- The words you use are powerful.
And I'm not just talking about
the words you put in your book
or the words you say when you're promoting it,
I'm talking about all the warrants you use
to grow your author platform.
If you're struggling with what to say
in your email newsletter, or how to build that newsletter
or what copy you have to create for your book marketing,
this video is absolutely for you.
(upbeat music)
Hey there, I'm Julie the book broad from Book Launchers
We're your professional self publishing team
helping you write, publish and promote a non-fiction book
that will help you have a huge impact on your readers
and done right, will help you grow your brand,
build your business and make you money.
The best part you, yes, you keep all rights and royalties.
When I launched my first online course
for my real estate training and education company,
I hired a copywriter
to write the sales page for that program.
I paid them $2,700 to write that copy.
At the time, I was stunned that a copy could cost so much.
It was just words and I was hiring a junior copywriter.
A senior copywriter charged 10 times that amount
but there's an art and a science to writing copy
that connects with the reader
and connects in a way that has them taking action
and that is the key.
Your book should be written to engage the reader
but great copy is written to get the reader to take action,
to do that very thing you want them to do
whether it's subscribed to your newsletter
or buy your book or sign up for your course.
And when it comes to building your author platform
and building your email list
and creating an audience of folks who are connected to you,
copywriting is a critical skill to learn
Today, I have five copywriting tips for you
to use in your email marketing.
Tip number one, talk less about you
and more about the reader.
I say this to authors too.
Watch how focused you are on yourself.
For example, instead of saying, "I wrote this book
so you could finally see how to write a book
without boring your reader and I've got a link for you
right here to get a copy of my book."
Change that to say, "Your about to uncover
the #noboringbooks way to write a book
that will have an impact and make you an income.
Ready to start writing that great book today?
Great, click here.
Two very different ways of writing it
but it says the same thing.
Now, perhaps you're thinking, "Well,
I'm telling a story about myself to create connection."
Well, if you're trying to present facts about yourself,
you could say, "Have you ever met someone
who was the center of a murder investigation
before they were even born?
It's unlikely unless we've already met."
That's a fact from one of our client's upcoming books.
I can't wait for you to hear about his incredible story.
But even an incredible story isn't enough.
You have to present it in a way that engages a reader
and focuses it back on them.
Because in that example, I could have said,
"I was the center of an investigation of murder
before I was even born."
The more you present anything in the focus...
(static rattling)
The more you present things with a focus on the reader,
the more engaging it is to them.
Tip number two, have a single call to action.
This can be a real struggle in your first email
after somebody subscribes to your newsletter
cause you probably want them
to connect with you on social media, listen to your podcast,
buy your book and sign up for your coaching program.
But you have to resist the urge
to ask them to do all of that in one email.
Try to focus an email on a single call to action
and you'll probably see your conversions skyrocket.
The same goes for each page on your website.
Try not to have three different calls to action.
One single call to action makes it simpler
for the person on your website or reading your newsletter
to know what exactly they're supposed to do.
Tip number two is too many calls to action.
Tip number three is having no call to action.
The only thing worse than too many calls to action
is having nothing to do at all.
And I see authors that live in fear
of being seen as selling anything that do this all the time.
They don't ask people to buy their book
or write a review or do anything at all.
Remember, the goal of your email
is to get them to do something.
The job of writing the copy for that email is not done
until you've asked your reader to take some sort of action.
Number four, write a great subject line.
My best performing email subject line was,
one weird thing that gets results.
Go figure.
I think it did really well because it creates curiosity
and still has a promise of value.
Those results, it doesn't say what those results are,
but it promises them.
Try to create curiosity
or offer a benefit with your subject line.
Here's a fun little tip for you.
You could use this to test potential chapter titles.
If you find a chapter title gets a whole lot more opens
than your typical email,
that's a great potential chapter title for you.
What I really want you to avoid are boring things
like, "This week's update," or "Welcome to my newsletter."
It's kind of boring.
You're probably gonna find a lot of people don't open that.
So focus on the benefit
of what you're going to talk about in that newsletter.
So you can have some declines like,
"Better sleep with one change,"
or, "Build a more productive team,"
or, "Stop doing this in your meetings,"
or, "The latest technique that could hurt your ears."
I'm making random things up
but really you're writing a different book
than the next person watching this video.
I really just want you to look at your subject lines
and think, "Would I open that email?"
Number five, open loops that you'll close in the next email.
Teasing the content that's coming up in the future
or something else that's happening in the future
that will make them want to open emails
is always a good idea, but it's especially important
when you're building an email sequence,
which is an automated set of emails
that goes out when someone subscribes to your newsletter.
You really should be doing that
if you haven't already by the way.
Then you need to tease what's coming next.
Saying something like, "That's a pretty cool strategy
but I've got an even better one for you tomorrow."
Or you could say, "PS, watch my next email in five days
because I've got a checklist
for you to create massive results
with the process you just learned.
Using this checklist increases your success rate by 35%,
so you're going to want that checklist."
Writing great copy takes practice
and it definitely takes intention.
But if you remember these five tips,
you'll have more success building an author platform
with an audience that's going to pay attention
to what you have to say.
So remember talk about your reader,
include one call to action per email
and make sure you include a call to action in every email.
Write that compelling subject line
so your email gets opened
and finally, open loops in that email
that you're going to close in the next email
to encourage them to keep looking forward
to your next and your next email.
There's so much more to cover with this,
so I will be shooting an entire series on this.
For example, if you're wondering
about what emails you should put in an email sequence
or you're wondering what should be on that squeeze page
that asks for the email address in the first place,
well, I've got you covered,
so make sure you've subscribed to the channel
and turn those notifications on
so you catch those videos when they come out.
See what I did there?
I just did tip number five.
I opened a loop I'm going to close in a video later.
Well, what was your favorite tip?
Let's chat about it in the comments below.
And when you comment the day a video is released,
you'll be entered to win some sweet #noboringbooks swag like
or #noboringbooks mug
or also soft journal for writing
all your book ideas down in.
New videos every Tuesday and Friday.
Well, you're really quite cool to hang out with.
Would you like to spend a little more time together?
If you're new to building your author platform,
then this is the playlist
with all the videos I've done so far on that topic.
If you're good on that side of things,
then you may want to watch this video
on getting into the mind of your reader,
cause the more you know your reader,
the better the copy you can write
to compel them into taking action.
So either way, both videos are going to be fantastic.
So click on over to your chosen video.
I'm anxiously awaiting your arrival over there
with coffee, of course.
(upbeat music)