Jon Benson, Artificial Intelligence For Email: How You Can Get The Best Copywriters In History

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00:00
welcome to funnel hacker radio podcast
00:02
where we go behind the scenes and
00:05
uncover the tactics and strategies top
00:07
entrepreneurs are using to make more
00:09
sales dominate their markets and how you
00:12
can get those same results here is your
00:14
host Dave Woodward welcome back to radio
00:19
I’m your host Dave Woodward and today
00:21
you guys are in for such a treat I have
00:23
the opportunity of actually bringing on
00:25
one of my dear friends who I’ve followed
00:27
for years and I want to introduce you
00:29
guys to John Benson John welcome hey
00:33
David it’s great to be here thanks for
00:34
having me yeah you know John I got to
00:36
tell you I have for those people who
00:38
don’t know John let me tell you a little
00:39
bit about John John was born to
00:41
biological parents and you gas and door
00:43
in Malaysia John began his career at the
00:45
age of four tending sheep and fur
00:47
bearing mammals and his father act Mark
00:50
Hollister Benson and invented the
00:51
manhole cover
00:52
now obviously first of all note about
00:55
that actually it’s true as far as you
00:56
guys know John AXYZ a well recognized as
00:58
one of the top sales copy strategist in
01:00
the world he’s a CEO of digital
01:02
publisher calm and jbf health he is the
01:05
creator of the video sales letter which
01:06
ushered in a new form of selling on the
01:08
web as well as email copy Pro which is
01:10
essentially AI female this is me one of
01:13
the main things we talked about here
01:14
today but today John’s email copy and
01:16
video sales letters have generated over
01:17
12 billion dollars in sales for hundreds
01:20
of entrepreneurs and businesses and 1.2
01:22
billion in sales specifically for his
01:24
customers and clients making him one of
01:26
the most successful copywriters in
01:27
history John I am so excited to have you
01:29
on welcome once again thanks man it’s
01:33
great to be here
01:33
I’ve now John you and I were talking
01:35
offline before we started this and I’ve
01:37
been following your stuff for years I
01:38
actually bought celery nur calm years
01:40
ago as far as video sales letter I used
01:42
it in my own products and services and
01:44
things I’ve used I am so excited to have
01:46
you here I have this is just it’s kind
01:49
of a treat for me it’s I really want to
01:51
make sure everyone gets to know you as
01:52
fast as possible anything aside from the
01:54
introduction I just said you want to
01:55
make sure people know about you um you
01:59
know what probably that introduction
02:01
covers and most of it the the the very
02:03
strange fictional intro there I think
02:06
copywriters by their very nature or sort
02:08
of elusive and strange so there we go
02:09
but I think if I had to say one thing
02:12
other than the
02:13
people know me as a copywriter that’s
02:15
written a lot of the lot of top offers
02:18
out out there especially video sales
02:19
letters for creating videos those
02:20
letters but really I think what I’m I
02:23
bring mostly to the table is the ability
02:26
to break down copy and teach it in a way
02:29
that that’s sort of unique and and gives
02:33
you a unique insider’s perspective on
02:34
how the copywriting mind works and is
02:37
more specifically how your how your
02:39
customers selling language is structured
02:42
so I believe like that like the book
02:43
love language is everyone has a selling
02:45
language and there’s there’s primarily
02:47
four of them and so inside all of my
02:49
teaching we talked about how to how to
02:51
communicate in all four of those
02:52
languages and it’s it’s very specific
02:55
and once people get into it you can turn
02:58
someone that’s not this never had any
03:00
aspirations for being a copywriter which
03:01
I don’t think most people who should as
03:04
for being copywriter that it turns them
03:06
into someone that can communicate with
03:07
their audience and that’s what I’m
03:09
interested in I’m not interested in in
03:10
making other people great copywriters
03:13
I’m interested in making entrepreneurs
03:15
good copywriters for their specific
03:16
audience so that’s really my niche I
03:19
love that I you know what you’re right I
03:22
have coffee for me is is always one of
03:25
those difficult things it’s just writing
03:27
is one of things I struggle with it’s
03:28
really why I wanted to make sure I
03:29
brought you on it’s because I know I’m
03:31
not the only one a lot of you know we
03:33
have over 25,000 downloads every single
03:36
month of our podcast I know every one of
03:39
our final hacker community copy is born
03:41
into things everybody struggles with and
03:43
you are not only just a master copy but
03:46
especially when it comes to email which
03:49
