Hit Send or Hit Zero

[0:00]

If you like your copy, that doesn’t mean it works. In this episode, I’ll explain why the only thing that matters is the numbers, and how hitting send beats rewriting the same email over and over again. 

[0:17]

I am Igor Kheifets, and this is The List Building Lifestyle, the podcast for anyone who wants to build a wildly profitable email list working from home.

If you’d like to make six figures, travel the world, and help people improve their lives in the process, this podcast is for you. I also invite you to claim a free copy of my best-selling book, The List Building Lifestyle Confessions of an Email Millionaire, at igorsbook.com. Get the free book, plus $3,000 bonus package that includes my best capture page templates, email swipe files, and traffic blueprints. Visit www.igorsbook.com for details.

And now, it’s time to claim your list building lifestyle.

[0:57]

You liking your copy is going to be such a subjective thing that it simply doesn’t tell us anything about whether or not it is actually effective. And there’s only one way to know if copy is effective, and that’s looking at the numbers.

There were many instances in my online career where I would write something, I would create some kind of copy or even hire a copywriter and be like, oh, wow, look at that, and they would write an amazing piece. And then we would test it, and it would completely bomb in the sense that it wouldn’t produce the sales, it wouldn’t produce as many sales as some other piece or some other angle. There were many instances where I wrote email sequences, and then I’m like, when I’m done, I sit back almost like a proud parent because I gave birth to this sequence for two weeks.

[1:53]

And I was like, this is gonna kill, this is gonna smoke, this is gonna slay. But it’s not happening. So the reality of it is that you have to emotionally detach yourself from the copy you write, and you have to let the numbers be the judge on whether or not it is good rather than endlessly rewriting it.

Most emails you will send are not gonna be perfect, they’re not gonna be perfect, really good copy, you’re gonna make mistakes, you’re gonna forget things, there’s gonna be some things you don’t even know that you don’t know that will be preventing the email from being super high converting. But the truth is that you’re gonna be sending emails every day, so it’s a forgiving exercise. It’s kind of like that movie with Tom Cruise, if you guys have seen it, where he gets reborn every single time that he dies.

[2:53]

Email marketing, the edge of tomorrow, I think it’s called. Email marketing is a lot like that, where you get another attempt the next day. Every time you send an email, that’s a new attempt.

And the other thing is that it accumulates, meaning email has an effect, a cumulative effect, where if you’ve been mailing a certain offer for a certain number of days, even if your emails aren’t perfect, it’s the fact that there’s lots of them all talking about the same offer, oftentimes ends up pushing things over the edge. There’s also other things that don’t necessarily depend on your email copy, like for instance, the scarcity for your offer. Maybe your offer is only available until Christmas Eve or something.

So that’s like a natural deadline that pushes people into action. So you don’t need to be sending perfect emails every time. You just have to be sending them.

That’s the most important part. Now that’s as far as the understanding what email marketing is and what it isn’t and how to approach it kind of mentally and philosophically even. But as far as practical thing that’s going to help you with stop, to just send it, to just hit send no matter what, is if you set a real deadline.

[4:19]

I’ll give you an example. Think about it this way. Let’s say you need to send an email tomorrow to your list, but you have a trip planned today that you’re going to go on this trip, say tonight.

You’re setting off on your trip, you’re getting on a plane tonight at 9 p.m., but you know that tomorrow that email has to go out. So you also know that on the plane you will not have internet, you will not have the ability to open your laptop and write that email and send it on the spot, but that email absolutely possibly has to go out by 11 a.m. So now you have a real deadline that you’re kind of up against. So you will most likely have to write that email way before you even set out to the airport.

[5:10]

And because you have a real deadline, you will have no other choice but to commit. You’ll have no other choice but to just eventually hit the send button and say, okay, whatever it is now, however it looks now, that’s what’s going to have to go out. Think about it in terms of TV channels, newspapers, any sort of entity that produces content or publishes information.

You know, the paper has to go out for delivery at 5 a.m. on Monday. That means the story has to be written by midnight on Sunday, period, no matter what. So even if the editor doesn’t like that story, even if it’s not perfect, even if he still wants to sit down and tweak it for three more hours, he has to commit because there’s a deadline that you need to send it to the printer.

[6:05]

Otherwise, the newspaper won’t go out at all. So you kind of have to take the same approach with your emails. You know, just assign yourself a deadline every day that by this time, the email has to go to the printer, so to speak.

And that’s it. That’s your deadline. And you have to honor the deadline.

And that’s when you’re going to be able to just say, okay, whatever I wrote, that’s what’s going to have to go. And tomorrow I will try to do better. That’s the approach.

That’s the only approach that will allow you to survive.

[6:43]

Thank you for listening to the List Building Lifestyle. Get access to the previous episodes, transcript of today’s show, as well as other exclusive content at listbuildinglifestyleshow.com. Also, remember to claim your free copy of my bestselling book at www.igorsbook.com. It explains how I made millions with list building starting from scratch. 

Plus, I’ll give you $3,000 worth of free bonuses, including my best landing page templates, email swipe files, and traffic blueprints. Go to www.igorsbook.com now to claim your free package.