daniel levis interview on crafting compelling stories in emails

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  • http://www.themcmethod.com/episode80daniellevismakesemailmarketi

    ngworkcompellingstoriesattracteyeballsconvertlikegenius/

    DanielLevisInterviewOnCraftingCompellingStoriesInEmails

    JohnMcIntyre:Hey,itsJohnMcIntyrehere,theAutoresponderguy.Its

    timeforepisode80.ThatsalotofpodcastsofTheMcMethodemail

    marketingpodcast,whereyoulldiscoverhowtomakemoremoneywith

    yourlist,howtocrankupthevalueofyourleadswayup,andmakebank

    withthem.Today,IllbetalkingtoDanielLevis.Now,Danielisavery

    interestingguy.Heisverysuccessfulatcopywriting,especiallyemail

    copywriting.Hesknownforusingincrediblesalesstoriestomakesalesthat

    boostconversionstojustblowtherecordsoutofthewater.SoIthoughtId

    gethimontheshow,chattohimaboutemail,findoutexactlyhowheuses

    thesestoriestocreatetheseincrediblesales.ThisisabitdifferenttoAndre

    Chaperon,itsdifferenttotheBenSettlestuff,itsdifferenttowhatIdo.

    HesgothisownspinonthingsandIthinkhesamazingatit.So,yeah,how

    touseEmailAlchemy.Okay.Stories,influences.Hesgotanotherprogram

    calledTheEffortlessInfluence.Sothisguysbeeninthegameforawhile,he

    hastonsofinsightstoshare,sogetreadyforthat.

    Togettheshownotesforthisepisodeoftheemailmarketingpodcast,goto

    themcmethod.com/80for80.Weregoingtohavetodoacelebrationwhen

    wegettoahundredepisodesthere.

    http://www.themcmethod.com/episode-80-daniel-levis-makes-email-marketing-work-compelling-stories-attract-eyeballs-convert-like-genius/http://www.themcmethod.com/episode-80-daniel-levis-makes-email-marketing-work-compelling-stories-attract-eyeballs-convert-like-genius/

  • Anyway,onemorething,beforewegetintotheinterview,Ivegota

    McMastersInsightoftheweek.McMastersisaprivatecommunitythatI

    have.SomeonementionedtheAdrius.MentionedGKIC,whichisDan

    Kennedysrecurringorcontinuityprogram,asfarasIknow.Imnottoo

    familiarwithit,buthementionedthatinthecommunity,intheforum,inside

    theMcMastersforum,thattheyreagreatmodeltolookatwhenyoure

    brainstorminghowtodoyourrecurringbilling,howtodoyourcontinuity

    programs.Maybeyouredoingaforum,newsletters,howeveryouretrying

    todoit,goandstudysomethinglikeGKIC,soDanKennedysprogram.You

    canstudyMcMasters,youcanstudythis.Butanyway,thatsthat.Ifyoure

    thinkingaboutdoingtherecurringthing,theinsighttodayisthatgoandlook

    atGKIC,checkouthowtheydoitwiththenewsletters,andyougetagood

    ideaaboutwhatyoucandoorsomeotherideas,likeyoucantryoutBen

    Settlesemailplayers,hedoesaphysicalprintnewsletter,whichyoucan

    signupto.Ithink,lasttimeIchecked,itwas$97amonth,andyougeta

    newsletteronceamonth.Mywayofdoingitis,IhaveMcMasters,whichis

    yousignupandyoupay,theresafewdifferentoptions,butletssayits

    monthly,andyoupayeverymonthandyoucancancelanytime.Sothatsthe

    wayIdoitwiththeforumandsometrainingproductsinthere.Sothereare

    fewdifferentmodels,afewdifferentideas,andthatshowyoureallybuildin

    thatrecurringrevenueintoyourbusiness.McMastersisaprivate

    community,ifyouwanttolearnmoreaboutit,justgotothemcmethod.com

    andinthetopmenubar,youshouldseealinksayingMembers.Clickthat,

  • andyougetalltheinformationthere,includinghowtosignup.Thatsthat,

    letsgetintothisinterviewwithMr.DanielLevis.

