What’s the best way to cut out the fluff in your copy?

I’ve seen many websites, content pieces, and marketing materials rife with useless words. It’s a huge turn-off for readers and can make your message sound vague and fuzzy.

The major problem is it forces your prospect to “think” when trying to figure out what you’re offering. That will lead to confusion and, most likely, a lost sale.

Is there a way to avoid this?

Yes!

The #1 reason fluff exists in copy is that people stray from clearly defining one thing – benefits!

The secret to writing persuasive copy is to focus on the benefits of your product or service throughout. The story you’re telling should be focused on what the prospect can gain from taking action. Let them know what they’ll get, how it will make their lives easier, and why they should buy now!

In doing so, you should be as specific as you can. Focus on tangible outcomes and let your prospect know exactly what they’re getting before they make a purchase decision.

For example, instead of saying, “You’ll get more customers,” you can say, “You’ll get an influx of 50% more qualified leads in the first month”. Or instead of “You’ll save time,” you can say, “You’ll save 10 hours a week on administrative tasks!”

When you make this shift in your copy and focus solely on the benefits that you’ll deliver to your prospects, you can be sure that you’re saying goodbye to any fluff. Your copy will be short, sweet, and to the point, giving you a much better chance of making that sale.

And THAT’S how you can ensure you’re delivering only the most effective copy possible… copy that will drive conversions and grow your business.

-Ericson

P.S. I’m always available to lend a hand if you still need help cutting out any fluff in your copy. Let’s have a chat today and see how I can help you write better copy that sells!

When it comes to writing email copy that stands head and shoulders above the competition…

Writing with personality is a top-tier tactic.

After all, you can find practically infinite information about nearly anything online.

And most of it is a rehash of the same info.

So unless you’re in a market that literally nobody has seen or heard of before (which would likely be a no-profit market since there’s no competition)…

You need to stand out through personality and brand!

Being “professional” is the kiss of death in this case.

This is because you sound like everybody else when you’re professional.

To be successful with email marketing, you MUST sound different than everybody else.

You need to have an edge.

And that edge is personality.

Think about it this way:

Do you want to be the same as everybody else, or do you want to be remembered?

I know what I would choose.

And if you care about making your own business stand out (and stand out in such a way that create fans who buy your products)…

Then you’ll allow your brand and personality to shine through in your email copy.

So, how can you do this?

If you run your own business, then the rule is simple:

You + 1.

What’s that mean?

It’s simple – be yourself but slightly exaggerate your traits.

It sounds strange, but you should know this is how some EXTREMELY successful musicians created thousands of fans and millions of dollars for themselves.

For example, Tupac Shakur (a famous, highly influential rapper from the ’90s) used this successfully.

Fans of his loved his “gangsta” image and ate it up. And being the sharp businessman he was… he went with it.

Unfortunately, he died far before seeing just how powerful this was.

Today, his estate is valued at over $40 million.

He’s sold over 75 million records as of 2022.

And he was inducted into the Hip Hop Hall of Fame.

Not too bad, right?

Here’s 2 ways you can replicate this in your own business:

• Talk about things happening in your life… and connect them to your prospect/your offer. What better way to be yourself then to talk about your life? The goal is to use your experience as a segue to talk about your prospect. This will prevent “self-indulgent” copy but allow your market to get closer to you. And this will lead to them slowly, knowing, liking, and trusting your business more.
• Exaggerate your traits. If you’re happy-go-lucky, make sure your emails reflect that. If you’re more serious, then write seriously. Or if you’re cranky, then add it in. It might be scary, but allowing these traits to shine will be like a breath of fresh air to those “professional” sounding businesses with as much personality as a stale cracker.

Relatively simple, I’d say.

And these are just a few ideas of how you can add your personality to your business.

I’m sure you can think of more on your own.

But I’ll leave that to you.

-Ericson Ay Mires

P.S. Uncomfortable letting your personality shine? I can help with that. Click here to book a free consultation with me. We can chat about how you can let your personality show through in your email copy – and make more sales along the way.

Does the idea of speaking with a stiff, lifeless robot sound enjoyable to you?

I doubt it.

In fact, whenever I’m forced to interact with those “press the number” robots on the phone, I instantly get annoyed because I have to jump through hoops to (hopefully) get where I want.

Why not just a simple customer service rep?

Even if I don’t get what I want out of the call, some decent human interaction typically leaves me happy-ish.

And in the case of email copy, this rings true as well.

