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Hey, it's Rob and Kennedy. Hello. Today

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on the Email Marketing Show we're talking about a powerful email marketing copywriting technique that we call the rule of one and here's the thing. This is not just a technique that you can use in your email writing you can use this across any kind of writing you do on sales pages in sales videos everywhere and it will massively improve your conversions

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that excited for this now, we've just put together something really cool for you to actually relate to this episode pretty well and it's totally free, very cool and totally free because you want to make more sales from your email marketing. We know that that's why you're here. That's why you're listening to this. But you can't make sales if people aren't clicking on the links in your email. So we've put together 12 super creative, very cool ways to get more clicks from every email that you send in a new download that we're calling click tricks. It's yours totally free as a listener to this podcast, all you have to do is go to email marketing heroes.com forward slash

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tricks. He is developing a second brain it's commonly referred to as Robin tumble he

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reads in the bath every morning it's like a logical mind reader Kennedy.

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I'm not sure those magazine covers literature Do you remember do me like fiction or nonfiction?

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It changes. I read anything extreme fiction stuff. And some business stuff just depends on the Kindle. That I've already taken.

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Or electrocute yourself and get

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stuck a breathing that's in a jaw on a shelf just over there. Do you like those films? No. Yeah, I've done I've given I never remember the current tense of dived. I've dived Devon believed. Someone tell us what that is. Send us a DM on Instagram or something at Robin Kennedy and tell us how do you say I have dived? None of them sound right. Anyway. I've jumped headfirst into everything I've Thiago forte stuff about building a second brain I think it's super super useful for especially for people doing email marketing to like the whole notion is that the whole notion is eau de I just did a little clip of a notion that wasn't intended. They're not sponsoring this. Yeah. The idea is your brain is for having ideas, not keeping them so you'd have the idea and immediately put it somewhere organised, where you'll keep it forever and find it very quickly. And that's this whole process. So yeah, read the book on the Kindle, not in the bath, but I read the book on the Kindle, and then I've signed up the notion and I'm falling back on the notion convert. Yeah, I'm building if they start sponsoring the show, we'll send them this episode. We'll say nice things about them. But otherwise next week, we're gonna say shitty things about your town notion apart. So I'm holding the whole notion hostage and they really care. Yeah, I mean, they need us you know, they need three they don't even know it.

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Hello, every week on the show, we show you how to make more sales and earn more money from the email subscribers that you've already got. And to do that, we'll talk about email marketing strategy. We'll talk about the psychology, the tactics and we show you what's working right now. To make more sales online making you that email marketing hero of your business with a brand new episode every email monday wednesday. Make sure you hit subscribe on your podcast player so you don't miss a single episode. And if you haven't already, we would love Love, love, love love it if you would leave us a review on your podcast player we've been a bit shit asking for and therefore collecting reviews on Apple podcast and stuff like that. So if you haven't already it really if you don't know it really helps us to spread the word and reach more people with the show. So please leave us a review on the podcast player. Let us know what you think. Let us know which episode you enjoy what you like about the show. So if you're looking for some inspiration, help grow their business and make more sales and invite more people. This show will pop up and they'll be inspired to listen to the show. So let's get into this week's episode we're talking about again this is another one whenever somebody writes a copy for us because we're not professional copywriters or anything like that. But when somebody writes copy for us and we hire copywriters to do that, we have them write us here's the first cool tip is we write everything in Google Docs first, whether it's an email, an email sequence, a campaign, or a sales page or a sales video script. Whatever it is, it goes with Google doc I'm very strange on it has to do that because we use the suggestions feature in those Google Docs to give feedback rather than to group right. Anything's robbing is to sit and try and collectively right remember that and the officers and others. We tried to sit and write headlines together. We just wanted to kill each other by the end of a conflict with a different project. Yep. So anyway, we have somebody write this stuff. They come back to us with the Google Doc and we can just go to make suggestions are very clear. They can see what suggestions up one of the bits of suggestion that we often give is, what's the one idea here? What is the one thing we're trying to say? So every time you put out a communication, every individual email every individual headline, every individual opening of every video VSL sales video whenever should have one idea, one idea. So the main idea cannot be it's going to be faster, and it's going to be easier. That can't be the main idea, right? What it can be is my feedback would always be which one of those two things is the lead headline idea of this particular email in this case, because tomorrow's email can leave with the other one. But this email can only be talking about that one theme, right? And that goes across everything. It's not just the main idea whether it's faster or easier or cheaper or gonna save you or you know, whatever the things to do is to do with the fact that it's one theme. So if the theme of this email is about risk, if that's what it's about, then everything in that email should just be about risk. We don't want to then add in social proof that's a different theme. We don't want to add in how things are gonna be faster, because that's a different theme. It's all about risk. And that means you're going to have probably one singular story. You can break the singular story rule. Of course, most of these have have exceptions, very, very few exceptions, but like sometimes if the whole point of your thing is like these three incidents happened, which all have the same thing in common. And therefore your whole point is this is a pattern that of course, you could that will be an exception, right. But in general, it's one story. It's one theme, and it is one call to action in that email, right? Because otherwise people's brains get overwhelmed.

