Sell Like Crazy

4. Make it visceral: bring your email copy to life with specifics
Vague copy is a one-way ticket to inflicting email blindness on your reader.
Take a look at the simple edits you can make to turn vague copy into
specific copy. Notice how much more powerful the specific copy is:
Boring: ‘Increase your sales’
Specific: ‘Stop for a moment and imagine what it would feel like to double
your sales in the next 90 days… profits would skyrocket… you’d be able to
increase your bonus… you’d feel secure that your business was on sound
footing and you wouldn’t have to spend the weekends worrying about work
anymore… you’d finally be able to ‘switch off’ and actually enjoy the fruits
of your hard work’.
Boring: ‘You’ll lose weight and look great’.
Specific: ‘You’ll finally be able to fit into that sexy little black dress and
turn heads wherever you go… and even be the envy of all your friends’.
Boring: ‘Be your own boss’
Specific: ‘Imagine breaking the shackles of your soul-sucking 9-to-5 job,
killing your calendar and living life on your terms! Picture this: You wake
up as the sun streams through your curtains. You don’t even own an alarm
clock! You roll over to check your iPhone, Facebook, and Instagram. You
jump out of bed and run through your morning workout before eating a
leisurely breakfast with coffee (and no this isn’t the weekend – it’s
Tuesday!). Then you get a text from a friend who’s in town… want to meet

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for lunch? You can do that, too — and no, you won’t have to ask your boss
if it’s okay. Because you’re your own boss! You run your own schedule and
get to work when it works for you!’
Do you see how much more relatable this type of copy is? These edits make
people feel like they know you, like you’re their good friend who
understands them, and with whom they can laugh with and open up to.
That’s key to getting your emails opened and read.