After every launch I do, I like to breakdown the lessons I learned from that launch for you.
Why?
So that you can take the lessons I learned, and you can apply them to your own copy…
And make yourself some moolah.
So with that said, here’s a few of the biggest lessons I learned from the Copy Legends launch I just wrapped up last night…
1. I completely overestimated people’s understanding of HOW to use a swipe file
This became obvious to me on day 3 of the launch…
The sales for the swipe file were slower than I expected…
So I was racking my brain to try and figure out why.
Was it the sales page?
Is the offer just not appealing?
Do a bunch of people on my list already have this swipe file?
I wasn’t sure what the issue was.
Then on Thursday I wrote an email (the one about Mel Martin and subject lines) that did really well.
In that email, I basically broke down how you could take an ad Mel wrote in the 90’s and swipe all his fascinations and turn them into subject lines for your emails.
And since that email did well…
I did the same thing the next day.
The next day my email was all about “how to come up with endless ideas for your emails”.
So I showed how you could take old Gene Schwartz ads and turn those ads into unique ideas for email copy.
That email also did really well.
So at this point, I had two days of solid sales in a row.
And based on those two successful days, I realized something important…
I needed to do LESS selling in my emails, and more EDUCATING on how to use a swipe file.
Most people were simply unaware of how they could take an ad from 30 years ago and swipe ideas from that ad to use in emails, subject lines, and ads today.
That was a big “blind spot” on my part.
I just assumed most people knew how to use swipe files.
So I thought if I simply showed you that you could get this huge, 1,749 piece swipe file from all the legendary copywriters at a big discount, then people would snatch it right up.
But that wasn’t the case.
Most people needed to see real-world examples of how to take the copy in an old ad, and apply that to whatever it is they’re writing today.
So I totally mis-judged my list’s understanding of swipe files.
So that was lesson one…
And it was a valuable lesson…
Now for the second lesson, this lesson has more to do with the sales potential of an offer.
And my lesson was this…
2. Swipe files are something that is “nice to have” and not an absolute necessity – so they will never be a “homerun” offer
In baseball terms, most offers are singles…
Some are doubles…
A few are triples…
And once in a while, the stars align and you have a homerun.
I’ve realized from selling swipe files a couple times that they are always a solid “single”.
They’re not gonna bomb, or do terrible.
But they’re also not gonna be one of my top offers.
Why?
Cause swipe files are more of a “nice to have” product.
It’s kind of like a garage on your house.
Tons of people live perfectly fine without a gargage.
They just park in the street…
Or in their driveway…
But when you have a garage…
It’s nice.
Cause your windows aren’t iced over in the winter…
And you aren’t worried about someone stealing your tires in the middle of the night.
So is a garage required?
No.
But it’s certainly nice to have.
This is what swipe files are.
They’re nice to have.
They certainly aren’t required…
And they don’t solve an urgent pain point…
But if you’re someone who has to consistently come up with a lot of emails, subject lines and ads each week, a swipe file can be a BIG help.
Cause it’ll make your job a lot easier.
So my big takeaway here was simply understanding that certain offers (no matter how good the product is and how good the copy is) will always just be singles and doubles.
Some offers don’t have the “DNA” to be a homerun.
And if you run yourself ragged trying to turn a “single” into a “homerun”, you’ll probably be dissappointed.
Make sense?
I hope so.
Cause that’s all I got for ya today.
Hope this was insightful for you.
I’ll be back tomorrow with a few more lessons from the Copy Legends launch.
Talk soon,
– Justin
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