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

🎤 Listen to this email here:

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:

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.

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!

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!

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!

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!

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

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:

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

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

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:

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

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!

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!

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