The two identical emails below, promoting a "free + shipping" offer, were sent out by Survival Life & Pioneer Settler, affiliated companies run by well-known...View More marketer Ryan Deiss. The "free + shipping" item being pitched is a credit card scan blocker sold on a separate website: http://cardsafeguard.com Unlike the typical product emails from Survival Life & Pioneer Settler, which focus heavily on scarcity & urgency, these are primarily driven by the fearful scenario of getting your financial data stolen coupled with dissatisfaction towards the credit card companies (the common enemy). So, the person's buying decision isn't just fear-based, but driven by the desire to rebel against the enemy.
“Shipping Address” Email Hook from Survival Life & Pioneer Settler (Ryan Deiss) Swiped in September 2016
When it comes to selling products that "protect" you, you're throwing money away if you don't focus at least a little bit on the worst-case scenario. Remember, it's not about bringing people down & keeping them there. It's about reminding them of the consequences of inaction and then presenting your solution & answer to the problem. You should always end up on a high note. In this case, the fear & anxiety of getting your financial data stolen represents the consequences of inaction and the free scan blocker makes sure you never have to go through that scenario.
When it comes to marketing, never shy away from advertising how well your product is selling & being perceived. If you've got great numbers, use them, just like how they mention (in the postscript) that 10s of thousands of the Safeguard cards have been shipped out.
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!
Visit the archives of this swipe's source URL or view past screenshots of cardsafeguard.com below.