I know it’s probably for most people is
03:51
the most difficult thing as far as how
03:53
you actually sell through email and I
03:55
love your selling languages if you don’t
03:57
mind if you just take a couple minutes
03:58
to break down what a couple of those
04:00
selling languages might be I’m sure
04:03
absolutely so think in terms of what as
04:07
far as the selling languages go the
04:08
dialogue that’s going into the inside
04:10
your prospects mind when they wake up in
04:12
the morning specifically related to your
04:14
product so and more than likely that
04:17
dialogue is based on the first selling
04:19
language which unfortunately is fear and
04:21
I go into this quite a bit where 75% of
04:23
our motivation our psychological
04:24
motivation is still driven
04:26
by the amygdala the parts of the brain
04:29
that are the ancient brain and that is
04:31
almost all fear based and so that’s why
04:34
people respond to scarcity or they
04:36
respond to a story that sucks you in and
04:39
says are you know or you show these four
04:41
symptoms of having a heart attack those
04:43
those ads get clicks for a reason and
04:45
and the difference is is that we’re only
04:48
going in one one language here I talked
04:51
about how to use fear constructively and
04:53
how to use fear ethically so I’m not
04:54
you’re talking about being a fear monger
04:56
I’m saying making your prospect
04:57
extremely well aware of the legitimate
05:00
fears that they will experience unless
05:02
they take action and either get your
05:05
product or get somebody else’s product
05:06
and move toward those goals so when
05:08
you’re when your prospect wakes up in
05:10
the morning he or she is going to have
05:11
something on their mind
05:12
and usually it’s unfortunately it’s
05:15
usually not your product I would love it
05:17
if everyone got up in the morning their
05:18
number-one concern
05:19
if their remember one can service man
05:21
how do I get someone else to write all
05:22
my emails for me that’s really a
05:24
kick-ass a list copywriter you know and
05:26
pay them like fractions of the penny I
05:28
it’s probably not their number-one
05:29
concern
05:30
but it is if you have to write an email
05:32
so if you get up in the morning you go
05:33
yeah I gotta write another email I’m
05:35
stuck with doing this and I hate writing
05:37
emails I don’t know what to write blink
05:39
you know I have a blank notepad in front
05:40
of me
05:41
notepad being a digital notepad unless
05:43
you’re really old-school and you’re
05:45
writing by hand
05:46
so but that there underneath that is a
05:48
fear right what is the fear if it’s not
05:51
that it’s not really you have a fear of
05:53
email you if you’re saying something
05:54
that’s not congruent or saying something
05:56
that’s poorly poorly written to where
05:58
you lose communication with your
06:00
prospect and what’s the fear underneath
06:01
that the fear no that’s very simple
06:03
you’re gonna lose money you’re gonna
06:04
lose your prospects interest those are
06:06
legitimate figures and so when we talk
06:08
about that this is this fear language we
06:10
don’t go into like you know dude we
06:12
don’t just harp on it for example do you
06:13
dread writing the next email we say why
06:15
do you dread writing the next email have
06:17
you thought about it you know the reason
06:19
why you might dread that is because
06:20
underneath that there’s a spirit that
06:21
you’re going to lose respect you’re
06:23
gonna lose a sale and if you lose a sale
06:24
what could happen well if you lose
06:26
enough sales your business could fail
06:27
you see I’m just walking you down like a
06:30
logical fear crap and that is a language
06:32
that’s going on that’s an actual
06:33
dialogue going and inside your customers
06:35
it’s mine
06:36
now there’s other
06:37
at once desires these are going to all
06:40
the all the languages we won’t have time
06:42
but and so they’re positive they’re the
06:44
ones and the desires once and desires
06:45
are different and and this is something
06:47
I learned in their in writing and
06:48
relationship space when someone has a
06:50
want versus someone has a desire and the
06:53
same thing is true of a purchase someone
06:55
may actually does wanting is like the
06:57
first phase of desire your job as a
06:59
copywriter is to say okay now I think
07:01
that you want this like if anyone
07:02
listening to me right now would would
07:04
want either me or or a team of
07:07
copywriters or even guys like Gary
07:09
Halbert or and go back in history like
07:12
guys that we didn’t even write emails
07:13
that wrote great ass I’ll tell you about
07:14
what I mean here a moment but you would
07:16
love for these guys to write your emails
07:18
for you right I mean who wouldn’t write
07:20
but I could now to turn into a desire
07:23
you have to leverage their core values
07:25
and say now here’s what that would give
