DEEP VS. WIDE EMAIL LISTS (WHICH IS BETTER?)

When looking at email lists I like to classify them as being either “Deep” or “Wide.”

Here’s a quick explanation of what I’m talking about.

(And why this concept is so important for marketers.)

1. Deep Lists

Deep lists primarily refer to a list of buyers. More specifically, I’m talking about a list of buyers who have spent serious money. This can be anything from $297 all the way up to $1997, or more. Another feature of these lists is that they are usually small. For example, you often hear people brag about making money with a list of less than a hundred people. This is how they do it.

When I talk about deep lists I’m also talking about your relationship with that list. People with deep lists have cultivated a relationship with their audience over years and sometimes decades. The audience sees them as a valuable source of information and guidance. They are effectively a guru in their industry.

This means that when you mail high ticket offers…well…the list converts.

And with every offer mailed that relationship grows deeper and deeper.

Then, on the other hand, you have…

2. Wide Lists

A wide list refers to a list of people who have yet to convert. It also refers to people who may have bought low ticket offers. It could also mean you have a list of freebie seekers who will never convert. Another feature of these lists is that you have subscribers who don’t read your emails, or who rarely read them.

Now, this type of list can make you money. For example, if you have 10,000 or more subscribers, and you make a low ticket offer, you’re almost guaranteed to make sales.

Will you make as much as you would with a deep list? Probably not, but it really depends on what type of offer you’re mailing…and how many subscribers you have.

Another problem with wide lists is that these types of buyers can be a pain in the butt. These are the people who feel nothing about asking for a refund and ripping you off. Wide lists can also be a problem because running a list takes money.

So now that you understand this concept here is the real question:

Which type of list is better?

Deep or wide…

The truth is that neither is perfect.

What you really want to do is aim for a mixture of both.

To start with, you want to get as many subscribers as possible and build a wide list.

Really build up that subscriber count and never stop doing this.

Ideally, you want new people subscribing on a daily basis.

You then want to start filtering out people, converting your subscribers, and building a deep list

You do this by mailing as often as possible.

People who aren’t interested in what you’ve got will unsubscribe.

(Believe it or not this is actually a good thing.)

You basically want people to stop wasting your time and shit or get off the pot.

This is basically the art of curating and manicuring your list.

You also want to build and strengthen your relationship with your audience.

This means getting them to know, like, and trust you.

Next, sell a mixture of high and low ticket offers.

High ticket offers also help to get rid of people, especially those who were never going to buy.

That being said, you shouldn’t only sell high ticket offers. It’s a good idea to mix in the occasional low ticket offer. You see, there could be people who like what you’re offering, but who aren’t ready to commit to spending a lot of money with you. These people need a taste of what you’ve got to offer, before they commit to a bigger meal. This is why it’s a good idea to occasionally throw in a low ticket offer.

The bottom line is that you have deep and wide lists.

You goal, as a marketer is to build a mixture of both.

By doing this you’ll maximize conversions…

…and ultimately turn your list into a money making machine.

Alastair Walton

THE SALT AND PEPPER TECHNIQUE FOR WRITING HEADLINES

How do you write the perfect headline?

Every copywriting guru has a different take on this.

And seriously, there are a million and one ways to approach this topic.

Personally, I like to think of it as adding salt and pepper to your food.

Here’s what I mean:

You want to start with a base benefit, topic, or something that grabs your readers attention.

Some examples of this might include…

“Lose weight”

“Save money”

“Look younger”

Or even something like…

“Donald Trump”

Or…

“Climate change”

(Just note that these are BAD examples. They’re too simple. When doing this you want to be as ultra-specific as possible and zero in on something that the reader is extremely interested in.)

This topic or benefit forms the base of your headline.

I call this the “salt” and it’s the thing that grabs or hooks your readers attention.

In this post our salt is the phrase “writing headlines.”

If you’re still reading this, it’s because you want to learn how to do that.

