Back in April of 2018, I decided to start this email list.
And since then, I’ve written 6-7 emails pretty much every week (except the weeks I go on vacaction).
I’ve also sold millions of dollars worth of courses, events, trainings and mentorships through email…
And I’ve learned a ton about email copy and what people REALLY want when they’re on your list.
So today I’m gonna share some of the biggest email insights I’ve learned over the last 5 years with you.
Starting with…
1. People come for the information, but they stay for how much they like you
To get people on your list, you almost always have to give away some kind of information (like a free report).
But once someone is on your list…
If you just constantly send them more information without infusing any of your personality into it, they will eventually leave.
Why?
Because information is boring.
And no one wants to read an email everyday on the details of how to write better copy (or how to play guitar, or how to get in shape).
This is why you see me telling a lot of stories…
And infusing a lot of personal anecdotes from my life like my love for dogs, my strained relationship with my mom, or how I got picked on in high school for being short…
When I write about these things, it gives you a chance to relate with me.
And that’s really what you want.
You want the people reading your emails to relate with the personal things you’re sharing (that’s how you get them to stick around and keep reading).
Alright let’s hop to the second lesson…
2. With a personality-driven list, your most valuable asset is trust
With my list, I’m always trying to increase the trust I have with you.
Why?
Because the more trust we have, the easier it is for you to buy things from me.
Think about it…
The reason I’m able to sell courses and trainings WITHOUT a sales page is all because of the trust I have with my list.
So I’m always thinking of ways I can increase that trust…
And also making sure I’m not doing anything to decrease it (like not sticking to my word, or putting out a shitty course).
It takes a long time to build up trust…
But it only takes one dumb decision to erode it.
So if you want to be in this game for years and years, you need to be highly aware of the trust you have with your list.
Let’s hop to the 3rd lesson I have for ya…
3. The types of people on your list will change over time (so you need to change with them)
Back when I started this list almost everyone on the list was a 7 or 8-figure business owner in the direct response space.
So everything I wrote was meant to appeal to them.
Now-a-days my list is very, very different.
Today there’s a TON of copywriters on my list (both newbies and established copywriters)…
There’s coaches and experts…
There’s offer owners…
There’s marketing people who work in direct response companies…
There’s people who found me after doing Amazon FBA or phone closing and now they’re interested in copywriting…
There’s people who are working normal 9-5 jobs who are looking for a way out…
So my list today is very different from what it was five years ago.
And as a result of that…
The emails I write and the courses I create reflect that.
So the big lesson here is simple…
No matter what kind of list you have, the types of people on your list will change over the years, so your message and what you sell will need to change with it.
Alright let’s hop to the last lesson I have for ya.
This one should be the backbone of everything you write to your list.
4. You will never appeal to everyone, so just be you, and write to the people that your stuff resonates with
Take a look at these names…
Andrew Tate…
Oprah…
Dave Ramsey…
Rachel Ray…
All of these people have huge followings…
Yet they also appeal to very different kinds of people.
Rachel Ray isn’t trying to appeal to hard-charging business dudes…
And Andrew Tate isn’t trying to appeal to vegan feminists…
All four of these people are just being themselves…
And based on that, they know that certain people will resonate with them (while others will be repulsed by ’em).
That’s how you build a following.
If you’re constantly changing your message to try and make everyone happy, your message will appeal to no one.
So one thing I’ve learned is that you have to be yourself (flaws and all).
Certain people will like you for who you are…
And others won’t like you.
And that’s perfectly ok.
Cause you don’t build a following trying to appeal to everyone…
You build a following by being yourself, and letting the people who resonate with you come along for the ride.
That’s the key.
I get people all the time who try to change me, and who tell me I should not talk about “x”.
They’re free to believe that…
But I don’t have to try and appease them.
I’m just gonna keep doing what I’m doing, and writing to the people who want to read my stuff.
And I’d suggest you do the same.
So there ya go…
Those are a few lessons I’ve learned from writing this email nearly everyday for the last five years.
Hope you got a nugget or two out of this.
BTW, I’m going to be relaunching my email training this Monday on how I write my emails.
So if you’re interested in learning how to write personality-driven emails like I do for maximum influence and maximum money…
Then you’ll want to check that training out.
More details to come on Monday…
– Justin
If you want to hear more from Justin, he has a private email list for top marketers, copywriters and business owners. To apply to be on the email list simply click the button below that says “apply now”.