07:27
you this would give you XYZ and do you
07:29
see why this is so this is beyond oh of
07:32
one now than you and you now you’re into
07:33
a desire mode and once you get into
07:35
desire mode the Buy button is just
07:37
really various fractions of a second
07:39
away from being clicked and again this
07:41
is all using at what I call ethical
07:43
persuasion and that’s I can’t underscore
07:45
that enough there’s nothing in here
07:47
that’s deceptive so that that’s the
07:49
tricky part with it when it comes down
07:50
to writing really great copy is in you
07:54
know and like for example an email copy
07:56
pro their emails that that certain
07:57
people simply can’t use because it it
07:59
just doesn’t it doesn’t flow with their
08:01
business structure others they they
08:03
absolutely love them so yeah and they we
08:06
asked them to choose that based on
08:08
basically on ethics you know like if you
08:10
really don’t have people that are like
08:12
if you don’t have thousands of people
08:13
saying how great you are you know change
08:16
it to hundreds to change it to dozens
08:18
that kind of thing but but that’s pretty
08:20
simple stuff to do right it’s but yeah
08:23
the whole thing is based around I think
08:24
that most people want to be rather than
08:26
sold most people want persuasion is
08:29
different than selling no one likes to
08:31
be sold but people love to buy stuff so
08:33
in the dis yeah so they because just
08:36
look around you look around you right
08:38
now you actually like to buy stuff you
08:41
just don’t like to be sold and you don’t
08:43
need to sell that hard when you’re
08:45
talking to something that’s an actual
08:46
pain point like I’ll give you this one
08:49
last example
08:50
whatever you
08:51
whatever you woke up with this morning
08:52
that’s the most pressing problem now
08:54
hopefully you woke up with lots of great
08:55
stuff maybe the kids are doing great
08:57
wife’s doing great dogs doing great
08:59
but all of a sudden you thought man and
09:00
whatever the ah man is like I got to go
09:02
to the gym I don’t I don’t like being 20
09:05
pounds overweight oh man I forgot I have
09:07
my feet hurt it could be anything right
09:08
and if I have a product let’s say that
09:10
your feet hurt just making this up
09:12
obviously if your feet hurt and you read
09:15
my ad today and it just starts off with
09:17
did you wake up this morning and did
09:18
your feet hurt yeah I mean something
09:20
that’s not great papi at all right but
09:22
you’re gonna go yeah that totally did
09:24
a solution for morning aching feet
09:26
that’s even less than getting a little
09:28
better you see you see where we’re going
09:29
with this but people do respond better
09:31
to pain than they did then then they did
09:34
a pleasure but if I’m tapping into hey
09:35
your feets hurt the one weird reason why
09:38
your feet hurt in the morning now I
09:39
really got you
09:40
because I’ve got you on all levels right
09:42
so that’s what couples do so so that you
09:45
know and we rattling this off the top of
09:46
my head yeah I can speak and copy I and
09:48
I’ve learned that proof not quite as
09:51
good at Gary Halbert was at it but you
09:52
know but yeah so that’s that’s the
09:55
that’s how we that’s how we think
09:56
through things and and what makes I
09:59
think this this like you mentioned the
10:01
park accelerator and certainly email
10:04
copy for makes it a little bit different
10:06
because we actually walk our customers
10:08
through how we think of things and we we
10:11
basically edge them into it into filling
10:13
in certain blanks using our mindset
10:15
versus using their own mindsets not
10:17
because we’re smarter than they are but
10:19
because we simply know those those those
10:21
sales languages very well I love it you
10:24
know one thing she just made mention but
10:25
the fact is you you do you speak so well
10:27
and copy and it’s just kind of how it’s
10:30
fun i every time i talk with russell
10:32
it’s one of things where he speaks in
10:34
sound bites because he’s so used to
10:35
doing a lot of recording you speak and
10:37
copy it’s just it’s so just to deal with
10:40
a master like himself is it’s really
10:42
really cool so I appreciate your
10:43
pitching that I’ve always would just
10:46
record Russell and on having a
10:47
conversation because it was it we we go
10:50
between Facebook ad blurb left a
10:52
copywriting loop you know they say yeah
10:56
that would be a fun that actually would
10:58
be a fun audio to actually record I
11:00
don’t have to get close to launch
11:04
expert secrets and you’ve got email copy
11:06
Pro which I’m really super excited about
11:08
this is a you know what thank you
11:10
one of the main things Russell spends a
11:11
lot of time teaching and what we’ve
11:12
talked to in our funnel hacker community
11:14
quite a bit about is obviously you’ve
