Write better emails with Daniel Levis’s “email alchemy” methodology.

In the episode:

01:10- Get to know our guest

03:12 - Why a framework is important

04:21 - What “email alchemy” is and isn’t

09:51 - Thinking about your subject line

12:19 - The 3 things you should have

15:01 - It’s not about open rates

17:45 - The impact of those first few sentences

21:33 - Who’s your target?

23:38 - Take your reader somewhere else

28:05 - “Pitch” is not a dirty word

30:31 - Should you look out for unsubscribes?

32:23 - What you want your reader to do

36:48 - Inside a good call to action

40:20 - Summing it up

Daniel is offering you 147 opening line ideas

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Transcription:

James: James Schramko here. Welcome back to SuperFastBusiness.com. Today, we're going to be delving into a copywriting topic, and that's because when I survey my audience, a lot of people will say they need more traffic. But what they really need is the ability to sell better. It's not something people self diagnose well. It's something that everyone with a product or service needs to be able to do. Of course we're still using email extensively. So I wanted to go specifically into email copywriting, and for that, I've brought along our special guest, Daniel Levis. Welcome to the call.

Daniel: Thanks for having me, James. Glad to be here.

James: So Daniel, you've been doing some copywriting behind the scenes for a long time for people who our audience would know like Jay Abraham and perhaps Yanik Silver, and you came up on Clayton Makepeace who many of the top copywriters regard as being a copywriter for copywriters. So you've had a really rich history in this craft.

A little background on Daniel

Daniel: Absolutely. I've been writing copy for, I'm going to say, 30 years. Part of that time, without actually knowing that I was doing copywriting but using it as a lead generation mechanism, I was in high-tech sales for many years, and I always preferred to have prospects coming to me rather than me going to them. So I was very early on adopting copywriting techniques for lead generation.

I guess it would have been 2005, I got in touch with Clayton Makepeace, and he was so impressed with what I was writing that he had me write a bunch of stuff for him, and I helped him to launch The Total Package. I basically studied under Clayton Makepeace if you look at it as, you want to call it, yeah, you're a copywriter now. So learn from the best, right?

James: Right. So today we're going to be covering a specific framework, I think you nicknamed this “email alchemy” but it's your special formula for having powerful communication particularly using the email format.

What is email alchemy?

Daniel: Yeah. Email alchemy is a whole methodology. It's quite an involved methodology. What I've given you there is the SOD PC formula for creating an email. This is a tiny little part of email alchemy but something that I live by.

James: As an Apple user, I can quite relate to that acronym. But I imagine it doesn't stand for throw out the Windows computer. It probably means something else. Maybe we should go through that formula. But before we do that, let's just think about why is it important that we would use a formula or a framework?

Why use a formula?

...

Find out how YouTube ads can be applied to different products and industries.

In the podcast:

00:56 - Where the series is at

02:53 - Memory as velcro

05:17 - Case Study 1 - how to sell a book

08:39 - Optimizing the campaign

11:05 - Yes, you can segment

15:28 - Promoting a membership

19:57 - How the client coordination works

21:16 - From YouTube to Facebook

24:18 - How to get started

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Part 1 of the series

Part 2 of the series

Transcription:

James: James Schramko here at SuperFastBusiness.com. You're listening to the YouTube Advertising Tips series. This is actually part three where we're going to talk about a case study. I've got my friend Tom Breeze from Viewability.co.uk who is a YouTube advertising specialist. Welcome Tom.

Tom: Hey James! How are you doing?

James: Good. Thanks Tom. Now in this series, we've set this scene in part one, we talked about why you want to be looking at YouTube as an advertising source and how there's plenty of eyeballs there. I don't think you mentioned it but I did hear you say this once before that it's kind of like Velcro. We get a very sticky audience solution here when we're putting these videos up.

And then in part two, we really developed more into the moments framework that you gave us and talked about some of the actual technicalities of setting up your account, targeting particular sites. We talked about Peppa the Pig, from memory.

What we're up to is we're going to talk about some case studies in particular, sort of audience listening to this podcast are kind of similar to me in some ways where they'd be, probably have some memberships, maybe run events, and probably have books. I'm actually in all three of these things.

