Email Copywriting Crash Course by Kyle Milligan
Introduction
- Presenter: Kyle Milligan of copysquad.net
- Topic: Email Copywriting
- Objectives:
- Understanding email copywriting
- Importance of email copywriting
- Common mistakes and how to fix them
What is Email Copywriting?
- Philosophical Approach: It's a traffic driver, not a place to explain or make sales arguments.
- Goal: Move readers from their email inbox (point A) to the sales message (point B).
- Mindset Shift: Focus on moving readers rather than convincing them to buy.
Importance of Email Copywriting
- Mistake Reduction: Understanding email's role eliminates 80% of common mistakes.
- Approach: Aim to intrigue and drive curiosity rather than make a sales argument.
Common Mistakes in Email Copywriting
- Explaining Too Much: Trying to convince or make a sales argument within the email.
- Too Many Threads: Overloading the email with multiple ideas instead of focusing on one.
- Lack of Structure: Not following a clear formula or template.
Fixing Common Mistakes
- Structure: Use the DIC+U formula: Disrupt, Intrigue, Click, Urgency.
- Single Frame: Focus on one key idea to drive curiosity.
- Tease Effectively: Keep the reader intrigued by stretching out the tease without revealing too much.
- Playful Tone: Approach the email as a game, maintaining a playful and engaging tone.
Core Philosophy in Copywriting
- Do the Least: Keep explanations and execution simple.
- Emotional Triggers: Use the Big Four Selling Emotions: New, Easy, Safe, and Big.
- Avoid Overcomplication: Simple and basic approaches often yield the best results.
Examples of Effective Email Copy
- Disrupt: Start with an intriguing or concerning statement relevant to the reader.
- Intrigue: Develop the curiosity without giving away too much information.
- Urgency: Incorporate a subtle sense of urgency or FOMO (Fear of Missing Out).
- Click: End with a clear and compelling call to action.
Final Tips
- Confidence: Have the confidence to focus on one idea and tease it out.
- Engagement: Treat the email like a playful game with the reader.
- Focus on the Reader: Ensure every line is relevant and engaging for the reader.
- Attention Grabbing: Use disruptions that concern and engage the reader.
- Fluid Narrative: Build urgency and intrigue seamlessly into the narrative.
Conclusion
- Summary: Email copywriting is about driving traffic and building curiosity, not making sales arguments.
- Future Content: More email content to come.
- Interaction: Encouragement to leave comments and ask questions for future videos.
Sign-off: Thanks for tuning in, peace out copy Squad! [Music]