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Writing Copy That Makes Customers Ready To Buy with Ben Settle and Tommy Mello

📅 December 25, 2019 ⏱️ 1:06:10 🎤 Tommy Mello, Ben Settle

Chapters

Click to jump to section

  • 0:00
    Intro: Ben Settle's path into direct-response copywriting
  • 4:22
    Keeping it simple: waking up to write one email
  • 5:59
    Getting inside the customer's head
  • 9:46
    Three ways to make money and the simplest funnel
  • 12:57
    Know their top three frustrations; deep-dive surveys
  • 17:48
    Lists, solo ads, and the 40/40/20 rule
  • 21:03
    Jim Camp: create a vision of the problem first
  • 24:47
    Emailing daily without boring your list
  • 27:31
    Sell better holes, not drills — be the Amazon of your niche
  • 31:18
    Why he ignores open rates and focuses on sales
  • 38:22
    Opt-in bribes, curiosity, and subject lines
  • 46:50
    Storytelling: making anything interesting, and closing

Speakers

T
Tommy Mello
Host — A1 Garage / Home Service Expert
B
Ben Settle
Email Copywriter & Publisher, Email Players Newsletter

Key Takeaways

✦

Simplicity wins — Ben built his business on one email a day plus a sales letter and unlimited follow-up until people buy; most of the complexity marketers add is unnecessary.

✦

Get inside your customer's head: know their top three daily frustrations and what keeps them up at night — the message is about them, never about your product.

✦

The 40/40/20 rule: 40% is the list (the right people), 40% is the offer, and only 20% is the copy — it's about the right offer to the right people at the right time.

✦

Sell the benefit, not the product — don't email about garage doors, email about garages and what people actually want; sell better holes, not drills.

✦

Create a vision of the problem before you present the solution (Jim Camp) — lead with what's at stake, then make the offer.

✦

Focus on what you can control: writing better emails consistently, with sales as your scoreboard rather than obsessing over open rates you can't control.

✦

Entertaining, story-driven emails that pay off a curiosity-driven subject line get opened, forwarded, and sold from — be the person your list actually wants to hear from every day.

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