Make their eyes dilate

Everyone’s got their own approach to content.

But, for me, the best-performing content does ONE key thing:

Opening people’s eyes to a new way of seeing the world.

Making them aware of something they weren’t previously.

Because this is what gives ‘em that sweet HIT of dopamine and opens them up to changing their behaviour change (and isn’t that the entire point of copywriting?)

And with this email?

I want to give you just a little “peek” into how I do this with my content, offers and emails that I ping to you (almost) every day.

So, with that in mind…

Here’s how this email is gonna work.

Imma give you 5 “prompts” to FIND these novel, contrarian ideas (which are already inside your head) and which open your audience’s mind to a new way of seeing the world.

And then imma show you how to use these to stimulate behaviour change and “nudge” people towards your offer.

I’ll break the first one down in graphic detail.

And then I’ll do more of a “quick-fire” explanation of the remaining 4 (otherwise this email is gonna turn into a damn book).

Right. We got a lot to cover.

So, let’s dive in…

[Content Prompt #1] What were you once unaware of, which you now are? How can you use this to “stimulate” your reader to take the “next step” towards your offer.

Example: I didn’t understand why stories were so powerful for building a connection with your audience.

After all…

Everyone’s always says shit like “stories make you relatable”.

OK. But what does that mean? At it’s core?

Because once you do a little “digging”, you discover that what really makes stories so powerful is that they allow your brain to “simulate” real-life experience.

There’s literally neural studies to show the auditory and motor cortexes “lighting up” in people’s brains when they hear an emotionally-charged story. Showing how it “develops” the “character of you” in their mind. How that builds an “empathetic connection” with your readers that makes them more aligned, and hence more likely to buy from you.

99% of my audience are almost certainly aren’t aware of this (maybe you weren’t either?)

And then I can “pair” that insight with something they want — the ability to earn more income. And suddenly, I’m no longer like every other Neanderthal saying “stories good”. I’m now showing them why.

And I can use novel insight that to stimulate people’s desire to learn more about storytelling.

Enter…

My Storytelling course.

Or an email I’m about to send out on storytelling which they’ll “miss out” on (and which they now care about because I’ve “connected” it with something they truly want).

Do you see?

Do you see how this works?

You open people’s minds to a new way of seeing the world.

You “connect” that with something they want.

And then you offer up a next “step” which will facilitate that change — your offer.

Got it? Nice.

Quick fire has begun…

[Content Prompt #2] What did you once think was NOT important, which you now do, and have seen huge benefits from?

Example: When I first joined The Creator Economy, I was utterly “resistant” to investing in courses, products and other people’s expertise. It felt like an expense, rather than investment.

OK. Now I could write an email, a long form, or a standalone tweet about how that old mindset held me back, the benefits I’ve experienced since “biting the bullet” and spending money to access other people’s insights — time saved, stress relieved etc.

And then I could use that to open up people’s minds towards buying my products.

Do you see how that works?

Do you see how I’m breaking down ONE barrier which might them prevent them from buying?

(FYI — I literally did this a couple days ago while selling my latest workshop. Go read that email to see it in action).

Next:

[Content Prompt #3] What mistake did you once make, which you still see other people making?

Example: I didn’t send my first newsletter until I had “accrued” 300 subscribers (maybe you’re one of the OGs?)

Negative consequence → Shitty emails that didn’t make any sales, despite a big audience.

Implication → DON’T wait to start learning about emails.

Next step → Buy my email marketing course (which they’re now open to because I’ve shown them the negative implications of NOT learning about emails ASAP).

See?

Next:

[Content Prompt #4] What did you once think was true, but no longer do?

Example: I once thought of the Creator game as a “solo” game, rather than the MMORPG I now see it as.

OK. That’s the angle.

What offer or “next step” can you “pair” that insight with, after you’ve opened their mind to the power of your network?

A community? A cohort?

See?

Final one:

[Content Prompt #5] What did you once think was important, but which you now realise was a waste of time?

Example: At the start of my Twitter journey, I spent HOURS crafting the “perfect” lead magnet. Packed with PAGES and PAGES of valuable info but… no conversions.

Enter: my lead magnet course.

A way to learn how to build a REAL lead magnet which converts leads into customers/clients. And which you now see the value in (because I’ve shown you how my old approach led to negative consequences).

Do you see?

Do you see how I’m opening up your mind to a new way of seeing the world based on MY experiences?

And how I’m using that to achieve the ONE thing your writing is there to do:

Stimulate behaviour change.

Right.

I hope this email has opened YOUR eyes.

And a final note…

This ISN’T manipulation. It’s persuasion.

The difference?

The size of the benefit the person receives by pursuing the action you push them towards.

With manipulation, the cost exceeds the benefit gained.

With persuasion, the reverse holds.

Right. That’s all from me today.

Peace.

I’m out.

Harry

PS. If you DID find this useful…

Reply “New” and I can bash out more breakdowns like this in the future. They’re the most fun emails for me. But I’ll only do it if they’re useful to you (so please take 2 seconds to reply).