“Death-defying neuroscientist turned OnlyFans model confronts life with memory loss — after brutal bike accident caused by a pigeon”
At no point in this New York Post headline did I know what would happen next.
Immediately added this one to my great headlines swipe file.
If they sent this out to their newsletter in the form of a Subject Line?
(Which they probably did.)
It would likely get heaps of opens & clicks.
Why?
Because the most crucial element of an email is the Subject Line – if it doesn’t stop the reader and get them to open your email…
…you ain’t making any sales.
(Regardless of how good your email “inside” is.)
Sadly, most supplement marketers overlook this.
They place nigh zero importance on the subject line – how else could you explain subject lines like below:
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🎒 Class Is in Session: 20% OFF Creatine
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20% off all 5% Nutrition products 🔥
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Last Day: 20% off sitewide
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25% OFF INSIDE
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✏️ Get Extra Credit With 20% OFF Intraworkout
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(All are real emails from five “different” supplement brands blessing my inbox.)
The ideal subject line tickles the fancy of the reader just enough…
…so they click on the email and read it.
Not too revealing, but not too mysterious either.
I give my insane-in-the-membrane simple Subject Line framework for doing this inside my book.
(The Blind Spot #3 chapter specifically.)
Does this mean the above Subject Lines are so atrociously bad…
…absolutely nobody opens, and thus, buys?
No.
But that’s less to do with their “genius & creative” subject lines and more to do with the law of large numbers:
If you have an offer, and you have a decent number of people in the market for what you’re offering…
You will inevitably get some sales.
I call these people the Hyper-Buyers – the 5% of people in the market for supplements who have such an ardent demand for them…
…you can even send a blatant sales pitch of an email and they’ll still buy.
(They’re akin to fish who are so hungry they’ll bite even if the hook is empty.)
But what about the 95% on which sales pitches don’t work on?
- Who are much more skeptical & jaded…
- Who need to be convinced more on buying from you and you specifically…
- Who don’t want to be treated like a herd there just to be billed…
- Who simply do not buy from emails that go straight from the dispassionate sale…
What about them?
Well… they require a more sophisticated email approach.
One like my Email Storyselling approach – see my entire book about it.
(Blind Spots #3 and #5 most notably though.)
The sports nutrition industry does about $60B in revenue:
So if you’re currently only driving email sales from the Hyper-Buyers…
(As most supplement companies are…)
And if the Hyper-Buyers make up roughly 5% of the people in the market for sports supplements…
It means you’re limited to ONLY 3 of the available 60 billion.
(Akin to fighting over one slice of a 20-slice pie.)
Anyway, enough dilly-dallying – go over my book right now.
[Part of this email’s content has been removed from this Email Echoes version of it.]
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