In fact, if you can make it feel like there’s a true and blue human at the end of all your emails, you’re more likely to:

• Get higher open rates
• Get more clicks on your links
• And perhaps most importantly, build a deeper connection with your audience.

And it’s all because you treated your list…

Like actual people!

This is where small and medium-sized business can get a big up on those big and faceless corporations.

(Or if you work for a big corporation, you can get one over your competition by sounding like a human instead of a faceless entity)

It’s not rocket science, but it is an art form.

When you sound like a corporate stiff in your emails, you immediately turn off your readers. No one wants to feel like they’re speaking person to robot.

But when you sound like a personable and friendly person, you make your readers feel like they’re being communicated with as a person…

Which drastically improves your relationship with them!

So, how can you master the ability to sound like you’re a real person?

Here’s a few ideas:

• Speak out loud as you write. Don’t disconnect your written word and spoken word. Instead, consciously verbalize the words you want to type and then type them out. This is the EASIEST way to write naturally and conversationally.
• Keep the language simple. A big mistake is to try to “impress” your market with fancy language… not good! Nobody likes a smarty-pants. Instead, use relatable language that anybody can understand. And only use jargon or slang that’s normal to your market (e.g. medical terms for medical prospects).
• Shorten your sentences. In real life, you don’t use super long and detailed sentences. Instead, you typically employ short, choppy sentences that are easy to digest. Do the same in your email copy! Focus on short sentences while mixing it up with the occasional longer one to prevent your voice from becoming monotonous.

Okay!

These 3 tips are more than enough to master the art of conversational writing.

Start here and you’ll instantly find your writing to be more natural, engaging, and even more enjoyable to write.

Speaking of which:

You can simply unload this task onto someone who already mastered this delicate art a long time ago – me.

Send me a message and we can get you set up with a series of conversational, high-converting emails your audience loves.

>>Get Conversational Email Copy Now

How do you go from a lukewarm prospect…

…to rabid, diehard fan of your business through email?

To find out, we need to dive into the “tribe mentality” inherent in every human being alive.

What is “tribe mentality?”

It’s the instinctual need to belong to a group, and it’s something that’s hardwired into our DNA.

We get a sense of safety and security when we’re part of a group. So naturally, we’re drawn to things that make us feel like we belong.

This is why people are more likely to buy from companies or brands they feel a connection to.

Twitch Streamer “Shoots” His Fans

There’s a Twitch streamer that goes by the name Avoiding The Puddle.

And he does things quite differently compared to most streamers.

For one thing, he has an unwritten rule that you can’t ask him any questions. And the consequences for violating this rule?

(Which, I should repeat, is UNWRITTEN)

You get “shot!”

Which just means you’re temporarily banned from participating in the chat area.

Additionally, most of these new viewers get “berated” in the process.

(It’s all part of his “Twitch acting” process, which is aimed at being entertaining. This is another unwritten topic but he frequently talks about it and his audience is aware)

Now, based on what I just told you, doesn’t that sound like a recipe for disaster? What streamer would willingly “shoot” a new viewer (who could add to their streaming income) just like that?

In fact:

I can tell you from experience that 95% of streamers wouldn’t dare do that.

They’re afraid of not only damaging their reputation… but their bottom line as well.

But is that what happened with Avoiding The Puddle?

Loved For “Shooting” People?

It’s the exact opposite, in fact.

Avoiding The Puddle has amassed a massive following of over 393k followers on Twitch. Plus, each time he streams he usually has about 3-4k viewers watching him play video games.

(Many of which are donating to him during these streams)

And when does this little “shooting” routine…

His most loyal fans applaud him!

The whole gang that’s “in on the joke” absolutely love hazing the new guys. Afterward, the guy who was shot is now in on the joke and then it’s rinse and repeat.

Sometimes (if the viewer is REALLY obnoxious) they even get permabanned.

(As in they can NEVER participate in chat again)

And amazingly, the viewers LOVE seeing this happen more so.

I’ve personally witnessed this happen over and over again in his stream. And I can’t get over how impressive it is that he has thousands of people rooting for him as he does it.

The Takeaway?

Well, it’s NOT to be mean to new prospects.

And it’s certainly NOT to ban new prospects from being your customer.

(Unless they’re incredibly obnoxious)

Instead, it’s this:

Create a clear line between YOUR tribe and those who are NOT part of your tribe.