    Hey,itsJohnMcIntyrehere,TheAutoresponderGuy.ImherewithDaniel

    Levis.Now,Daniel,IactuallymetDaniel,howImet,wasitlastweekor

    something,attheTitansofDirectResponse.Now,Danielisadirectresponse

    consultant,hesacopywriter,andhesgotsomeinterestingproductsout

    there.OneofthemiscalledEffortlessInfluenceandanotherone,which

    weregoingtotalkabouttoday,isEmailAlchemy,which,Idontknowtoo

    muchaboutityet,sothatswhyIputDanielonheretotalkaboutit,because

    itsgotsortofaninterestingtakeonshouldyouuseteasercopyordoyou

    wanttouselongeremails,doopenratesmatter,allsortsofdifferentstuff,so

    Imreallyexcited.Youshouldbeexcited,too.So,beforewegetintothat,

    though,Daniel,howareyougoingtoday?

    DanielLevis:Imawesome.Howareyoudoing,John?

    JohnMcIntyre:Imdoinggood,Imalittlebittired,alittlebitjetlagged,so

    myminds,youknow,Itoldyou,IgotbackfromThailand.SoIgotback

    fromtheUStoThailand,about12,24hourshere?Sorightnow,its8pm

    here,butitsactually9aminNewYork.Somyheadsalittlebitmessyright

    now.Butanyway,itwasanice[inaudible00:03:40].Sobeforewegetinto

    thecontentandEmailAlchemy,canyougivethelisteners,alittlebitof

    backgroundonwhoyouareandwhatyoudo?

  • DanielLevis:Okay,IllgiveyoutheColesNotesversion.Basically,Ive

    beenaprofessionalcopywritersince2004andbeforethat,Iwasasalesman,

    basically.Igotintocopywritingoutofnecessity.Iusedtousetelephoneto

    generateappointmentstosellmystuff,andthats,itkindofstoppedworking,

    becamemuchlesseffectiveinthe90swhenvoicemailcameonthescene.I

    mustsoundlikeatotaldinosaur,talkingaboutthe90s,holysmokes.

    So,Istartedwritingleadgenerationletters,letterstogetpeopleinterested,

    pickupthephone,requestsometypeofawhitepaperwhichIwouldalso

    write.Ialsoconsiderthattobecopy.Istartedwritingmonthlynewslettersfor

    myclientsandjustbecamemuchmoreinvolvedwiththewrittenwordversus

    thespokenword,butIdontreallyseealotofdifference.Imean,certainly,

    therearedifferences,andyouknow,facetofaceselling,yourerightthere

    withtheclient,youregettingimmediatefeedback,youvegottothinkalot

    faster,butapartfromthat,salescopies,salesmanshipinprint.

    Sothatwasmyintroductiontothewrittenwordandsellingofthewritten

    word,andthenIwentfulltimeasacopywriteronmyownin2004.And

    sincethen,Ivewrittenallkindsofprettyhighlevelstuff,alotof

    megaloguetypestuffthatgoesoutinthemailforfinancialnewsletters.I

    workedcloselywithClaytonMakepeaceforseveralyears,workedwith,Im

    goingtosaylike,six,seven,eightdifferentfinancialpublishers,peoplelike

    Weissresearch,andStealthStocksOnline,andHiddenValuesAlert,andthe

    StreetAuthority.Prettywellknownnamesinfinance.ButIreallygot

  • interestedinemailmarketingbecausepartoftheprocessofgettingclients,

    inmyphilosophyforgettingclientsasacopywriteristhatyoushouldhave

    yourownpublication.Andthats,byfar,thebestwaytomakeanamefor

    yourself.Itsbyfarthebestwaytogetclients,becausewhenyouposition

    yourselfasaguru,evenfromday1,andthisiswhatIdid,youjustgetalot

    higherpayingclients.Yougetpeoplethataremoreseriousandyoudont

    havetoputyourselfatasortofpsychologicaldisadvantagewhereyoureout

    theretryingtogetclients,becauseclientsfindyou.Theyreadyourblog,they

    readyournewsletter,theyseeotherpeoplepromotingyou,oreventheysee

    people,maybeyourepromotingsomebodyelse,butpartoftheirmojorubs

    offonyou.

