This is a great home page from software company Synthesia. It has an easy headline, 3 key features and benefits, and an explainer video which demo’s the product.

I highlighted all the key parts of this image here:

A great quote from Neil Gaiman (writer) about collecting a “compost heap” of ideas and inspirations. I personally call my compost heap a Swipe File and post all my ideas, inspirations, quotes, and swipes on it.

This bar Lazarus Brewing offers a “free beer for life” if you buy this chalice. They initially did it during the pandemic to raise funds for the bar, and it worked so well they continued it!

I have a few friends who bought it for $1,200 and they ALWAYS suggest we go to Lazarus where the who group orders food and drinks:

It seems like such a smart move, because you turn customers into ambassadors of the bar!

If you build a custom jump-in cold plunge and hot tub combo in Austin when it’s 100+ degrees like @cathrynlavery, everyone always wants to come over! 

Cathryn wanted a full jump-in cold plunge (not like the bathtub-style) so she created her own with a tank made for farms and custom rigged the plumbing.

There's also a sauna right next to it.

We spent 4+ hours in the heat and felt totally fine. Anytime you feel hot you just jump in for a bit, and you don't even feel the heat after!

MasterClass has a super interesting sales sequence on their homepage which gets you to purchase in 6 steps.

But they don't just show you pricing right away, they make you do "6 little yes's" before showing you pricing!

Step 1.) They give you quick survey for what you want to learn. Answering this gets you “invested” in the product a bit more:

Step 2.) It shows you some key information about MasterClass in the form of slides.

So instead of sending you straight to a payment page, they are making sure you understand the value of your membership:

Step 3.) They give you another quick “survey” which asks your dedication level.

Each step of this sequence gets users more investing in purchasing:

Step 4.) Based off your answer it shows how long it will take to complete a class, giving a little “customization” to this sales sequence:

Step 5.) It then gives the amount of classes you’d be interested in based off your Step 1 survey answers:

Step 6.) Finally it shows you 3 different membership options. 

At this point you are a bit more “invested” in buying the membership rather than just sticking a pricing sheet in your face. Very clever!

Year ago before releasing this book, I split test the title & cover with my audience:

• 842 people responded 
• 21% voted: "The Ten Commandments of Copywriting"
• 79% voted: "This Book Will Teach You How To Write Better"

While this A/B split test wasn't the most scientific, when ~80% of people vote one way, it probably tells you something. 

Looking back, the "B" cover was the right choice!
 

Over the course of 120 years you can see a design macro-trend happen with the Burberry logo: They go from complex design style, to simple, back to complex.

I think in the last 10-20 years I've seen the "simplification" style of design, and now I think it'll start to swing the other way with bolder and more complex designs. 

This image is a cool demonstration why it’s better to take smaller steps. 
Instead of “I want to make $1,000,000 right now” try “I’m going to make $100 this week.”

Then expand goal, and move to the next step.

Originally listed out by Joe Sugarman in his book The AdWeek Copywriting Handbook, he identified 24 “Triggers” that can cause people to purchase something.

I have referred to this list countless times when building campaigns!

I'm trying to spruce up my home office video setup, so @theKevinShen and team helped me first design this rendering for the backdrop: 

I bought all the stuff required, and this is how it looks in real life (I don't know anything about lighting, so forgive the picture). 

Kevin will be helping shuffle things around soon, and I'll update how that goes. Some constraints I had for this backdrop:

#1.) Make it a cool vibe for working.
#2.) Don't clutter it up with tons of studio equipment.
#3.) I didn't want to rip out the grasscloth wallpaper.
#4.) The room must also doubles as extra guest bedroom when I've got a full house of people (that couch turns into a queen bed).

Currently the setup looks like this with me in the shot.

The next step is to get the lighting setup correctly. 

I'm trying to keep my desk as un-touched by equipment as possible which is difficult. 

I also like having all the cameras and lights be sit-stand with my desk...another hurdle. 

This is the desk against the wall I usually work at:

Anyways, I'll update more as progress continues! Hope you liked this little desk tour 🙂

Sometimes in marketing, math formulas are used, but they are often too boring or dry....and people glaze over them. Like this:

Instead I like to make these into “Visual Math Formulas” which makes them easier to understand. 

Here’s 4 examples: 
- Churn Rate 
- Average Order Value 
- Conversion Rate 
- Customer Acquisition Cost

Churn Rate:

Average Order Value:

Conversion Rate:

Customer Acquisition Cost:

When you add easy visuals to something, it reduces the number of "Brain Cycles" people need to comprehend it.

Should you answer this call??

I'm letting you know TODAY IS THE LAST DAY to get a full 35% off the Copywriting Course for a full year. 

That brings the price from $750 → $487.50 for the entire year.

I want you to optimize the hell out of your Q3 and Q4 this year, and starting right now is the way to go:

I want you to strengthen the hell out of all your marketing materials, which adds up to a having a great Q3 and Q4:

The deadline is tonight at 11:59pm, so jump on this now:

Normal: $750
Today: $487.50
(use coupon MIDYEAR at checkout)

One of the most commonly asked questions we get asked right now is about building out email newsletters. 

In this training video I go over how you can build a weekly newsletter yourself, including how to:

- Come up with a name for your newsletter.
- How to find content for your newsletter.
- How often to send your newsletter.
- How to structure your newsletter.

You can read more in depth about creating your own newsletter here.

We did a fun experiment with selling through email:

In 1 hour, write 2 emails (one short, one long), and send it out to 100,000 people. Turns out it made $10,878.77 Revenue.

Watch what we did, and try implementing this on your own business or product.

You can see the full emails here.

We sit down to interview Sam Parr, who sold his email list The Hustle to HubSpot. 

We dig in to see how he built the email list with it's humble beginnings as an email list to notify people of his live conference events. Eventually they realized the email list itself was more valuable than the live events!

Peter Keller of Fringe Sport sells millions of dollars of gym equipment through his brand, and much of it is over email. 

"Every email we send out generates sales."

Peter says 30% of the company revenue comes from when they send out an email blast. 

He describes how they "think" about emails before they send them, so they send emails people love reading.

Ayman took AppSumo from $3m in revenue to well over $80m in revenue, and it's built off the back of email. 

50% or more of that $80m in revenue came from email 🤯

Sujan Patel knows emails are incredibly powerful, so much that he started MailShake to automate sending sales email sequences.

Noah Kagan talks about how email and YouTube are the only two channels he pays attention to.

Since I help clients with email all the time, I use almost all email softwares out there. For my personal use, I choose ConvertKit because it does everything the easiest.

Here's why I like it so much compared to other software.

I go through all the things I look for in an email software. I personally use ConvertKit for my own businesses, but a lot of these others can work as well. 

I've used 10+ different systems, and here's how I would think about finding the correct email service. 

Some rapid-fire email tips!

You can follow along these short tips by following here:

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