3-2-1 — Magic Veggies, Direct Sales, Copywriting Tips
Hey — It's Harry.
Hope you had a nice weekend. I crunched a Calippo, worked on the newsletter, and was in bed by 10.
Enjoy 3 copywriting tips, 2 short examples, 1 favourite tweet.
Estimated read time: 1 minute 58 seconds.
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Three copywriting tips
1/ Three ways of reframing price
2/ Simplify, then exaggerate.
3/ Narrow your scope until you're number one.
Two short examples
1/ Magic Veggies
June 2018. Belgian supermarket Delhaize changed the names of their fruit and veg to encourage more kids to eat them.
Carrots became Orange rockets. Courgettes became Troll Bats. Sales increased by 151%.
“Creativity is the last unfair advantage we're legally allowed to take over our competitors” — Bill Bernbach
2/ How Convert Kit grew from $1.5k to $100k MRR
This week I dug up excellent thread from Nathan Barry explaining how he used direct sales to grow his email marketing platform:
Here's four lessons:
a) Start with a niche
When Convert Kit launched it was just for bloggers.
There's a big difference between “want to try this random new tool?” and “want to try this new tool made specifically for people like you?”
b) Don't sell. Ask about frustrations.
Here's Nathan's first email.
He'd then offer a call to help people through their frustrations and show off Convert Kit.
c) Remove the biggest objection
Most calls would end with “Sounds great but switching is a hassle...” So Nathan offered to migrate customers for free.
Forms, sequences, templates. One by one.
d) Always ask for referrals
Once one blogger was set up Nathan would ask for intros to others.
It's 10x easier to persuade a friend's friend than it is to persuade a stranger. Soon referrals drove as many leads as cold outreach.
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Today, Convert Kit makes $29M/yr. To quote Nathan,
“My rate was $5/hr. But you do things that don't scale. Because that enables channels that do scale.”
One favourite tweet
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