3-2-1 — Magic Veggies, Direct Sales, Copywriting Tips

Hey — It's Harry.

Hope you had a nice weekend. I went to the pub with my old friends and worked on the newsletter.

Enjoy 3 copywriting tips, 2 short examples, 1 favourite tweet.

Three copywriting tips

1/ Simplify, then exaggerate.

2/ Narrow your scope until you're number one.

3/ Clear positioning ⟶ Easy copywriting

Two short examples

1/ Magic Veggies

June 2018. Belgian supermarket Delhaize changed the names of their fruit and veg to encourage more kids to eat them.

Carrots became Orange rockets. Courgettes became Troll Bats. Sales increased by 151%.

“Creativity is the last unfair advantage we're legally allowed to take over our competitors” — Bill Bernbach

2/ How Convert Kit grew from $1.5k to $100k MRR

This week I read an excellent thread from Nathan Barry explaining how he used direct sales to grow his email marketing platform:

Here's four lessons:

a) Start with a niche

When Convert Kit launched it was just for bloggers.

There's a big difference between “want to try this random new tool?” and “want to try this new tool made specifically for people like you?”

b) Don't sell. Ask about frustrations.

Here's Nathan's first email.

He'd then offer a call to help people through their frustrations and show off Convert Kit.

c) Remove the biggest objection

Most calls would end with “Sounds great but switching is a hassle...” So Nathan offered to migrate customers for free.

Forms, sequences, templates. One by one.

d) Always ask for referrals

Once one blogger was set up Nathan would ask for intros to others.

It's 10x easier to persuade a friend's friend than it is to persuade a stranger. Soon referrals drove as many leads as cold outreach.

* * *

Today, Convert Kit makes $29M/yr. To quote Nathan,

“My rate was $5/hr. But you do things that don't scale. Because that enables channels that do scale.”

One favourite tweet

* * *

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See you next Monday — Harry

P.S. — I'm spending every working minute producing my flagship copywriting course. If you'd like to know when it comes out and get a 15% launch discount - click here - I'll add you.

P.P.S. — Song of the week

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3-2-1 — Magic Veggies, Direct Sales, Copywriting Tips

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