on a journey. I had them imagine all the things that would come as a result of joining the upcoming challenge: From the things they’d see, to the way they’d feel, to the way others would see them (it turns out, this challenge ends right before holiday season starts), and several other examples along these lines.

Instead of leading with benefits, pain points, urgency, or any of my other email tricks, I used more of a hypnotist approach.

The result?

Well, this particular email performed about 7x better than our average email!

In fact, it worked so well that I swiped the entire idea for another one of my clients. This client has a very different offer to a very different demographic:

But I used the same general feel and angle for another client… and this email also performed much better than our average emails (especially considering that the product I promoted at the end is the least popular product she offers).

Anywho, I have two points:

1. This is the only legitimate way to “swipe” emails. From yourself. And your own brain.

2. Imagine what it would be like if you worked with an email copywriter who could test certain angles and hooks for other clients, and then only bring you the best of the best. That’s a glimpse of what it’s like when we work together, and I man your email marketing ship.

Wanna see how this works “up close and personal?”

Hit reply, and let’s set up a quick call to make sure we’re a good fit.


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