“Send Me Your Address” Email Hook from Daily Reckoning (Agora)

swiped by Swipe-Worthy in September 2016 from dailyreckoning.com

This email promotion from Daily Reckoning, a subsidiary of multi-million dollar newsletter publisher, Agora Inc., is marketing a free book using the "what's...View More

“Send Me Your Address” Email Hook from Daily Reckoning (Agora)

Key Takeaways

  • When you're selling a book, remember that many people are used to buying on Amazon or other third-party sites. And although third-party sales are still sales, the purpose of people purchasing through you is to have the prospect go through your funnel & potentially bump up their order size (via upsells, cross-sells etc.) For this reason, you want to make it clear (like Agora does) that your offer either isn't available on third-party sites like Amazon or is a much better offer than the ones found on third-party sites.
  • A profitable "free (physical) book" offer usually uses one or both of these approaches. The first is marketing the book as free, charging around $5 for shipping and then following with upsells. The idea obviously is not to make money on the book, but help with acquisition costs & then make money on back-end offers that follow the "free book" sale. The second approach (used in the above example) is to use a free book as the center of your promotion and include a mandatory trial for a membership or newsletter that's automatically charged to your card if you don't cancel after a certain period of time. It's very powerful in that you're using the power of "free" while covertly selling on top of it.
  • The "what's your address?" hook can be deceiving to many marketers because it seems too simple & direct to work. What most forget is that selling free stuff is much different than selling paid stuff. Have you ever noticed that when people hear something is free, they're likely to take it even if they don't intend to use it or really want it. Not much convincing is involved. The "what's your address?" hook cuts to the chase & gets them primed to take action immediately.

Analyst Spotlight

Swipe-Worthy

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

Historical Screenshots

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7 Annotations
Annotations
September 8, 2016

The only difference from the first email is this product image & Jim's photo at the top.

Swipe-Worthy
Swipe-Worthy The Founder
September 8, 2016

"That way, I'll take YOUR copy" --> again, making the experience seem more one-to-one & personalized like he's doing you a favor. Now, you're more likely to feel guilty if you don't follow-up. The final sentence hinting at bonuses makes for a great finish, leaving them wondering what the bonuses are.

Swipe-Worthy
Swipe-Worthy The Founder
September 8, 2016

Worded to seem like he personally put a book aside just for you. It's almost like he did you a favor (working the law of reciprocity). "I just need your permission" is simplifying the action required, like there's minimal effort involved.

Swipe-Worthy
Swipe-Worthy The Founder
September 8, 2016

"Deserves to know the truth" -- this gets you thinking "what is the truth?" which arouses your curiosity. Note the mention of "dangers" again.

Swipe-Worthy
Swipe-Worthy The Founder
September 8, 2016

It's important that the reader understands they can ONLY get the book through this offer. The last thing you want is the prospect to abandon your funnel & go through a 3rd party.

Swipe-Worthy
Swipe-Worthy The Founder
September 8, 2016

"I wasn't intending to write this" --> makes the book's content seem more authentic & relevant...it wasn't planned. "Critical dangers" --> tied to avoiding harm. "Begin preparing for right now" --> encouraging urgent action.

Swipe-Worthy
Swipe-Worthy The Founder
September 8, 2016

Great follow-up note. "Tremendous response from others" -- they're using social proof to get subscribers to reflect on why they didn't take action. The logic is if other subscribers are taking up the offer, it must be good. No one wants to "miss out".

Swipe-Worthy
Swipe-Worthy The Founder

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