"My industry is different"

They don’t want daily emails ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ A few years ago I was on a consulting call with a high school soccer coach in the USA (football for the rest of the world yelling at me right now). He sold a course for $49 that was turning local soccer coaches with failing teams into leaders of powerhouse systems almost overnight. I’m talking about taking teams from losing nearly every game, to county and state championships in the next 1-2 years. Unreal (but also very real) results. He was looking into better funnels, sales pages, etc to sell more of his $49 course. But… his course was setting his clients up for HUGE promos (they got cash bonuses for winning so much). Not to mention it made them all local heroes, which is priceless. So I suggested, "Why not raise the price?" And he responded with a line that he’d go on to repeat over and over and over: "a higher price might work in another industry, but not in mine. My industry is different." In his case he’d always say, "Everyone in my industry is broke." On the surface it felt intuitively correct for his customers. I mean, they’re all just normal guys in small towns who volunteered to coach high school soccer teams. But what I haven’t mentioned is that only five minutes before uttering that "my industry is different" line, he was telling me about all the coaches he was talking to recently at an annual industry conference that he says everyone (particularly his client base) goes to… One teaching similar (but less effective) methods than his… That costs $2500 per person. They’re shelling out $2500 EVERY YEAR to go to this conference. He couldn’t see that this fact alone indicated his customers weren’t broke. And they DID shell out money when it benefitted them… a LOT of money. (In his case he’d say, "But this conference is different!" Sigh.) Which gets me to the point: your industry is not "different". If you run your own business, I’m sure you’ve said it before (maybe even recently). If not "everyone is broke" then something else: - "I work in [xyz], these customers don’t buy digital products anymore!" - "My industry is [abc] and I know advertising normally works but it doesn’t work on my customers!" - "Those long sales letters may work everywhere else, but in [my special unicorn industry] they absolutely don’t work!" And if you’re a freelancer, I guarantee you’ve heard some variation of "my industry is different" from your clients a thousand times before. It’s an easy excuse but it’s not true. Humans are humans. We respond to the same things in the same ways. And you might be saying, "But I have results to prove I’m right!" And to that I say you shouldn’t be blaming your customers or your industry -- you should be blaming yourself. Because I bet with a few small tweaks to what you’re doing you’d quickly find that whatever way your industry is "different" is actually not the case at all. I know this may sound harsh but a part of me dies every time I hear someone tell me "but my industry is different." The reason I’m bringing this up is that it also applies to daily emails. The nearly universal reaction to daily emails is "that’s too much, it may work but my industry is different, no one wants to receive that many emails in my industry". I felt the same way about every industry I’ve worked in. Organic skincare, yoga, actors trying to book gigs in Hollywood... even this little copywriting business (CopyHour) you’re a part of right now. I’d burn people out if I sent daily emails. I’d be a nuisance in their inbox. They’d hate me for bothering them so much. But I’ve since learned that if your emails are GOOD… your customers will LOVE daily emails, look forward to receiving them from you, and buy a lot more from you than they otherwise would have. It’s the same for every industry. And it’s the same for digital vs. local businesses. I guarantee I can find someone in your exact industry right now writing daily emails and crushing it… in a way their customers love. If something’s not working, you need to ask, "What am I doing wrong and how can I improve?" Stop looking for something external to blame and instead figure out what you could be doing better. ———— SIDE NOTE: there’s a chance you’re still thinking, "Yeah I get it… but my industry really is different." Let’s say you’re a chiropractor who specifically only works locally in a small town. You adjust people in person and that’s it. That’s a situation where daily emails are overkill, right? Well… no. Not at all. If you’re sending GOOD emails that your customers love, those emails are going to be a welcome addition to their inbox. Just like my emails are to your inbox. It’s no different at all. If they hate them? They’ll unsubscribe. And sure, you’ll piss off a few people who scream at you that you’re "spamming" them. But I guarantee you’ll see significantly more repeat customers coming through your door, who are coming in because they LOVE your emails - and it reminds them to go in for a visit. In fact I wouldn’t be surprised to see your revenue grow 2x from this alone. ———— So this is all great in theory, but how do you actually convince a client (or yourself) that this is true? Easy: with results. You just do it and see what happens. That’s how I de-programmed my "daily emails are too much" beliefs. I decided to try daily emails as an experiment long ago and immediately saw engagement (and sales) increase dramatically… and I’ve never looked back. We’ll be going into how to do it - what kind of content to write - in a few days. But let’s say you decide to give it a shot. What kind of results can you expect? And, if you’re a freelancer, what kind of results can you expect from doing this for your clients? (I’m talking about how much money you can make - since you’ll be making them so much more too.) We’ll talk about that tomorrow. Cheers! - Derek Sent to: {EMAIL} [Unsubscribe]( CopyHour.com, 340 S LEMON AVE, 5007, WALNUT, CA 91789