Newsletter Subject

How one simple change 3x’d our sign-up rate

From

luisazhou.com

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support@luisazhou.com

Sent On

Sat, Dec 16, 2023 04:15 PM

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I’m still so proud of the beautifully crafted email I wrote a few years ago… An excerpt: -

I’m still so proud of the beautifully crafted (or so I thought) email I wrote a few years ago… An excerpt: --------------------------------------------------------------- To quote Game of Thrones …“Winter is here.” I felt it to the bone this weekend while walking around Central Park... The air so cold your face goes numb… Your skin so chapped it hurts to move… The trees turning brown and lifeless... For many of the men and women I’ve been speaking with lately, it feels like winter has been here for a long time in their businesses. --------------------------------------------------------------- But it’s an email I’ll never use again. Even though it follows one of the commandments of direct marketing 101: “People pay to get out of hell, not into heaven.” At least, that’s how I learned it. In other words, marketing to the “pain” that you can help someone solve. But as you might have noticed these days, that’s a rule I now break basically all the time. Yes, I speak to the challenges I’ll help you overcome. But only to point out what problems we’re going to solve. Not in a way that “digs in the knife” (another popular phrase I learned from my early direct marketing days) to remind you how bad the pain is. The reason is twofold: First, it never felt great to me to do that. And look, I’m not perfect. So I’ve tried plenty of things I didn’t love. But usually I’ll do it just once, and never again. Second, in this case, the results backed up my intuition. Because sure, that email worked like a charm. In fact, it drove so many sales inquiries that I was initially pleasantly surprised. But after speaking to a few of the people who responded, I realized I’d made a big mistake: That kind of messaging mostly resonated with people who were already frustrated and desperate — the exact opposite of the mindset you need to be in when you’re trying to build your own business. Thus, one of my most valuable lessons learned to date: The messaging you use determines the type of client you’ll attract. That takeaway alone makes this email one of the most valuable lessons I’ve ever shared. Personally, it’s a huge part of how I’ve shifted my marketing over the years to build what I believe is now one of the highest-quality audiences and client bases around. But if you want to go deeper, and want to know how to attract your own high-quality ideal clients who are determined, open, big-dreaming, and pragmatic… Well, it takes a very specific type of messaging to connect with that type of client. Focus too much on the pain, and you’ve lost them. (Because they’re not overly driven by pain. They’re the kind of person who solves their problems before they get that bad.) But focus too much on the dream, and you’ll come off as being full of fluff and empty promises. (Because they’re smart and need you to address certain things before they’ll trust you.) So what’s the answer? I break it down for you, in detail, in lesson #5 of Unforgettable . Plus, I also included detailed Behind-the-Scenes examples too, like how I used the tips from that lesson to make a super simple change…that tripled the effectiveness of my home page. Done right, this “tweak” can be one of the most profitable adjustments you make to your business. And best of all? It’s just one of 14 equally valuable lessons inside the course. So if you’re tired of following marketing advice that doesn’t feel good to you, and tired of not getting the results you want — Like standing out the way you’d like, or attracting the type of high-quality ideal clients you’d love to work with… And you want to know how to turn who you are into an Unforgettable online presence that naturally stands out and attracts your dream clients… Unforgettable might just be the thing you’ve been looking for. You can get all the details right here: [luisazhou.com/unforgettable]( 
 Luisa Zhou If you no longer wish to receive these emails, click here to [unsubscribe]( Zhou Ventures, Inc. 459 Columbus Ave #4049 New York, NY 10024

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