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Yeah, absolutely. So one of the things that we interestingly have with this is that sometimes we will take one call to action and effectively drag that across an entire email campaign and drag server hardware, doesn't it spread, put us use that across an entire email campaign? So we don't even just go through, you know, reduce this down to a single email. Sometimes we'll have for example, let's imagine we're doing a bribe campaign. And the campaign basically, in a nutshell is by this thing, today, and you'll get this other thing for free. Let's say that campaign runs for about a week over the course of that week, that one call to action is maintained, right? It's all the way through those emails. Let's say it's 10 emails over seven days. All of those 10 emails basically have the same ultimate call to action, whether we send people through a webinar or a thing, ultimately it's going to be it's going to lead them down to this one call to action. But the way you can make that work is by using sort of different hooks and angles, right? So you can send emails where every email has a different hook or a different angle, a different story, different thing, but that allows you to still reduce it down to the ultimate same call to action across each of those things, because here's what happens to follow up from Kennedy's point. But what happens when you say too many things at once is the truth is people don't like making decisions they get confused. And overwhelmed. I remember I've told this story before, I think but when I was trying to buy a Kindle recently, I was trying to judge between three different models of Kindle and I ended up watching probably two or three hours worth of YouTube reviews right when people had them all or two of them all three of them on the table. And we're literally going through them and at the end I had less it than I did when I started. I don't know I mean, I'm you know, I'm nobody to judge because Amazon seems to be making it work. I've heard I've heard that making some money. But I got so confused by how similar those Kindle editions are. That in the end, I didn't know what to do and what to buy and it is a decision because you want to buy one and go off down the road and go this is the wrong one. I need to go and buy another one. So I'm trying to figure that out. So the most of that applies with this right the more the more directions you send people in, the more confused they're likely to get. It's the same reason why when we send somebody to a page, we want them to only have one thing they can do on that page, and that is to click and buy or click an opt in, right there's one call to action on a page that we send somebody to because if you've got if you send somebody to and if you're doing this, please stop immediately. If you're sending somebody to a landing page to opt in. And it's also got your blog header along the top with all the navigation on it because it's built on your blog, that's going to give people loads of things they could do and you want loads of them are not going to do opt in. So we want to make sure that in the email, there's one thing there's one exception to this, which we'll talk about at the end. We want to make sure there's one thing that we are directing people to go and do right so you don't lose their attention. Because they get confused. brains do nothing, they can't do anything. And therefore we need to make sure that we direct that attention.

