An Interview and A Tip Got In An Email...
An Interview and A Tip Got In An Email...
Meet Robert Shushich, See How to Create the Path from Skeptic to Believer
I’ve got something special for you today!
During a chat on a private Discord server, I was reminded that many moons ago … close to 15 years now … I hosted a monthly email interview. This is before podcasts and before I had the bandwidth to do video (seriously, until a couple years ago I had dial up at 3Mbps…today I have fiber at 50Mbps).
This chat was with a fellow copywriter who, after hearing what an email interview was about, raised his hand and said “hey, I’d love to do that with you!”
I like him. I think you’ll like him, too. And now the interview (followed by a tip)…
Robert is a corporate business development manager turned strategic copywriter. He coaches copywriters and business owners on all things copy, marketing, and sales.
Fun Fact About Robert
I speak 5 languages fluently, plus 2 on intermediate level and I still can't understand my wife sometimes.
Why do you like to write copy?
When writing copy I feel I'm creating, but also expressing myself and connecting to other people (hiya there 👋). And that's a form of freedom I've not experienced with anything else before.
What is your experience with writing email copy and email marketing?
Nearly five years of writing email copy and managing email lists. That means besides writing I've also been the strategic mind behind campaigns, segmentation, deliverability and and all that enchilada.
I've helped people sell low ticket stuff via email, I've helped them sell high ticket coaching, I've helped them get booked calls.
What is a simple thing (or 2-3 simple things) we can do… to be better when communicating with our audience?
Every email is a journey.
There's a starting point, A, and the end goal, B. To get from A to B you need a vehicle. It doesn't matter if you're using storytelling or writing lifts (short punchy sales emails), every email copy should have a vehicle. Something that helps the reader understand HOW they'll get from A to B.
A vehicle can be a "my fat obliterating NAVY SEAL squat method" but also something like "email copywriting".
The point is simple: give the reader a 'vehicle' so they understand how they'll get from A to B.
Who is your favorite author and why?
It's no one you would know. His name is Branko Ćopić (pronounced: Chopich). He wrote one of my favorite books ever called "The Eagles Fly Early". Great storytelling, a gripping story about childhood during World War II in Yugoslavia.
Do you own a business? Are you a freelancer or contractor? How do you make money?
I have my own business where I coach copywriters and marketers.
Aside from that I'm partnered with two other businesses where in one I coach business owners (primarily coaches) on all things copy, marketing and sales, while in the other I'm partnered with a coach and act as a fractional CMO.
Truth to be told in all cases I'm acting as FCMO (Fractional Chief Marketing Officer)
How can my readers connect with you?
https://shushich.berserkermail.com/email_copywriting_secrets
Thank you, Robert! It was nice to meet you this way.
And now for an email copywriting secret you can use.
Let's tap into the wisdom shared by Robert:
Every email is a journey. There's a starting point, A, and the end goal, B. To get from A to B you need a vehicle." This vehicle, as he puts it, is not just any mode of transport. It's your secret weapon, your "fat obliterating NAVY SEAL squat method," or your "email copywriting" prowess. It's what propels your reader from mere interest to decisive action.
I know…your first question is "how do you find this vehicle and effectively deploy it?"
Don't worry - I have the answer right here:
First, identify your A and B.
A is where your reader currently stands—unaware, curious, or perhaps skeptical. B is where you want them to be—engaged, convinced, ready to act.
Second, understand that many people don’t move from A to B is because they don’t want to give up what they’re familiar with at point A.
This is why persuasive writing is so important. You want to show your reader that your offer is worth their time and effort.
Third, your vehicle is the bridge between these two points.
The bridge is the copy that expands on your primary message.
Now, let's break it down into actionable steps:
Define the Transformation: What change are you promising your reader? Is it a solution to a pressing problem, a shortcut to success, or a gateway to a better version of themselves? Be clear about the transformation your solution offers.
Choose Your Vehicle: Whether it's a compelling story, a series of persuasive facts, or a combination of both, select a vehicle that aligns with your audience's interests and your campaign's objectives. Remember, the right vehicle makes the journey irresistible. Use your knowledge of how your ideal buyer thinks and communicates.
Map Out the Route: Just as a journey has its landmarks, your email needs key points to guide the reader towards the desired action. Highlight the strongest and biggest benefit, address an objection, and maybe sprinkle in social proof to pave the way smoothly.
Engage the Senses: A compelling journey is one that engages all senses. Use vivid language, relatable scenarios, and even humor to make your message come alive. Let your reader see, feel, and believe in the transformation you're offering. You know how the smell of coffee brewing evokes a sense of home? Or how the glorious purple heather blanketing a hillside welcomes the newcomer to New Wales? Do that with your offer - describe it vividly for your reader.
Call to Action: Just as every journey has a destination, every email has a call to action. Make it clear, compelling, and easy to follow. Whether it's clicking a link, making a purchase, or simply replying to your email, guide your reader to B with confidence.
In the spirit of my example, don't forget the importance of keeping true to your brand or personality. This, and a really good subject line, help you stand out in your subscriber's inbox.
So, as you sit down to craft your next email, remember the journey you want to take your reader on. Choose your vehicle with care, map out the route with precision, and drive towards your destination with unwavering focus.
The road to email marketing success is paved with compelling copy, and you, my friend, are in the driver's seat.
Until next time, keep exploring, keep experimenting, and may your subject lines always beckon like the call of the open road.
Okay, that’s it for this week’s edition.
What do you think? Do you like the email interview? Let me know in the comments if you’d like to see more interviews with copywriters and small business owners who are using email…successfully.
You know I’d love to hear your thoughts! Leave a comment.
Talk soon -
Charlene Burke
PS Have you been sending emails to your list? Have you changed the emails you’ve been sending to your prospects? Yes? GREAT! No? Uh oh - we should talk. Happy to answer questions via email or you can get on my calendar for a virtual coffee chat - just click here: Coffee with Charlene
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