Now, everything else which surrounds the salt is what I call the “pepper.”

These are basically words which add to the flavor of your headline.

A lot of the time this pepper includes your standard headline formats.

I’m talking about things like…

“Why…”

“What…”

“How to…”

“10 ways to…”

The pepper can also include other words which enhance the flavor.

Things like:

“Weird”

“Strange”

“Unusual”

“Groundbreaking”

You’ll also want to add in curiosity generating phrases like:

“What you don’t know about xyz could kill you.”

“Why most people never discover the truth about xyz before it’s too late.”

“10 reasons why your xyz isn’t working.”

And so on and so on.

(In this post our pepper is “The salt and pepper technique…”)

When we mix it all up we get:

“The salt and pepper technique for writing headlines”

Believe it or not it’s really that simple.

Start with your salt.

Find a benefit or topic that excites your audience and grabs their attention.

Next, add in your pepper.

Use weird, colorful, or strange words and surround them with curiosity generating phrases.

With this simple technique you can write headlines quickly.

Not only that, you can use it to write email subject lines, sales letter headlines, article titles, YouTube titles…

…or anything really.

Until we meet again,

Alastair Walton

HOW TO BUILD YOUR LIST WITH A STRATEGY USED BY THE WORLD’S BIGGEST RETAILERS

A “loss leader” is essentially an item sold at or below cost.

These products are primarily used to attract new customers.

Their purpose is simply to get you through the door in the hope that you’ll buy more products.

(This is also why they’re known as “door busters.”)

This strategy is widely used in the retail industry and has worked for decades.

It’s also a strategy which online entrepreneurs can use with equal success. More importantly, it’s a fantastic way to build your list. Remember, the bigger your list, the more money you’ll make. Not only that, people who have already purchased something are more likely to purchase something else. Another benefit of this idea is that it’s cheaper than advertising on Google, Facebook, or Twitter.

If you’re interested in using this strategy, then here are the steps you need to follow:

1. Find affiliates and joint venture partners

Look for people with big lists who sell similar products to yours. Get in contact with these people and let them know what you have on offer (just note that it’s best to establish a relationship before you launch into the business side of things.)

2. Create your product

At this point you should already have a product to sell. Price this product at $39 (I’ll explain why in minute.) If you don’t have a product then it’s time to create one. The most important thing is that your book is highly valuable and appeals to the market. Creating a quality product also increases the chance that affiliates will choose to promote it.

3. Offer affiliates 100% commission

Approach affiliates and suggest they sell your $39 book to their subscribers for only $19. This way they can give their subscribers a $20 discount. Doing this greatly increases the appeal of your product. Also tell these affiliates that you’re not going to offer the usual 50% commission. Instead you’ll give them 100% commission. This also greatly increases your chances of recruiting affiliates.

4. Provide email swipes

Most affiliates are lazy and don’t want to write their own emails. This why it’s a good idea to provide them with email swipes. Writing these also increases your chances of making sales. After all, as the product creator you’re the person most familiar with your product…and can therefore write the best copy.

At this point you’re set.

If everything goes according to plan, affiliates will send out your emails, make sales…

…and you’ll add hundreds of names to your list.

(With almost no effort.)

What’s more, you can then market additional products to these subscribers…

…and actually start making some real money.

Cheers,

Alastair Walton  

VERNON GOD LITTLE AND THE 17 YEAR SALES CYCLE

I recently read the 2003, Booker Prize Winning novel, Vernon God Little.

To cut a long story short, this book is basically about a teenager falsely accused of murder… and the lengths he goes to clear his name (and while that might sound serious this book is actually incredibly funny.) What’s interesting is that I first heard about this novel more than 17 years ago. Since then I’ve always meant to read it and this year I finally got around to doing that.

Why am I telling you this?

Well, there’s an important lesson here for marketers.

(More specifically email marketers.)