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And it's really difficult to do like you think about you. You want to be building one singular narrative. From here you're building this belief by maybe starting off with a story which leads to a theme, which leads to some kind of lesson, and then you say and here's the thing you should go and do about that thing, or here's the way you can go and learn more about that. Not like so how do you want to figure it out? The answer is most people don't know because if they didn't know how they wanted to figure it out, they wouldn't be looking for that help in the first place. They are we often say the reader is not qualified to know the answer is not qualified to be able to do that information to do that thing to take an action or to make a choice. They're not qualified by the very fact that that's what they've come to you for. Your job is the teacher, your teacher would come into class and say, This is what we're going to learn today and then they would set the work, right. That's because the teacher was qualified to know where we need to get to buy when in order to hit the outcome, which in school is the exam or the piece of coursework in your world. It's to move them to the beliefs and the place and the understanding and the desire to then want to make a sale right? So think about all these rules of war and always think about one. So when you're writing an email, you want to write it to one reader. It's marketing, copyright a 101 Don't be like Hi guys. Wow, none of us these guys, right? Were all like Hi. Think about it like you're writing to one individual person have one other people you know who buys from you and one of your subscribers in your mind when you're writing your email and imagine you're sending an email to that because now it's suddenly doesn't sound like one of those marketing emails. It doesn't sound like one of those corporate emails. It now sounds like a personal email with a personal relationship. And the people who were able to do that the best people who have the deepest relationships with our email subscribers, which means I'm able to influence that email subscriber, obviously we also email subscribers and take on the journey to have them feel things haven't been moved to things, have them take actions, whether that's to take the action that they need to in order to fix that part of their life or to buy things, whatever it's gonna be. We're all inspiring people to take different actions right. Then you also want to just address one specific topic. Just one topic. This is the theme, right? And then one main action. It's not like hey, you could fix this by listen to our podcasts or by our programme. Well, I don't know which one is going to be better because all you've told me is one of them is a programme one them as a free podcast. I can't make that decision. Right. So one action, what's the best action to get the person to the next step of the journey? Remember that each email each thing that you do, and you put in any email or any marketing campaign is just moving people to the next step of the journey. So it might be that the only thing that he was gonna do was going to go and watch a video, the videos jobs are talking about the offer, but maybe the email is not there was some email which as I told you about the offer, but it's one action what is this email to do? Oh, at this point in the campaign, it's quite early. We're gonna send people just to a video. Hey, so you've got this problem. It's a nightmare. You really want to fix it. I've made a video that shows you how to fix the problem or something, go with the video and start talking about the problem and then moves into the office hours later on in that email sequence in that email campaign. And this often happens in our email campaigns for all of you who are members of our programmes or stuff you'll know that early on it's like hey, I made this video help you solve this problem. They go watch the video the video just the problem and moves at the offer. Later emails in that sequence and campaign, they will actually go hey, we're opening up our email hero blueprint enrollment closes in the next few days. So hey, go check it out. Now the emails job is actually to get people to take that further action, that more high intent action of the whole action is Hey, click here to go and roll. So what's the one action and that one action is going to change over the space of an email campaign, it's going to be softer and start off with perhaps a bit more either curiosity or a little bit more blind. Whereas towards the end, you want the end of the closing of any campaign to be very, very honest. It's got to be one main action. And then of course, you want to make one main promise. And that's really the whole thing about using multiple campaigns in each of your campaigns. Like you're promoting maybe the same product or maybe the same offer, you're gonna have one main promise. So for a whole campaign, it might be offer one email, it might be all about the speed. The next one might be how it's all about the fact that it can be done anywhere remotely. The next one might be all about and so on and so on and so on. What's the one promise by not stacking these promises of an award email not only do you not overwhelming if you're gonna make me go oh, there's loads of them I don't really care about there's one little thing in there that I do care about. Not only that, you're actually by putting them all into one email. You're blowing all your your opportunity for emails in one go. So it's no wonder I hear people say, Well, I don't know what to email about. I can't send you an email. So I've got no more ideas. It's usually almost I think, 99.9% the time when we look at their emails, because they did every email I'm on email, which means the thing that the person can hook on to is blurry, like a needle in a haystack. I'm gonna lose stuff they don't give a toss about by taking each one promise and putting it on a pedestal giving it the space of its own email, and sometimes an entire email campaign. About that won't handle a promise. You give it space to breathe, you shine a light on it. So the people who are attracted to it, see it all lit up and standing high and tall above the head of the crowd, and they go, That's my reason. That's the promise that I needed, because that's the thing I'm really looking for.

One of the things that we love to do to make all of this really easy is to use storytelling. In order to differentiate emails, differentiate emails, even if the call to action is the same, even if we're driving people to the same ultimate thing. For example, in our daily emails, most of the time, we're talking about the same thing every day, right? We're sending people links to look at the same thing on a daily basis. And so the only way we can make that work is to be able to use different ways of decorating that same thing. Okay. So for example, you know, the old UK TV advert Have you ever seen it lion eggs make a meal out of anything? The idea is you can take a pile of lion eggs are probably any eggs, but like eggs, and you can make anything from lions led eggs, and I didn't either, but apparently they do. Okay.

I mean, I'm not David Attenborough. I'm just talking. I know this is not a fact checked. I was writing jokes.

We had a lot to do about the eggs being roar. So the way that we're able to do that is basically we're I'm just loving your pride in that joke. There we go. What we'd like to do and I'm not lying.