I certainly got memberships, definitely run events, I'm more than likely to be publishing a book, certainly a lot of my clients do, like Ryan Levesque for example, have got books. I'll be sending them to this episode. I want you to tell us, how would you go about approaching my product suite if you're pulling off a blank page and you wanted to map out some campaigns. What would you be looking at? And maybe you can overlay some of your own case studies here, things that you know have been successful. You can protect the name for privacy if you like. Given that many of your clients do similar things, what sort of things are we going to be looking at here?

Developing YouTube campaigns

Tom: Good question. What I'll do is I'll dive in some case studies and some thoughts about how we begin campaigns and then how we can scale those campaigns up as well because there's some really clever stuff with YouTube, and I think it'd be good to kind of dive in and give you some firm concrete examples to be like, 'Oh OK cool, I can see myself doing this now.'

I think that what we pulled on earlier, I understand this like Velcro idea is really important because this really plays out in terms of how we start scaling out with clients. What I mean by this is in the past,

What’s the right message for your YouTube ad, and when should you deliver it?

Episode highlights:

01:16 - Most people don’t like it

03:36 - Picking the right moment

06:30 - Delivering “aducation”

09:14 - The best type of audience

13:34 - What’s your call to action?

17:10 - Where the links go

18:55 - Commanding the ads

20:55 - On boosting videos

22:11 - What should your first video be?

23:59 - Summing it up

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Part 1 of the series

Part 3 of the series

Transcription:

James: James Schramko here from SuperFastBusiness.com. I am talking to my friend Tom Breeze from Viewability.co.uk. Welcome Tom.

Tom: Thanks James.

James: If you've just joined us, this is actually part two of a three-part series. It's the YouTube Advertising Tips series. In part one, Tom and I talked video advertising. We covered the different moments of where a customer might be at when they're on YouTube, and why YouTube is so powerful, and what types of options are available to you in terms of placement, and a little bit of ad strategy I guess we covered.

In this particular episode, part two, we're going to be going deep into the messaging. I'm going to hand over to Tom to just take us through some of the most important things regarding what you actually need to do in terms of picking your moment and so on.

Most people don't like seeing YouTube ads

Tom: Yeah good point. I mean I think that when it comes to running ads on YouTube, it's important that we understand that most people don't like seeing YouTube ads. I don't think anyone really gets up in the morning and thinks, I must make sure I watch more YouTube ads today because I love them so much. That never happens. [laughs]

James: I bet you do. I bet that applies to Tom.

Tom: Yeah, I do. Actually, do you know what, my son Milo has this knack at the moment of waking up at 4:45 in the morning and running through to our bedroom and basically just jumping on me and wants to get out for the morning. When it's really early, I reach over to my iPhone and get out, gotta go onto the YouTube app and try and type in Peppa Pig, which is basically a children's TV program that he actually really loves. When I typed in just the other day, I pressed Peppa Pig, pressed play, and then on your iPhone, you can do this special thing where you triple click the home button, which basically goes onto some cool guided access and locks the phone, so it carries on playing Peppa Pig but you can’t touch any controls.

This is a difficult thing to set up in the morning anyway at 4:45. I'm not in the best state to sort out my phone. But this one I did. I set it up for him and passed over but a pre-roll ad began. This pre-roll ad was this beautiful lady in bed, looks like she has the longest lie-in in the morning ever, and she looks completely refreshed. She was talking about how clean her sheets were and things. I was like this is the wrong time to be advertising to me. This is like, all I want to do is give Milo Peppa Pig and let him watch this. But instead, I have to sit through this pre-roll ad of this l...

James Schramko and Tom Breeze discuss the hows and whys of YouTube advertising.

In the podcast:

00:49 - A bit of background

02:01 - Why advertise on YouTube?

03:11 - Five moments to look at

06:10 - Kinds of YouTube ads

07:23 - Skip or watch?

09:20 - Getting started

12:13 - How competitive is it?

16:05 - Final thoughts for the episode

18:24 - What’s been covered

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Part 2 of the series

Part 3 of the series

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Transcription:

James: James Schramko here. Welcome back to SuperFastBusiness.com. In this YouTube Advertising Tips series, I'll be speaking with my friend Tom Breeze from Viewability.co.uk, and we'll be covering all about YouTube advertising. We're going to go into stats, and we're going to have a look at the messaging and then we're going to break down some case studies. So welcome to the series Tom Breeze.

