Events Add an event Speakers Talks Collections
 
Craft + Commerce 2019
June 8, 2019, Idaho, ID, USA
Craft + Commerce 2019
Request Q&A
Craft + Commerce 2019
From the conference
Craft + Commerce 2019
Request Q&A
Video
7-Figure Secrets To Writing Emails That Sell - Tarzan Kay at ConvertKit Craft + Commerce 2019
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Add to favorites
7.15 K
I like 0
I dislike 0
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
  • Description
  • Transcript
  • Discussion

About the talk

This is Tarzan Kay’s main stage talk from Craft + Commerce 2019. If you like what you see, learn more and grab tickets to the next Craft + Commerce right here -- use promo code YOUTUBE at checkout for $100 off. https://conference.convertkit.com

Tarzan Kay is a conversion copywriter who helps freelancers package up talents and attract the best clients. Find out how Tarzan’s secrets to writing emails that convert no matter how big or small your audience might be.

-----------------------------------------------

// ABOUT CRAFT + COMMERCE

Craft + Commerce is the annual conference dedicated to helping creators earn a living online, and is hosted by ConvertKit in Boise, ID. Craft + Commerce is the combination of:

- Inspiring (and educational) main stage talks from full-time online business owners.

- Nitty-gritty workshops teaching in-the-weeds levels of detail on how to build a business around your blog, podcast, or YouTube channel.

- Parties, meetups, and small group gatherings to help you build meaningful relationships with other creators and entrepreneurs just like you.

Learn more and grab tickets to the next Craft + Commerce right here -- use promo code YOUTUBE at checkout for $100 off.

https://conference.convertkit.com

00:00 Introduction

00:22 How do I write emails that sell?

02:52 Stop telling stories to yourself

04:55 Outsourcing copywriters

07:27 I don’t have anything interesting to say

08:50 Story library

09:31 High unsubscribes = high profits

11:56 Being scared to sell

14:35 Tactics for writing emails that sell

About speaker

Tarzan Kay
Copywriter at www.tarzankay.com

I help my clients achieve their online marketing goals faster with seductive email copy and sweet words that sell. Words with story. Words that ignite desire. Once we’ve identified what makes your offering unlike any other, I turn it into a melody others can sing to. That might mean... ★ Rethinking boring old button text ★ Injecting your existing web copy with personality & style ★ Converting more leads by cooling up your email marketing

View the profile
Share

I'm Tarzan. And the most common question that people ask me. parents another common question But what I really wish people would ask me is how do I write emails that sell cuz yes what I only do email. I only do email my Instagram feed his life not color-coordinated at all. It's mostly pictures of my kids. They're super cute. So check it out challenges. I don't do the three-part video series. I don't do any of that entire business is based on email convertkit is also my livelihood and just last month my business. I'm so proud of my business made

$166,000 paid in full in the bank and I finished the month with a zero balance credit card, but here's what's even cooler. So many people on my email list. Not a hundred thousand not 20000 5000 I have 5000 subscribers. Thank you. Thank you. So I want to ask you why you think about writing emails specifically promotional. So just raise your hand if you are like makes me want to barf one promotional email anyone. Okay? Okay. Okay. I felt that way too. Or maybe you are like I can do it, but it takes me like three double espressos

in two boxes of Krispy Kreme to write one promotional email anyone all the rest of you. But these feelings these feeling this is all true and I see this from my seven-figure private clients to the students in my email program. These feelings are real and there's no right or wrong. But if you need to throw up and eat a whole box of Krispy Kremes, you might be missing out on this critical piece of your success and that's email. So today I'm going to give you the super ninja moves to writing emails that sell

but before we do that I have found that there are all these stories that we tell ourselves about why we can't send your email. So we got to start by debunking those stories and then we can get on to the super cool tactics. Okay. So the first story that we tell ourselves about why we can't send your email is this one Knock it off. And if you feel that way you should know that this is something you can change and I want to tell you about learning to drive a stick shift car. So I always thought this was the coolest girl that you can get my license

until I was Thirty I didn't have a chance to learn. So I just never learned until I met my husband and he drove this incredible chick magnet 1999 Honda Civic love at first sight and it's a stick shift. So he taught me to drive and I was sucking terrified. I will be driving with my hands at 10 and to certain areas of town that had Hills. I just did not go there but now it's 6 years later. Furious baby, I'm awesome at us. I'm awesome at it. So I know you