You see, over the years I’ve subscribed to 100s of marketing newsletters. I’ve learnt a lot from reading their messages. In addition to this, I’ve also bought dozens of books, courses, and products from these people. Something I’ve noticed over the years is that most people will eventually stop emailing you. It could be a month, 6 months, a year, or even two years later, but at some point you’ll stop receiving emails.

What you have to realize is that this is one of the most stupidest things you could do.

In fact, according to experts, around 85% of people only convert after about 90 days.

If you’re only sending out a weeks-worth or month of emails, you’ll never sell to these people.

You also have to understand that subscribers circumstances change.

The broke loser might be financially successful a year or two later…

…and ready to buy your product.

But you’ll never sell to this person if you take them off your list after 6 weeks.

The bottom line is this:

Some products have an extremely long sales cycle and it could be years before someone buys the product. This is why it’s critical that you continue emailing – give up too soon and could miss out a significant amount of buyers.

Bye for now,

Alastair Walton

HOW TO TRAIN YOUR LIST TO PAY YOU THOUSANDS

What’s the secret to selling big-ticket products?

I’m talking about programs that go for $499, $1997, $2997, or even more.

More specifically, how do you build a list which responds to these kinds of offers?

Believe it or not it’s easier than you think.

You see, the other day I listened to a fascinating podcast. The guest on this recording calls himself a “mega affiliate” and recently promoted a $2000 marketing seminar. Not only did he sell dozens of copies, but he also beat out every other affiliate. According to him, here are the things he does to sell these kinds of offers:

1. Train your list to buy expensive stuff

You have to avoid promoting cheap offers. This is a mistake which a lot of people make. They sell products that go for less than fifty dollars and then wonder why they can’t sell anything more expensive. The key here is that you want to build a list that’s willing and able to spend money. The way you do this is by selling expensive stuff.

2. Build a rock solid relationship with your list

This is probably the most important thing.  Your audience needs to know, like, and trust you. After all, no one spends big money with a stranger. Developing this relationship takes time and energy and isn’t easily done. One way to do it is by not promoting garbage (this is another reason not to promote cheap offers.) Another way is by injecting a bit of personality and entertainment into your emails.

3. Offer bonuses

Here’s the thing that separates mega affiliates from the guys who struggle to make a buck. You see, there’s a good chance that your readers are on multiple email lists, all offering the same thing. So how do you distinguish yourself from the crowd? You do it by offering something more. Providing valuable and worthwhile bonuses may help to tip people over the edge (the trick here is to give them something they actually want.)

4. Mail often

Too many affiliates hate mailing their list. They send out an email every other day and hope to make sales. This guy recommends doing the exact opposite. You need to blast your list as often as possible. In fact, towards the end of the sale he was sending out six emails a day. This gives you a far greater chance of being seen, opened, clicked, and ultimately bought from. It also helps to scrub your list i.e. people who have no intention of buying anything will quickly unsubscribe.

Until next time…

Cheers,

Alastair Walton

THE BEST WAY TO WRITE A NURTURE EMAIL SEQUENCE

What’s the best way to write a nurture email sequence?

In case you don’t know this is a series of emails designed to warm up prospects.

The idea is that you use this sequence to build a relationship, get people interested in your product…and…at some point ask for the sale. But how do you do this? Most copywriters have their own opinion on writing these sequences…

…but IMHO the easiest way is simply not to bother.

You see, if you want to “nurture” leads all you have to do is email them at regular intervals.

This is because the best buyers don’t need “warming up.”

Serious people are usually ready to buy from the get go.

(Not only that, if you take too long to ask for the sale you may end up losing it.)

Sending out a sequence of 3,5,10 or however many emails isn’t going do anything.

People who want your product will buy it immediately…

On the other hand you have people who are less keen.

These people will never buy or will buy at a later stage.

Converting them is far more difficult…

…but that doesn’t mean you need some special sequence of emails.

