I just got off a call with a client: We’ve been working together for more than a year now, and while our relationship started a bit rockier at first (she just wasn’t convinced that my emails could result in sales because she had poor prior experiences with email agencies), it’s become a great relationship.
Here’s what I mean:
When we meet monthly, she always tells me how she loves how creative I am.
Why does this matter?
Well, with this particular client’s business, she has a small number of actual products. There are only 5 products in her store, and it’s actually closer to 4.5 than 5.
And so, there are only so many ways to chop an onion and let our audience know about these products.
That’s where creativity comes in.
Despite having a limited number of products to talk about, my brain comes up with a wide variety of angles and ideas to fit into this square hole. One email I wrote about months ago was the eclipse that happened—and she still compliments me on that email. (It doesn't hurt that the eclipse has absolutely nada to do with her customers’ problems, but still made a nice chunk of change when I sent it.)
But this brings up a larger point that you can apply to your emails:
Creativity cures all of the deadliest email mistakes.
Like boring your audience…
Confusing your audience…
Overselling your audience (and snatching defeat from the jaws of victory)...
The list goes on and on.
And wanna know a little secret about creativity?
You don’t have to be Mr. Beast level creative to add a bit of creative flair to your emails and stories.
It just takes a bit of thinking, which, unfortunately (or fortunately, depending on your perspective) is where most copywriters stop and instead rely on overused and outdated swipe files instead of putting themselves in their customers’ shoes.
(Lesson in there)
The good news here is, by fate or pure luck, you’ve stumbled on mayhap the most creative (and profitable) email strategist this side of the ‘sippi.
Wanna see how I can inject creativity and sales to your business through plain-text emails?
Hit reply, and let’s chat.
John
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