11:16
got a sales funnel everything else and
11:18
we’ve just spent a whole bunch of time
11:19
at federal hacking live talking about
11:20
the fact that of its really the follow
11:24
up funnel that we refer to afterwards
11:25
which entails a lot of email copy that’s
11:28
you know for every dollar we bring it on
11:29
the front and we really make sixteen
11:31
dollars on the back end and that’s
11:32
because of the email copy but that’s why
11:35
I wanted to have you on is because I get
11:37
asked all the time John as FAR’s Dave I
11:39
just suck at writing copy I know Russell
11:41
talks about soap opera sequences and
11:43
Seinfeld emails and going out to your
11:45
list on a regular basis and and when you
11:47
were talking about you know the fear
11:48
that that would just resonate so heavily
11:51
I’m sure with a lot of people who are
11:52
listening right now because the fear of
11:53
variety email copy is you got you might
11:55
have all is everybody can unsubscribe
11:57
for my list am I gonna lose money and
11:59
and so those fears are real for the
12:01
people who are listening to this and
12:03
what I loves you and I were talking
12:04
beforehand John you were talking about
12:06
the fact as far as really using
12:09
artificial intelligence for email and
12:11
that topic is such a big deal I actually
12:13
was I was a traffic conversion the other
12:15
day and we were talking with a guy who’s
12:17
doing a ton of stuff than the AI
12:18
community with regard to AI for support
12:21
and all this stuff but I’ve never heard
12:23
anyone talk about artificial
12:25
intelligence for email and he mentions
12:27
how it you’ve actually got this thing
12:29
created how you can actually get the
12:30
best copy writers in history direct your
12:32
emails for you and I’m like man that as
12:35
you’re talking about Gary Halbert and
12:37
just yourself if I had you writing my
12:39
copy every day and my emails I would be
12:41
like in heaven so with all that said I
12:44
wanted time just dying to have you tell
12:46
me a little more about what is this
12:48
whole artificial intelligence for email
12:49
and how does it work and how can people
12:50
use it the AI for email thing came out
12:56
with when I sat down with one of my
12:59
writing partners John who’s one of the
13:02
top was he’s one of the top copywriters
13:04
out there he worked for a short time as
13:06
one of the top guys at Agora and just as
13:08
a he’s a copywriting historian and
13:11
that’s I’ve never met as I’ve never met
13:14
anyone he attended with a couple of my
13:15
masterminds
13:17
that’s how I met him and I’d never met
13:18
anyone that had such a grasp of the
13:21
history of copy as this guy just is a
13:24
master student and I’m not I am well
13:27
known for anyone that’s ever heard me
13:29
interviewed before or talked about or
13:31
spoke anywhere or saw me speak anywhere
13:34
knows that I took a totally different
13:38
and certainly not what I would call a
13:41
wise my strategy to becoming a copyright
13:46
because I never intended to be I was
13:48
always just a writer who happened to
13:50
stumble into video sales letters and so
13:53
I was never I was never going to be a
13:55
copywriter in it it was completely
13:56
accidental in it of being a
13:58
serendipitous experience because it
14:01
ended up being a whole career for me but
14:02
so I never studied guys like Carlton and
14:05
bins of anga and and Halbert and I never
14:08
even knew who these guys were when I was
14:09
writing video sales letters I actually
14:11
did all the writing first and then went
14:13
back and started reading and I did I had
14:15
to be honest were there just to have not
14:16
read a tremendous amount I got lucky
14:18
because I knew exactly who to read I end
14:20
up being friends with John Carlton
14:21
and so obviously John was one of the
14:24
very first guys I was reading and they
14:25
said great guy a get to know and very
14:28
flattered that I met him when he
14:30
actually bought my products I met him
14:31
before he bought my party bought
14:33
celebrate okay I took a picture because
14:34
I have to get this on camera right but
14:37
it’s like I felt like yeah you know it
14:40
kind of is like if you were a
14:41
quarterback and Tom Brady came to you
14:43
and watch you play it’s that kind of
14:44
that kind of income but a in so I went
14:48
into that and kind of backwards where
14:50
each owned went into it forwards and he
14:52
did it and what I considered the right
14:54
way and he goes all the way back huh
14:56
hundred years right he can talk about
14:58
guys from a hundred years ago yeah I
15:00
mean I know some of me and Claude
15:01
Hopkins all those guys but you know very
15:03
few entrepreneurs have time to go back
15:06
and research copy for the last hundred
15:07
years and figure out why it works and
15:09
all this kind of so well so so I teamed
15:11
