Today I’m joined by Jules Dan. He’s a group fitness professional turned email copywriter and has a passion for stories.
Since starting his email copywriting journey in March 2020, stories have been Jules’ secret weapon to help his clients bring in over $430,000.
His podcast Storytelling Secrets is for coaches, consultants and course creators who want to unlock their core stories and use their stories to sell more online.
It’s the place to master persuasion and influence so you build a deep relationship with your audience. And it’s the place where real-world marketing strategies, tips and lessons are shared freely. Storytelling Secrets has been featured in the top 100 for entrepreneurship in the US and in the top 50 for Australia and the UK.
In this episode of The Fearless Business Podcast, Robin ventures down under and speaks to Australian entrepreneur and acclaimed copywriter Jules Dan. Throughout the episode, they discuss the secret to Jules’ successful launch campaigns he conducts for his clients and what it takes to create excellent email copy.
Jules utilises what he deems a “3 H Structure” when executing pre-launch campaigns. What he means by using the three H’s is the stages that entrepreneurs should get their target demographic to before launching; hot, heavy and hopeful. To clarify, the steps entail:
In the words of Jules himself, “why not both?”
Jules believes it’s better to keep your network updated and in regular contact with your business rather than going in cold with a launch out of nowhere. This way, the audience you are targeting can get to know you on a more intimate level and build trust in your brand, which will make them more likely to invest in the product you are launching.
Newsletters, for example, are a great way of keeping your network and target demographic updated without coming across too “salesy”. They are also an excellent opportunity to provide simultaneous publicity for other products/services.
Quick Tip: be careful not to spam recipients with offers. When it comes to email marketing, 1 in 4 emails should be a promotional email. This is what Robin believes to be the golden ratio. Otherwise, you may risk an increase in people unsubscribing.
Just like his three H strategy, Jules utilises another acronym to ensure success post-pre-launch; SUDP. The meaning behind this is as follows:
By implementing these four key steps, entrepreneurs can ensure that their previous efforts during the pre-launch won’t waste.
According to Jules, most pre-launch emails come as an afterthought to entrepreneurs after they’ve spent their time coming up with a strategy for other marketing campaigns. So to finalise, when writing a pre-launch email, entrepreneurs need to consider:
Once these elements are considered, entrepreneurs will find that the chances of their recipients signing up for their services will increase significantly.
To find out more tips and tricks behind creating a successful pre-launch, listen to the full episode now!
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