Showcased below is a compilation of emails promoting a "free + shipping" book offer from popular self-development site, Early to Rise. They've been running...View More this cookbook offer since at least 2014 & the email copy has largely remained the same with only slight adjustments. What makes the recurrence particularly interesting is that the first email from 2014 is pitching a different book (with a different author) from the 2015/2016 emails. However, because the book concept is the same (delicious comfort food that's healthy & good for you), they were able to seamlessly adjust the copy to sell the same book. It's an excellent example of swiping your own promotions to create new (and better) ones. For instance, note how they emphasized "family" in the second email as it was sent around the holidays & how they reframed the author in the third email because the book was no longer free.
“Free Book” Email Campaign from Early To Rise (Agora) Swiped in September 2016
Swiping isn't all about drawing ideas from outside sources. Swiping your own copy can be just as much if not more beneficial, especially if you've witnessed the copy perform well first-hand. Always be focusing on how you can make it better, whether it be making it more appropriate for current events, adding in new proof or simply testing new conversion strategies.
Whenever you're pitching someone else's product, keep two major things in mind (as shown in the example above): 1. the product creator should never seem like a "random person", but more like a "trusted friend". 2. it really helps if you've personally tried the product & can attest to its quality. Miss these two things & it will be a much harder to sell others' products to your audience.
Too often, we only focus on someone's self-approval & forget to mention their "friends & family". Family can be especially important if you have an older audience. Most people value their family's approval & well-being so "friends & family" copy can conjure up strong emotions, especially around the holidays.
When you're selling a product from someone your audience is mostly unaware of, it's important to emphasize credibility. Early To Rise does that in these emails using words like "world-renowned, best-seller, chef to the rich & famous" etc.
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 earlytorise.com below.