up with him and when I was showing him
15:13
that the the breakdown of what what
15:15
email copy throat was gonna eat when he
15:16
at first he was like hold it how does it
15:18
how on earth do you even do this because
15:20
you because emails communicated it is
15:22
topical communication the email isn’t
15:25
like I’m sure anyone could get a swipe
15:27
file for hey I’ve got this broma going
15:29
over here
15:29
go click here and then you send it out
15:31
once and you’re done how could you
15:33
possibly ever send that out again right
15:34
you have to recite it right so I’m
15:36
showing him this machine that rewrites
15:38
all these emails and not only rewrites
15:41
it so and then you could choose another
15:42
email and it will rewrite that one and
15:44
rewrite it again and rewrite it again
15:45
ASA he goes wait wait timeout this is
15:47
like almost like artificial intelligence
15:49
for you so it was like he was the one
15:51
that actually sparked that that that AI
15:53
for email thing in my head you know it
15:55
is kind of a it’s as close as that
15:57
you’re gonna get because as you’re
15:58
putting in data you’re reading emails
16:01
and you’re going I think I want to
16:02
change this entry here and you click on
16:04
it because if I want to make it read a
16:06
little bit different and you just add it
16:07
to your library and then email copy pro
16:09
will randomly pull it in to the next for
16:11
whatever emails it pulls in so so you
16:13
the more stuff that you have the more
16:14
randomized I want to say randomize I
16:16
mean the more more uniquely flowing your
16:19
email sounds so that your emails don’t
16:21
sound like you know like if you’re
16:22
selling if you’re selling say a printer
16:24
is this you know when it comes to
16:26
printers I mean I really don’t like bad
16:29
printers printers you know this sounds
16:32
really terrible
16:33
if you said when it comes to printing
16:36
documents there’s nothing more I really
16:38
have a frustrated really hate the
16:40
dreaded arrow sign on my printer or
16:41
whatever so you’re just even changing
16:43
one word like printing documents for
16:45
printers so that’s what email copy Pro
16:47
concur ajiz you to do and the more that
16:49
you put into it the more unique the
16:51
email zone so that’s where the the a I
16:53
came from but then what we did with the
16:55
history of copy is we took like I know
16:58
all the guys in the talk copywriter guy
17:00
there’s guys out there in the email
17:02
world and you know I’ve written emails
17:04
for tons of guys I write my charts my at
17:06
minimum $1,000 and me an email and
17:08
that’s what an NEA lister is gonna
17:09
charge you around a thousand bucks an
17:11
email so ten thousand bucks for ten
17:13
emails and that’s the secret you can use
17:14
once right but I know if I wrote if I
17:18
wrote 10 emails for Russell to close out
17:20
a funnel or any of Russell’s high in
17:22
class book what could you do with 10
17:23
grand you could turn that into you know
17:25
you can turn that into Millions right so
17:27
it’s an easy investment for guys that
17:28
are in the high end but you the guys
17:30
even in the medium tier they could turn
17:31
it into 20 or 30 grand it’s a good
17:33
investment but most people aren’t gonna
17:35
spend 10 grand for an email but so what
17:38
we did we went out and rounded up like
17:39
our friends were saying hey you could
17:41
use this sequence hey this one works
17:42
really well from
17:43
knock yourself out use this and what we
17:45
did is we took it apart by their sales
17:47
languages but by their also called them
17:49
persuasion triggers every sentence had
17:51
certain triggers in it that we were
17:53
seeing as copywriters and say oh this is
17:55
why this works so we would take it
17:56
rewrite it and then we rewrite it a
17:58
dozen times over so that the email keeps
18:01
rewriting itself with completely fresh
18:02
stuff and also keeping the same
18:04
persuasion triggers that caused it to
18:06
work in star comes in third place so in
18:08
the came out so we’re doing originally
18:09
with all these emails that were that
18:10
we’re going around that we’re a real
18:12
pocket then we thought held it why limit
18:13
this to emails and then you John went
18:15
back and uh with along with myself and
18:17
we took messages from a hundred years
18:20
ago we took some of the top copywriters
18:22
literally from a hundred years ago that
18:23
obviously way before email even existed
18:25
but took their messages that made
18:26
millions want to come a couple of them
18:28
made billions of dollars The Wall Street
18:30
Journal ad the Prevention magazine ad uh
18:32
I could go down the line about these
18:34
these and these ads and no one knows
18:36
about unless you’re a historian and we
18:37
took some of these great marketing
18:38
messages and actually turn them into
18:40
emails and tested them and then well how
