Let’s dive straight into the lesson…
LESSON 2
The less “corporate” you feel, the more sales you’ll get.
Traditional branding is overrated.
Logo. Slogan. Color. Font. Banner.
None of these matters.
(unless you have a billion-dollar budget to iron that branding into your prospects’ mind, like Apple… or Coca-Cola)
I’ve tested this over and over again.
Whenever I can “persuade” my audience that I’m writing from an actual human being… to another real human being, I make more sales.
This means:
~ Plain text emails
~ Conversational tone
~ Simple words
~ Grade 5 or lower readability
(but no, this does not include using [FNAME] in your emails)
Case Study:
I ran a bare-bone, plain-text email 2 weeks ago.
The email looked like a quick update from the Founder.
(I used the plain-text format provided by Klaviyo with no HTML except hyperlinks)
The result?
61% Open rate
1.87% Click Rate (not click-through rate)
5% conversion
Pretty nice.
(plus, the team saved a lot since they no longer need to hire graphic designers for their emails, lol)
Continuing tomorrow…
– WYH