    Sothatwaskindofmystart,andthenthiswholeEmailAlchemycameup

    becauseintheprocessofbuildingmylist,andmakingmoneybuildingthat

    list,wasthatyouhavetohaveawaytomonetizeyoureffortsifyoure

    buildingalist.SoIdidalotofexperimentingandalotof,Imean,Imust

    havesentagazillionemailsouttomylistoverthelast10years,soIgota

    kindoffeelofwhatsworking,whatisntworking,Iwoulddevelopthese

    productsthatwouldhelpmetomonetizethebuildingofthelist,andIjust

    noticedthatwhatIwasdoingwiththoseemails,myexperiencewaskindof

    likecounterintuitiveandtheoppositeofwhatmostpeopledo,andIfound

    that,yeah,Icouldsendashortemail,youmentionedteaseremailsversus

    longercopyemails,Icouldsendashortsortofteaseremailabout

    something.Andyouknow,backinthegoodolddays,itdoesntreallymatter

  • whatyousendout,yousendanemailoutandyoumademoney.Thatwas

    just,youknow,emailwasanewthing,thewebwasnew,anditwasjusta

    loteasierbackthen.ButwhatIvediscoveredisthat,ratherthansendingout

    theseshortteaseremailsandgettingalotoftraffictoawebpage,thatkind

    ofstoppedworkingtoalargeextent,andwhatIstarteddoingwas,Iwould

    takethelionsshareofthepersuasion,andstickitintheemail.

    SoIdevelopedthisprocesswhere,the5stepsortofprocessthatIwantedto

    putpeoplethroughorthatIwantedtoexecutewitheveryemail,andthatis,I

    wouldhaveasubjectlinethattypicallywasnot,Imean,thesubjectlinehas

    tohavebenefit,ithastohavecuriosity.Ifyouwanttobereallysuccessful,I

    believe,atselling.Youcanputasubjectlike,Heyorjustputthe

    personsnameinthesubjectline.Andyougetalotofpeopleopeningyour

    emails.

    Buttheproblemwiththat,unlessyoureBarackObama,orFrankCurran,

    youregoingtohavealotofcasualcuriosity,right?Peoplewillopenyour

    emailstoseewhyyouputtheirnameinthesubjectline,orwhydidyouput

    Heyinthesubjectline,butthatdoesntgetyouanywhere.Allitdoesis

    itgetsyouremailopened,right?Andagain,ifyouputlikeashortteaser

    messageintheemail,tryingtogetthemtogotoyourblogortoyourvideo

    oryoursalespageoryourlaunchseries,orwhateveritis,yeah,youregoing

    togetlotsofpeopleclickingthroughthere,too,butwhatIvediscoveredis

    that,again,itscasualcuriosity.Peoplearecuriousaboutwhatsgoingon

  • there.Butifyoureallywanttosellsomething,youneedtohavebenefit,and

    youneedtohavecuriosityinthesubjectline.Thatsagoodsubjectline.

    JohnMcIntyre:TheinterestingpartherethatInoticedisthat,youcanuse,

    like,aHey,inthesubjectlineoraname,youknowIgotablogposttomy

    siteaboutObamassubjectlines,anditworked,orlikeaBadnews,subject

    line.Likethatstuffworks,orcanworkonlikeaonceoff,butonceyouve

    doneit,youcantdoitagain,itsnotalongtermstrategy,itssortofthat

    [inaudible00:09:46],likeonetime,butyoucantuseitagain,soitslike

    youvegottohavesomethingmorethanjusttrickslikethat.

    DanielLevis:Yeah,Iwouldtakethatanalogyandextendittotheemail

    itself.Imean,youcansendaveryblindsortofanemailthatsfullof

    curiositythatgetsalotofclicks.Itgetsalotofclickstoalandingpage,or

    whateveritisyourepromoting,butthenagain,howmanytimescanyoudo

    that?Notverymany.Maybetwoorthreetimes.Andthesecondorthirdtime