To your main point, what

we'd like to do is to use jokes to distract the audience from we're trying to think of what to say next. We'd like to use stories a bit like because you can make a meal out of anything. Basically, you can take stories and you can just tell the story about whatever happened that day or something recently or something that happened your kid when he went to the lions, you can tell a story and then you can link that to your main point and link that to your main call to action. We did a whole episode on this about how to sell with stories in your emails back in episode 218. Go and find that by going to email marketing heroes.com forward slash 208 Or like scroll back in your podcast app to that episode. And listen to that. And again, we talk about this storytelling thing. But you'll notice what that allows us to do is to have a I'm gonna use one of Kennedy's all favourite words, a plethora of emails. I used to love a plethora, you still love a good old plethora. You have a plethora of emails and talk about the same call to action and loads and loads and loads of different ways. Okay, so each email has one story. It has one lesson and it has one main call to action.

You mentioned earlier, Rob that there is an exception to this like one call to action thing. It's it's it is an exception but it's obscure it and I think it'll be fairly obvious to folks why it is an exception. I just want to just share what that is just to make sure we get the complete story here.

Yeah, so you will notice in a lot of our emails, we have something called our super signature. It's an old an old Dean Jackson technique that we've used up a bit and we teach it there's a battle plan if you remember there's there's a battle plan training called the Super signature Reloaded, go and check that out because we've added some stuff to it. But basically what it is it's a list of links at the bottom of your emails that are here's things you could do if you want our help. And the way that we see that is not as diluting the calls to action because it's very much a separate part of the email. It's further down in the email. It's at the bottom basically, it's you can put a couple of lines above it if you want to like a couple of just hit that equal sign a couple of times with a dash sign a couple of times, put a couple lines in above it. And basically it goes also by the way, when you're ready to like take things to the next level. Here's a bunch of ways that we can help you and it gives them a bunch of options that range from free things like join our Facebook group, the Email Marketing Show community to listen to the email marketing show to you know, come and buy our programme or hire our agency to do your email marketing for you and again, because they're like a separate part of the email, it's sort of a menu of it's a menu of quick resources that people can access. If and when they need to that we stick at the bottom of every email makes a sales every week people just sort of clicking around to see what's in those emails. Those are in the footer of every single email and therefore they're one constant. It's not diluting your main call to action. Those are separate things that people want to go and check out a little bit more than go a bit deeper, but within the main body of the email itself, and again, visually, that's very clear. You want to make sure you have one call to action, but you can make that call to action multiple times. Right? So we'd like to put probably in an average daily email, usually only one. But sometimes when we're doing like a campaign email, we may link to the call to action two or three times but it's always the same call to action. And that's really important.

Yeah, it's super important. And if you're thinking, Hey, I'd really like to have a look at what this email signature this super signature thing is that we're talking about. like Rob said, there is a training inside of our blueprint called the Super signature Reloaded, which can directly take a look at and of course how to use storytelling is baked into everything that we do in all our campaigns as he is having a one point if you want to go and see all the details about this thing that we call the email hero blueprint. Go check it out at email hero blueprint.com That is our flagship brand new programme at email hero blueprint.com where you literally get everything you do you need every single thing you need to have your email marketing, producing more sales from your existing subscribers. So check it out email hero blueprint.com to get into that right now. Basically, you can go check that out. Rob, you are now ready for this week's teed up. Let's go live OF THE WEEK subject line of the week. What is it?

It is anyone there? Question mark, question mark all lowercase and it's what I was interested in ones that sounds like it's going to be used for like a reengagement campaign or revival campaigns. He was anyone there is this thing honestly listening? It's actually not it has nothing to do with that was just a story about being left alone somewhere I think I don't quite remember. But the point was, the point of the email doesn't matter. I realised that what matters is where the subject line comes from. So yeah, it was basically it's designed to sort of sound a bit like a sort of prompt or a nudge as if they haven't been paying attention or something. And when again, has nothing to do with that. But it's about the subject line is still relevant. So again, we want to tread that line between attention grabbing clickbait, but also not where they feel like they've been deceived when they get in and read the actual emails with anyone there. And also the two question marks I think is interesting question about question mark, rather than just one question mark. It's got a slight exaggeration to it and you can grab your eye a bit more. Yeah.

This week's subject line of the week subject line of the week. Thank you so much. Listen, the whole show this week. Have you got some great ideas on how to really tighten up your emails, make them more focused, make it easier to read, digest and then take action on if you have please do hit subscribe to your podcast player. That means every episode of the show will automatically download every Wednesday when we release a brand new episode and if you've not already, please do leave us a little review on that podcast player really helps us to spread the word help more people with this email marketing stuff and making more sales online. Thanks again for listening and we'll see you next week.