We interrupt our regularly scheduled newsletter to bring you this awesome news —
Starting today, this newsletter will be published weekly. If you’re a paid subscriber, you can expect to see me in your inbox every Sunday morning. If you’re a free subscriber, you can expect to see me 1x/month. (pssst…for just $5/month you could be getting actionable tips to use in your email copy that’ll bring you more than $5 from your customers and prospects).
Why am I doing this?
Exciting things are happening in my world!
I’m starting a new business venture (yes, it will center around email marketing) and it needs my attention.
I’m publishing a book…Email Copywriting Secrets: How to Write Killer Emails That Get Results and a couple of courses (yes, you’ll get an email about it).
I’m partnering with a SaaS to provide copywriting services to their clients and my team needs me to get them trained and ready.
Email Skills Summit 2 will be happening this Fall.
I want to start writing more Burke’s Bits newsletters and need to free up some time to do it.
I have the foundation laid for all of the above. My wonderful Marketing VA, Suzi, is taking care of a lot of the back end. My team of copywriters aka Copy Heroes is ready. And a small group of mentors I’ve surrounded myself with keep pushing me to grow. Now it’s time to build on that foundation.
Thank you for understanding.
And now for our regularly scheduled email…
How to Moo-ve Your Email Copywriting Game to the Next Level
The purple cow technique
Ready to add some pizzazz to your email copy? I hope you said "yes," because I've got a technique that's going to make you stand out like a... well, like a Purple Cow in a field of ordinary, black & white dairy cows.
Before you can say, "Wait, do I have to know how to draw a cow or moo like a cow?” let's dive into what this technique is all about.
What's a Purple Cow Got to Do With It?
First, "Purple Cow" isn't just a whimsical term I pulled out of a hat (or a barn). It's actually the title of a book by marketing guru Seth Godin. The central idea? In a world full of brown, black, and red cows…be the Purple Cow.
Be remarkable. Be different. Be the reason people stop and pay attention.
Why Being a Purple Cow Matters in Email Copywriting
Look, the reality is that your subscribers’ inbox is chock full of "limited-time offers," "urgent messages," and newsletters they don't remember signing up for. Amidst all that noise, you need to be the Purple Cow. You need to be the email that makes people go, "Whoa, what's this?"
You need to be so unique, so compelling, that people can't help but click on your email. And once they do, they should be so captivated that they read every word and take action.
The Purple Cow in Action: A Short Story
Let's say you're selling artisanal, hand-crafted soap. Sure, you could go the traditional route:
"Buy our soap! It's 100% natural and smells great!"
Yawn.
Or, you could go full Purple Cow:
Introducing the world's first soap inspired by the scents of a Parisian bakery!
No matter where you are located, you can experience the smells and tastes of Paris.
Your adventure begins when you open your package.
The comforting aroma of freshly baked croissants and a hint of blueberry is released. Ooh la la!
Wrapped in lavender tissue paper, you’ll see that every bar is embossed with an Eiffel Tower.
And you’ll experience the exquisite silky smooth lather as you relax in a warm bath.
Now, which soap would you rather buy? The one that's just "natural and smells great," or the one that promises a mini-vacation to Paris every time you shower?
Your mission, if you accept it, is this:
The next time you sit down to write an email, think about how you can be the Purple Cow. How can you make your product, your offer, your writing so remarkable that people can't help but pay attention?
It’s simple to do, really.
Expand on the benefits of your offer. Describe your offer using the 5 senses … help them see, feel, smell, hear, or taste it. Write a short story that puts your reader in the action. You want to tap into an emotion…because people buy from emotion not logic.
In a field full of cows, be the Purple Cow. Because nobody ever wrote an email about a regular cow. (well, except for cattle rancher or dairy farmer).
Got thoughts, questions, or your own Purple Cow story? Hit reply—I'd love to hear from you!
Till next time, keep it udderly awesome!
Talk soon -
Charlene Burke
PS No cows were dyed purple in the making of this newsletter. 🐄💜
PPS Want to know how to punch up your copy in your emails? I’m available for short consultations - I’ll look over what you have and offer recommendations for improvement. Two ways we can do this:
Let's Connect
“In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.” ~ Seth Godin