Become a Persuasion Hitman with Ian Stanley

Tune in as we talk with Ian Stanley, one of the top email copywriters in the world. He's sold over $100M in products and services online and off.. If you're looking to build an engaged audience and generate consistent revenue with email then this episode was made for you. We dive into storytelling, copywriting, deliverability, automations, subject lines and so much more!

Email Marketing 101 with the Persuasion Hitman

Do you want your emails to get people pulling out their wallets to make purchases? This episode is for you. Today we have Ian Stanley joining us on the show to talk about email marketing.

Stanley is also known as the persuasion hitman. He is a top email copywriter, and he sold over a hundred million in products and services both online and offline.
He will be sharing with us what it takes to have success in emails.

Are you ready to take your emails to the level? Listen to this informative episode.

Why is Ian Stanley referred to as the Persuasion hitman? (01:09-02:17)

The idea of persuasion hitman was born when Stanley was originally freelancing. He was a copywriter, and he used persuasion to his advantage and charged any amount he wanted. Also, he had done many things that weren't copywriting within the business world that were all facets of marketing and selling.

If you are interested in working with Stanley, where can you find him? (00:26-03:06)
How did Stanley get involved in email marketing? (04:01-08:26)

Stanley and his partner run deliverability and copy workshops about email. Before they started running the workshops, he didn't know much about deliverability. He concentrated more on the copy side. 

His first copywriting job was in the business and credit niche, where they were selling ebooks on how to improve credit scores. They had a list of about 1.2 million people, and they were sending emails four or five times a week. Stanley was in charge of writing all the emails.

For over 18 months, he maintained spreadsheets of what was working and what was failing, and through that, he was able to learn a lot about emails. He enjoyed writing emails more than other forms of copywriting. From experience he had, he decided to create a course which he chose not to sell until he had sold a few million dollars’ worth of stuff. He has officially hit five years of teaching email.

Stanley's advice to someone who is getting started with emails (09:44-12:08)
  • Keep sending emails daily-there is nothing as powerful as sending out emails every day and learning.

  • Make use of hand-copying – it helps you get good at copy.
What makes a great email? (12:26-14:01)
  • Have great subject lines- a great subject line can be the difference between making $10,000 one month and making $20,000 that same month, especially if you're using autoresponders. One of the easiest ways to find the good ones and to do an excellent job with that is to think of the subject lines that you send to your friends.

  • Have a smooth call to action- your call to action should fit well with the stories and shouldn't be abrupt.
How can one incorporate storytelling into their emails? (14:32-17:56)
  • One, write as you speak.

  • Two, write at a third-grade level.

  • Three, write the stories that scare you the most. A lot of connections happen at rough edges, and a lot of people buy on mention, and they justify with logic. If you can create feelings in people and tell these very emotional stories, people are much more likely to buy. As you write your stories, remember to leave out the unnecessary details.
Tips on making sure that your welcome email builds a connection with your list (18:34-20:36)

A welcome email is the most important email that you'll ever write. If you mess up the welcome email, you messed up all the other emails that will come after that. 

A welcome email should fulfill whatever the promise was to start. It should also introduce you to the list and give them a highlight of what to expect going forward.

Check out some welcome email templates that Stanley has created.

Stanley's view on automation versus broadcasting (21:03-23:50)

Stanley loves to use a combination of automation and broadcasting. He calls it the "South Park Strategy". He sends broadcast emails to his list daily, and also, he has autoresponders.

How important are personalization and segmentation? (24:23-25:19)

Many people swear by personalization, but Stanley doesn't buy any of that. What he does is allowing people to choose their adventure sequences. People receive self-selected emails based on what they have done and their behavior.

How does Stanley get targeted people that are the right fit? (27:42-28:48)

Stanley uses quizzes. If you go to List DNA Tests, you'll see several questions meant to get the right people to the list, and he has a clear call to action on all his opt-ins. Also, he likes doing things differently from everybody else. 

How does Stanley disqualify people from his list? (29:35-29:53)

Subscribers are free to leave the list any time they want, and in case anyone does not follow through, he automatically disqualifies them.

 Stanley's take on Gmail primary tab versus the promotional tab (31:09-34:52)

Promo tab is a huge issue, and for that reason, Stanley has created a product on that. 

The product takes 15 minutes to teach people how to get out of the promo tab. The worst thing that can happen is for you is to get into the promo tab. It is as bad as getting to the spam folder. 

 Stanley's course has great information on how to avoid getting into the promo tab. 

What is the future of emails? (37:08-40:48)

Some people started making money from emails in 1997, and today, most of their money comes from email. 

Email is going to get better, and if one needs to succeed at it, they need to keep working on their deliverability. Look at it this way, is there anyone who ever asks for an Instagram or Facebook handle to send you a product?
 Email is something that you own, and you can't be censored. If you don't have a platform that you own, you're screwed. One platform that you own is your list. It's an asset that you own that you can grow for the rest of your life.

Stanley's opinion on metrics (41:34-44:29)

The best way to get good at email is to send emails and let your list give you feedback. As you send the emails, let your data dictate what is working and what is not.

Stanley pays great attention to open rates and clicks through rates. He strives not to go below 15% since it can get him into serious deliverability issues. He tries to maintain the rates at a base level of between 19% and 25%. If your deliverability goes down, it basically is telling Gmail that your emails belong in the spam folder. If you don't build a relationship with your list, if you don't try to leverage storytelling to get a deeper connection, it will be harder for you. You're going to run into either deliverability headaches eventually, or you're just going to be disappointed with the conversions and revenue you're generating from your list.
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