know why I'm telling you this story great writers, right? That's the whole secret you got to show up every day, and she just keep writing every day and it becomes normal just like driving. Do you ever get drivers last night? This is not some special talent that you need to be born with. It is cultivated. We can become great writers, but you got to show up and you got to do the right thing and it's just right feels to take which I understand. It might I have some things that I called Tarzan's treasure box. And in that

treasure box is my very coveted stash of sliced and you can do this to which is just when you find a can save it first look at it. What's the hook? How do they draw you in? How is it formatted at look at what? Did they use to keep you reading? Are they telling stories? You are going to learn to be a better writer it just by reading other gray female. another story very common story Which is great, but just like hot wedding planner that everyone wants to hire but you can try your schedule. So you hire

when my husband I decide to get married. We were like we're just going to buy I was hoping for something nice ass like he was color-coordinated napkins pretty chairs. You want to see what I got? I would never I was through something as important as my wedding never ever most of us doing with a copywriter and doing that with a wedding coordinator results in this. Doing that with a copywriter. If you're not ready for it may result in copy that doesn't sound like you and

doesn't convert but you're probably thinking like what if I want to hear a copywriter, that's cool. Lots of people on stage probably everyone is working with a copywriter. I work with copywriters. I used to be a copywriter. So yeah, but let me let you in on a secret. My most successful clients are actively involved in their own copy. Sometimes they even write their own copy and that's because the best copywriting is collaborative. It's never like write whatever you want. I just want to make themselves.

You might have told your copywriter. My tone is funny. But you are funny might be different from her funny. It's sort of like expecting your wedding planner to know that Uncle Al has a shellfish allergy super unlikely, right? The most successful entrepreneurs are great copywriters themselves AC this again and again, so if you want to have a good experience with a copywriter, it needs to be collaborative the better you are at copywriting the better the results you're going to get. Learning to write essential stuff you can skip it, but here's another thing that

you may be telling yourself about why you can't send email. I will tell you how to overcome this one because I have stopped at 2. So I thought if I didn't have like an 87 for your lawn, I couldn't email my list to talk about business. Right and you may have thought a school or study jazz piano for 3 years or like start a charity for the elephant's is Africa. I don't have anything interesting to say one of my most popular emails. I wrote about the cost of replacement

toothbrush heads at Costco. And the response was so great that I put it into an evergreen sales smile. So yeah, I know the feeling of not having anything interesting to say but what I have found is that what my subscribers most respond to our stories that are relatable relatable. So you do not need to have something interesting to write about anyone can relate to buy expensive overpriced replacement toothbrush head light bulb go out like sending these

little slices of life. That might make right email. So another thing in Tarzan's treasure box is my story live, right? So an example I was flying here on Friday from Toronto to Boise and I was in business class which is kind of new for me and I was just like trying to play it cool. Like I do this all the time. I was really surprised to find that you still have to pay for insight Wi-Fi if you're going to get email about that next week for sure. If you have ever been frustrated by the cost of insight Wi-Fi or whatever you purchase at Costco. You have

something interesting to say And I know you're going to think about me the next time you're at Costco. So if you write an email about it, make sure you send it to me. Another very common story super common at many stages of business is this one? People won't unsubscribe if I email them and that one's actually true. We have all unsubscribe Andre subscribe and unsubscribe to all these different left, right you think happens? So you think that you get this email with goes like this? Dear Tarzan your content. I don't

want your content. Your writing is awful and I will never be back and PS you're a failure and also you should go on a diet. So that's what we think happened Spencer is what actually happens. Okay. I'm Number decreases by one. That's all that happens. There's no hate me. Now. Here's another secret the most successful online businesses that I have worked with have incredibly High unsubscribe, but yours was really cool. The highest unsubscribes coming direct correlation with the highest profit highest

unsubscribes is on someone's email address that was anybody else on that. Tony Robbins launch. Come on. During a promotional. You're sending more email there for more unsubscribe. It comes with the territory. I get dozens of unsubscribed every time I send an email about my group program. You think I care? I used to care when I thought I was going to get hate mail from people telling me I have to go on a diet. I don't care anymore. I care that the right people hear my message and the wrong people. See you later.