Because when you’ve got a gang of people who:

• Share the same language (e.g. slang, terms, jokes, etc.)
• Have the same interests and problems
• And more importantly, share the same values…

You’ve got a recipe for a loyal tribe of fans.

And your most loyal fan is FAR more likely to be your most loyal (and most profitable) customer as well.

So put in the effort to remind your tribe that nobody else is like you guys…

And you’ll quickly find your tribe will love you (and your business) more for it.

-Ericson Ay Mires

P.S. I’ve got the whole “tribe” psychology thing down myself. And if you’d like to use this method in your email copy, then send me a message and will quickly turn your email list into a tribe of loyal fans.

Do your emails make readers yawn out loud?

Or even worse, do they get deleted without being opened?

If you want to keep your list interested (and prevent eye-rubs or deletions), then you MUST talk about things that perk their ears up in interest.

Otherwise, you’ll quickly find your email list dwindling.

(And your profits will quickly match it…)

In truth, you don’t need to pull your hair out wondering if your email copy is “good enough.”

After all, your email list is made up of people who WANT to hear from you.

They are interested in what you have to say (or they wouldn’t have signed up in the first place).

But it’s not helpful to just say that, so let’s get you rolling with some actual ideas.

Idea the first:

Talk Problems

Talk about your prospects problem in excruciating detail.

What does their day-to-day look like?

What are the challenges they face?

How do those challenges make them feel?

Answering these questions will give you a TON of email fodder that practically magnetizes your readers to your emails.

By validating your readers emotions like this, you’ve proven you understand their plight. And if they see that you recognize their circumstances, they’ll be more likely to both like AND trust you more.

And that will lead to more sales in the future.

The second idea?

Anything Interesting!

You can find interesting things by paying attention to news in your industry, reading other blogs (especially the ones that are popular with your target market), or by simply chatting with people you know.

Here’s a few ideas you can steal:

• Anecdotes from your life
• A funny story
• News stories that tie into what you do (or are at least interesting)
• A “day in the life” of what you do
• An interview with someone you know/respect in your industry

And MANY more as well.

The goal here is to connect these ideas with a problem your market has… or a solution your offer has (which solves a problem your market has).

Not only is this entertaining for your list (and will literally make them WANT to read your emails)…

It’s also fun to write as well!

You’ll quickly find out that when you have fun writing your emails, that emotion is then transferred to your readers as well.

And once they’ve been infected with your positive mood, you’ll see a difference in how they interact with you (and your offers). Notably, you’ll see more people buying from you.

And there you have it – two basic topics to focus your emails around.

It’s short, simple, and HIGHLY effective for practically any business out there.

So put these ideas to work and watch your email profits soar.

-Ericson

P.S. Do you find writing emails (or any marketing and sales material) not to be your cup of tea? Don’t sit cluelessly at a blank screen another second if you loathe writing. Just send me a quick message and I’ll get to writing you some emails your list will love.

Worried about boring your email subscribers?

Or worse, making them unsubscribe?

Here’s the truth:

You’ll get FAR more sales (and far more rabid fans) by writing in a way that’s not only helpful…

But entertaining as well!

And that means you can’t go wrong with a little personality, honesty, and yes, a bit of controversy as well.

Because at the end of the day, the only people who will buy from you are those who FEEL something when they read your emails.

And do you think anybody will react if there’s no sense of humanity behind your words?

Of course not!

But without fail, you still see plenty of emails devoid of any personality whatsoever.

And that’s a shame – because if you put in the effort to make your emails more personal and relatable, you’ll be rewarded with better open rates, more sales, and a list of email subscribers who actually looks forward to hearing from you.

Here’s just a few (of MANY) ways to make your emails more human:

• Write like you’re talking to a friend. This is the best way to ensure your emails come across as human, instead of like a faceless corporation.
• Be vulnerable. Share your own struggles (without getting overly sappy), and let your subscribers know you’re just like them.
• Be controversial. Take a stand on something, even if it means ruffling a few feathers. It’ll make people sit up and take notice.
• Share your story. We all love a good story, so why not share yours? Your subscribers will appreciate getting to know you on a deeper level. But really, any story can make for good email content.
• Be transparent. You don’t have to share everything, but letting your subscribers in on a few behind-the-scenes peeks will make them feel closer to you.

This should be enough to get you going.

Of course, if all this is a bit much to take in, I’m always ready to take this work off your hands.

All you need to do is click the following link and I’ll take it from there:

>>>Get Email Copy Your List Loves To Read (And Buy From)