18:42
do they work of course they were because
18:43
the the same persuasion triggers work a
18:45
hundred years later it’s the same thing
18:47
right that’s why great copywriters study
18:49
these legends because they’re still so
18:51
applicable in fact they’re more
18:52
applicable because they cut through they
18:54
had to really know their audience they
18:56
did not have the benefit of a split test
18:57
and you know I have the benefit of
18:59
clicking a button in instantly getting
19:01
results they had to test it the
19:02
old-fashioned way with mail or prayer
19:05
there was no a/b split testing in print
19:08
guys so you were either H kick-ass bad
19:11
mofo copywriter and those are the only
19:14
guys that made it in that world or you
19:16
just sucked and you didn’t make it and
19:17
so we took those guys and so that’s what
19:20
makes it so that’s where we’re coming
19:21
with the AI it’s like literally pulling
19:22
from a database of a hundred years of
19:24
great copywriters and every month we add
19:27
to it with you know the hottest emails
19:29
of today also some great sequences also
19:31
some great emails in the past that we
19:33
turn into we called them emails in the
19:35
past because they’re you know they’re
19:36
literally did not exist until email copy
19:38
from an email format so it’s kind of
19:41
cool so we so that’s the that’s the
19:43
beast
19:43
it’s the Beast it’s a because one of the
19:48
things you made mention of and I think
19:49
it’s important people understand there’s
19:51
a huge difference between swipe copy and
19:53
what you guys have created with email
19:55
copy Pro
19:56
and the reason I mention this is we just
19:59
did a Facebook live a while back
20:01
actually you gonna podcast and Russell
20:03
where he was again late that one night
20:06
on eBay and basically found this huge
20:08
swipe copy at swipe files and spent um
20:11
$4,000 for the swipe copy and came on
20:14
again we got it on flash drive act it
20:16
was a huge it was a hard drive basically
20:19
yeah and then also about six actually
20:22
probably about eight inches worth of
20:24
printed paper on 11 by 17 paper zip to
20:28
the office I mean it’s just huge and
20:29
we’re sitting there going oh my gosh
20:31
this is like a treasure trove of all the
20:33
best coffee in the world
20:35
alright the only problem is it’s all
20:38
there in print and the only way to do it
20:40
is you got to read through it and it
20:42
ended I sit there going it’d be so cool
20:44
if someone had taken all this content
20:46
and all this stuff for the last hundred
20:47
years and put it into a software we’re
20:49
just creating emails for you and
20:51
literally about a week later I get this
20:54
email in this video from you and you
20:56
know David Gonzalez basically saying hey
20:58
check this out and I’m like oh my gosh
21:00
this is exactly what we were talking
21:01
about where you basically have taken all
21:04
that history and put it into a software
21:06
to where now person can literally if
21:09
they spend the time have basically
21:11
software create email that literally
21:14
hundreds of years worth of content and
21:16
of the very very best people in the
21:18
world writing you’ve got that in there
21:21
so I just I’m so fascinated timing was
21:22
perfect I remember David actually
21:24
sitting there going you know basically
21:26
send them email to me saying Dave listen
21:28
I know this is gonna sound really weird
21:30
and but I know you guys don’t promote
21:31
stuff and you have to understand this is
21:34
exactly what your audience needs I’m
21:35
like well we got to get you guys on
21:37
because he was basically saying he
21:38
couldn’t tell the difference between
21:39
your emails and the one that your
21:42
software created which to me I mean you
21:45
are such an amazing copywriter to not be
21:47
able to tell the difference that’s when
21:48
it was like okay you know copy Pro
21:50
totally works
21:51
and I want to make sure that our
21:52
audience hears about this yeah thank you
21:55
it was when I was first recruiting David
21:59
to work on this uh you know I’ve known
22:01
David for years and I knew that just
22:03
because we were friends that he would he
22:04
would probably say yes but I said just
22:06
for grins and because the very first
22:08
question that we get usually is like
22:10
how does this differ from
22:11
fill-in-the-blank you know scripting
22:12
tool it’s like well it’s it’s it’s a
22:14
there’s a cataclysmic difference between
22:16
between it and my default go to on this
22:20
is if I was not a copywriter my answer
22:23
would be I would have all of them
22:26
because Russell spends $4,000 on a swipe
22:30
file that most of it you can’t use but
22:33
leavin if you could you’d have to you
22:35
have to transcribe all of it and then if
22:36
you did transcribe all of it then you if
22:38
you’re just current transcribe it word
