Copywriting

Categories

How Often Should You sell in Emails? The Answer May Surprise You…

By Tom Ruwitch

Got this question from a client the other day: “Tom, how often should I sell in my emails?”  He told me he’d read an article that suggested a 1:4 sales:storytelling ratio – one “sales email” for every four “storytelling emails.”  “Is that the right ratio?” he asked. I hear that question often… …and mama always…

Read More

Why This Legendary TV Character Would be a Rotten Marketer…

By Tom Ruwitch

Remember Eddie Haskell? He was the guy on Leave it to Beaver (a TV classic!) who oozed insincerity.  “Hello, Mr. and Mrs. Cleaver. Isn’t it a lovely day,” he’d say to Beaver’s parents.  And then, when the adults left the room, Eddie would wreak havoc.  The sweet-talking devil.  I had an Eddie Haskell flashback the other day. …

Read More

The Difference Between Editing and Proofreading — and Why I Focus on The Former…

By Tom Ruwitch

Rumor has it that some crafty marketers sprinkle typos and misspellings into their emails on purpose. The reason: Emails with typos and misspellings seem more personal and authentic — or so some claim.  I get the idea. Typos and misspellings ARE common in “personal” emails.  But I’m not into the fake-authenticity thing.  When you see…

Read More

How to Know if You’re Sending Too Many Emails

By Tom Ruwitch

After sending my daily email yesterday (subject line: “I didn’t punch Chad in the face, but his email tempted me” — which you can read here) I received a reply from a surprised-to-be-happy subscriber named Kimberly. When she signed up for my list earlier this month, she was hesitant. Daily emails? Not her thing, she thought. …

Read More

Why Home is Better Than Oz to Build Your Business

By Tom Ruwitch

Last weekend, I watched The Wizard of Oz for the zillionth time. The first time I watched it, I was terrified. You know, the flying monkeys and all.  But this time I wasn’t scared. I was inspired.  Dorothy dished out some inspiring wisdom right before she clicked her heels and returned to Kansas. “If I ever go…

Read More

How to Consistently Create Never-boring Content

By Tom Ruwitch

In case you missed, I sent an email yesterday that was bursting with dick jokes. Vance Morris dared me to do it (“…use “oversize reproductive assemblage” in an email to your audience,” he said). And I rose to the challenge.  There’s a big lesson in that email (you can read the archived email for that)… …but there’s…

Read More

R-rated Lessons Enclosed. I Dare You to Read On.

By Tom Ruwitch

It’s not every day that someone triple-dog-dares you… …but that’s exactly what my friend Vance Morris did yesterday. I’ll get to that story in a moment. But first, a warning: When I turn this email into a movie, The Motion Picture Association of America will give it an R rating. So if you’re the G…

Read More

A Cautionary Tale About a Marketer’s Trust-busting Email…

By Tom Ruwitch

I got an eye-roll-inducing email yesterday from a marketer named Stephanie. I signed up for her list a few months ago. So technically, this wasn’t SPAM… …but it sure felt like it.  Here’s what it said:  Hi there Tom, I wanted to send you a special note, but I don’t have your mailing address 🙂…

Read More

I Missed the Holiday. Here’s a Pot o’ Gold to Make up For It…

By Tom Ruwitch

Happy Belated World Storytelling Day. The big day was Sunday. I can’t believe I missed it. 🙁 I usually round up a bunch of my storytelling pals, head down to the corner tavern, and get drunk on green beer… …um…check that… Different holiday.  World Storytelling Day? I don’t have any special alcohol-soaked traditions.  In fact, I…

Read More
Raffle Tickets

Why That Email Signup Raffle Will Backfire

By Tom Ruwitch

I spotted the following this morning on one of my favorite online marketing forums: “I have a trade show coming up. I want to take advantage of the traffic and grow my email list. The best thing I can think of is an email sign up raffle…What is the best way to approach this?”  …

Read More