Today we are going to talk swipe files and how to make yours work for you instead of driving away your customers.
It's short, sweet, and in three simple steps you'll learn to cut your writing time in half and use your competition to boost your sales.
You can't lose.
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Transcript
OK, today's video is going to be quick. It's about using swipe files the correct way and why, many times, swipe files will completely fail you and take your sales.
The first thing we're going to look at here is an email from North Star Nutritionals.
New Market Health owns North Star.
New Market Health is huge in the health space multi-million dollar company that sells supplements and health programs under various names.
This is just one of them.
So let's take a look at the email itself.
First of all, a subject line, "Fruit secrets for better blood pressure."
It's a curiosity based subject line.
And people coming into new markets list come in for various reasons, but it directly calls out someone with blood pressure problems as a swipe.
You know, it would depend on your business.
Even if you're in the health market, you can't take that word for word and switch it over to whatever your product is because let's talk about New Markets list.
I'd be willing to bet that they have at least a million people, if not more.
They can use a more direct callout and gather tens of thousands of people on their list.
They're looking for blood pressure solutions.
So that's the first tip because New Market Health makes millions of dollars every year sending out emails in the health space and you have a health product, it doesn't mean you should do the same thing because your list is very different than or New Market Health.
Coming down into the copy.
Did you know there's an easy way to help improve your blood pressure, and the secret lies in this one fruit in your fridge?
There's a small catch.
It's a very specific part of the fruit that has blood pressure benefits.
Now, let's unpack that quick.
Again, very curiosity-based.
The entire email is a curiosity based email designed 100 percent to get the click.
And that's why your email should be.
But.
North Star here has gone very direct, very to the point.
You're either going to skim this and go, yeah, I want that, or you're out.
There's no intrigue. There's no other beyond the initial curiosity to pull me in or even catch people who may be on the fence.
A little tricky thing to do here is it's a very specific part of the fruit that has blood pressure benefits.
That means even if you think you know what the answer is, you've got to click the link to find out because you're probably using it wrong.
And to add to the piece here, you probably have this fruit in your fridge right now, but to get the blood pressure benefit, you need to get the right part again, drilling into that.
It's a fruit.
Even if you know what it is, you're probably using it wrong.
Click here. This is a very fast-paced,
very targeted email to someone who knows they're looking for a solution.
To their blood pressure problems, it's for a list of at least a million people with multiple health problems.
That's why it's tough to look at one of these emails and go, oh, I'm just going to take this and use it.
So the question is, how can you use this?
Are swipe files useful? And my answer is yes. Swipes are great.
What you're looking for on your swipe files, whether it's for email or a sales page, is the big idea that's working for this business.
The second thing you're looking for is how are they structuring the offer?
How are they structuring their copy, and how well is it working for them, for example?
This email has been mailed since March of 2020.
It's now this late December 2020.
It's mostly been under the subject line, but it has been changed up on several occasions.
However, the body copy has remained the same.
So I can look back at my swipes and see that.
The second part is knowing your audience. Do you need to expand on this message a little bit for your product?
Do you need to use a different vocabulary?
Can you make your message mirror the structure of this one yet target it to your audience?
Again, this is a very curiosity-based email.
And if I look over all the different companies in my inbox here for Newmarket Health, they are all very curiosity-driven.
And I would say probably 80 percent, if not more, of their emails, are curiosity-based subject lines and curiosity-based texts.
Get on some mailing lists in your market, businesses you know are successful, and start watching and seeing what's working for them.
And how long are the subject lines running, and how long are they using the same copy?
The more you see them, the more successful they are, and the more you can break them down to apply them to your business and your market.