22:40
for word is plagiarism so you get a lot
22:42
of it so what do you do with that well
22:45
the the best thing to do for this and of
22:46
course Russell has it has the the staff
22:48
and the team and the end I know how to
22:50
do this but most of us don’t and so the
22:52
best way to pro to do this is like what
22:54
if this was no I we hope over the next
22:57
two or three years that we actually have
22:59
the entire everything we can define in
23:01
the library for people to use we’re
23:04
starting off with our this is where I go
23:06
to we’re in beta right now we go to 1.0
23:08
April 4 but it’s a but yeah that’s
23:11
that’s the goal for email to forgive you
23:13
on copy posted is that our team will do
23:15
that research and network for you but
23:17
not just from the historian historical
23:19
perspective but also from the modern
23:21
perspective in other words what’s going
23:22
on right now like I just went to dinner
23:25
with a good friend of mine who wrote of
23:26
it just a she did amazing email that she
23:28
wrote and got this incredible response
23:30
from it and I just pinged her and said
23:31
hey would you mind if we add to the
23:32
story library and she said sure
23:34
absolutely knock yourself up and yeah so
23:37
it’s like in knowing that these things
23:39
work because we’re around all these guys
23:40
and that’s what we do it’s like oh hey
23:42
this email is killing it this email is
23:44
getting you know twenty percent clicks
23:45
or whatever the kitten you know 100
23:47
percent clinics whatever they are you
23:48
doing ridiculous numbers they want to
23:49
throw out right okay well let’s look at
23:51
it and figure out why and then let’s put
23:53
it into the library so that that’s
23:54
what’s really cool and then put it into
23:56
the library in different tones so we
23:59
have an aggressive tone a soft tone a
24:01
baseline tone which is the majority of
24:03
our emails so in other words if you’re
24:04
sending to if a woman is sending out to
24:06
us a a spiritual list she’s not gonna
24:08
want to go hey walk over here and get
24:10
this right now you know it says if that
24:12
tone isn’t gonna work very well right
24:15
yeah so these are this is the things
24:17
that we’re doing now that’s a it’s it’s
24:19
a it’s gonna be pretty pretty cool and
24:21
pretty unique over the
24:22
over the next few months of launching
24:25
this and and of course we’re taking the
24:27
the interesting is it’s actually become
24:29
similar one of an email wiki in the
24:31
sense that that people are saying our
24:34
customers are literally going hey I I
24:36
wrote this this emailing got this kind
24:38
of response to it and would you mind
24:40
putting this inside the machine and if
24:41
it’s really good we do so it’s kind of
24:43
cool it’s a repository of really awesome
24:45
emails that isn’t made that isn’t like
24:48
your typical swipe in other words if you
24:49
bought a swipe call right now unless you
24:52
knew the persuasion persuasion triggers
24:54
and knew how to rewrite that it’s gonna
24:56
it’s gonna either be plagiarism or what
25:00
most people do in the email world
25:01
they’ll literally take somebody’s email
25:02
write it word for word and set and
25:04
change the variables right make it your
25:08
problem with that not just legal major
25:10
problem with that is you can only use
25:12
that once so one of the coolest features
25:14
of email copy Pro is the fact that even
25:16
if you have it let’s say that you have
25:17
your favorite email everyone does right
25:19
I haven’t even know that I’d love to
25:20
send out every Monday well I I knew this
25:23
guy this is where this came from on so
25:24
he’s a really short story I know I know
25:26
somebody I can’t say who it is but
25:27
someone’s a very famous marketer this
25:29
since the same exact email every Monday
25:31
and has for four years without rewording
25:34
it without changing the subject line to
25:35
his same list and he gets roughly the
25:38
same amount of sales and and we were
25:40
like like why is that how does it even
25:42
possible it’s because and he is people
25:45
will open the he’ll track the opens
25:46
right uses Infusionsoft I think and and
25:48
it’s like people will open it like nine
25:50
times and then they’ll buy it so I
25:53
thought well you know be even better is
25:54
it what if you could take that email and
25:57
and reword it what if it wasn’t so in
26:00
other words the first sentence sounded
26:01
totally different because it’s just like
26:04
a sales that are named that if you
26:06
change the first minute of a sales
26:07
letter you can keep that cells that are
26:08
alive for like years right especially
26:11
PSL people will pay me lots of money to
26:13
change the first minute of a sales
26:14
letter well what if you change the first
26:16
paragraph of an email even better than
26:19
that what if you click a button in the
