Anthony is the founder of the Magnetic Memory Method and the Branding You Academy. His ‘Magnetic Memory Method’ helps people to improve their memory, while the ‘Branding You Academy’ helps people build an online business that generates 7-figures per year.
Anthony has a background as an author, and one of his specialties is copywriting; writing text that persuades people to take a certain action. However, according to Anthony, copywriting is much more than that… In this interview you’re going to learn: – The right mindset when it comes to copywriting – Why email marketing is still working in 2020 – What the biggest asset in your business really is – How to write email sequences that sell – How to generate lots of revenue with a small mailing list
What is copywriting really is
According to Anthony, copywriting is much more than writing text that persuades people to buy. He describes it as the number one way to help people to understand what value they get when they invest in your course.
”It’s all about creating a life-long relationship between you and your prospect so that it’s no longer just a financial transaction. It’s something where you have deeply gone into their heart and soul to the point where they are transformed. It’s not so much about selling, but more about transformation.’’ The idea is that once you transform people’s beliefs, they will eventually buy from you.
How to use copywriting to build a mailing list
Anthony gives an example of how he uses copywriting on his website to get people to sign up for his mailing list. Anthony: When people land on your website, first of all you need to make clear that there is a problem and that you have the solution. You also need to show why people should trust you. That way you can convince people to turn into a subscriber of your email list. In order to do this, you really have to ask yourself the question of why someone is looking for help. Why did they go to your website in the first place? In the language learning space it could be that the learner hasn’t found the right teacher yet, maybe they need to learn a language for their career, or maybe they just moved to a new country. Figure out what the problem is and press on it with emotion.
Talk about their problems, what they are aspiring to, and figure out how you set that out in a single, clear statement, so that they give you their email address in exchange for more information from you.
Does email marketing still work in 2020?
Anthony: Let’s take one step back. It’s not so much about email, it’s more about reaching people in a way that they’re more likely to pay attention to you. Today, email is the place where that happens. People read their emails on a daily basis for work and other important things. Do you have to go to TikTok for your work obligations? Not yet, but you need to go to your mailbox to confirm your account for these platforms. It might change in the future, but at the moment email marketing is still working.
A lead magnet is a piece of content that you give to your website visitors for free in exchange for their email address. Think about a mini course or a simple PDF checklist, for example. The idea is to give something really valuable away for free so that people want to buy more from you. A good lead magnet should be easy and quick to consume. The risk of giving away too much, is that people might get bored and lose interest in what you have to offer. Ideally you give people a quick-win so that they want to buy more.
If you want to give away a lot of content, it’s important that it’s of good quality and that it keeps the user’s attention all the way until the end. Besides collecting email addresses, another reason for having a lead magnet is to build trust and to introduce your prospects to your system.
How to create email sequences that sell
As soon as someone signs up for your mailing list, you send them a welcome email with the lead magnet. Over the next few days you send them follow up emails where you talk more about their problems and show them the solutions. The idea is to be helpful, to educate, and show that you really understand your prospects’ problems and that you have the solutions.
In your emails, always make sure to educate, entertain and sell.
Also, frequency is your number one marketing advantage. Most of us run small businesses and our marketing budgets are limited, but with email autoresponders we can set up automated email sequences that allow us to connect to our prospects on a daily basis.
Should you sell in every email?
Anthony is a big fan of selling in every email. Sometimes through direct offers and other times through indirect offers. A direct offer means that you clearly describe what the deal is and you add a link to send your prospects directly to the checkout page. He sometimes also uses indirect offers. An example of this is that you say something like; ‘’Jan tried my course and he said it was great’’. He would then add a link to the words ‘my course’ and send people to a sales page where people can find more information. The most important thing is that you have the confidence to add an offer in every single email. It doesn’t always have to be a hard pitch, but you should always make it as easy as possible for the people who are ready to buy from you.
Anthony’s email sequence:
Email 1: Welcome + deliver lead magnet part 1 Email 2: lead magnet part 2 Email 3: lead magnet part 3 Email 4: lead magnet part 4 Email 5: FAQ about his course Email 6: Testimonials of people who’ve bought his course Email 7: Buy now or price goes up (creating urgency)
Note from Jan: There is no fixed template for a good email sequence, but the idea is that you first deliver value by sending a lead magnet and helpful emails, then explain clearly what your course is about and what results it helps your customers get, and then give your prospect a deadline.
Anthony’s lead magnet is a video course, and he delivers it in three to four emails. If your lead magnet is a simple PDF, you can deliver it in the first email and more helpful content in email two, three and four.
In our course Langpreneur Business Breakthrough, we talk about addressing false beliefs that your prospect has in your email series and break these false beliefs by sharing interesting stories and anecdotes. After breaking their false beliefs and educating your prospect about your product, they will be ready to buy from you. The email sequence that we teach looks as follows: Deliver lead magnet Belief 1 Belief 2 Belief 3 Belief 4 Make an offer FAQ Testimonials Deadline Click here for more info about the full LBB course. Back to Anthony…
Ways to create urgency in an email sequence:
You can use special software that increases the price after a number of days of signing up. Deadline Funnel is one example.
Offer your product for a lower price than you mentioned on your website.
You can also let bonuses expire. You say ‘if you buy my course today, hit reply and I will give you access to the bonuses’.
What’s important is that you do what you say. If you say that the price goes up within 24 hours, you should really increase the price. Otherwise you’ll lose your credibility and people start seeing you as ‘fake’.
Emails after the sale
After someone has bought your product, you can send them emails that help them understand the value of what they just bought. This encourages people to go into the training so that they’re actually using it and get results. You can also give your buyers tips on how to get the most out of the course. If your students get better results, you get better testimonials and less refunds.
How many people do you need on your mailing list to make a full time living?
According to Anthony, it’s impossible to answer this question. It depends on your niche, products, pricing, and on the relationship you have with the people on your list. The reality is that you don’t need a huge list to make a lot of money. Anthony was making enough money to live off his business with only 700 people on his mailing list.
It’s not about the number of people on your list, it’s about responsiveness.
Your most valuable company asset is your list…
The most valuable asset that you have in your online business is the relationship with your prospects. Your mailing list is a list with the people who are the most likely to buy from you and it’s also something that you own. You don’t own the traffic you get on YouTube, Instagram, Amazon or Udemy, but you own your mailing list.
Even if all your social media channels get banned and your website crashes, you still have your mailing list. Send them an email with a good offer and you’ll start making money again. That’s the power of having a mailing list.
Do you really need a sales page?
Not necessarily, according to Anthony.
Sales pages are used to show prospects that you understand their problem, have the solution, show that you’re legit, introduce your product and usually make the sale, right?
The reality is that you can also do that in your emails. If you have covered all the elements of a good sales pitch in your emails, you do not necessarily need to send your prospects to a long sales page. Anthony either sends short emails and sends them to a long sales page or he sends long emails from where he sends people directly to the checkout page.It all depends on what you’re selling and how much you need to educate your prospect about your product.
Anthony’s final tips
Invest in help It can be hard to wrap your mind around email marketing, and it’s worth figuring it out with somebody.
Find out what kind of business you want to have, find someone who has a business like that, and ask them if they do any mentoring or coaching.
You can avoid a lot of mistakes by having an investment mentality, and not having to do it all on your own. Find the person you would like to have a business like and see if you can get recommendations from them directly – and pay them for the help – it’s worth it!