This week's email breakdown is from Justin Blackman at PrettyFlyCopy.com. Justin specializes in injecting humor and capturing the client's unique voice to build brands.
This email is a dead-simple example of how to drive engagement. Take a look at how he almost makes you beg to hit reply...
Key Takeaways
- Humor sells.
- Don't be afraid to inject YOUR personality in your emails.
- Use tags and automation to engage your list at the right time.
- Proper use of fear of loss to drive can drive engagement. (what I mean is you don't have to be a jerk to trigger FOMO)
(Transcript using HappyScribe)
This week's e-mail is an engagement e-mail sent out by Justin Blackmon over at Pretty Fly Copywriting.
Justin is a copywriter who specializes in nailing the client's voice and improving content for brands. So I signed up for his list, and he's a pretty funny guy. And I got this e-mail from him about a month into being on his list.
Let's start with the subject line.
Simple. Did you call me? Great curiosity. See how he wrote it in lower cases here. And that's more like what you would send to a friend.
The thing you're going to see quickly in the body copy is Justin's humor and voice. That's strategic because, well, I don't think Justin could be anybody but who he is, but he's showing you that it's OK to be yourself.
He's using his comedy to attract a particular type of client. And when you put personality into your copy, it engages the reader.
It's like telling a story. And that's what Justin is doing here, jumping into the first paragraph. The first thing you'll notice is right in the first line, he reminds me of why I'm on his list. He reminds me of the pain point, why I signed up for his lead magnet.
And he says a few weeks back, I hopped on calls to talk voice guides, writing resource's style techniques, tide pod recipes, or why I prefer the Return of the Jedi over Empire Strikes Back, even though Empire is clearly the better movie. OK, this paragraph. Just very simple. In fact, it's not a paragraph. It's like one sentence reminds me of why I'm there. That I had a pain point that Justin can help me with and shows me his personality.
Humor is an excellent tool in an e-mail, just telling any story. Everyone loves stories that make them laugh. And this one definitely did that for me then. This is an engagement e-mail. And you can tell that by this line here. Now it says. But I think that was before you started following along. But we all know that there are automation tools available. I was no doubt tagging his system and was sent the email in about 30 days.
So keep in mind you should always use your automation to help you out, figure out different times to send an engagement e-mail just to keep people engaged instead of being, you know, six months in and you haven't contacted someone or had no one's opened your e-mails.
Do this in your automation. Make that make those tools work for you. I also get that feeling that, oh, I missed out on something. I missed out on Justin being funny and talking to him and him answering questions.
Now he's going to extend the invitation to me. Do you have any questions or something I can help you with?
This is not a high commitment statement. Some people probably reply, especially if they're really in pain with these pain points right now.
But what Justin does in the next sentence is very interesting. Reply back and let me know. Maybe we'll even hop on a call.
So I'm thinking there's a chance that Justin may jump on a call and give me some free advice. And that's really powerful. And it's powerful because, as humans, we're psychologically wired to not want to miss out on something.
Now, we've got a chance here that we're going to get a prize. And I want to talk about loss.
Losses hurt about twice as much as gains make you feel good.
There have been multiple psychological studies done on that. Justin uses that here. Just simpl sentence...
...I think that I think that was before you started falling along.
Oh, I got that really dreadful feeling that I've missed out on something.
But if I reply there is a chacne I'm going to get a call with Justin. T
his one little thing will definitely boost the replies for sure. That's it. A simple re-engagement e-mail. It didn't have to be complicated if it had a pleasant little first opening paragraph here, that injected personality.
This could easily be a story, as well—just a short story. And you could do this in your business as well. If you have any questions or want to see some more gray e-mail breakdowns.
Be sure to check out Funnel Copy Experts dot com.