A little change to the newsletter this week, I’ve had a few people checking in on projects and I’m thinking that a small progress group might be a useful next step.
So, I’ve changed the theme of the weekly email to “What. did you get done this week?”
Here’s my own recap (just on my content funnel work). Let me know what you’ve been up to?
This week got cut in half by a holiday (boo hoo, I know), but as usual, a couple of hours by a pool with no wifi is plenty long enough to get the idea grease flowing.
At some point in the week I had a chat on Insta with the guy behind the @goinghalves TikTok account.
I’ve been struggling a bit with how to translate writing skills like copy and email marketing, into video.
Finally and the penny dropped about why his series works, and then I remembered an older internet sensation “Will it Blend”, that follows the same pattern.
From there I started to notice a pattern everywhere, from the Tyson – Fury fight to the Boxing Day horse races I used to go to, to email subject line testing.
Yes, email subject lines.
The first time I got my hands on an email system that could test subject lines, all the boys in the room immediately started laying bets on which one would win.
If you can bet on the outcome of something, it’s inherently interesting.
Things you can bet on have some built-in features that grab people’s attention.
- Uncertain outcome
- Conflict (will it, won’t it? X vs Y)
- Personal investment in the outcome once you pay attention
One of the sites I learned most about conversion from was an internet relic called “Which Test Won?”. Annoyingly the site is broken and the owner won’t respond to offers to resurrect it, but here’s the idea…
You present a split test, the reader guesses which one won, and then you got the answer, along with how many other people got it right, or not.
It was addictive, and highly motivating to learn the patterns at the same time.
So, I’m building my own version as my next content project.
I’ve started of by resurrecting some of the content from Which Test Won (thank you archive.org) and the first test case is live here.
See if you can guess which version won?
I’ve also go some email capture in place (different account from this one).
This week’s job is finishing an offer payment form and creating a video about the test and the principles behind the winner.
What did you get done this week?
