Today I got a $70 order for e-mails, that’s 12 e-mails with one day delivery. I had to refund it. Why? Because the guy gave me four different web links and too many instructions. Let me show you:
Email #1 Gain Positioning
Somewhat blind about the content.
Target to people who just want stuff. Low-hanging fruit / Easy Clickers
Probably shorter than email 2 which goes into more detail about the content and reason to click.
Very soft sell to click.
Email #2 Logic Positioning
Gives logical reason(s) to click.
More detail about the content.
Slightly harder sell.
Present benefits to watching the content.
Possibly both specific and broad reasons to click.
Slightly more urgency. (Something like “Check it out now before it gets lost in the shuffle of life.”)
Email #3 Fear positioning
Use time scarcity as a last resort to encourage the click to the content.
Use soft scarcity. Something like…
“For the last few days I’ve been encouraging you to check out XYZ. But today is the last day. After today, you won’t be hearing from me about XYZ any longer.
So this is your final opportunity.
Watch XYZ today, or risk missing out.”
Wow! This is the kind of stuff that causes problems. If you’re working with a stranger, order one e-mail. You can choose other gig extras such as extra headlines, a print ad, but asking for too much from a stranger is dangerous. If he’s honest like me, you’ll get your money back. If he’s dishonest, you’ll get work you won’t like.