Tom: Thanks James. Good to be here.

James: So you're over there Tom in the UK, and I'm here in Sydney. Now we speak each week. We've been working a little bit together on your business, and I find it fascinating, in particular, how well you're going and the quality of your clientele. You're obviously doing something right.

Tom: Thank you. Yeah. It's been like four months or so. Just amazing results so far having worked with you. Yes, going very well. Very well indeed.

James: Now the core of anyone I work with is a great product. I saw you talking about your field and I recognized straight away, you are an expert in this field. And then I had a look at your client rolodex. You're working with some of the best in the industry. That's what I like about what you're doing there. I've asked you to come along to share some of these insights with our SuperFastBusiness audience.

So in this little series, part one, this one here, we're going to be talking about some stats, and why we'd be interested in using video marketing in our quiver so to speak and why in particular paid YouTube advertising. Perhaps you can run us through a little overview as to why this is so important to us.

Why is YouTube advertising important?

Tom: Yeah of course. I think that one of the things about YouTube especially when it comes to advertising is that I think there's a lot of stats to get banded around. Lots of people talk about how there's 3 billion views on YouTube every day, and how there’s, I don't know how many hours of upload everyday or every minute whatever it is these days.

But basically, a lot of people are using YouTube. I think gone are the days where people look at YouTube as a place where babies are laughing and cats are falling off sofas or whatever it might be. People are looking at it as a really serious place to be advertising now because it's where the eyeballs are.

So whenever anyone kind of like talks about YouTube ads with me, I very rarely talk about the stats and what they mean to people. I tend to look at why YouTube is just so powerful. I think that the main reason why I think it's so powerful is because when people are on YouTube, they're in a really motivated state. They're kind of looking for answers to their questions, they're looking for solutions to their problems,

More productivity tips, tools and ideas in this final episode of Productivity Using Google.

In the episode:

00:57 - Quick recap

03:17 - Are you missing out on Hangouts?

04:29 - Hangouts vs. Slack

07:29 - Power moves for managing emails

11:28 - 2 things to get out of your inbox

16:20 - Day-to-day inbox management

27:27 - Goodbye to Evernote

32:51 - Is simple enough?

34:34 - How attentive are you?

35:56 - Quick recap

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Part 1 of the series

Part 2 of the series

Transcription:

James: James Schramko here. Welcome back to the Productivity Using Google series. This episode, we're talking in more depth about productivity. Of course, I'm not doing this episode by myself. I brought back Peter Moriarty from ITGenius.com. Welcome Pete.

Peter: Hey James.

James: So, we have already covered quite a lot in this series. The first series was just getting to the basics of email and why it's such a good solution, and we talked about my journey from Outlook, and how it really freed me up and how it's a more professional solution, and it gets you off your server.

In the second episode, we went into a lot more depth into the other tools that come with the suite, Calendar, Drive, and Docs, and Sheets, and Forms, and we slightly touched on Hangouts and Sites. We might just delve into that just a little bit more. In this episode, we're going to be talking about some productivity ideas. How to use some of the tools to get an even more advanced output because now you've got a lot of these things in just one place, they're all one click away from your email account. They are probably going to cost you $5 per month per person in your business, so they're ridiculously low priced compared to some other solutions. I talked about how I'm not using tools like Dropbox so much anymore.

In this episode, I want to share why I moved away from Evernote, and how I'm using a Google sheet to replace most of the things that I was using Evernote for, and also, I want you to talk about Hangouts because I don't use them. I didn't like my experience with it. I want you to convince me why I'm making a terrible mistake or at least set me straight about that experience.

Let's start with Hangouts because the things that I found awkward were when people were trying to call me, I couldn't see them ringing, and I think it was trying to send it to my personal account and not the new business account, and I think I had to activate it, and it wasn't activated. And secondly, people in my team, we don't do video. I'm dealing with lovely people in the Philippines. They're very chatty and instant messagey. We're not video people.

And when it comes to customers, I've been using GoToMeeting for probably nine years. It's such a good solution allowing people to phone in and or to log in using their VOIP and share screens and things in real time, and it records.