But if we're really being honest here the truth is we're all scared of someone somewhere out there not liking ass and I'm going to give you some tough love today. Okay, if you read every single person on your email list to love you you are going to struggle to grow your business. So I would tell you Nathan would tell you Rachel going to tell you they're actually telling you that you're on the right track. So I've saved the last story for last because it was the biggest Uzi for me. Okay, there are things in life that are so comfortable and there are things in

life really uncomfortable and definitely falls into the category. That's uncomfortable. So I want to take you back to 2012. This is my first website. It was just a Blog I was going to meditate for 2 hours a day for a year. Didn't work either but I was determined these next two didn't even live long enough for Wayback machine to get a screenshot. But third time around I was going to teach people how to make homemade soaps cuz I can do that. Very dangerous is the next time

Next time around next time around I was going to teach people how to make fermented sodas. I was like 10 bushes. So hot right now to my signature flavor. Just wait pine needle soda. You think I was 12? I was 30. I thought if I need the website that's cool enough people will just give me money without having to ask for it. So that's the last when I was scared. I was uncomfortable selling so some of you may also feel a little bit uncomfortable selling like people get mad at you for trying to sell them something but the problem with all of those

websites with the same. I was uncomfortable selling. I didn't want to be this guy and we all every one of us has someone like this is villain in our space that person we just don't want to be But when you don't make the offer. You let some villain win your last Thursday when the iron throne. Someone's going to make that sale why not you because all we have is time, and we don't have that much you're here because you have a mission and you have a message, and if you are going to spread that message, you have

to release the fear of offending someone of being told you're too expensive or someone saying No, thank you. Your job is not to make people like you your job is to show up and to do the work and to make the offer so you can help the people who need you. So now that we have cleared all our stories we can move on to the tactics for writing emails that stuff and the first one is the rule of one. So I did is 1 hour Express sessions with clients in the most common mistake. I see one email one job. That means you do not

link to your latest blog post and then also a podcast interview just did. One email one job. That means always point to the same place. Play dollars at University. You are probably writing out like a slightly Hemingway take your writing down to a sister 6th grade reading level and it's not because your subscribers have the IQ of a 5th Grader. Try and grab it or attention all day long. Another stuff. I know it's only like 10:30 a.m. But I'm pretty sure we all

understand the importance of foreplay. So I'm going to ask you which email would you rather read this one? or this one So the email on the less interesting Lee it's actually a really great email, but you can't tell because I read the email on the right email. I wrote for Michael Porterfield. It's 400 pixels wide. The font is nice and big and easy to read lots of space between paragraphs very clear formatting use for play guys. Another is the add pictures in Jeff's I challenged you. Do you not love this, I put them in so many emails add

pictures and just just like they should a little bit about your email give their eye something to grab ahold and Mason want to keep reading. Now this is like a really obvious. When does Tarzan out a call to action right? But here's the problem is that what I see is that we will stage ourselves. Well, I didn't write a new blog post. I don't have like I'm not watching anything. I just won't email my list this week the most powerful one of the most powerful commitment you will ever make is to email them every single week. And in order to do that, you got to schedule time to write if you

don't schedule it. It's not going to happen. But what I don't want you to do is this you do not send you I appreciate your dedication to do not set your time timer for 30 minutes more ninja moves that I'm going to teach in my workshop today at 2 p.m. 5 before we get there. Someone asked me. Right before I got on stage. Do I think that anyone can write emails? I don't I don't think that anyone can do this but I have been here since Friday and I know this is not

a room full of anyone. This is a room full of dedicated entrepreneurs who have spent time and money to be here. You are not anyone. It is a room full of risk-takers of people who are not afraid to try and scary things. Can anyone write emails that sell go right those emails and come to my workshop at 2 p.m.

Cackle comments for the website

Buy this talk

Access to the talk “7-Figure Secrets To Writing Emails That Sell - Tarzan Kay at ConvertKit Craft + Commerce 2019”
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free

Access to all the recordings of the event

Get access to all videos “Craft + Commerce 2019”
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Ticket

Interested in topic “eCommerce”?

You might be interested in videos from this event

September 16 - 18, 2019
Montréal
17
7.02 K
modern design and development approaches, first real estate cloud platform, operational efficiency

Similar talks

Rachel Rodgers
CEO at Hello Seven Inc.
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Tim Grahl
Founder / Author at Common Insights
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Nathan Barry
Founder and CEO at ConvertKit
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free

Buy this video

Video
Access to the talk “7-Figure Secrets To Writing Emails That Sell - Tarzan Kay at ConvertKit Craft + Commerce 2019”
Available
In cart
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free
Free

Conference Cast

With ConferenceCast.tv, you get access to our library of the world's best conference talks.

Conference Cast
950 conferences
37772 speakers
14419 hours of content