All you have to do is continue emailing them.

Doing this will build a relationship all by itself.

The bottom line is this:

Don’t worry about creating a fancy nurture email sequence.

It’s completely pointless.

People who are ready to buy will buy.

People who are less ready will buy later on.

People who were never going to buy…well…will never buy.

The most important thing is that you simply continue to email.

Whether you’re sending daily or weekly emails the idea is that you carry on going.

Over time you’ll naturally build a relationship…

…without really even trying.

Cheers,

Alastair Walton

WHY ARE ONE WORD YOUTUBE TITLES BECOMING MORE AND MORE POPULAR?

Here’s something you may have noticed:

It seems like more and more YouTubers are using one word titles on their videos.

For example, Emma Chamberlain is one of the platforms biggest stars.

If you look at her channel some of the latest videos are titled: cool, film, rotten, haunted, and haircut. But isn’t this the exact wrong thing to do? Shouldn’t she be using something more descriptive…some type of title that grabs you by the eyeballs and refuses to let go?

Turns out no.

You see, there are a few good reasons why she does this.

First of all, these titles look completely different to everything else and actually help her stand out.

Second, she simply doesn’t need to.

What you have to realize is that she’s one of the most famous YouTube stars right now.

This means her name carries more weight than any convoluted clickbait title ever could.

Not only that, her audience is rabid and basically guaranteed to watch anything she puts out…

…no matter what title she uses.

And this brings me neatly to the point.

A lot of email marketers get obsessed with subject lines.

Yes, subject lines are important BUT they’re not nearly as important as WHO sends the message.

(Think about it.)

This is why it’s so important to build your name.

You need to become the type of person your audience loves to hear from.

The type of person who they eagerly click on no matter what you’re sending.

Most importantly you need to become FAMOUS.

Do this and half the battle is won.

Do this and your subject lines won’t matter nearly as much.

Cheers,

Alastair Walton

A SIMPLE HACK FOR WRITING PERSUASIVE EMAILS

Here’s a simple hack for creating persuasive emails.

You see, if you’re writing an email…you may be stuck wondering what to actually write about.

What theme, subject, or idea do you base your email around?

Now, most people will simply default to writing about their product.

Alternatively, they might write about the problem their product solves…

…or some type of pain point the market is experiencing.

The problem is that this can get boring after a while.

Especially if you’ve said everything there is to say about your product or market.

But there is another topic you can use when everything else is exhausted.

What is this?

Quite simply, MOTIVATION.

Basically, if you have nothing left to write, write something motivating.

The reason why this works is simple:

Everyone needs motivation from time to time.

The fact is that achieving certain goals can be immensely difficult.

This is true, whether you’re starting a business or trying to lose weight.

But by providing motivation you can make people feel good.

Not only that, you can inspire them to change their life or reach new heights.

Naturally, this will mean taking some kind of action.

Which of course is where your product comes in…

Cheers,

Alastair Walton

P.S. This secret can be used when creating any type of copy. It doesn’t matter if you’re writing emails, sales letters, or articles. Simply weaving motivation into the mix makes the whole thing more persuasive.

WHY YOU SHOULD EMAIL YOUR LIST EVERY SINGLE DAY

Something I’m often asked is this:

How often should you email your list.

The answer is every single day.

There’s a simple reason for this.

Emailing daily creates a far DEEPER bond with your audience than let’s say, emailing once a week or month. Think about it like this: Who are you closer to someone you see every day or once a month?

Here’s something else you should realize:

Most people get a LOT of emails.

So by mailing every day you greatly increase the chances that your messages will actually be seen.

One more thing…

When you send daily emails the secret to getting read is keeping them short.

Your emails shouldn’t be long.

Keep them short, easy to read and to the point.

That way people will always be eager to open up your messages.

(Emails which are a chore to read just get deleted.)

Bottom line:

Send daily emails and keep them short.

Cheers,

Alastair Walton