26:21
whole thing rewrote itself with the same
26:23
exact persuasion triggers and the same
26:24
exact structure is the original email so
26:26
in other words it’s going to have the
26:27
same it could even have a better
26:29
response it could have you know so
26:30
that’s what’s really cool about it and
26:31
you can send that and you can do it the
26:33
next day and the next day you could just
26:34
Hickey live
26:35
would rewrite it so you know as almost
26:37
as many times as you click button so
26:39
that that’s what we created with with
26:41
you know copy grow that makes it really
26:42
really akin we call that regeneration
26:43
that’s that’s a trademark thing that we
26:47
that we so yeah and yeah it’s really is
26:50
really groovy so what’s going on right
26:52
now with it with you know a lot of the a
26:55
lot of like say just purely scripting
26:57
tools some of them are really good and
26:59
they get people started and like I said
27:00
you should just own them all the this
27:03
one allows you to rewrite things and
27:04
this is and then you could to actually
27:05
put new variables and it sounds totally
27:07
different and he looks totally different
27:09
and of course you could do that with you
27:11
know hundreds of emails that are in
27:12
there so and of course sequences as well
27:13
so I love that now guys obviously I want
27:18
to make sure that you get this you play
27:19
around with it you use it email copy
27:21
procom is where you can find it but
27:24
understand what that whole regeneration
27:27
thing and I’ve seen that happen but John
27:30
just made mention just by change in
27:31
literally the first minute of a vesl you
27:34
literally can keep a product going for
27:36
eternity because it just continues to
27:39
convert and convert and convert and so I
27:41
I’m fascinated we’ve actually we’ve done
27:43
that a couple of times even though our
27:45
dream 100 people on on the email or we
27:48
literally just change the first sentence
27:49
and you’re right it does convert I can’t
27:51
imagine having the opportunity to
27:53
literally regenerate it and right I mean
27:55
that’s that’s crazy cool stuff yeah and
27:59
it really does allow you you can find if
28:02
all you found was like 10 emails and you
28:04
just use the same 10 emails and just
28:05
regenerate them I mean I’m not
28:06
suggesting that you do that but you
28:07
could it’s far better than saying it’s
28:10
like you know someone sends out hey
28:12
here’s a here’s a five email sequence
28:14
funnel script or whatever the case may
28:16
be and that’s great I mean that you you
28:18
need that but what do you do after and
28:22
how do you continually engage somebody
28:23
so the last thing I’ll say that I think
28:25
it’s really important for people to know
28:27
well two things if you know my number
28:28
one
28:28
this is a power tool in very much like
28:32
if you know cars the difference between
28:35
in a Alexis and a Lamborghini they both
28:39
start with L that’s pretty much where it
28:41
ends right the Lamborghini
28:43
Park there’s a lot more maintenance okay
28:45
the Lamborghini requires a lot if you go
28:48
to a Ferrari
28:48
requires every you know $30,000 a yearly
28:50
thing is these things are ridiculously
28:53
expensive cars but but they’re Ferraris
28:55
or Lamborghinis that that’s the reason
28:56
why that they can do that so to set up
28:59
email copy Pro it takes you a few hours
29:01
now not a few minutes and there’s no way
29:03
we can we can we actually generate
29:04
content emails so the one thing I want
29:06
to be different with is every month we
29:08
come up with new content sequences that
29:10
we again from scouring the internet and
29:12
going what works and our friends saying
29:13
hey here’s a content piece that really
29:14
drove a lot of you’ve got a lot of opens
29:17
drove a lot of interest soft content
29:19
that pushes and still sells contents
29:22
much more difficult to write from an
29:24
automated point of view than then
29:25
promotional and opt-in and funnel but
29:29
our we have a whole list of content
29:30
emails so and yeah believe it or not we
29:33
actually made that work and the only way
29:34
to make that work is to have you fill
29:36
out what we call our niche forms so tune
29:38
in to a degree that we know everything
29:40
about your business so we are we’re only
29:43
wanting people that are serious enough
29:44
to sit down for a day and fill this out
29:45
and then if you do that we can write
29:47
just about every email you’ll ever want
29:49
for the rest of your career if that’s
29:50
not worth the day of your time when
29:52
you’re not a good fit but then again I
29:53
don’t think you if you take your email
29:55
very seriously if that’s the case so
29:57
yeah I could say it’s taken more than a
30:00
day for me to write one email at time so

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