In the interview:

00:57 - Some background on Kevin

02:47 - What it means to go deeper

05:51 - The highest level of achievement for an email

09:33 - In other words, get real

11:35 - A couple of useful tactics

13:07 - Building performance material

14:49 - Do videos help you connect?

19:41 - How Kevin’s Uber video came about

23:31- Do you have to be a performer?

24:44 - When content is shallow

28:12 - One out of ten videos...

29:33 - Behind Kevin’s driving videos

34:16 - A quick recap

35:46 - James’s podcast record

37:47 - How to avoid being douchey

See Kevin's SuperFastBusiness Live presentation inside SuperFastBusiness membership

Download the PDF transcription

Transcription:

James Schramko here, welcome back to SuperFastBusiness.com. And today I have my very good friend, Kevin Rogers from CopyChief.com on the line. Kevin?

Kevin: James, it's exciting to be back with you.

James: It is. You've been on this podcast before, so we will link to the previous episodes. And you also spoke at SuperFastBusiness Live, and your presentation was a stellar success, because in that presentation, you delivered a card system, a framework that one might use to develop a good sales copy approach. If you're starting from scratch, or you've got to come up with an offer, you could go through that card system and step-by-step map out a compelling sales offer, which was really well received. It's available as a recording in SuperFastBusiness.com.

One of the things that made that training so good, it was hilarious. You delivered it so well because you're quite funny, and there was one line in there that I particularly loved that I'll save for listeners to discover when they go through that training.

But lately, you've been developing your communications to a whole new level. That's why today, we're talking about how to go deeper with your customer base.

Kevin: Yeah. It's great topic. I think, it's one of those things that when you kind of crack the nut on it, and you start to get the level of feedback that we appreciate, those of us who have worked really hard to crack this nut, it's invigorating. And suddenly, you never have to struggle for what to say. When we've got too much in our heads and we have these inhibitions about reaching out and communicating, all that goes away, and it just becomes like a great conversation at a bar or a coffee shop or something, right?

James: So let's just get a little clear on this. When we say going deeper with our customer base, what does that mean to you?

What it means to go deeper

Kevin: Well, for me it means that I can feel it when I write something. So I'm a copywriter. So oftentimes, it's me sitting and writing that these moments happen. Although I'm working more and more with live video and posting spontaneous video, which we can talk about, but for me, here's what I realize - I had this revelation recently that I'm all about performance. That is what fuels me.

So for instance, you mentioned me speaking at your event. That was very exciting for me to travel to Australia, to be with you and your members, and when I have something on the books like that, I'm excited for a month. From the minute I book it, and especially,