The S.W.I.P.E.S. Email

Swipe📁 • Wisdom🧠 • Interesting🧐 • Picture🖼 • Essay📄 • Splurge✍🏼
​A fun email for Friday. I hope you enjoy!

Sponsored by: Copywriting Course | SwipeFile
​Edition: Friday, July 28th, 2023​
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🎤 Listen to this email here:

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Swipe:

This is a great home page from software company Synthesia. It has an easy headline, 3 key features and benefits, and an explainer video which demo’s the product.

I highlighted all the key parts of this image here:

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Wisdom:

A great quote from Neil Gaiman (writer) about collecting a “compost heap” of ideas and inspirations. I personally call my compost heap a Swipe File and post all my ideas, inspirations, quotes, and swipes on it.

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Interesting:

This bar Lazarus Brewing offers a “free beer for life” if you buy this chalice. They initially did it during the pandemic to raise funds for the bar, and it worked so well they continued it!

I have a few friends who bought it for $1,200 and they ALWAYS suggest we go to Lazarus where the who group orders food and drinks:

It seems like such a smart move, because you turn customers into ambassadors of the bar!

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Picture:

If you build a custom jump-in cold plunge and hot tub combo in Austin when it’s 100+ degrees like @cathrynlavery, everyone always wants to come over!

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Cathryn wanted a full jump-in cold plunge (not like the bathtub-style) so she created her own with a tank made for farms and custom rigged the plumbing.

There's also a sauna right next to it.

We spent 4+ hours in the heat and felt totally fine. Anytime you feel hot you just jump in for a bit, and you don't even feel the heat after!

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Essay:

MasterClass has a super interesting sales sequence on their homepage which gets you to purchase in 6 steps.

But they don't just show you pricing right away, they make you do "6 little yes's" before showing you pricing!

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Step 1.) They give you quick survey for what you want to learn. Answering this gets you “invested” in the product a bit more:

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Step 2.) It shows you some key information about MasterClass in the form of slides.

So instead of sending you straight to a payment page, they are making sure you understand the value of your membership:

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Step 3.) They give you another quick “survey” which asks your dedication level.

Each step of this sequence gets users more investing in purchasing:

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Step 4.) Based off your answer it shows how long it will take to complete a class, giving a little “customization” to this sales sequence:

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Step 5.) It then gives the amount of classes you’d be interested in based off your Step 1 survey answers:

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Step 6.) Finally it shows you 3 different membership options.

At this point you are a bit more “invested” in buying the membership rather than just sticking a pricing sheet in your face. Very clever!

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Splurge:

Year ago before releasing this ​book​, I split test the title & cover with my audience:

• 842 people responded ​
​• 21% voted: "The Ten Commandments of Copywriting"
​• 79% voted: "This Book Will Teach You How To Write Better"

While this A/B split test wasn't the most scientific, when ~80% of people vote one way, it probably tells you something.

Looking back, the "B" cover was the right choice!

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I hope you enjoyed these Friday tid-bits!​
​Sincerely,
Neville Medhora

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