View on Youtube: http://www.youtube.com/watch?v=MzCQ0F5qz3U
- In copy, the purpose of every sentence is what?
- To make the person read the next sentence.
- To make the person read the next sentence. That’s right. Every sentence the purpose is to read the next sentence. In email, the purpose of every email is what?
- To get them to read the next email?
That’s right. That’s right. If they get an email from you and their reaction is I don’t want any more emails from this guy, it’s over. That priority overrides every other priority. Now if you’ve built up a lot of good will with people, you can afford to piss them off a little bit every now and then and it’s not going to hurt you, but every now and then, not often. You have an emotional bank account with that person and every time you tell good stories, you give good content, you make them feel good, you’re depositing money in the emotional bank account. And every time you try to sell something, you try to get money from them, you try to make them do something that maybe they don’t want to do, you’re subtracting, and if that account zeroes out, it’s over. Right?
How many people do you know where their account is overdrawn with you. You’re like no more. Nope, not doing you any more favors. I’m not driving my truck to go jump start your car any more, you know, whatever it is. You’re done doing that.
Copy is stored energy and this is what is so cool. If you can press a bunch of emotional energy into some sentences and paragraphs that stays there for years, and when a set of eyeballs comes across it something happens. I think that is the coolest thing. It is the most interesting kind of asset whether it’s an email, or a series of emails, or a sales letter, or a video, or whatever, if it’s persuasive and it sells, it’ll sell for years. I love that. That’s a fabulous asset.
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