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In Episode #397, Eric and Neil discuss what Seinfeld emails are and how you can leverage them to enhance your business. Tune in to learn how can writing about nothing (literally) can lead to increases in both your network and your sales.
Time Stamped Show Notes:
- 00:27 – Today’s topic: What Are Seinfeld Emails (And How to Leverage Them)?
- 00:53 – Eric thinks Seinfeld is just a show about nothing
- 00:59 – The Seinfeld email is like writing an email about nothing
- 01:07 – Eric shared a bad experience with American Airlines and wrote about the experience
- 01:24 – He got some great responses from the post
- 01:34 – “The good thing about writing about nothing is relating it to people”
- 01:45 – People are more likely to convert because they can connect with it and don’t feel like they’re being sold to
- 01:51 – You don’t want to write about nothing when you can’t connect it with your product and services
- 02:40 – For Neil, when someone writes for him, he still checks the end product to see if it matches his vision
- 03:11 – To be good with Seinfeld emails, you have to do it constantly
- 03:51 – “People love to hear about stories and Seinfeld emails are just one way to do it”
- 03:55 – Marketing School is giving away a free 1 year subscription of Crazy Egg which is a visual analytics tool
- 04:41 – Go to SingleGrain.com/giveaway for multiple entries
- 04:50 – That’s it for today’s episode!
3 Key Points:
- Seinfeld emails are basically emails about nothing—oddly enough, they’re effective.
- When writing a Seinfeld email, connect with people in your writing while subtly leading them to your products and services too.
- You have to write consistently to be good at Seinfeld’s email writing.
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Full Transcript of The Episode
Eric Siu: Welcome to another episode of marketing school. I'm Eric Siu.
Neil Patel: I'm Neil Patel.
Eric Siu: Today we're going to talk about what Seinfeld emails are and what you can do with them. When I was studying copy writing a couple years ago I think I was turned to ... it might be Ben Settle or might be Gary Halbert, might be Russell Brunson, it's one of them. I do know Russell Brunson uses the tactic of sign filled emails.
I was just telling Neil, when it comes to Seinfeld emails ... actually, I have never seen this show before but from my understanding and Neil correct me if I'm wrong, Seinfeld emails they don't really talk about anything. It's a show about nothing right?
Neil Patel: Yeah, but it's a good show about nothing.
Eric Siu: Yeah. When you write Seinfeld emails you're basically writing a whole lot of nothing. It could be about how your day went. To give you an example, when I had a really bad experience with the American airlines and I still hate them even though I still use them sometimes, really bad experience and I just wrote about the entire experience.
I just tied the whole thing back to how it's important to hire the write people and we got a couple of sales on one of my hiring courses. That's an example right there and it does work and ideally I would do it more. The key to writing about nothing is relating it to people. When you're writing about nothing that's really broad, other people can related to, understand and emotionally connect with they're much more likely to convert into customers.
It's all about creating that emotional connection. You don't want to just write about nothing when there's no point or there's no way to tie it into any product or service that you're going to sell or any way to emotionally connect with the ready. As long as you can do those things, then the Seinfeld type of emails will work and convert.
Going back to my point I think it's really important to have someone manning this or it could be you as well. When I think about the great copywriters out there, that's the one thing they don't really relinquish. You can think about Neil's talked about Ryan Deiss in the past, I think about Frank Kern, I think about even Remit Sathy as well, they control their copywriting the whole time.
That's something they don't really off load at least to my understand. Neil, that's what you see too or no?
Neil Patel: Yeah, those guys they love copy so much so that they're just writing it themselves. Funny enough, I take all my email copy and someone write it for me other than my blog promotion blast. Even my email copy, when I have someone write it for me I tend to be going in there and redoing a lot of it because they get my voice right or it's too pitchy or hype.
I always look over the finished product and you should as well because you want to make sure it's matching the tone of voice, that image you want to portray with your brand, your company or even your own personal brand.
Eric Siu: Final thing I'll add is actually go Google what Seinfeld emails are and then learn how to do them. The only thing that you can do to actually get good at these is to actually start to write these. Maybe write them to yourself in the beginning or start to put them through your list.
I do remember when I started sending these initially they weren't that good and just like most things you're going to suck in the beginning. As I started getting better at them, I started getting replies from people saying I'm starting to see your voice come out with these and these emails are really good.
To me, it's like whatever, I'm just sharing my story but you learn the nuances around how many sentences should be through each paragraph, how you hook people in and then how you ultimately bring people into a pitch from a story that's basically talking about nothing.
When I think about it at the end of the day, people love to hear about stories and Seinfeld is just one way to do it. Before we go, we have a one year annual subscription of crazy egg that's worth almost $1200 and we'd like to give it away to you. Before I give you the link, Neil what is Crazy Egg?
Neil Patel: Crazy Egg is a visual analytics tool. If you want to figure out why people are converting or why they're not Crazy Egg will show you all of that data from heat maps to scroll maps to even video recording of how people are navigating your site and when they're getting stuck.
You can then go and make changes to your site from marketing messages to design to images, whatever you want through the Crazy Egg WYSIWYG editor. From there, you want to run split tests and within Crazy Egg you can run those split tests or AB tests to make sure that your changes are generating you more leads, sales and revenue.
Eric Siu: Great. If you want to get in on this, we're giving away one of these every single week for the next year. Just go to singlegrain.com/giveaway and you can also get multiple entries to this. If you want to get in on this go learn more go to singlegrain.com/giveaway and we will see you tomorrow.
Speaker 1: This session of marketing has come to a close. Be sure to subscribe for more daily marketing strategies and tactics to help you find the success you've always dreamed of. Don't forget to rate and review so we can continue to bring you the best daily content possible. We'll see you in class tomorrow right here on marketing school.
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